SOCIAL MEDIA (TWITTER)
ACCORDING TO NICK...
Social Media allows you to opperate your personal and business life simultaneously and promote brands more authentically. For celebrities the connection to their fans is more fluid and honest.
NEVER APOLOGIZE FOR WHAT YOU SAY.
"It is no longer about privacy, now it is about control."
He has a website for his family where he post pictures of his kids, because the pictures are available they are no longer in high demand. (dembabies.com)
ACCORDING TO MARTHA...
You need to be AUTHENTIC, Always tweet yourself
She was just a psa in this seminar...she just told us over and over not to post inappropriate pictures or lie online
ACCORDING TO MEL B...
Social media is a way to get your opinion out and can raise awareness for important world topics.
I'm a title. Click me and tell your visitors what's in your gallery.
Click me and tell your visitors what's in your gallery.
DAY 1 | JUNE 16, 2013ma title. Click to edit me.
CELEBRATIES AND THE MEDIA
LONDON 2012: LESSONS LEARNT FROM THE GAME-CHANGING GAMES
CHANNEL 4 created an ad titled "MEET THE SUPERHUMANS" that CHANGED the way the world viewed diabilities.
The commercial was to show 1. elite sport 2. the athletes in a celebratory and unapologetic way
put the paralympics on the map using an integrated campaign
How?
1. Put the same comittee in charge of both paralympics and olympics and make the campaigns integrated but distinctive.
2. Focus on sports in a NEW way
3. Get commercial sponsorships who were not afraid to show the truth within the paralympic athletes and games.
- After the olympics an ad with copy, "Thanks for the warm up." was shown.
- media placement: commercial was placed so that it would reach over 50% of the population in 1 day (creating buzz)
Result: The games began to represent ability rather than diability. The olympic/paralympic sponsor ratio went from 90/10 to 60/40. Gave kids with disabilities idols.
LONDON WAS THE FIRST "SOCIAL MEDIA GAMES"
- people interacted with the athletes and their personal stories
- paralympic announcers who could explain and add humor were used during the games
AUTHENTICITY AND TRUTH MADE THE GAMES LESS INTIMIDATING.
YOU NEED AN ENEMY
No one gives a fuck what you say. You need tension to make people pay attention.
To have tension YOU HAVE TO HAVE AN ENEMY. WHY?
- having a problem helps you be the solution
- our brians require polar opposites to create
WHY THESE WORKED.
1. COKE
- I'd like to make the world a better place - linked the past to the present
- Ribbons - no language barrier, you get it by just seeing it
- Equality is implicit in the Coke you drink, you drink the same coke as the queen and the homeless
2. IBM - eye, bee, M
- technology was threatening, they made the logo approachable
3. SHEPARD FAIREY'S WORK
- Obama poster - there was so much negativity people were looking for something to hope for. The hard line graphic made him mythic and larger than life.
- Obey poster - challenges people to ask themselves what they are obeying
THE WHOLE POINT OF CREATING IS TO CREATE CONVERSATION
-put a simple twist on something unknown
WHO IS THE ENEMY?
Chipoltle's enemy is PEOPLE AGAINST CHEMICALS
Domino's enemy is DOMINOS
INDIFFERENCE
The truth campaign's enemy is LIES
ART NEEDS RESISTANCE. CREATIVITY NEEDS AN ANTAGONIST AND PROTAGONIST.
1+1=3 A FORMULA FOR CREATIVE ALCHEMY
MIMIC - find the fundimantals and basics and then use them. EX. revolving sushi bar mimics beer factory
UPSIDE DOWN - question the standard EX. vaccines: to avoid the virus, inject the virus
THE TRUTH BEHIND - there is no smoke without fire, when you see smoke you assume fire. EX: turn bandaids into blood donating kits
WHAT IF - put yourself in an impossible situation to get new perspectives
COMBINING - combination produces something new EX. facebook + design = the museum of me
IDEA - what you discover
HUMAN BEHAVIOUR: MEASURING EMOTIONS TO IMPROVE EFFECTIVENESS OF ONLINE VIDEO ADS
Computers can assess feelings to show how well a creative idea interacts and communicates with the target audience.
Emotion makes all the difference in an ad. The have emotion you need...
ATTRACTION. hook in 8 seconds
RETENTION. keep the audience
ENTERTAINMENT. contact via emotion
IMPACT. kahneman's peak end
GE FOCUS FORWARD: THE CREATIVITY OF RE-INVENTING THE EVERYDAY
Yup, you read it right, the title of the video on the left is "Meet Mr. Toilet". This was the video they showed to introduce him, and it basically sums up both him and his cause. Mr. Toilet has dedicated his life to solving and spreading awareness about the polution and other problems associated with the lack of toilets in the world.
"What you don't talk about you can not improve."
- the profound words of Mr. Toilet himself
