Media Content Partnerships
This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising.
Hay un BOT en el Museo
The average visitor to the museum spends less than 30 "in front of a work. The museum is quickly visited with the sole purpose of publishing a photo on the networks. Taking advantage of the fact that everyone has the phone in their hands, we created a chatbot in messenger (Facebook). Thus, the MAMBA had one of its works interact with the visitors, making it respond to the curiosities that arose. For the first time, visitors and work dialogued.El visitante promedio del museo pasa menos de 30” frente a una obra. Se recorre el museo rápidamente con el único objetivo de publicar una foto en las redes. Aprovechando que todos llevan el teléfono en la mano, creamos un chatbot en messenger (Facebook). Así, el MAMBA hizo interactuar a una de sus obras con los visitantes, haciendo que la misma responda las curiosidades que surgían. Por primera vez, visitantes y obra dialogaron.
Brand: Gobierno de la Ciudad de Buenos Aires
Client: Gobierno de la Ciudad de Buenos Aires
Agency: BBDO Argentina
U.S. Army Cryptaris Mission
The U.S. Army needs STEM candidates to achieve today's complex missions, but STEM candidates think they are too smart to enlist in the U.S. Army. So we built desire to join the Army by demonstrating that STEM candidates are held to the same high standards as some of the country's most elite universities. To do this, we created a challenge that only 5% of people who try can successfully complete: a percentage that intentionally mirrors the acceptance rate of the nations most elite universities.
Brand: U.S. Army
Client: U.S. Army
Agency: McCann New York
Pepsi + Empire
To reignite fan excitement around Pepsi's legacy in music we developed an authentic, fiction-meets-reality partnership with Empire that went so deep into the plot storyline that the lines between brand and entertainment were completely blurred. We challenged traditional approaches to media, content, integration and music to create an inimitable Brand story filled with surprise reveals for Empire fans, making them question whether what they were experiencing was a part of the Show, or happening in real life. Ultimately, the partnership generated sales lifts, consumer excitement, and Brand impact for Pepsi.