Download - Fallon Brainfood: From Boring to Big Bang
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…From Boring to Big Bang How Causes Can Get Interesting And Get Attention From News and Newsfeeds Strategy For Good, Twin Cities #S4GMPLS December 10, 2011
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Hi. I'm Aki Spicer.
Director of Digital Strategy Veteran Planning Director @nexus of consumer culture and technology Blogger, Author, User Adjunct Professor, University of Minnesota Co-Founding "Officer of Good" for Planning For Good Forging a “post-digital” approach Ushering advertising into the age of participation
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Everybody wants to know the secret…
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{Interestingness}
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A dark art best left to experts?
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Don’t Apologize For Your Message. Instead, Let’s Wring More Interestingness Out Of Your Message.
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So… How can my cause marketing get more interesting?
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Start by understanding the motivations of People Press
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People Press
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People Press
{STORIES WORTH TELLING}
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Newsfeed News
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Newsfeed News
{STORIES WORTH TELLING}
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The harsh truth (from a friend who cares)… Your Press Release is often not a story (worth telling). Yet.
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10 #Winning Approaches to Get Interesting …and Get Attention From News and Newsfeeds
Lets look at some highly effective cause marketers, and what you can learn from them.
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1. A great master of marketing Interestingness: William Castle, knew well how to Inject a Bit of Theater into his announcements
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2. Tate Modern Dumbs It Down by making fine art relatable to pop culture and current times
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3. Childrens’ Defense Fund Shocks/Mocks the System by running a 10YO for President
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4. Minnesota Planetarium Society Challenges Age-Old Assumptions with a provocative new world view
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5. “I Love Boobies” gets Refreshingly Honest to engage youth targets with a serious issue
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6. Livestrong and #iranelection, and Starbuck’s Jobs for USA Make Participation Easy
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7. PETA Borrows Equity from buzzworthy celeb hijinks to get their own message passed along
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8. Susan G. Komen and (Red) recognizes and Lends Equity to brands
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9. Special Olympics and MS Make People Co-Marketers into their otherwise serious agendas
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10. Movember introduces “man cancer” into the conversation by generously Lending Interestingness to Its Participants
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1. Inject A Bit Of Theater 2. Dumb It Down
3. Shock/Mock The System 4. Challenge Age-Old Assumptions
5. Get Refreshingly Honest 6. Make Participation Easy
7. Borrow Equity 8. Lend Equity (to brands)
9. Make People Co-Marketers 10. Lend Interestingness to Your Participants
10 #Winning Approaches to Get Interesting
…and Get Attention From News and Newsfeeds
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Appendix
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Bookmarks
http://bytes.fallonhotdish.com http://knowyourmeme.com/memes/episodes http://buzzfeed.com http://www.todaysbigthing.com/ http://www.rocketboom.com http://knowyourmeme.com/ http://boingboing.net/ http://current.com/shows/infomania/viral-video-film-school/ http://tosh.comedycentral.com/
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Fallon Brainfood—trends, ideas, opportunities, and thought leadership for our brands.
Brainfood is our all-agency food-for-thought.
Where we’ve been in recent years: Being Digital // Social 10 // Virtuality // Design For All // China Rising // Fall0nylitics // Mobile 10 // The Google+ Opportunity // How Customer Service Will Save Luxury // Startup and Never Stop // Coupons 2.0 // How to Make Contagious Ideas // and more
Upcoming: Social Media Dollars and Sense // UX and You // How to Plan Mobile Apps // and more
Missed previous Brainfoods? Go to http://www.slideshare.net/group/we-are-fallon