PLUGGING INTO TECHNOLOGY: DESIGNING “LIVE+DIGITAL”

PRESENTEDBY:

RICK COSGROVESENIOR DESIGNERAGENCYEA

1

01.OUR DESIGN PROCESS

02.SOLUTIONS: DIGITAL + LIVE

03.LEARNING FROM DESIGNING IN DIGITAL

2

OURDESIGN PROCESS

How we do it

3

1. UNDERSTAND THE CLIENT’S GOALS

OURDESIGN PROCESS

PROFILETHE AUDIENCE

IDENTIFYTHECHALLENGES

BUILDTHESTRATEGY

4

2. DIGITAL BRAINSTORM

OURDESIGN PROCESS

DIGITAL INSPIRATION

DIGITAL RESOURCES

5

2. DIGITAL BRAINSTORM

OURDESIGN PROCESS

DIGITAL INSPIRATION

6

2. DIGITAL BRAINSTORM

OURDESIGN PROCESS

DIGITAL RESOURCES

7

OURDESIGN PROCESS

3. FROMINSPIRATION TO IDEATION

RELEVANT TOOLS

8

OURDESIGN PROCESS

LEVERAGERESOURCES

ELEVATE THE SOLUTION

4. REVISE, REVISE, (WITH TEARS IN YOUR EYES)

9

SOLUTIONS: INTEGRATING DIGITAL+LIVE

Booya baby!

10

UNDERSTAND THE CLIENT’S GOALS

PROFILE THE AUDIENCE

IDENTIFYTHECHALLENGES

BUILDTHESTRATEGY

SOLUTIONS: INTEGRATING DIGITAL + LIVE

11

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

SOLUTIONS: INTEGRATING DIGITAL + LIVE

12

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

UNDERSTANDCLIENT GOALS

ENERGIZE AND THANK BOEING’S KEY STAKEHOLDERS – CUSTOMERS, SUPPLIERS AND WORKFORCE

POSITION THE 747-8 INTERCONTINENTAL AS “THE MUST HAVE AIRPLANE” FOR A GLOBAL OPERATOR: STYLE, PERFORMANCE, AND CONFIDENCE

HIGHLIGHT THE NEW TECHNOLOGIES AND MATERIALS THAT CREATE BOTTOM LINE CUSTOMER BENEFITS

SOLUTIONS: INTEGRATING DIGITAL + LIVE

13

KNOWYOURAUDIENCE

CUSTOMERS (B2B)

SUPPLIERS / PARTNERS

EMPLOYEES

MEDIA

10,000+

SOLUTIONS: INTEGRATING DIGITAL + LIVE

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

14

KNOWTHECHALLENGES

GENERATE BUZZ, ANTICIPATION AND PARTICIPATION FROM A GLOBAL CUSTOMER BASE

CHANGE IN SCOPE AND SCALE OF PRODUCT REVEAL

TIGHT WINDOW OF EXECUTION

WORK WITHIN THE WORLD’S LARGESTBUILDING BY VOLUME

SOLUTIONS: INTEGRATING DIGITAL + LIVE

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

15

MICROSITE

INTEGRATED EMAIL CAMPAIGN

LIVE VIDEO STREAMING

LIVE TWITTER & TEXT MESSAGING INTEGRATION DURING EVENT

WORLD’S LARGEST KABUKI DROP

BUILDTHESTRATEGY

SOLUTIONS: INTEGRATING DIGITAL + LIVE

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

16

MICROSITELIVE STREAM& TEXT FEEDLIVE VIDEO STREAMING, TEXTING ON SCREEN, PHOTO AND COMMENT

SOLUTIONS: INTEGRATING DIGITAL + LIVE

BOEING747-8 INTERCONTINENTALPREMIERE & FIRST FLIGHT

17

SOLUTIONS: INTEGRATING DIGITAL + LIVE

GE HEALTHCAREHEALTHYMAGINATION SHOWCASE & RSNA

18

GE HEALTHCAREHEALTHYMAGINATION 2011 SHOWCASE

ENTR

ANCE

RURA

LAF

RICA

INN

ERCI

TYCL

INIC

EMER

GEN

CYRO

OM

BATHROOMS

MAI

N

STAG

E

GE

EMPL

OYE

E AR

EA

GE

STO

RAG

E &

PRO

DUC

TIO

N

PRES

S IN

TERV

IEW

S

GRE

EN

ROO

M

LIVE SETS & HOLOGRAPHIC THEATERLIVE ACTORS PAIRED WITH DIGITAL FIGURES

SOLUTIONS: INTEGRATING DIGITAL + LIVE

19

GE HEALTHCAREHEALTHYMAGINATION 2011 POP-UP

INTEL INFOSCAPE & EXERGAMINGGENERAL PUBLIC’S INTERACTION WITH SHOWCASE

SOLUTIONS: INTEGRATING DIGITAL + LIVE

20

GE HEALTHCARERSNA 2010 & 2011

SOCIALINTEGRATIONTWITTER, POLLS AND COMMENTS FEED

SOLUTIONS: INTEGRATING DIGITAL + LIVE

21

SEARSKENMORE CHEF’S CHALLENGE

SOLUTIONS: INTEGRATING DIGITAL + LIVE

22

QR CODEUSING A FLASH MOB WEARING SHIRTS WITH PRINTED QR CODES

SOLUTIONS: INTEGRATING DIGITAL + LIVE

SEARSKENMORE CHEF’S CHALLENGE

23

LIVE STREAMINGUSING FACEBOOK FOR AUDIENCE ENGAGEMENT AND STREAMING CONTENT

SEARSKENMORE CHEF’S CHALLENGE

SOLUTIONS: INTEGRATING DIGITAL + LIVE

24

CITY TARGETCHICAGO POP-UP ACTIVATIONS

SOLUTIONS: INTEGRATING DIGITAL + LIVE

25

AUGMENTED REALITYDIGITAL VIEWER ALLOWS CONSUMERS TO GLANCE INTO THE PAST - HISTORIC ASPECT OF CARSON PIERRE SCOTT BUILDING

CITY TARGETCHICAGO ACTIVATIONS

SOLUTIONS: INTEGRATING DIGITAL + LIVE

26

TOUCHSCREENPRODUCT PROMOTION AND LEAD GENERATION SPECIFICALLY FOR LOCALS WHO LIVE & WORK IN THE LOOP

CITY TARGETCHICAGO ACTIVATIONS

SOLUTIONS: INTEGRATING DIGITAL + LIVE

CITY TARGETCHICAGO ACTIVATIONS

27

GEO CACHEGPS SCAVENGER HUNT AND CUSTOMER INCENTIVE

SOLUTIONS: INTEGRATING DIGITAL + LIVE

CITY TARGETCHICAGO ACTIVATIONS

28

THANK YOU!STAY SASSY, DON’T BE CHICKEN

RICK COSGROVESENIOR DESIGNERAGENCYEA

29

LEARNING FROM DESIGNING IN DIGITAL My two cents...

30

1. START IN THE REAL WORLD: DESIGN WITH LOGISTICS AT THE FOREFRONT

31

2. ALWAYS SEE YOUR “DIGITAL” TURN INTO A REALITY

32

3. HAVE NO FEAR: WE STILL USE TRADITIONAL MARKETING, IT’S THE INTERACTION METHODS THAT EVOLVE

33

4. THE WORLD IS SMALL, AND EVERYTHING HAS BEEN DONE. SO MAKE “EVERYTHING” BETTER

34