...From Boring to Big Bang: How Causes Can Get Interesting And Get Attention From News and Newsfeeds . Presented at Strategy for Good Twin Cities, December 10, 2011.
Aki Spicer, Director of Digital Strategy at Fallon Worldwide, challenges social entrepreneurs and non-profits with a framework for brainstorming their marketing initiatives into bigger, more "social" ideas.
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Fallon Brainfood: From Boring to Big Bang
1. âŠFrom 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
2. 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 "OfïŹcer of Good" for Planning For Good
Forging a âpost-digitalâ approach
Ushering advertising into the age of participation
15. The harsh truth (from a friend who cares)âŠ
Your Press Release is often not a story (worth telling).
Yet.
16. 10 #Winning Approaches to Get Interesting
âŠand Get Attention From News and Newsfeeds
Lets look at some highly effective cause marketers,
and what you can learn from them.
17. 1. A great master of marketing Interestingness:
William Castle, knew well how to Inject a Bit of
Theater into his announcements
18. 2. Tate Modern Dumbs It Down by making ïŹne art
relatable to pop culture and current times
20. 4. Minnesota Planetarium Society Challenges Age-
Old Assumptions with a provocative new world view
21. 5. âI Love Boobiesâ gets Refreshingly Honest to
engage youth targets with a serious issue
22. 6. Livestrong and #iranelection, and Starbuckâs Jobs
for USA Make Participation Easy
23. 7. PETA Borrows Equity from buzzworthy celeb
hijinks to get their own message passed along
24. 8. Susan G. Komen and (Red) recognizes and Lends
Equity to brands
25. 9. Special Olympics and MS Make People Co-
Marketers into their otherwise serious agendas
26. 10. Movember introduces âman cancerâ into the
conversation by generously Lending Interestingness
to Its Participants
27. 10 #Winning Approaches to Get Interesting
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
âŠand Get Attention From News and Newsfeeds
31. Fallon Brainfoodâtrends, ideas, opportunities, and
thought leadership for our brands.
Brainfood is our all-agency food-for-thought.
Where weâve 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
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