Your Story Alive

YSA

EWI Worldwide

Coca Cola Happiness Without Borders

Posted byAdam Sweet

This is a really beautiful experience; helping to unite two groups of people who may not interact at all, yet are similar on so many levels. 


Interestingly, it has almost nothing to do with the brand or product, and everything to do with the user and lifestyle. 

 

Enjoy this soulful video. More information: http://www.coca-colacompany.com/stories/happiness-without-borders

 

 
 

Going with that 'gut' feeling

Posted byKatie
























Earlier this week at SXSW, BBH Labs decided to make homeless people in Austin walking Hotspots, giving each individual devices, paying them for six hours of work and suggesitng SXSW attendees give a $2 donation to the individual for 15 minutes of time.  the stunt, designed to represent "a modernized version of homeless selling street newspapers," quickly became one of the most talked about issues at SXSW, and in my opinion, will probably be pointed to as one of the big PR blunders of 2012.

Polarizing as it was, BBH went on record to defend its actions, saying that it helped attendees interact with individuals they normally wouldn't, and according to this article Dusty White, one of the participants, said that he was "proud" and would do it again. Critics say that the action was dehumanizing, careless and not well prepared.

When I first read this, I instantly thought about a book I had recently read and highly recommend, "How We Decide" by Jonah Lehrer. In a nutshell, the book looks at our decision-making process and when going with your 'gut' is to be trusted, and, how sometimes as individuals we can outsmart our 'gut' and rationalize the heck out of our decisions - with rationalization somtimes leading us astray.

After reading about Homeless Hotspots, I'm pretty sure this was a moment in which trusting your 'gut' could have come in handy. When it comes to marketing, trusting your emotional reaction to a campaign is as important and compelling as the rational decision-making process behind it. And, it proves that giving yourself perspective is an absolute must before you take anything to market.

This is an old journalism trick that someone else recently resurfaced, but by simply writing all the headlines that could come out of your activation - good and bad - you can help create distance from a project and give yourself and your team renewed perspective.

Here's another great post on the issue from blog RSMITHING.

What do you think about this activation? Is all press good press or do you think they went too far?

 
 

HOW WELL DOES GOOGLE KNOW YOU?

Posted byAdam Sweet
 Via Geekologie.com and Google Ad Preferences, I've recently discovered our good friend Mr(s). Google has set up a cookie tracker on my web browser that highlights targeted advertising that they feel fits my demographic.  How do they know my demographic you might ask?  Why only by stalking my every online move!  But wait, we've known they did this for years, right?!  Well now I know for sure! Stay outta my head Google!  You know me better than I know me....

...and apparently, I'm a 25-34 year old man who does research on Arts & Entertainment for the technologically advanced auto industry and has a slight obsession with Rugs, Carpets, and online clothes shopping...

Check out your info by logging into your Google/Gmail account, and then clicking here


Oh, and follow the steps on the page to OPT OUT if you'd prefer Google DIDN'T invade your privacy like this.  



 
 

Interactive Advertising

Posted byBill Blatt
Check out this pretty clever billboard concept Nikon used in Korea.  It's a great example of how advertising can maintain its relevance in an experiential world:  by incorporating a live experience!
 
July 7 2009

Nikon took its cue from our celebrity-obsessed paparazzi culture to launch the brand's D700 model in Korea.

At a busy Seoul subway station, Nikon mounted a huge interactive, light-box billboard displaying life-like images of paparazzi. Huddled together as if at a premiere, the "paps" appear to be jostling and competing for the best celebrity snap. The celebrities in this case were the passersby, who automatically triggered a deluge of flashing camera lights as they walked past the billboard. The accidental superstars then followed the red carpet all the way out of the station and into a mall - directly into the store where they could purchase the new D700. Mission accomplished. - Lisa Evans

 
 

Tim Brown: The powerful link between creativity and play

Posted byEli
At the 2008 Serious Play conference, designer Tim Brown talks about the powerful relationship between creative thinking and play -- with many examples you can try at home (and one that maybe you shouldn't).
 
 

Xerox's Journey Helped by Gabby, the Green Gene Kid

Posted byLaura
Edward Gala, Vice President of corporate marketing at xerox, walked us through xerox's journey during the last session at EMS 2008.  And how experiential marketing was a brand differentiator for them.  On 1/7/08, xerox launched a new logo and a new look and feel - something fairly radical for the first time in 40 years.   It was interesting to realize the new brand was helping launch the re-birth of the "new" xerox.  And for any of us who have gone through this process, it is a real opportunity to look at all of our communication pieces under one umbrella to get the messaging and execution on target.
 
The YouTube clip shows Gabby, the daughter of one of Edward's colleagues, talking about the different products and demonstrating the strength of xerox's products vs. the competition.  I love it.  Gabby has a lot of presence and the videos are fantastic.  To me, it shows the boldness xerox is willing to take and the strength of their products. It also shows the importance of social media to xerox (actually, using the right mix and the right messages) AND social responsibility - an integral part of their fabric.  Clearly, to develop products like these, it has to be in their DNA - green is not a bandwagon concept for xerox.   
 
An interesting look into the world of xerox...I wish Edward would have shared what didn't work for them. However, the really important part of Ed's message... the one of getting comfortable with risk taking and being strategic (so one can turn the ordinary into extraordinary) was very well received.
 
 

Extending Event Impact Through Social Media

Posted byLaura
So, it's the first day of the 2008 Experiential Marketing Summit and Ric Peeler and Bryan Rhoads from Intel gave a presentation on some of the reasons Intel uses Social Media and their approach.  I thought it was informative - from learning a general overview (via case study examples shown) to helpful analytics (via industry data cited - such as people are 6x more likely to buy product vs. direct mail) and just plain 'ol fun terms like "Google-juice", "link-love" and "color commentary conversations, not copy"...the latter being an important phrase to keep in mind since your goal is to create a relationship, not a marketing brochure. 
 
Ric and Bryan's passion for Social Media is evident, and is probably what helps drive the authenticity of their campaigns.  Clearly Intel has enjoyed much success with some of their campaigns - CES in particular comes to mind as I've personally experienced a couple of them.  However, what I also liked about their presentation was their honesty about what didn't work so well ... that often they couldn't engage customer in dialogue in their space.  
 
I'm curious, how do YOU find success with nurturing this balance between corporation and inspiration, yet provide that organic atmosphere where your customers engage in the conversation?
 
 

Simple, Yet Effective

Posted byDarren
I found this on www.aboutcolonblank.com.  A simple guerrilla marketing installation that generated a lot of interest and interaction for Google Video.  Check out their 2-minute promo video on YouTube.
 
 
About YSA

A place where creative folks and clients, account people and strategists gather to discuss Live Communications and its singular ability to create deeper, more meaningful relationships between

customers and brands. 

 

So pull up your keyboard and raise a few questions, share some ideas, provide a little inspiration.  Oh, yeah... and get comfortable.  After all, it's your place.

 

Developed by the creatives of EWI Worldwide, www.ewiworldwide.com.


Brands
Sign in