Panel Part II Perspectives on mobile effectiveness from the creative, brand building POV
Nick Law, R/GA and Sarah Watson, BBH and Nicholas Moore, ROAR
Sarah presented an example of creative mobile advertising campaign for SONY PlayStation4, “Greatness Awaits.” A two-minute film was created by the agency. It had real-time personalized messages to these gamers and gave them a chance to win game rewards in “real-life”. Their video reactions to the rewards further increased engagement and social sharing. This interactive campaign resulted in almost “breaking” Facebook by generating 20,000 comments. Playstation4 also became the best-selling console that year.
Nick presented a case study on the Nike On Demand. The campaign provided personalized and interactive mobile messaging to keep athletes overcome their personal barriers. Nike optimized their advice in real time to help athletes “crush” their goals. Data, algorithms, and machine learning was applied to produce a more human interaction. The goal is to scale this program.
Nick stated that he would not think of doing anything if it’s not thought of in the filter of mobile. He explained that art evolves with culture, and the way to decode it depends on cultural norms, and the current language of advertising is outdated.
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