we did a short discussion on mobile w/ the MAS DUMBO students, they did a great job tackling the micro brief.

1. Moving Targets
Miami Ad School #DUMBO 10/18/2010
@DanielLammon :: @AdamWohl :: @DarrellWhitelaw :: @MIRNewYork

2. @DanielLammon
Strategy Director

3. Planning for Mobile
(very) General Guidelines
http://www.flickr.com/photos/3alexander/4652409736/sizes/l/

4. Always Always ALWAYS!
start with behavior
It should guide everything you do
http://www.flickr.com/photos/wild_images/3102860458/sizes/z/

5. What does your target do that
you can help them do better?
And where does your brand fit into the
picture?
http://www.flickr.com/photos/cooganphoto/1502759219/

6. How does location fit into your
plan? How does social? http://www.flickr.com/photos/scobleizer/4478758182/sizes/l/

7. Consider the devices that are
common among your target
It isnʼt always the iPhone
http://www.flickr.com/photos/8494964@N03/3773329208/sizes/l/

8. There are many facets to
mobile
Utility
Mobile Web
Native Apps
Mcommerce
Mobile
Experience = Social Integration
GeoLocation
SMS/MMS
Gaming
Building an app is not always the answer

9. Everything should provide
CONTINUAL value On
e tric
kp
ony
One-offs are a deathtrap http://www.flickr.com/photos/deepfrozen/2191036528/

10. Value usually takes the forms of
Entertainment, Utility, Information,
or Incentive
http://www.flickr.com/photos/gtotiger/3520096140/

11. Where behavior, value, and
location intersect is your
mobile sweet spot
http://www.flickr.com/photos/11413158@N07/3205670559/

12. Mobile brings strategy & creative
into the same room
...or at least it
should
http://www.flickr.com/photos/happykampics/3254582371/sizes/o/in/photostream/

13. @AdamWohl
Group Creative Director

14. disruption:
?
what’s going to make people
stop and notice

15. disruption:
?
what’s going to make people
stop and notice
• shocking
• unique
• relatable
• association

16. ?
inspiration:
what’s going
to make people
take action
( )
kick the tires
download the app
participate / interact
share

17. ?
inspiration:
what’s going
to make people
take action
quality experience providing
• entertainment
• utility
• education

18. @DarrellWhitelaw
Technical Creative Director

19. where storytelling meets technology

20. know what makes your ideas work
c/c++/.net/javascript/xhtml/objective-c/java/css/pascal

21. it only gets more complicated

22. your ideas are only as good as my skillset

23. it’s all about the backend

24. you don’t have to touch it to be awesome

25. dont forget your user! (interface and experience)

26. it’s the mobile web, not the iphone web
image: yiibu.com

27. think about mobile first
work with your dev team
learn to make concessions
push boundaries, know limitations
the mobile web is still young

28. The Brief

29. Client
•Frito Lay / SunChips
Campaign
•“Live Brightly”
Background
•SunChips is a leading maker of healthy, wholegrain snacks. The brandʼs image is reflective of its name: vibrant, sunny, natural
and wholesome. SunChips has been engaged in a long term campaign to convey the steps theyʼve made toward becoming a
more sustainable, environmentally responsible company.
• Their Modesto, CA chip factory (1 of 8) uses Solar Energy to produce their chips
• Theyʼve created a 100% compostable bag that is currently used on specially marked bags with plans to implement the
compostable bags across the product line.
Purpose
•Communicate that SunChips are not just about a healthy body, but a healthy planet
•Empower consumers to to make environmentally conscious choices.
•Make SunChips a more social brand using mobile platforms
Target consumers
•18-34 skewed slightly female
•Likely to engage in activities like hiking, yoga, biking, running and recycling
•They describe themselves as “wholesome, active, eco-conscious, and driven by the latest trends” - which, in this case, are green
causes
•Index high for iPhone use. Likely to text, download apps, use mobile web, take pictures, and visit social networks via their mobile.
Consumer insights
•Eco-conscious - They make environmentally friendly decisions when possible and convenient, but they arenʼt “green-nazis.”
•Many express interest in wanting to lead a more sustainable lifestyle, but havenʼt taken the necessary steps to carry it out.