UNRULY MEDIA CASE copy

UNRULY MEDIA CASE STUDY: MICK EBELING - PROJECT DANIEL

HypothesisIf an ad is created as a story, it will exhibit story-like behavior and be shared, unlike most advertising. !!How much will Project Daniel get shared? How far will his story travel? Why will people share with others?

ShareTo contribute, goodwill, a gesture

BackgroundIntel has executed 14 different advertising campaigns in 16 years. It’s traditional media and ad campaign strategies are under threat.!!‘Look Inside’ is heavily dependent upon digital and social sharing platforms for distribution, not TV.!!How does a brand learn to tell and share new stories?

Timeline

Project Daniel

Unruly Media

ShareRank

Social Motivation

Psychological Response

ShareRank Results

ShareRank Plotting

Earned & Paid

Social Motivation

Psychological Response

Sharing

Positivity Meter

In-Market Results