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

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
6.2013

2. CROWDSOURCING:
THE ATTEMPTS CONTINUE
@stoneward

3. DR. PEPPER
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Get fans involved with the brand.
Dr. Pepper’s “One of One” asked fans to submit videos of
themselves about why they are one of a kind for a chance to
appear in a commercial. Dr. Pepper’s slogan is “Always one of a
kind,” so the idea of the crowdsourcing campaign was to highlight
real people who are unique too.
Dr. Pepper also produced a series of “One of One” videos,
featuring the brand’s picks of people who are making a name
for themselves and have unique stories, like Misty Copeland, a
ballet prodigy, Mikaela Mayer, a model turned Olympic boxing
prodigy, and AndyWilliams of metal band EveryTime I Die.The
videos are mini profiles and showcase these people’s talents and
personal stories.There are product placement shots, but nothing
overly heavy-handed.The deadline for user-created video
submissions was June 19. Dr. Pepper will pick 10 semi-finalists
who will then have to do some social media campaigning to gain
the public’s votes using personalized hashtags onTwitter.Then
the semifinalists will be whittled down to the top five finalists,
and finally a grand prize winner will be chosen to star in a
commercial.Source

4. DR. PEPPER
OF NOTE:
@stoneward
The key to brands crowdsourcing seems to be making the fans
the center of attention, rather than the brand. Like with Pinterest
board contests, no one wants to create Pinterest boards that
must include certain branded images; similarly with
crowdsourcing, no one wants participate in something if it
involves being forced to incorporate cheesy branded stuff as the
main attraction. Campaigns like “One of One” are interesting
ways to create enthusiastic brand engagement.
Source

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9. PRINGLES
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Tie the Pringles brand to the StarWars movie series to garner
favor with the similar target audiences.
Take a fun, clever, and adventurous approach to crafting video
content in a way that celebrates both Pringles and StarWars
The objectives are robust with executional mandatories, key
messages, and branding guidelines.The contest rules also clearly
detail the three step contest process, which includes a an idea
stage, a pitch stage, and a video stage. During each wave,
entrants are either eliminated, or selected to move on. If selected
to move on, the entrants are awarded with a cash prize.This type
of initiative requires an increased time commitment from the
entrants. As a result, Pringles was able to source serious entrants
that were willing to put in the time and generate higher quality
videos.The contest has generated more than a thousand fan-
generated video ideas with more than 900,000 views.At
present, Pringles is sharing the 30- and 60-second videos from
the seven top finalists on its social media channels.The Pringles
YouTube Channel has been customized to the campaign and
even showcases behind-the-scenes footage from the making of
the final videos.
Source

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13. HEINEKEN
STRATEGY:
IDEA:
EXECUTION:
@stoneward
The 60+ demographic is increasing, the life expectancy of people
in highly developed countries is increasing by one year, every five
years.This growing demographic is largely neglected by major
brands and Heineken is addressing this issue head on by setting
up its Ideas Brewery, to gather ideas on how to cater for this
generation of consumers.
Invite the demographic to contribute to the messaging ideas.
Six finalists will be invited to a three-day workshop in Amsterdam
from July 24–26, including travel and two nights’
accommodation, where they will have the chance to work with
members of Heineken’s marketing, design and R&D teams to
take their idea to the next level. The workshop also includes a
focus group with the target audience and support from
visualizers and a pitch coach for the pitch to the expert jury.The
three top winners will receive cash prizes of $5,000, $3,000 and
$2,000, respectively.
Source

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17. HUMOR:
TOEING THE LINE
@stoneward

18. CHARMIN
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Engage followers using humor.
Take potty humor to a new level with music.
In addition to the video, Charmin is hosted a Baby Got Back
Sweepstakes on Facebook and with prizes including a trip to
California to have dinner with Sir Mix-a-Lot, iTunes gift cards,
tablet PCs, Charmin coupons, etc.
Source

19. Source

20. OLD SPICE
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Engage followers using humor.
Prove that banner ads do work. ;)
A scratch-and-sniff banner ad, which of course they called the
world's first. It ran over onThe Onion's sports section.Clicking on
it took viewers to a form you fill out—after which they'll send
you something in the mail that will let you "smell the Internet." It
lacks the immediacy of real scratch-and-sniff gimmicks, perhaps,
but spares you from looking like an idiot at the office with your
nose to the computer screen. It promotes theWolfthorn line of
products.
Source

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22. DESIGN:
LET’S END WITH SOMETHING
BEAUTIFUL
@stoneward

23. APPLE
STRATEGY:
IDEA:
EXECUTION:
@stoneward
Demonstrate the importance of beautiful design.
Use video to set the tone for theWWDC meeting.
Tell a story using an animated video.
Source

24. DISCUSSION/
QUESTIONS
@stoneward

25. KEY TAKEAWAYS
•Consumers are understanding marketing
more and more.They expect to connect with
brands and for brands to work hard for that
connection.
•We cannot underestimate the power of
stories to make those connections, especially
stories told through video.
@stoneward

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