BUSCD 6: Creativity in age of participation

#BUSCD Session 6February 27, 2012

Quick RecapCreative

Bulli AssignmentStandups

BreakCreative Exercise

Facebook

Advertising strategy is no longer only about inspiring the creation of an ad.

Today it has to inform how brands generate content, engage in the social stream, invite participation, and create cohesion across all media. 

We still need creativity

attract attentionget rememberedinspire sharing

Context

What makes content creative in the age of participation?

incredibly entertaining

not marketing entertaining, but genuinely entertaining. content that you would seek out without it intruding on your life

chipotle

perfectly relevant

right message or content, at the right place, at the right time. (think wheat thins)

"The online storm they whipped up around their show was a masterclass in digital marketing. Following this triumph, they easily topped our list of most-talked about fashion week designers. They've changed the fashion landscape and next season it will be telling to see who else has stepped up to the mark."

totally useful

it brings genuine utility as a service to the consumer, but in a way that stays connected to the product or brand

Storytelling: Chipotle (good enough to share)Games: Heineken Star Player (play with friends)Apps: Olmeca Tequila (social sharing/context)

Experiences: Teletransporter (public)AR: Olympus demo (use and share)

Crowdsourcing: Sit or Squat, Pen ReadyInside access: Burberry

Do I like it, really like it?Would I tell my friends?

Would I share it socially?Does it inspire awe?

tequila appolympus

Team A Stand-ups

Aaron, Adam, Alyssa, Anne, Annie

25 in 25

What if it were huge?What if Marcel the Shell used it?

What if it were a metaphor?What if the world were to be attacked by Origami?

What if it were a sculpture?What if it were used to unite NY and Boston?

What if it were a Guinness record?What if it were a playlist?

What if it starred in the SI bathing suit issue?What if it came in a little blue box?

What if it were a political statement?

Boston/Facebook

QuestionsNext Week