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The Upbeat BBS Campari Jackets
http://sniper.dgvds.info@sniper
26 June 2011
color palette from blog
font? comic sans! or random...
sometimes its better to make a prototype than make a powerpoint about the idea.
this changes when weavrs can make powerpoints faster than they can make prototypes.
Maybe this is next.
the final render of the doc is to be a inspiration /catalyst to make something, not necessarily the ‘idea’ in this doc.
Sunday, 26 June 2011
Sections1. Introducing Campari
2. The insight
3. The upbeat BBS Campari Jackets
4. The launch event - 26 June 2011
5. Cost and Schedule
6. next steps (1,2,3)
Sunday, 26 June 2011
Introducing Campari
Campari is an alcoholic apéritif (20.5%, 21%, 25% or 28% ABV, depending on the country in which it is sold) obtained from the infusion of herbs and fruit (including chinotto) in alcohol and water. It is a bitters characterized by its dark red color.
Campari is often used in cocktails and is commonly served with soda water, wine, or citrus juice. It is produced by the Campari Group, a multi-national company based in Italy
Sunday, 26 June 2011
Post-Digital Media Design
combining media, objects, live data streams
taking it to a community to help them
being responsive and social
or as <pundit would say>
“there are no digital natives... yadda”pull out some choice quotes from notable people
photo of the personfrom flickr
the briefing as a tour de force of marketing today
Sunday, 26 June 2011
the aha moment!
Dwang! planning to try and use http://bit.ly/8YcQbW to compose a upbeat BBS for some Campari jackets.
i was at the red lion when i had this thought about using the Flickr API to infuse data into Jackets. The upbeat BBS is an obvious media component to bring together people.
So I quickly made this presentation.Sunday, 26 June 2011
the Insight for Campariwhy jackets? why and upbeat BBS? why this data endpoint? why this date
users weavrs.combined_keywords.1|join
generative text about campari and jackets,
based upon peoples tweets mentioning #campari
Sunday, 26 June 2011
Campari & Jacketsimage montage
Sunday, 26 June 2011
using the data from Flickr
using flickr.stats.getPhotoReferrers will be really interesting for this project because it’s a data stream that relates to the campari brand onion*.
for Campari to maintain meaning it must be connected to relevant daily data and we might have the right stream here.
general musing on using data
<domain page="1" perpage="25" pages="1" total="3" name="flickr.com"> <referrer url="http://flickr.com/" views="11" /> <referrer url="http://flickr.com/photos/friends/" views="8" /> <referrer url="http://flickr.com/search/?q=stats+api" views="2" searchterm="stats api" /></domain>
*please ensure you have the most up to date brand onion. Contact Marketing for updates.
Sunday, 26 June 2011
what people say about the brand77% Postive!
23% Negative
The time is now.
23%
77%
PositiveNegative
Sunday, 26 June 2011
launch event
meetup.com
find the niche audience best fit for this idea
twitter users in the area
linkedin for invites
9 July2011 we have 10
days left!
Sunday, 26 June 2011
jackets
if lowest = “lowest cost to get this attention”if highest = “we ride the wave to attention”
Export this page as a CSV file http://www.google.com/trends?q=jackets&ctab=0&geo=us&geor=all&date=all&sort=0
Sunday, 26 June 2011
Cost estimates£4000 - Up beat BBS Production
£9000 - Campari Jackets Production
£2000 - Creative Direction
£1000 - Account Management
£3000 - Project Management
£4000 - Engineering
£5000 - Event management
£2000 - Project Evaluation
£Free - Strategy & Planning (RRP £1,000* per slide)
£30,000 Total
These figures are estimates based upon information shared on the internet. Please liaise with your post-digital agency for more accurate figures.Strategy RRP are based upon a typical (UK, USA) media planning specialist agency rate card.
try to keep it around 10k-40k fee area.
most frequent agency buys are around this figure
Sunday, 26 June 2011
Schedule (10 days until launch!)
Phase 1
10% creative
20% engineering
30% production
5% Quality Checks
sign off
Phase 2
10% Launch
20% Event
5% wrap up
Phase 3
10% evaluation
Sunday, 26 June 2011
connect and communiacteuse #camparijackets for the buildup and event
track #jackets to find new communitiesmonitor #campari to keep synchronizedmonitor #flickrAPI for potential hiccups
set up Facebook page for the projectupdate the brands main Facebook page
Remember - always talk with an authentic voice
click here to set up a basecamp
Sunday, 26 June 2011
Opinion from Hugh & Seth
Sunday, 26 June 2011
credits
links and attribution to media used in this presentation
this presentation is licensed as creative commons by-sa. I made it because i wanted to share the idea. if you use it, please credit me. Thank you.
save the trees
Sunday, 26 June 2011
Thank you for readingAll my ideas can be found here:
http://sniper.weavrs.info/filter/agency
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my blog http://sniper.weavrs.info/
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Sunday, 26 June 2011
