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Agency pdf demo v2
1. color palette from blog
font? comic sans!
or random...
The Upbeat BBS
Campari Jackets
sometimes its better to
make a prototype than
make a powerpoint
about the idea.
http://sniper.dgvds.info
this changes when
@sniper weavrs can make
powerpoints faster than
the final render of the they can make
doc is to be a prototypes.
inspiration /catalyst to
make something, not
26 June 2011 Maybe this is next.
necessarily the ‘idea’ in
this doc.
Sunday, 26 June 2011
2. Sections
1. Introducing Campari
2. The insight
3. The upbeat BBS Campari Jackets
4. The launch event - 26 June 2011
5. Cost and Schedule
6. next steps (1,2,3)
Sunday, 26 June 2011
3. Introducing Campari
Campari is an alcoholic apéritif (20.5%, 21%, 25% or 28% ABV, depending on the country in which it is
sold) obtained from the infusion of herbs and fruit (including chinotto) in alcohol and water. It is a bitters
characterized by its dark red color.
Campari is often used in cocktails and is commonly served with soda water, wine, or citrus juice. It is
produced by the Campari Group, a multi-national company based in Italy
Sunday, 26 June 2011
4. Post-Digital Media Design the briefing as a tour de
force of marketing today
combining media, objects, live data streams
taking it to a community to help them
photo of the person
from flickr
being responsive and social
or as <pundit would say>
pull out some choice
“there are no digital natives... yadda”
quotes from notable
people
Sunday, 26 June 2011
5. Dwang! planning to try and use http://bit.ly/8YcQbW to
compose a upbeat BBS for some Campari jackets.
the aha moment!
i was at the red lion when i had this thought about using the Flickr API to infuse data into
Jackets. The upbeat BBS is an obvious media component to bring together people.
So I quickly made this presentation.
Sunday, 26 June 2011
6. the Insight for Campari
why jackets?
why and upbeat BBS?
why this data endpoint?
why this date
users weavrs.combined_keywords.1|join
generative text about campari and jackets,
based upon peoples tweets mentioning #campari
Sunday, 26 June 2011
8. using the data from Flickr
using flickr.stats.getPhotoReferrers will be really interesting for this project because it’s a data stream
that relates to the campari brand onion*.
for Campari to maintain meaning it must be connected to relevant daily data and we might have the
right stream here.
<domain page="1" perpage="25" pages="1" total="3" name="flickr.com">
<referrer url="http://flickr.com/" views="11" /> general musing on using
<referrer url="http://flickr.com/photos/friends/" views="8" /> data
<referrer url="http://flickr.com/search/?q=stats+api" views="2"
searchterm="stats api" />
</domain>
*please ensure you have the most up to date brand onion. Contact Marketing for updates.
Sunday, 26 June 2011
9. what people say about the brand
77% Postive!
23% Negative
The time is now.
23%
Positive
Negative
77%
Sunday, 26 June 2011
10. launch event
9 July
2011 we have 10
days left!
meetup.com
linkedin for invites
find the niche audience best fit for this idea
twitter users in the area
Sunday, 26 June 2011
11. jackets
if lowest = “lowest cost to get this attention”
if highest = “we ride the wave to attention”
Export this page as a CSV file http://www.google.com/trends?q=jackets&ctab=0&geo=us&geor=all&date=all&sort=0
Sunday, 26 June 2011
12. Cost estimates
These figures are estimates based upon information shared on the internet. Please liaise with your post-digital agency for more accurate figures.
Strategy RRP are based upon a typical (UK, USA) media planning specialist agency rate card.
£4000 - Up beat BBS Production
£9000 - Campari Jackets Production
£2000 - Creative Direction
£1000 - Account Management
£3000 - Project Management
£4000 - Engineering
£5000 - Event management try to keep it around
10k-40k fee area.
£2000 - Project Evaluation most frequent agency
buys are around this
£Free - Strategy & Planning (RRP £1,000* per slide) figure
£30,000 Total
Sunday, 26 June 2011
13. Schedule
(10 days until launch!)
Phase 1
10% creative
20% engineering
30% production
5% Quality Checks
sign off
Phase 2
10% Launch
20% Event
5% wrap up
Phase 3
10% evaluation
Sunday, 26 June 2011
14. connect and communiacte
use #camparijackets
for the buildup and event
track #jackets to find new communities
monitor #campari to keep synchronized
monitor #flickrAPI for potential hiccups
set up Facebook page for the project
update the brands main Facebook page
Remember - always talk with an authentic voice
click here to set up a basecamp
Sunday, 26 June 2011
16. save the trees
credits
links and attribution to media used in this presentation
this presentation is licensed as creative commons by-sa. I
made it because i wanted to share the idea. if you use it,
please credit me. Thank you.
Sunday, 26 June 2011
17. Thank you for reading
All my ideas can be found here:
http://sniper.weavrs.info/filter/agency
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my blog http://sniper.weavrs.info/
my twitter @sniper
Sunday, 26 June 2011
