'Creative Best Practices' Category

Q&A: Go2's Adrian Scott – 3D Projection Magic for Southwest, Genie & More (Pt 1) (Video)

Posted by Rick Mathieson on April 7th, 2015 at 2:54 pm

Digital Outdoor the new TV spot?
I've posed the question before, and more and more, it seems like the answer is an emphatic "Yes!"
While TV is still the dominant form of media, digital outdoor in general - 3D Projection Mapping in particular - creates an blockbuster experience for all within eye shot.
For the uninitiated, 3D Projection Mapping is very much what it sounds like: Projection that uses 3D technology to transform buildings, geographic structures and other (typically but not exclusively outdoor) 2D surfaces for maximum effect. I'm talking office buildings that literally come to life to astonishing effect.
Indeed, 3D Projection is coming into its own, most often used at large scale brand or campaign launch events. But more importantly, it's what smart brands do after the event that matters most. Think the kind of video that goes viral very quickly, eliciting many "oohs" and "ahs" along the way.
And no other company in North America seems to be as prolific at the art and science of 3D Projection as Vancouver, British Columbia-based Go2 Productions.
Over the last few years, Go2 has developed 3D experiences for Southwest Airlines, Genie, Sports Illustrated, Pepsi, Trukfit, Hyundai, LG Electronics and more - usually on behalf of ad... Read more

Farewell Q&A with NY Times Ad Columnist Stuart Elliott (Concl): Uncertainty Certain

Posted by Rick Mathieson on April 4th, 2015 at 1:11 pm

Can someone who has spent little to no time working in advertising really cover it?
Or is it even better that way?
In the conclusion of my recent "exit interview" with legendary New York Times ad industry columnist Stuart Elliott, we discuss what it was like to cover such a idiosyncratic industry without much first-hand experience in the business.
How did being one step removed hinder - or help?
As Elliott says goodbye to the Times, we'll get his views on that topic.
And we'll try one last time to get his predictions for what's next in the world of advertising. His response is worth noting even for those of us who do work in this crazy, wonderful industry.
(Approx: 3:29)
Listen to Part One here: What I Saw at the Revolution
Listen to Part Two here: The Rise & Risks of Content Marketing
Listen to Part Three here: Change is (On) the Air

Social Media Case Study :: Higher Education

Posted by Doug Schumacher on April 1st, 2015 at 2:23 pm

Graduation is an event particularly well-suited for social media. It brings together three distinct target audiences — students, parents and faculty — in an emotional culmination of not only an entire school year, but years of dedication and financial investment.
In the case study, we explore how USC maximized the impact of this event through a combination of savvy moves including campaign scheduling, social platform selection, and impactful, engaging content.
Highlights of the case study

Highest engagement rate of all graduation campaigns: 58% above competitive average
Single highest engagement rate of any social media account: Instagram
Early content scheduling ramp-up: 12% increase in engagement

Report: What CPG Energy Drinks Are Doing In Social Media

Posted by Doug Schumacher on March 31st, 2015 at 9:50 pm

Energy drinks have long been innovators in the content marketing space. So it’s enlightening to check out the posting habits, engagement levels, and themes of the top campaigns in this industry. In this report, we’ll analyze 5 category leaders. Red Bull, Monster Energy, Burn Energy, Rockstar Energy and 5-hour Energy.
Report Highlights

Exceptionally high volume of posting on YouTube, led by Red Bull’s 98 videos posted in the month of February.
While Facebook has more than 75% of the total fan count, fan growth rate on Facebook is significantly lower than every other network.
Despite having about 7% of the fans that Facebook does, Instagram averaged more than 5x the engagements generated by content than Facebook.

Smartphone Apps Every Tech-Savvy Marketer Needs

Posted by Anna Johansson on March 25th, 2015 at 4:54 pm

In online marketing, it’s important to know which technologies can aid your efforts and which may hinder them.
In 2015, you should fill your mobile devices with effective and savvy applications that help you store files, manage social media accounts, monitor advertising efforts, and tweak your website.
You need these eight apps

The App Store and Google Play Store are filled with useless, mindless applications that will do little more than kill time and drain your battery. Who actually needs to play Candy Crush or Minecraft?
If you take the time to navigate through the weeds, however, there are some hidden gems just waiting to be downloaded. As a marketer or business professional, can you imagine how much more productive you could be if you replaced those useless games with productive mobile resources?
Here are a few of the top ones you should grab in 2015 if you don’t already have them:
1. Hootsuite. Available for both iOS and Android devices, Hootsuite is the premier social media dashboard application. It gives you complete control over all your social networking profiles. You can post content, monitor brand mentions, and even measure analytics to maximize traffic and increase conversions. It’s arguably one of the most comprehensive apps... Read more