Category Archives: W+K

Seven on Seven

W+K is collaborating with Rhizome.org and the New Museum on the upcoming Seven on Seven event –

“Seven on Seven will pair seven leading artists with seven
game-changing technologists in teams of two, and challenge them to
develop something new –be it an application, social media, artwork,
product, or whatever they imagine– over the course of a single day. The
seven teams will unveil their ideas at a one-day event at the New
Museum on April 17th.”

Who’s in?

On the “technology” team

And on the “artists” side of the floor:

Why is W+K there?  Because the future of storytelling, narrative and human experience lie at the crossroads of art and technology.

Seven teams of two will offer you a glimpse of the future.  And they’ll make it real in twenty-four hours.

And then they serve cocktails.

Sweeeet.

What’s more fun than answers? QUESTIONS!

I was asked to identify the typical questions an interactive strategist seeks to address when grappling with how to solve a particular client's business problem.  These were the ones that came immediately to mind:

(1) What is the consumer journey through the idea and how does that experience evolve over time?

(2) Vis-a-vis social media, how is my brand ALREADY ENGAGED in this space (twitter feeds,
websites, CRM efforts, social media outreach)?  What permissions do we have, and how can we leverage existing social capital?

(3) What are the CURRENT conversations around my brand/objectives (e.g., on user-powered customer service sites, via google/baidu results, on social nets, etc.) my campaign will be wading into?  Are their clear issues that need to be tackled/addressed, or opportunities to meaningfully participate?

(4) What are the conversations I want to have (or hope to inspire) and where will they be most effective? 

(5) Traditional planning sets a goal of defining a brand's 'voice', but generally it's applied
to mass communications.  Interactive planning asks "what is the
brand's voice when it speaks one-on-one?"

(6) How do we dynamically engage in conversations with consumers (e.g., will the brand
reply directly to queries and posts?  Will an agency partner? What is
the approval time for replies? etc.),

(7) What is the technographic profile of my target (what devices do they use, how do they use them, how do those devices/experiences mesh/complement with real world activity, etc.)?

(8) What does success look like (e.g., traffic, leads, buzz, conversation density, buzz, etc.) and how will it be measured?  Has the client bought the RIGHT success metrics?

(9) What is the "value" the brand provides the end user in return for
their attention/engagement (e.g., social/economic/entertainment)?

(10) How are we facilitating peoples' ability to SHARE their brand experiences with friends?

(11) How am I "findable" (e.g., what links to me? How are we playing SEO to optimize visibility? What will people looking for us type into Google? etc.),

(12) How is the idea participatory?

— not an exhaustive list, but does this adequately cover the big points?  Please let me know your thoughts…

Coraline Marketing

Coraline_pulp_tn

[ Mike Baker's reconceived pulp 'Coraline' cover, from his blog 'Knack for Art':]

You haven't seen a lot from me on W+K's marketing efforts behind Coraline. 

The best gauge of a campaign is what other people say about it anyway, right?   And other folks have done a great job of covering it – Ward @ Drawn and The Future of Ads pretty much nail it, and if you missed anything, 'Evil Buttons' is the unoffical blog we've all been reading to track the campaign and its offshoots. 

Phil Knight was interviewed by AdAge about the Coraline marketing effort and had this to say:

"The original agreement was that Focus [Features] would do the advertising, but in
some of the early meetings, it was clear that we had a difference of
opinion on the advertising — "target audience" being one. They were
used to doing "data" advertising: They wanted to push this more as a
kiddie film, because that's what the data told them. And Nike and
Wieden & Kennedy together had grown up with what I call "emotional
essence advertising" — the essence of the product is its emotional
core, and you push that. It was two very different approaches, and it
kind of became clear in some of those early meetings that we had a very
strong difference of opinion. And to Focus' credit, they said, "OK, why
don't you guys try it? There's no use in fighting this thing. Let's
negotiate a different way to market this thing."
Marketing Quals ("emotional essence" types) and Quants ("data" advertisers) have been slugging it out for a while, so I wanted to share this nugget:

Pundits projected a $9MM opening weekend for Coraline, and $32MM total run gross.

We are damn proud that after a $16.3MM opening weekend take, Coraline's 3rd week US gross stands now at $53.93MM and counting. 

W+Kisms, 07.01.08

So one of those days.  Talking with Elisa Silva when the room hums and the light dims and Portland gets hit by a blizzard in July.  Only, it’s not a blizzard – its a bajillion bees bouncing off the windows, scooting up over the roof and coming to rest on the roof deck.  In the recently placed potted shrubs.

Bees

They calmed down into a mind-boggling, solid ball of bee-ness.

Swarm

Had to call a beekeeper off the swarm list (you know, the hot list of available folks willing to duck out of their day job, don a reentry suit, and come pack off your Portland metro errant swarms.  No – seriously.)

On top of that, John Jay’s coffee cup got lifted.  John Jay’s coffee mugs are works of art, each far cooler than any of us will ever be.  This the latest to be pilfered:

Johncup

Yes, my wife would have prefered this to the dime store ring she actually got for marrying me.