The Puma Index Droga5

An app that serves as a stock market monitor. When the market dips, the models strip.

The Puma Index Droga5

Droga5 | Client: Puma

The Puma Index Droga5

Droga5 | Client: Puma

Polo "Snow Stamp," JWT London, U.K., December 2009

In December 2009, the U.K. had a huge snowstorm. JWT produced a "Snow Stamp"…

Nestlé, JWT London, U.K., December 2009

..that would leave an impression.

Nestlé, JWT London, U.K., December 2009

..that would leave an impression.

Vanish NapiSan, Euro RSCG Sydney, Australia, July 2011

During the U.S. economic meltdown, washing detergent Vanish NapiSan offers to sponsor the White House.

Vanish NapiSan, Euro RSCG Sydney, Australia, July 2011

During the U.S. economic meltdown, washing detergent Vanish NapiSan offers to sponsor the White House.

Old Spice Responses, Wieden + Kennedy Portland

During the U.S. economic meltdown, washing detergent Vanish NapiSan offers to sponsor the White House.

Next Media Animation, Next Media Animation, Taiwan, 2009-present

When there’s a major news event, Taiwan’s Next Media Animation has become your go-to resource for crazy animated reenactments.

Next Media Animation, Next Media Animation, Taiwan, 2009-present

Next Media presents the Tiger Woods incident.

Ikea Netherlands, Lemz, Netherlands, January-December 2011

Next Media presents the Tiger Woods incident.

Ikea Netherlands, Lemz, Netherlands, January-December 2011

Next Media presents the Tiger Woods incident.

KK Outlet, KK Outlet, U.K., 2011

London agency KK Outlet commissioned designers to create commemorative china for Kate and William’s wedding.

Heineken, Iris Worldwide Singapore, Singapore, December 2011

Iris created a "social Christmas tree" for Heineken. The installation in Clarke Quay allowed you to connect with friends and turn them into decorations on the giant interactive tree.

Heineken, Iris worldwide Singapore, Singapore, December 2011

Iris created a "social Christmas tree" for Heineken. The installation in Clarke Quay allowed you to connect with friends and turn them into decorations on the giant interactive tree.

Diageo, Leo Burnett, Australia, April 2011

When floods hit the province of Queensland Australia, the makers of Bundaberg Rum produced a commemorative rum called "Watermark" and a campaign that celebrated the people of Queensland.

Diageo, Leo Burnett, Australia, April 2011

When floods hit the province of Queensland Australia, the makers of Bundaberg Rum produced a commemorative rum called "Watermark" and a campaign that celebrated the people of Queensland.

4th Amendment Wear, Matt Ryan and Tim Geoghegan, U.S., 2011

When the TSA phased in more invasive airport scanning, creatives Tim Geoghegan and Matthew Ryan created underwear printed with metallic ink that spelled out the privacy rights stated in the 4th amendment (the message would appear in TSA scanners).

4th Amendment Wear, Matt Ryan and Tim Geoghegan, U.S., 2011

When the TSA phased in more invasive airport scanning, creatives Tim Geoghegan and Matthew Ryan created underwear printed with metallic ink that spelled out the privacy rights stated in the 4th amendment (the message would appear in TSA scanners).

4th Amendment Wear, Matt Ryan and Tim Geoghegan, U.S., 2011

When the TSA phased in more invasive airport scanning, creatives Tim Geoghegan and Matthew Ryan created underwear printed with metallic ink that spelled out the privacy rights stated in the 4th amendment (the message would appear in TSA scanners).

Co.Create

Joining The Conversation: Lessons In Real-Time Marketing

The authors of a new book on real-time marketing outline how brands can be part of cultural conversations without looking like idiots.

Real-time advertising. Newsjacking. Conversational marketing. Call it what you will, creative communication that plays off of the cultural moment has become a necessary addition to the marketer’s skill set. Yet as a growing number of brands vie to be topical and culturally relevant, they must do so with eyes open to the potential pitfalls, the authors of a new book on real-time advertising warn.

The brickbats aimed at food portal Epicurious for its self-promoting tweets in the wake of the recent Boston marathon bombing and the plaudits earned by Oreo for its topical tweet at this year’s Super Bowl neatly encapsulate the power, potential, and pitfalls, according to Grant Hunter, regional creative director, Asia Pacific, at Iris Worldwide and coauthor of Newsjacking: The Urgent Genius Of Real-Time Advertising.

"Before, brands just did topical advertising. Now, they have the tools to create anything from simple mashups to a whole website overnight. The challenge is to justify why a brand is jumping onto a topical wave, and ensure that by doing so it adds value and stays relevant to its audience," he explains.

On the flip side, an attempt by clothing designer Kenneth Cole to link the Arab spring protests in Cairo with excitement about his spring collection was irrelevant to the brand and a misjudgement in terms of taste.

"It’s tempting to jump on a major breaking news story, because it’s what people will be talking about. But it’s when a brand is seen to be jumping on the misfortune of others that things can go wrong," adds Hunter. "It works if it is playful so makes people smile, or is truly supportive in intent so adds real value."

Such as? Diageo’s launch of Watermark Rum in Australia to raise money for the recovery effort following Victoria’s devastating floods in 2011. Or, more recently, Boston Marathon sponsor Adidas and Boston Beer Company, which both announced they would donate profits from, respectively, a commemorative T-shirt and Samuel Adams Boston 26.2 brew to the attack’s victims.

Ikea Netherlands, Lemz, Netherlands, January-December 2011

While the last two examples are too, well, topical, to feature in Hunter’s book (an admittedly not very real-time format), many more from previous years are. These include Wieden + Kennedy Portland’s work on Old Spice Responses, Iris’ own Johnnie Walker’s Step Inside the Circuit Formula 1 news feed, and Lemz Amsterdam’s Ikea365 campaign (see slide show), along with insights into the best approaches to achieve successful real-time marketing.

"When creating any social content, you must first consider the audience--the fact that people are always on, consuming things, and living in the moment," says Jon Burkhart, who coauthored Newsjacking and, together with Hunter, produces the Urgent Genius blog and runs the Weekender annual Urgent Genius competition for creatives.

"Why do brands expect that, if they show up at the party a week later, anyone will care? As Oreo showed, even overnight is fast becoming not good enough and tomorrow morning is too late," he adds.

Having worked together on numerous campaigns at Iris, Hunter and Burkhart have identified seven principles of urgent genius.

• Catch the wave; fashionable is not good enough.
• Adopt an editorial mind-set to create a form of brand journalism working to newslike deadlines.
• Plan your spontaneity.
• Keep it fresh--don’t be afraid to disrupt the status quo.
• Invent your own event (especially those organizations not yet able to respond to live happenings fast enough).
• Behave like the kind of human we’d all like to hang out with by being genuine and relevant.
• Create a platform and build your own community.

As important, however, is understanding the potential obstacles--both within client organizations and the agencies they work with--that can hold real-time advertising back.

4th Amendment Wear, Matt Ryan and Tim Geoghegan, U.S., 2011
.

"True real-time marketing is driven by organizations where everyone is ready to respond," says Hunter, pointing to Oreo, which, as well as having strategists and copywriters on duty at Super Bowl 2013, brought along members of its legal team to speed up sign-off. "One of the biggest barriers can be a client’s legal team and the approvals process."

Another obstruction can come from a preoccupation with the next great big idea. "You need to cultivate the principle of little bets--a concept coined by Peter Sims--in other words the willingness to foster lots of small, experimental creativity to put things out there and see what sticks," Burkhart adds. "It’s the approach that’s built Google and HP."

Agencies must seek and cultivate a new breed of creative talent, too, whose skills straddle coding, planning, art direction, journalism, and culture, Hunter suggests. Meanwhile, all must be ready and willing to take advantage of the latest tools (see Vine).

Burkhart adds: "The future will involve more of this, and to cut through, the best brands and agencies will dig deeper into data about what their audiences want to react to in ways that enhance and add value to that audience’s day."

See the slide show above for the authors’ examples of real-time creativity done right.

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