This was a branded social media activation that didn’t feel like a branded social media activation.
DISCLAIMER: This is a pitch video for a Super Bowl disrupter idea that never made it past the gritty defense of the client.
For the launch of Lexus’ new compact SUV, the aim was to reach a younger crowd in an unexpected way, while disrupting the Super Bowl without spending big bucks on an actual TV spot.
What's the most social thing you can do on social? Let your fans do the talking.
So we did.
Instead of having a traditional photo shoot to gather new assets for the Lexus social channels, we let fans vote for the different elements of the shoot, and even let them direct via Instagram Live in real time.
We went to the biggest track in North America, and let social followers lead in a big way.
Lots of people use lots of data on their phones. So T-Mobile made their network all about the data—Designed Data Strong.
We launched an integrated campaign featuring four TV spots showing people in the heat of the data moment.
Also included here is the :60 anthem video used at promotional events, plus a couple outdoor boards.
Probably my biggest contribution to the campaign was doing (surviving) a stage dive in "Showtime".
We were tasked with re-launching The Ritz-Carlton in Cleveland, and what we found out about this hotel's location is that it's great.
So we developed an OOH campaign called Just Minutes From Memories that mathematically proved just how hot this spot was.
Yeah, we used math.
After dusting off the calculators, we measured exactly how far the property was to nearby attractions, and translated those distances into intriguing factoids.
Concern Worldwide is an international humanitarian group with a fundraising program called Concern Gifts. We helped support the program with an digital campaign, from pre-roll videos to banner ads to website content.
Instead of following the typical fundraising formula of guilt tripping people into giving, the focus was to keep it lighthearted and straightforward. Get people's guard down, and let them know about a unique way to help—no pressure.
Seattle's favorite public radio station came to us for a way to collect donations, and we came up with the Super Future Jukebox.
A mobile app that lets people pick what music is played at their local coffee shop or bar—with their phone, in real time.
The app has songs from the KEXP library, and when a person selects a track, it's played over the house speakers, at the price of a $0.25 donation to KEXP.
For the station where The Music Matters, we made donations all about the music.
To help promote the Children's Film Festival Seattle, we made an app called The Curious Neuron.
Remember the Tomagatchi? That's okay—it was a handheld electronic game where children pressed a button to care after their digital pet. We made the 21st century version where kids take care of their neuron by feeding it with films, books and music curated for brain-building and imagination-growing. Here's a good ole case study to prove it.
Dickies is a no-nonsense brand that makes hardworking gear. It's Built To Work. And that's enough about that.
Seattle's most beloved music festival happens during Seattle's most beloved season. The one where it doesn't rain everyday. Summer. So we made a campaign called The Best Part of the Best Part of the Year to remind people of the magical moment.
Here are the magic print ads from the campaign. And a magic bus wrap.