This is the third monthly presentation to our internal teams showing some of the latest digital marketing efforts by brands around the world.

1. IDEA STARTERS:
CREATIVE DIGITAL
COMMUNICATIONS
12.2012

2. THEMES
• Video
• Targeting Millennials
• Holidays
• Crowdsourcing
• Creating an experience
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3. VIDEO:
IT WORKS
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4. MINI COOPER/SPCA
STRATEGY: Prove that dogs from shelters are not second-rate pets.
IDEA: Teach shelter dogs a new trick and show it off to the world.
EXECUTION: Specially-outfit Mini Cooper cars, teach dogs how to drive them
and video the whole thing.
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5. MINI COOPER/SPCA
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6. MILLENNIALS:
EVERYBODY WANTS THEM
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7. CAMPBELL’S SOUP
STRATEGY: Get the Millennial audience excited about soup and a new
product called Campbell’s Go.
IDEA: Go online and talk “Millennial speak.”
EXECUTION: Ditch the cans, create new packaging with faces of people who
represent stereotypical millennials (like a girl with thick glasses)
and launch a site for the new line of soups that is powered by
Tumblr and is full of attempts at Millennial humor that involve
cheesy jokes about how to save money or get over an ex and
phrases that young people use, like “What’s crackin’?” Campbell’s
also pulled out the big guns to attract their target audience: cats.
The Campbell’s Go site has a section for nutritional information
that is presented by cat GIFs, because, of course, you cannot
attract millennials to a website without using the Web’s favorite
animal.
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8. CAMPBELL’S SOUP
CHANNELS: • Tumblr: Campbell’s Go has its own Tumblr page, which
features similar content to the Facebook page.
• BuzzFeed: the soup brand has teamed up with social news
site BuzzFeed, creating funny posts that are designed to
promote sharing – examples include “17 Animals Who Were
Totally Prepared for Halloween,” “10 Famous Landmarks and
Their Greatest Facsimiles,” and “10 DIY Tips for Camping
Without Leaving Home” Campbell’s Go is also sponsoring
BuzzFeed’s Nom Nom Feed, so posts tagged with Nom Nom
appear with a branded tab - ”Presented by Campbell’s Go
Soups.”
• Spotify: Campbell’s Go flavors are the inspiration behind a
new set of playlists on digital music service Spotify, with one
playlist for each of the six flavors.When a user listens to one
of these songs on Spotify, he/she receives a coupon for
Campbell’s Go and gains access to the full playlist.
• Angry Birds: Campbell’s Go is also a launch sponsor for
Angry Birds Star Wars (of Rovio Entertainment), and fans on
the to-go soup’s Facebook page will have access to character
reveals and game-playing tips.
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9. CAMPBELL’S SOUP
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10. CAMPBELL’S SOUP
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11. CAMPBELL’S SOUP
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12. CAMPBELL’S SOUP
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13. CAMPBELL’S SOUP
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14. HOLIDAY:
LEVERAGING THE HOLIDAYS TO
LURE BUYERS
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15. PINTEREST
STRATEGY: Drive holiday traffic for some influential pinners.
IDEA: For the 30 days leading up to Christmas, feature the holiday
boards of a selected pinner each day.
EXECUTION: From Katie Couric, to Anthropologie, to Southwest Air, Pinterest is
further endearing itself to influential pinners and brands as a
business tool and traffic-driver. While the effort is consumer-
facing, it's also a nod to the many retailers who are busily
tending their Pinterest sites in the hopes of encouraging online
sales this holiday.The holiday pinboards will also live on the sites
of their creators once they're unveiled on the calendar.
Source, Source @stoneward

16. PINTEREST
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17. PINTEREST
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18. PINTEREST
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19. SKITTLES
STRATEGY: Get in the holiday spirit and engage consumers with the brand
as they waste time at work leading up to the holiday.
IDEA: Create your own Skittles Christmas commercial and share it
online.
EXECUTION: Developed a video-based website where users choose from a
bunch of elements in a template to create their own Skittles
Holiday ad.The characters, background setting, dialogue and,
well, the "miracles" are all accounted for; their arrangement is up
to you.The variety here offers more video possibilities than there
are Skittles in a vending machine bag.
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20. SKITTLES
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21. SKITTLES
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22. SKITTLES
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23. SKITTLES
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24. CROWDSOURCING:
ASKING THE CONSUMER FOR
THE CONTENT
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25. LINCOLN
STRATEGY: Engage a younger audience in the launch of the new Lincoln
MKZ.
IDEA: Hire Jimmy Fallon (and his 7 million Twitter followers) to “write
the script” for the Super Bowl spot using tweet responses to
Jimmy Fallon’s Twitter questions.
EXECUTION: Launch a microsite hub for the Campaign called Steer the
Script. Jimmy Fallon tweets questions about cars, road trips, etc.
and asks for responses tagged #steerthescript.They have not
revealed how the brand will take the tweets and turn them into
a :60 commercial, but the time has closed for contribution and
the script is currently being written.
To kick of the #steerthescript campaign, Lincoln used a
traditional TV spot, as well as Jimmy Fallon’s social media efforts.
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26. LINCOLN
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27. HEINEKEN
STRATEGY: Celebrate the brand’s 140th anniversary and engage fans in an
element that marks the anniversary.
IDEA: Give fans access to the brand’s history and design assets and
invite them to design the next beer bottle.
EXECUTION: The winning design will be featured on a limited edition bottle,
and distributed in specially-designed packaging by Joshua Davis.
Thirty finalists will also have their designs displayed at Milan
Design Week next year. The design challenge is open to people
around the world, who have until March 1st to submit their
bottle of the future. Mark van Iterson, Heineken’s global head of
design, said: “While we’re constantly looking ahead, we never
forget our DNA – seeking inventive ways to draw on our
evolution to create something new for the future. This ethos has
helped to make Heineken so iconic over the course of its 140
years and we think REMIX is a great theme to involve designers
all over the world, giving them the freedom to delve into our past
and create their own take on our future.”
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28. HEINEKEN
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29. HEINEKEN
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30. HEINEKEN
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31. NEW CASTLE
STRATEGY: Demonstrate that New Castle is hip to the photography trend.
IDEA: New Castle knows the truth behind your Instagram photos.
The beer company launched a new Facebook app that uncovers
EXECUTION: the real meaning behind that Instagram you posted of your
brunch. (“I’m at brunch. I hope you wish you were here.”) The
app lets you select a clichéd category of Instagram photos, add a
subtext caption and then re-share the image with your friends.
The quirky campaign paints the brand as humorous and no-
nonsense.
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32. NEW CASTLE
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33. NEW CASTLE
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34. BEN & JERRY’S
STRATEGY: Connect with fans in a local and personal way.
Use the popularity of Instagram and leverage the B&J 123,000
IDEA: followers to push the brand’s “euphoric” message. “We chose the
theme of ‘Capture Euphoria’ because we felt it gave our fans a
way to express euphoria from their own particular point of view:
from sunsets to smiles to ice cream sundaes,” says Jay Curley,
Integrated Marketing Manager at Ben & Jerry’s.
To enter, fans have to tag #captureeuphoria to their Instagram
EXECUTION: photos.The subject of the photos has to somehow hew to the
theme. About 20 photos will be chosen between now and
January.The winning pics will be featured in local print, bus
station and billboard ads near the fan's home.
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35. BEN & JERRY’S
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36. BEN & JERRY’S
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37. BEN & JERRY’S
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38. BEN & JERRY’S
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39. EXPERIENCE:
BRINGING THE USER INTO THE
BRAND EXPERIENCE
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40. STELLA ARTOIS
STRATEGY: Get in the holiday spirit with Stella Artois.
IDEA: Send the Stella Artois girl to your doorstep for caroling.
EXECUTION: Through a custom Facebook app, users can create a customized
message delivered as somewhat of a signing telegram to
themselves or to friends.
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41. STELLA ARTOIS
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42. STELLA ARTOIS
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43. RED STRIPE
STRATEGY: Share the brand mood and experience at the point of purchase.
IDEA: Make music with the purchase of a Red Stripe beer.
EXECUTION: Clientele at a certain shop in London accidentally triggered a
unique orchestra whenever they reached for the Jamaican brew.
For one magical day only, an assortment of products, ranging
from bottles and cans to bags of chips, transformed into
makeshift instruments working together to play The Specials’
"Message to Rudy".
Source @stoneward

44. FIREFOX
STRATEGY: Allow interaction with videos just as you would interact with
content on the web.
IDEA: Create a tool that allows any user to create dynamic video
content pulling from web content.
EXECUTION: On the TED stage Ryan Merkley demos Popcorn Maker, a new
web-based tool for easy video remixing.
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45. DISCUSSION/
QUESTIONS
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46. KEY TAKEAWAYS
• Animals driving are really cute.
• Using technology to customize the
experience is still considered a novelty.
• Be careful when it comes to your target
audience: cliches will turn them off.
• Involving consumers in content creation can
work given the right context and elements.
• Video, video, video. Use it.
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47. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com