iStrategyLabs Capabilites and Case Studies

iStrategyLabs is a digital agency that invents ways
to engage communities online and oﬀ. We’re a
passionate group of 50+ strategists, designers,
developers, and producers capable of building
everything from apps, to animations, to massive
multi-day festivals, to social strategies that
transform organizations.
You can see our work here and bios here.
WHO WE ARE
Wednesday, April 30, 14

DIGITAL
Web/Mobile Design & Development
Social Media Strategy
Social Media Marketing
Social Media Monitoring & Engagement
Social Application Development
Social Analytics & ROI Planning
Inﬂuencer Identiﬁcation & Outreach
Community Development & Management
Content Distribution & Viral Seeding
Social Ad Planning & Buying
CONTENTCREATION
Animation
Infographics
Real-time Data Visualization
Photography
Video Production
Live Streaming
Illustration
Copy Writing & Blogging
Crowd-sourcing
INNOVATIONDESIGN
Physical Prototyping
Hardware Hacking
Campaign Strategy & Execution
Product & Service Design
Management Consulting
Mass Collaboration Design
Collaboration Facilitation
EXPERIENTIALMARKETING
Festival and Conference Strategy/Production
Buzz, Stunt, and Guerrilla Marketing
Brand Ambassador Programs
Youth Marketing
WHAT WE DO

WHO WE’VE WORKED WITH

Our job is to solve problems, manufacture amazing
experiences, and capture opportunities for our clients.
Here are a few of the things we do extremely well:
-We build web, mobile, and physical projects
-We craft strategies for changing organizations small & large
-We create festivals and other mass experiences
-We grow and manage communities
-We invent products and services for ourselves & our clients

Here’s a look at recent project, a massive stunt for
Miller Coors, in a warehouse far, far away...

REDD’S APPLE ALE
Watch it here.

REDD’S APPLE ALE

When asked us to build something to excite 44 million
SpongeBob SquarePants fans we invented something really special...

A real arcade skill crane
controlled by
over Facebook

Watch it here.

When we’re not building crazy things in a warehouse —
sometimes we’re asked to serve as the social agency of
record for a global brand like Embassy Suites Hotels.

Under our management,
the Embassy Suites Hotels
social presence has grown
by leaps and bounds.
For example, ESH’s fan
base has increased by
160%+ since we became
their social agency of
record, beating all other
Hilton brands for the top
slot of most liked.

EmbassySuites366DaysofMoreCampaign
We’ve also launched a number of national
acquisition and engagement campaigns this year
for ESH.
Our “366 Days of More Campaign” drove 40,000
sweepstakes entries and a 60% increase in
Facebook fan base in 1 day.
The sweeps has 950,000 total entries to date.

EmbassySuites+ZyngaCityVillePromotion
In the social media marketing world there are very
few concepts that are obvious home runs – but as
Embassy Suites social agency of record,
iStrategyLabs’ job is to hit those balls out of the
park when we see them.
For this at bat, we developed an in-game brand
experience where CityVille social game players
could create and run their own Embassy Suites
Hotel business in order to earn in-game rewards
and other perks.
1,100,000 hotels were owned and operated by
players, and the campaign drove over 60,000,000
clicks to ESH branded properties.
ESH was the ﬁrst hotel brand in CityVille.

Brands also hire us to execute campaigns that span the online and
oﬄine worlds. Check out what we did for Honest Tea...

For Honest Tea, we launched a nationwide stunt with 12 popup tea-
shops and hidden cameras -- we were measuring the relative
honestly of each city in real-time.
We also measured the honesty of the web, by seeing who’d be honest
by liking the Honest Tea Facebook page to get a coupon, or who’d be
dishonest by just clicking to grab the coupon.

WHAT HAPPENS WHEN YOU MAKE A TWELVE CITY STUNT SOCIAL?

100s of 1000s OF PEOPLE VISITED HONESTCITES.COM. MILLIONS WATCHED COVERAGE ON
THEIR LOCAL NEWS AND THE TODAY SHOW. A YEAR OF VIDEO WAS WATCHED IN A DAY.

In the ﬁrst 24 hours of the campaign:
• 147% increase in Facebook Fans
• 75,000+ emails captured
• 363 blog posts
• 1,600+ Tweets
• 64,000+ video views
• 363 days of video watched
• 100+ local tv/radio/newspaper mentions
• 1 feature of the Today Show

We also promote and produce really big events - like the Sweetlife
Festival, where over 20,000 attendees come to see great music
each year.
And like the DCWEEK festival where 12,000+ designers, developers,
entrepreneurs and social innovators ﬂock to collaborate during
conferences, keynotes, project and parties.

On May 1, Sweetgreen threw their second annual Sweetlife Festival - but in year two they hired us to take it from 1,500 attendees to
15,000 with The Strokes as headliners. We provided their branding, web design, marketing and social experience design. Results:
250,000+ visits to sweetlifefestival.com, 2,000+ Facebook likes (+61% increase), over 9,000 #sweetlife tweets, and 2,000+ photos
taken by fans. Sweetlife Festival 2012 was even bigger: 20,000 people attended. Kid Cudi, AVICII & The Shins Headlined!

DCWEEK
DCWEEK is a week long festival in the US capital focused on bringing together
designers, developers, entrepreneurs, and social innovators of all kinds. It’s a series
of 100s of distributed events powered by the community and complemented by
core conferences, parties, and projects created by the festival organizers
iStrategyLabs and Tech Cocktail. DCWEEK 2011 included over 10,000 attendees from
around the world and was presented by Ford.
Visit digitalcapitalweek.org and join the twitter conversation #DCWEEK.

metrics for 2011

DCWEEK Opening Party: 11.2.12
The DCWEEK Opening Party rocks the town
each year. 2011 showcased 8 emerging local
bands, selected by 22,000 fans who voted
over 45,000 times, culminating in a sellout
1,500 person show at DC’s Fabled 9:30 Club.

DCWEEK Hackathon: 11.3 - 11.4
Each year over 300 developers turn out for
the DCWEEK Hackathon. $25,000+ in prizes
were available this past year. During the
event, dozens of apps are developed, and
several companies are created.

DCWEEK Keynote: 11.7.12
T h e D C W E E K k e y n o t e s p r o v i d e a n
inspirational evening for over 2000
attendees to enjoy. Our speakers have
included luminaries from Intel, AT&T,
MySpace, Ford and more.

DCWEEK Keynotes

DCWEEK Conference: 11.8.12
Our most active DCWEEK event is the
conference day. With hundreds of sessions
and nearly 2000 attendees this is where the
best speakers from around the world come to
inspire the DCWEEK community with talks and
workshops on Design, Social Media,
Technology, Ventures and Innovation.

DCWEEK Closing Party: 11.9.12
Our closing party is one of the biggest tech
events in the country — with over 2,000 in
attendance last year and over 3,000 expected
this year. Come experience technology
infused art, music and performances of all
kinds.

We do lots of things for lots of people.
The common theme between them all is that our strategies deliver results,
our creative captures attention, and our technology is cutting edge.
What follows is just a sample of some of the work we’ve done.

At SXSW 2012 we created a ‘Social Machine’ out of an antique GE fridge. 10 Foursquare check-ins by
visitors were required pop it open. The full recap is here.
THE GE SOCIAL FRIDGE

Check-ins were visualized in real-time on an HD display using our Grandstand technology.
Watch what we can do with pure HTML, CSS and JavaScript animation here.
THE GE SOCIAL FRIDGE

GE SOCIAL FRIDGE
Watch it here.

GE’s Aviation unit also leveraged our Grandstand technology. For a 100,000+ person airshow in the UK,
we built a real-time data-visualization for their expo booth and VIP chalet. Watch it here.
THE GE AVIATION INSTALLATION

The London 2012 Olympics was an important place for GE to show oﬀ its support for sustainability
through technology innovation. We created the GE Lights campaign to encourage people all over the
world to show oﬀ their civic pride by posting Instagram pics and Viddy vids -- the best of which won a
trip to London and a “re-lamping” of their home. Full recap is here and the promo video is here.
GE x OLYMPICS: The GE Lights Campaign

In addition to the promo animation, we also did the
following:
•Built a custom Facebook app to highlight GE’s nightly
live stream of the Tower Bridge light show as well
as display in Instagram pics and Viddy videos being
posted by people all over the world.
•Engaged communities across the world in the
contest by providing micro sponsorships for photo
walks in people’s home cities.

GE Lights related content ﬂooded in from around the world.

In 2011 Ford became the presenting sponsor of the DCWEEK festival we created. In order to help Ford
engage the 10,000+ designers, developers, entrepreneurs and social innovators attending the festival,
we created a few special experiences. A full recap is here and a video overview is here.
THE FORD TWEETING CAKE + DCWEEK

Check out the mini-doc about the
Ford Tweeting Cake here.

Ford’s DCWEEK activation also include a slick Grandstand real-time data
visualization and festival wide Innovators Sweepstakes. More than 1,200
test drives were requested during the campaign.

We ﬁrst began working with VW by building a custom suite of 7 social data visualization apps, and
installing them in their HQ in Wolfsburg Germany. These apps pull data from Twitter, Flickr, and
Foursquare, displaying the beautiﬁed results on 15’ by 15’ screens. Visitors can manipulate the apps
with a touch screen. These apps have also been translated into HTML5 versions as well.
VOLKSWAGEN’S SOCIALSPHERE AT AUTOSTADT

See our VW “Socialsphere”
in action here.

When Pinkberry wanted to enter the Mid-Atlantic market, they hired ISL as their agency of record to develop a strategy and execute nearly a dozen
store openings in less than two year’s time. Our ﬁrst opening broke records and set a new standard for how Pinkberry would launch stores.
Part of our secret formula included “the ping pong ball drop” strategy. With the help of 2 George Mason University sororities serving as brand
ambassadors, we hid 3,500 branded ping-pong balls within a 5 mile radius of the store. The balls were coded with a unique number, “did you win?”
messaging and a link to the Facebook event page. Nearly 800 ping-pong ball codes were redeemed in person - an epic celebration ensued with
1,000+ people cueing for free Pinkberry and a chance to win prizes. Pinkberry describes this opening as one of the two best store openings
nationwide. We’ve since opened nearly a dozen stores for Pinkberry.
Pinkberry’s Mid-Atlantic Push

Pinkberry’s Mid-Atlantic Push

The most important store opening of them all was in Dupont Circle in downtown DC. For this event, we
built a Grandstand game board that had the whole crowd competing to ﬂip tiles on a ﬂat screen in-
store to win “Social VIP” and a coupon for more free Pinkberry the next day.
Pinkberry’s Real-Time Social Game Board

Lastly, when Pinkberry wanted to reach out test on-campus marketing, we executed a campaign to
reach students on UCLA’s campus, driving traﬃc into stores and raising brand awareness against a
rising number of competitors.
Pinkberry On-Campus

HAVEN’T SEEN ENOUGH YET?
VARIOUS WEB & MOBILE PROJECTS

UX/UI PROCESS

VARIOUS ANIMATION PROJECTS

Watch the full video here

MOBILE YEAR IN REVIEW 2013: Watch the full video here

Thought for Food Challenge 2012, watch the video here

AT&T Mobile Broadband, watch the video here

Mobile Year in Review 2012, watch the video here

ANGA – An Energy Story, watch the video here

Syngenta Thought For Food Teaser; what it here.

Spectrum: Fueling the Mobile Future, watch the video here.

Personal: How it Works, watch the video here.

Share Our Strength: Strength in Numbers, watch the video here

Minds in the Cloud Bump Animation, watch it here

Serve Next, watch the video here

Personal Bumper Animation, watch the video here

Students First: Save Great Teachers, watch the video here

Capital Area Food Bank: The Face of Hunger, watch the video here

INFOGRAPHICS, COLLATERAL & BRANDING

See the Full Infographic Here

Check out the full
infographic here

Check out the full infographic here

Thought for Food 2012 Campaign Collateral

Thought for Food 2012
Campaign Collateral

Corporation for Public Broadcasting Report Collateral

W H E R E R E V O L U T I O N S B E G I N
intellectual, social, and political capital of the most powerful city on Earth,
and it’s only a few blocks from the White House.
Join us for the invitation-only launch event.
1133 15TH STREET NW
12TH FLOOR
Remarks by 1776, the Mayor of DC, and National Leaders.
There will be light refreshments and “hard hat ”tours of the 1776 Campus.
PLEASE RSVP TO LAUNCH@1776DC.COM
1776 OPEN HOUSE
FEBRUARY 6TH
10:30AM - 12:30PM

Still want more?
There are tons of project
case studies to read...

25,000 entries in 2 weeks to tickets to
the hollywood premiere of Megamind.
CHASE & DREAMWORKS

> 40,000 sweepstakes entries in 1 day.
> 60% increase in Facebook fan base in 1 day.
> 366 Day Sweepstakes campaign expected to
double fan base in month 1, and triple by year end.
> Creative by BBDO.
EMBASSY SUITES: 366 DAYS OF MORE

> 30,000 coupons
distributed and Facebook
Likes garnered in 1 day.
> 110% increase in
Facebook fan base in 1 day.
HONEST TEA COUPON GIVE AWAY

10,000 Entries resulting in 1,000 test drives of
Ford Vehicles over the course of 2 weeks.
FORD INNOVATORS SWEEPSTAKES

8,000 entries to a Facebook
Sweepstakes that drove 150% increase
in Facebook Fan Page like count.
SWEETLIFE FESTIVAL

Mobile Photo Scavenger hunt contest –
resulting in 2,000 app downloads and
4,000 photos posted in 6 hours.
SWEETLIFE FESTIVAL & COLOR APP

15,000 contest entries over 6 weeks, resulting
in a 300% increase in Facebook page likes.
SALLIE MAE

This animation received coverage in Mashable,
TechCrunch, and GigaOm, and pushed the video
through the YouTube, Stumble Upon, and Digg. It
spread through 7,500 tweets and earned 60,000
views one week, eventually exceeding 100,000
views. Mobile Future increased their YouTube
subscribers by 100, their Twitter following by 228,
and traﬃc to MobileFuture.org by 998%.
Mobile Future – Mobile Year in Review 2010

Through viral distribution and a Social Ads
campaign, this video received over 60,000 views in
under one week and has become the primary
educational tool for the organization’s spectrum
outreach.
Mobile Future – Spectrum: Fueling the Mobile Future

American Eagle Outfitters hired us to craft their on-
campus social, digital & experiential marketing strategy.
We created campus-specific Facebook pages that
garnered thousands of likes (e.g. from 15% of Boston
University’s students), managed and grown organically
by teams of Brand Ambassadors.
To accompany the online efforts, our student reps
created and executed their own tactics, from “Flip Flop
Fridays” to Fashion Shows and hundreds of product
give-aways, and even dropping thousands of AE branded
ping-pong balls on campus, to the delight of thousands.
American Eagle Outfitters

American Eagle Outﬁtters also hired us to
produce a 3-day brand experience at Squaw Valley
Resort. Our brand ambassadors distributed
15,000 scarves and 75,000 lip gloss samples. Our
concert drew 5,000 people, and our brand lounge
was full day and night.
Check out a video of the campaign here.
American Eagle Outﬁtters

National Geographic Terra Cotta Warriors
When the National Geographic Museum hosted the
world famous Terra Cotta Warrior exhibit, we were
charged with coming up with a stunt that would drive
some serious attention.
So, we placed ~1,000 miniature warrior statues in
public spaces in Baltimore, Philly & NYC, paired with
with a Twitter promotion to create a rather epic
sweepstakes that rewarded lucky winners with a
bounty of awesome prizes, including roundtrip travel,
hotels and tickets to DC for the exhibit.

When NPR and PBS began thinking about how to
strengthen the relationship between public
broadcasters and their communities, they turned
to iStrategyLabs. We’ve developed a framework
that will serve as a guide for local market public
broadcasters across the country to use for
engaging their talented citizens to not only foster
dialogue but, even better, to build something
together. The online and oﬄine collaboration
program is called PublicMediaCamp.
NPR & PBS

NASDAQ Data Junkies
NASDAQ hired iStrategyLabs to execute their ﬁrst
global social media marketing campaign. We
created “The Data Junkies” to bring together stock
traders by partnering with StockTwits, a ﬁnance
focused Twitter community. We ran contests to let
people tweet to ring the closing bell, provide
access to free trading data, and produced a
“StockCamp” at the NASDAQ MarketSite.

GEICO
GEICO hired us to build iheartcavemen.com
- a fake dating site for women to meet
their cavemen matches. Men were able to
morph themselves into cavemen, and
women could see what their cave-baby
oﬀspring would look like. User-morphs and
cave-baby proﬁles were widgetized and
distributable to 90+ social networks.

GEICO
To promote the site, we threw a fake start-up launch party at SXSW, only invited women, and forced men
to beg the lucky invitees to bring them. We then arranged for Marty the Caveman (from the TV
commercials) to crash the Facebook party (it’s kind of a big deal) and bring women who were standing in
line to our iHeartCavemen party. Check the video out here.

GEICO
Within 24 hours, the campaign was covered
on 6 of the top 25 largest blogs on the web,
and nearly 100,000 people watched our
videos of the Caveman hanging out with
web celebrities like iJustine, Peter
Cashmore, and Robert Scoble.

DC.GOV
In 30 Days:
> 47 web, iphone, & facebook apps
> $2,300,000+ EST Value
> $50,000 in cost
> +4000% ROI

DC.GOV
The city of Washington, DC hired iStrategyLabs to create a new
way of engaging citizen technologists. We came up with Apps for
Democracy - a mashup contest that provides prizes for
technology innovation. We are in our second year with this
program, and it has been replicated by Finland, Belgium,
Australia, NYC, SF, the Army and more.

Using the city’s open data, participants built iPhone apps for locating metros and tracking trains, web apps
for tracking crime in real-time, and apps for making well-informed decisions when moving to new
neighborhoods or going out on the town.

3 Years = 40 Countries/Cities/Orgs
Apps for Democracy
US Local
Civic Apps for Greater Portland
Apps for Californians
NYC Big Apps
SF Data Challenge
Apps for Baltimore
NYC Transit Apps
Other
Apps for Innovation
Apps for Ben's Chili Bowl
Apps for Government
Apps for Public Media
International
Apps for Finland
Apps for Denmark
Apps for Norway
Apps for Belgium
Apps for Berlin
Apps for Amsterdam
Apps for NSW Australia
MashUpAustralia
App My State Victoria AU
Apps for Climate Action
Apps for Edmonton
Apps for Belgium (INCA 09)
Apps for Norway (Nettskap 2.0)
Apps for Ottawa
Apps for Development
Apps for Africa
Apps for Good
US Federal
Apps for America
Apps for the Army
Apps for Healthy Kids
Apps for Inclusion
DC.GOV

Download the PDF here.

APPS FOR THE ARMY
Apps for the Army is a web and mobile application
development challenge for active duty Army, National
Guard, and Army Civilians. $30,000 in employee cash
awards, as well as public recognition are up for
grabs. Do you have what it takes to build an app that
delivers real value to the Army warﬁghter or
business user? This is for you!

APPS FOR THE ARMY
Soldiers not contractors.
75 days not 2+ years.14 Data Viz 8 Training 9 Mission Speciﬁc
6 Morale/Welfare/Rec 6 Location Aware 3 Warﬁghting
2 Career/Personnel
Mngmt
5 Other
119 Developers119 Developers119 Developers
53 Apps53 Apps53 Apps
17 Android Apps 16 iPhone Apps 2 Black Berry Apps
10 ASP NET Apps 7 LAMP Apps 1 AKO

And ﬁnally, the most recent version of Grandstand, which we deployed for Ford, shows
big, bold Instagram photos that rotate with real-time Tweet/Photo counts.

For Hess, we integrated Grandstand into a Facebook page so users could unlock a
sneak peek at the Hess Toy Truck if over 30,000 Tweets, Likes, and Check-Ins occured.

POWERED BY iSTRATEGYLABS
hacking the physical world by infusing objects with social data

For the closing party of a 12,000
person festival, we created the
“Ford Tweeting Cake” which took
mentions of #fordtweetingcake as
well as SMS to read the content
aloud through the speaker system.
The Tweeting Cake
Watch how it was made here.

We hacked a simple cash box to
pop up upon a Foursquare Check-
In by triggering a key to turn and
a green LED to ﬂip on.
Read more about it here.
The Social Lock Box

Thirsty? All you need are 5 friends to check-in or tweet and the cooler
will open up just for you! See the prototype in action here.
The Social Cooler

The GE Social Fridge
At SXSW 2012 we created a ‘Social Machine’ out of an antique GE fridge. 10 visitors
were required pop it open with a Foursquare check-in. Read more about it HERE.

At the 2012 One Young World conference,
we built a Twitter activated Vending
Machine, complete with custom branded
canisters ﬁlled with prizes.
Tweet at the machine, and enjoy your
prize! Read more about it HERE.
The Social Vending Machine

The Social Photo Locker

ISL was engaged by QlikView to create
the“Twitter Vault” – a set of lockers
designed to inject excitement and an
element of social into the old-hat
experience of grabbing conference
swag. When expo-goers approached
the machine and tweeted the correct
hashtag, one of 18 locker doors
opened at random to reveal the prize
they had won.
Twitter Prize Lockers

Initial look at concepts for the Campbell’s “Snackbot” -- a Twitter activated vending machine serving
up a variety of Campbell’s / V8 / Pepperidge Farm products. Coming Summer 2013!
The SnackBot

Read about the Paint Bot in...
PROTOTYPE: The Paint Bot

We hacked one of our oﬃce lockers to open up ONLY for the “Mayor” of
our Foursquare venue, to truly reward social actions.
PROTOTYPE: The Mayor’s Locker
TextText

Need to take a break? We rigged up
a system to pour you a shot if your
email inbox hits a certain threshold.
See it in action Here.
PROTOTYPE: The Shot Bot

BATTLES / THROWBACKS / PURE FUN

ROBOTS & TREASURE CHESTS

click a tile to load

100+ examples of our work
can be found here
click a tile to load

LET’SCONNECT
PeterCorbett,CEO
iStrategyLabs
Cell:917-748-3595
peter@istrategylabs.com
istrategylabs.com
twitter.com/istrategylabs
facebook.com/istrategylabs

iStrategyLabs Capabilites and Case Studies

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