In this presentation, Elliot Lum, vice president at Columbia Records Creative Agency, shared analysis from a Sony Music behavioral study on how marketers can more effectively target Millennials through music.
The Limkokwing Mobile Academy is a free educational platform that was designed on a mobile platform so anyone in the world could access materials via a smartphone.
Vodafone reached a young, urban audience in Germany through a series of nightclub events that turned attendees into social influencers.
An interactive multi-screen installation allowed Google to showcase its new Chromebook Pixel product in a creative way.
Canon creates its own film festival and offers consumers the chance to sit in the director’s chair.
To engage consumers, Ray-Ban turned to the power of music by delivering an exclusive event at SXSW with Boiler Room, one of the most cutting-edge, live-streaming music platforms.
Dove used sketches to help women realize just how beautiful they are while also making real beauty a global topic of discussion.
Vanguard used a new digital metrics tool, Fractional Contribution, to measure and optimize its digital campaign performance.
Lowe’s partnered with a popular Facebook game in order to highlight product benefits of its revolutionary web-based loyalty program.
Samsung launched the first global smart-fencing mobile campaign to drive in-store trial of a new product aimed at tech enthusiasts.
McDonald’s in Sweden added a gaming feature to its mobile app that increased both McWrap sales and foot traffic to restaurants.
Dannon released a series of holiday recipes to position its Oikos Greek Yogurt as a cooking ingredient as well as a healthy snack.
To generate buzz for Ted, Universal Studies International went rogue by creating head-turning interest on social media.
Subway launched a successful branded entertainment series on Hulu aimed at Millennials.
Laura Salant, director of research at About.com, identified the six types of consumer behaviors that form a web-like path to purchase, and shared how brands can leverage these insights by category.
Fidelity partnered with The Atlantic for a native advertising campaign featuring engaging videos about Fidelity’s four themes of innovation: water, personalized medicine, big data, and biotech.
HBO created a mobile game based on its hit series True Blood to renew enthusiasm for the show’s upcoming sixth season.
To support its new credit card product, Scotiabank created a campaign that encouraged Canadians to travel in winter through editorial integrations and branded video content.
Paper Mate increased its share of market with an integrated, tongue-in-cheek campaign to discourage office pen theft.
Choice Hotels partnered with review site Yelp and developed a digital tool to help consumers design their ideal summer road trip, which could include a Choice Hotel on any route they chose.