remixed advertising and the next creative revolution

REMIX ADVERTISING

INFUSION - 13 NOV, 2008

tisdag, 2009 februari 10

Planner and concept developer at Daddy, a swedish digital agency

Co-founder of Burt, a software company developing creative tools

GUSTAV VON SYDOW


LEGO STYLE INNOVATION AND THE KNEX WARS


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LEGO STYLE INNOVATION

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THE PERPETUAL AWESOMENESS MACHINE

INNOVATE SHAREBLUEPRINT


MY REMIX

THIS TALK

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IT’S SIMPLY OLD BEHAVIORS AMPLIFIED BY NEW TECHNOLOGY


IT’S A QUESTION OF:

BUY THIS VS. DO SOMETHING


THE REMIXES WITH THE MOST IMPACT ARE MADE UP OF THE

STUFF WE ALREADY KNOW


THE MASHUP


+ =


TECHNOLOGY IS GETTING MORE ACCESSIBLE.

WILL MASHUPS BECOME THE NEW BLOGS?


”DESIGN PATTERNS”

JUST ANOTHER REMIX


SO, WHERE ARE THEADVERTISING PATTERNS?


THERE ARE NONE.

TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS”


THERE ARE NONE.

TO A LARGE EXTENT GREAT ADS ARE ”ANTI-PATTERNS”

GREAT ADVERTISING IS ABOUT BREAKING THE RULES.


"Rules are what the artist breaks; the memorable never emerged from a formula."

Bill Bernbach


BREAKING THE RULES IN THE 60’s SPARKED THE CREATIVE REVOLUTION


HOW DID BERNBACH BREAK THE RULES?

1. IT WAS HONEST

2. BASED ON INTUITION, NOT PRE-TESTING

3. IMAGINATION TRUMPS RESEARCH


IF THERE ARE NO RULES, HOW DO WE KNOW WHAT WORKS?

EXPERIMENTGET REAL

GET FEEDBACK


“RELEASE EARLY, RELEASE OFTEN”


NO OTHER PLACE IS THIS IDEA MORE CRUCIAL THAN ON

SOCIAL NETWORKS


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PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS


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PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

FIERCE COMPETITION FOR ATTENTION

FROM BOTH BRANDS AND USERS


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PRODUCT PLACEMENT

WORD-OF-MOUTH

VIRTUAL GOODS

SOCIAL APPS

GREAT ADDITIONS TO THE MARKETING MIX

BUT NOT SCALEABLE


CONTENTTravel & Leisure sites etc

CONVERSATIONFacebook etc

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TARGETING NIRVANA

DEMOGRAPHICS

PSYCHOGRAPHICS

GEOGRAPHICS

SOCIAL STATUS


IT’S NOT THE TARGETING

ATTENTION AND IMPACT IS THE BOTTLENECK.

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CREATING IMPACT BY REMIXING HOW WE USE TARGETING DATA


Reactive advertising is mass-customizing how ads look and behave based on the

unique conditions of each exposure.


In a wider sense – reactive advertising is about using data and variables to enhance messages in a creative way – just like we

use sound, graphics and interaction.


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GOT A TV SCHEDULE? GREAT!LET’S MAKE AN AIRLINE CARRIER AD!


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MESSAGE BASED ON THE FOLLOWING VARIABLES:

1. The user’s closest airport2. Local time

3. Flight time-table4. What’s on TV

Not many copywriters pull this off.


COPYWRITERS DON’T THINK IN CODE.

DEVELOPERS DON’T THINK IN COPY.


CopyBox. THE COPYWRITER’S PHOTOSHOP

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CREATIVE REVOLUTION 2.0

WHEN?


FROM WHO TO HOW


DIGITAL LIVE EVENTS:

THE ADVERTISER AS DJ


CASE STUDYANDY THE BOT

FROM “SAYING” TO “SHOWING”


“Kids aren’t rebelling against marketers, they want to be marketers”

Rana Reeves, Shrine


THE LESSONS OF REMIX CULTURE:

INNOVATE THRU ASSEMBLY

RELEASE EARLY, RELEASE OFTEN

PREPARE TO BE REMIXED

CREATE TO BE SHARED


THANKS!

www.daddy.sewww.byburt.com

www.copyboxapp.com

twitter.com/[email protected]

[email protected]


http://www.copyboxapp.com

http://www.copyboxapp.com

http://www.daddy.se

http://www.daddy.se

http://www.daddy.se

http://www.daddy.se

remixed advertising and the next creative revolution

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