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In your hands is volume
2 of the brand integration book,a sampling of recent integrated social advertising campaigns.Within these covers you’ll learn more about who we are, howbrands have worked with us to promote their products and what wecan do for you.Enjoy.
DeviantART was created to entertain,
inspire, and empower the artist in all of us.Founded in August 2000, is the world’s largest online community thatconnects around a love of art.DeviantART is home to over 16 million registered members and features anextensive platform used to exhibit, promote, share and discover works and othermembers within a peer community. As the largest aggregator of creative talent onthe Internet, is uniquely positioned to help brands like yours engageand interact in a meaningful way with a desirable and valuable audience.
TABLE OF 01 LIGHTING A
SPARK (GETTING STARTED) Intro 6 The Brand Experience 8CONTENTS Our Massive Audience 10 Our Unique Offering 12 How We Target & Message 13 The Organic Distribution Effect 14 Ad Products 16 02 SPREADING THE FIRE (OUR RESULTS) Intro 18 Mentos 20
01 LIGHTING A SPARK Our
brand integrations reach a highly dedicated and creative community. Here’s how we take your brand, light a spark under it, and let the ﬁre spread.6 7
SECTION 1: LIGHTING A SPARK
“We were inspired by the participationTHE and the quality of artwork the community contributed.”BRANDEXPERIENCE “AMAZING beyond-the- banner placements…”World-class brands like Disney, Smart Car, Mountain Dew andAdidas have all discovered the unique level of engagementbrands achieve working with the deviantart community. Whetherit’s challenging users to create a movie poster or outrightdesigning a car, organizing a community based game or evenhosting a live event, we offer you unique, fully customized “The community truly embraced theand highly integrated campaigns unavailable anywhere else. artwork…users left comments…linked their profiles…and…showcased the submissions.” “Time spent with brand was incredible.” “High engagement of the users.”8 9
SECTION 1: LIGHTING A SPARKOURMASSIVE
registered members . pageviews per monthAUDIENCE , unique uploads per day uploads to dateIf you’re looking for targeted reach, we’ve got it. Working with theworld’s largest creative community has its perks. Our members span , new users every day , average combined monthly socialthe globe and create content that launches a thousand tweets andFacebook shares. media mentions To call the community active is an understatement. The content created by our members not only captivates fans within the network but from every corner of the globe totaling up to 2.2 billion (yes, with a b) impressions a month. You can take advantage of this massive reach through integrated advertising opportunities that are able to target and reach your desired segment of passionate trendsetters and tastemakers who are creating and inﬂuencing tomorrow’s style, fashion and culture.10 11
SECTION 1: LIGHTING A SPARKOURUNIQUE
HOW WEOFFERING TARGET&DeviantART is unlike any other place on the Internet. Our thrivingcommunity gathers around a common interest in art and creativity.Photographers, painters, illustrators, ﬁlmmakers, designers andartists of every description call home, but the community also MESSAGEincludes millions of art enthusiasts — the legions of fans and artlovers who ﬂock to to appreciate rather than create. Our Being a 10-year old company (that’s 100 in internet years)extensive platform enables members to socialize and collaborate with over 16 million registered members, we’ve learned awith peers, build a fan base in-network, publish original art and lot about their interests and what speaks to them best.news-related content and connect with social media platformsto further promote content of interest. We call this the Organic Our custom-built targeting and data-collection systemsDistribution Effect, which youll learn all about on page 15. have amassed quite an index and we use them to help focus our efforts based on your preferred audience, matching youOur 4,000 categories include both traditional and digital art with the people you most want to hear your message.covering a staggering array of styles, media, and culture: from ﬁneart to manga and anime, street art to fashion photography; ﬁlm We’re able to ﬁne-tune our targeting through a varietyand animation to poetry and literature, an incredible diversity of keywords, user-behavior, geographic and demographicand depth of creativity ﬂourishes here unlike any place else. information, based upon your speciﬁcations.12 13
SECTION 1: LIGHTING A SPARKTHEORGANICDISTRIBUTIONEFFECTSome
might call it our secret sauce. We think of it as a natural by-product of spending 10 years building one of the worlds deepestsocial networks. The Organic Distribution Effect is unique to and occurs when our engaging content intersects with oursocially active membership and visitor base. The Organic Distribution Effect kick- Inﬂuencers then push the content starts when an integrated brand launch is further, to be discovered by a distributed to target audience segments new ring of inﬂuencers, and then within the community as well as another. Its authentic rapid sharing through external social sharing platforms. of easily-consumable content. The visual appeal of the content combined with a highly active and dialed-in audience The Organic Distribution E ect. results in natural peer-generated promotion See where your campaigns can go. across multiple platforms.14 15
SECTION 1: LIGHTING A SPARKOURAD
Crowdsourcing Apps One beneﬁt of working with the world’s largest creative community Give members a branded application they is the amount of talent vying to create compelling content around can embed on their and otherPRODUCTS your brand. Give members the opportunity to showcase their social networking proﬁles that can be talents by submitting work based around your campaigns. Examples used to stream collections of artwork. of branded content integrations are in the second half of this book. Use the application in conjunction with a crowdsourced campaign for a feed Example: “Skin a Smart Car” received over 2,500 featuring artwork around your brand. submissions in three weeks, with the winner’s design being displayed at the 2010 LA and 2011 Detroit Auto Show. Embassy/Groups Our Groups platform is where members Featured Chat go to bond with others around a commonDeviantART’s inspirational content and active community attracts a wide- Live chats create a two-way dialogue with our actively engaged interest or passion. Create a brandedreaching and highly engaged audience. We serve over 1.7 billion ads a month community. Established and respected photographers, ﬁlmmakers, Group, or "Embassy", around your brand architects, authors, game developers and more have interacted or campaign and give members a dedicatedto members and visitors from around the globe. Here are some of our most with our members to promote projects and initiatives. place to interact and engage in activitiespopular ad product options for brands. you dictate, include: two-way dialogue, Puzzle art contests, polls, podcasts, videos. The community loves a challenge. Our interactive puzzles are a popular way for members to interact with your Events brand. Designed around your assets and messaging, puzzles are Give a campaign an extra boost an easy and fun and way to engage with and reward members. by tying user-generated-content initiatives into an ofﬂine event for Branded Community Features further distribution and awareness. Extend your campaign and give community members branded content theyll use on individual proﬁle pages, providing Display Advertising added exposure to sub-sets of peer communities. Traditional IAB units for standard ﬂights or to accompany deeper brand integrations. Example: Journal Skins are typically reserved for Premium Members but brands can provide a campaign-speciﬁc skin available to the entire community. Well work with you to create a custom skin that compliments your campaign and encourages downloads. Category Sponsorship Looking to target a speciﬁc segment of the deviantart community? Try an integrated category takeover, exclusively branded with your message and call to action. Categories include: traditional art, photography, 3D graphics, comics, and ﬁlm to name a few.16 17
02 SPREADING THE FIRE We
are second to none in terms of passion, drive, and of course scale. See what happens when we focus our users on a brand and fuel their ﬂames.18 19
SECTION 2: SPREADING THE FIREMENTOSMENTOSTHE
FRESH GOES BETTER CONTESTContest DescriptionEveryone knows Fresh Goes Better with Mentos, but did you knowthat since 1991 they’ve also made countless situations better?That’s right, the simple act of popping a single Mentos mint intoyour mouth, helps enhance and improve circumstances and eventsof all kinds. The equation is simple. Bland, boring, and averagequickly become ﬂavorful, exciting, and amazing once Mentosenters the mix. Help make your day great with Mentos!In our Mentos “Fresh Goes Better” Contest, we challenge youto show us how Mentos helps make situations better. Imaginea “before” situation where you arrive at the bus stop rightas the bus is pulling away. Add in a little Mentos magicand voila: hop on your skateboard, leash up your dog, takethe shortcut, and arrive before the bus even pulls in!20 News Article 21
SECTION 2: SPREADING THE FIRE
MENTOS1stTOP HOG Artwork by *Jackaloftrades Comments from the Judge:“The creativity of the whole concept of this piece was incredible. I loved how the artist incorporated the product by using the Mentos geyser as a way to make Pigs Fly. The artistic skill was amazing - the detail and use of light was impressive. And, of course, the guinea pig is awesome.” 22 23
SECTION 2: SPREADING THE FIRE
MENTOS2ndHOTSUMMER DAYSArtwork by ~RyanWC Comments from the Judge:“I really liked how the artist made a comic strip in the same vein as the old ‘Freshmaker’ TV commercials. It really encompassed the Mentos brand well. Artistically, it is beautiful - I love how her hair hangs down into the frame below. Awesome touch.”24 25
SECTION 2: SPREADING THE FIRE
MENTOS3rdAIRPLANEYEAHArtwork by ~FlashofMauve Comments from the Judge:“I loved this concept overall. All airplanes are delayed, but the character uses the Mentos geyser to ﬂy him to his destination. Awesome use of the Mentos brand. I loved overall look of the piece - especially the character. I feel like I ‘get’ him.”26 27
LET’S DO LAUNCHThink of all
the amazing things we can do together. Shoot us anemail, and let’s launch something special. Contact: Heather Wetzler hwetzler@ .com