Out of Home & Digital: Integrated Experiences for Brands and Entertainment

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Presented at FITC Toronto 2018 More info at http://fitc.ca/event/to18/ Presented by Christine Clark, Thinkingbox Overview Interactive activations are fun, sought after, expensive and hard to track. Why would anyone want to create hardware that’s meant to be short term if you can’t determine the return on your investment? Learn from case studies of projects that involve Arduino, Raspberry Pi, projection mapping, biometrics, EEG machines and virtual reality. Creating a stunt or out of home activation takes blood sweat and tears. This talk will focus on some key learnings from the strategy phase through production and delivery. Objective Discuss business and production learnings from applications of digital OOH experiences. Target Audience Anyone interested in making cool things that bridge the digital and real world. Five Things Audience Members Will Learn Planning, how to choose and prep for a digital experience When to fake it and when to make it Create greater reach with extensions Fit a big idea into a budget Best practices for integration, covering your butt

Empresariales

Out Of Home & Digital Integrated Experiences  
for Brands and Entertainment

CAPABILITIES
___
STRATEGY
Analytics & Analysis

Setting KPI’s and Marketing Goals

360 Campaign Planning & Strategy

Creative Approach

Content Planning

CONTENT
Campaign Creative & Approach

Multi-Channel Design

Interaction Design

Creative Copy & Writing

Art Direction & Approach

DIGITAL
User Experience

User Interface Design

Web Development

Mobile Applications

Banner HTML Production

Mobile VR Creation

Web-Based VR Experiences

AR & MR Application Builds

PROCESS
___
2. STORYBOARDING
7. DEVELOPMENT
3. DEFINE EXPERIENCES
8. ACTIVATION STRATEGY
1. DEFINE THE STORY
6. CONTENT CREATION
5. PRE-PRODUCTION
10. ANALYTICS
& REPORTING
4. MOODBOARDING
9. LAUNCH/ACTIVATION

MEASURE TWICE, CUT ONCE
___
B U D G E T
Make sure you’ve considered
everything and then some to make
sure you’re able to cover what you
need to bring an experience to life.
Think, what can go wrong? Then
add a line item for it.
T I M E
Our hardware specialist constantly
tells me that to do custom hardware
properly you need a minimum of 8
weeks. This has been ignored. A lot.
We learned from it and make sure
that every minute is accounted for.
Q U A L I T Y
If your activation isn’t going to be
compelling or to the standard of the
creative team and the client, a met
timeline and budget mean nothing.
Know what quality you’re looking to
achieve and plan for it.

AMAZON STUDIOS
Sneaky Pete
LIE DETECTOR TEST

FOX NETWORK
The Gifted X-Perience
OOH ACTIVATION

AT&T AUDIENCE NETWORK
Condor Headquarters
OOH ACTIVATION

TLDR
___
1 . P L A N N I N G I S K E Y T O A N Y P H Y S I C A L A N D D I G I TA L E X P E R I E N C E
2 . I F T H E R E ’ S A N O F F T H E S H E L F S O L U T I O N , U S E I T
3 . H AV E B A C K U P S F O R YO U R B A C K U P S
4 . T E S T, T E S T A N D T E S T A G A I N
5 . M A X I M I Z E YO U R R E A C H . S H A R E , A N A LY Z E A N D I T E R AT E

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1. Out Of Home & Digital Integrated Experiences   for Brands and Entertainment

2. CAPABILITIES ___ STRATEGY Analytics & Analysis Setting KPI’s and Marketing Goals 360 Campaign Planning & Strategy Creative Approach Content Planning CONTENT Campaign Creative & Approach Multi-Channel Design Interaction Design Creative Copy & Writing Art Direction & Approach DIGITAL User Experience User Interface Design Web Development Mobile Applications Banner HTML Production Mobile VR Creation Web-Based VR Experiences AR & MR Application Builds

3. CAPABILITIES ___ SOCIAL CONTENT Creative & Strategy Social Media Workshops Content Planning Social Content & Banners Email Templates Video Content & Management Community Management LIVE ACTION & MOTION Directors & Script Writers Motion Graphics & Design Storyboarding VFX & Editing Sound Design 3D + 2D Modelling & Animatics Production Planning & Management Creative Approach ACTIVATION  3D Modelling Brand Positioning Build & Construction Management Integration Management Event Management Brand Ambassador Hiring & Management

4. DIGITAL ACTIVATIONS ___

5. PROCESS ___ 2. STORYBOARDING 7. DEVELOPMENT 3. DEFINE EXPERIENCES 8. ACTIVATION STRATEGY 1. DEFINE THE STORY 6. CONTENT CREATION 5. PRE-PRODUCTION 10. ANALYTICS & REPORTING 4. MOODBOARDING 9. LAUNCH/ACTIVATION

6. MEASURE TWICE, CUT ONCE ___ B U D G E T Make sure you’ve considered everything and then some to make sure you’re able to cover what you need to bring an experience to life. Think, what can go wrong? Then add a line item for it. T I M E Our hardware specialist constantly tells me that to do custom hardware properly you need a minimum of 8 weeks. This has been ignored. A lot. We learned from it and make sure that every minute is accounted for. Q U A L I T Y If your activation isn’t going to be compelling or to the standard of the creative team and the client, a met timeline and budget mean nothing. Know what quality you’re looking to achieve and plan for it.

7. CASE STUDIES

8. AMAZON STUDIOS Sneaky Pete LIE DETECTOR TEST

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13. FOX NETWORK The Gifted X-Perience OOH ACTIVATION

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20. AT&T AUDIENCE NETWORK Condor Headquarters OOH ACTIVATION

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25. TLDR ___ 1 . P L A N N I N G I S K E Y T O A N Y P H Y S I C A L A N D D I G I TA L E X P E R I E N C E 2 . I F T H E R E ’ S A N O F F T H E S H E L F S O L U T I O N , U S E I T 3 . H AV E B A C K U P S F O R YO U R B A C K U P S 4 . T E S T, T E S T A N D T E S T A G A I N 5 . M A X I M I Z E YO U R R E A C H . S H A R E , A N A LY Z E A N D I T E R AT E

26. THANK YOU! ___ ® © 2018 Thinkingbox Media & Design Inc. Thinkingbox name and logo-mark are trademarks of Thinkingbox Media & Design Inc. All Rights Reserved. Any trademarks or logos used throughout this documents are the property of their respective owners.

Out of Home & Digital: Integrated Experiences for Brands and Entertainment

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