This is the fifth monthly installment of an internal presentation we give to our team to spark ideas and thoughts.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
2.2013

2. THEMES
There is a definite movement to create branded
channels and communities where brands can
“own” the audience and the ways they
communicate. Sometimes this means pulling in
content from existing social platforms and
sometimes it means creating custom content.
But, clearly, brands are looking for ways to engage
with fans on their own terms.
@stoneward

3. CROWDSOURCING:
USER-GENERATED CONTENT
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4. FORD FIESTA
STRATEGY: Recruit young drivers for the sub-compact Fiesta.
Much like the initiative four years ago, recruit 100 social media
IDEA: super stars to drive the Fiesta and share their experiences
through social media, then use this crowdsourcing to create the
advertising campaign.
Interest parties can apply through a special website,The Fiesta
EXECUTION: Movement, and 100 people will be chosen.They will be given a
2014 Fiesta, with gas, insurance and camera equipment.They will
be issued challenges that they have to complete and report back
on. All content for the new Fiesta ad campaign will come from
these social media stars and their experiences with the cars.
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5. FORD FIESTA
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6. FORD FIESTA
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7. FORD FIESTA
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8. FORD FIESTA
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9. OCCUPY CONAN
STRATEGY: Engage fans in the show content.
Ask fans to re-create clips from a specific show, then stitch those
IDEA: together to create a full crowdsourced episode of Conan O’Brien.
EXECUTION: On January 31st, nearly 200 fan clips were stitched together to
create Occupy Conan. Submissions included intricate cardboard
cutouts that spelled out the opening credits, talking hand
puppets that replaced Conan and guest Anne Hathaway, and an
audience made out of clay. There were, of course, several hopeful
comedians who impersonated the host, with Tina Fey even
making a brief appearance as O’Brien. The format points
towards the future of TV (and largely, advertising): a two-way
interaction between fans and content creators, rather than the
one-dimensional ‘push’ that it is now. As the terms ‘social’ and
‘engagement’ continue to generate buzz, brands will more and
more experiment with new ways of creating content and
reaching consumers, just as Conan disrupted the typical TV show
format with Occupy Conan. Conan live-blogged during the airing
of the episode.
Source @stoneward

10. VIDEO:
IT SELLS
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11. COACH
STRATEGY: Demonstrate product versatility to help drive sales.
Use simple animated videos.
IDEA:
EXECUTION: Create videos that show the product in use.
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12. COACH
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13. EXPERIENCE:
USING TECHNOLOGY TO
OPTIMIZE EXPERIENCES
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14. SONY
STRATEGY: Demonstrate concert-like quality of new headphones.
Create a virtual concert.
IDEA:
EXECUTION: Create a custom app that that when paired with a concert
poster and headphones, creates an augmented reality concert.
The “Headphone Music Festival” in Tokyo allowed people to
download the app, put on their headphones, and scan a poster
for the event to see virtual performances on their smartphone by
four best-selling local rock bands.This clever promotion compares
the audio quality of Sony’s headphones to listening to live music.
People were also able to “attend” the festival by trialling Sony’s
headphones at retail outlets and electronics stores across Japan.
Sony worked with Naked Communications to promote its
headphones specifically designed for smartphones, which offer a
higher quality music experience.The agency created a
smartphone app using Sony’s SmartAR technology to launch the
first ever augmented reality rock festival.
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15. SONY
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16. COMMUNITY:
OWNING FANS IN A BRANDED
CHANNEL
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17. VOLVO
STRATEGY: Aggregate all digital presences and audiences into one online
location that can be owned by the brand.
Create a brand channel that builds community around the
IDEA: brand.
EXECUTION: Within the brand website, create a community section that pulls
together all engagement aspects of communications efforts.
@stoneward

18. VOLVO
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19. VOLVO
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20. VOLVO
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21. VOLVO
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22. VOLVO
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23. VOLVO
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24. DISCUSSION/
QUESTIONS
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25. OBSERVATIONS
• Brands are getting more creative in their use
of the technology tools available to them and
combining channels, technology and
experience expertise to create something
unique.
• Video must be associated with everything we
do. We need to start thinking about how it
can be used in non-traditional ways.
@stoneward

26. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com