Alright, hey everybody, I'm Dave. 0:00 As she said I run a small studio called Metajive it's about seven people. 0:02 We work almost entirely with agencies so 0:09 I've a smattering of work to share with you guys. 0:11 Every different type of work you can possibly imagine. 0:16 And this is a new presentation, so. 0:19 I swear I'm not begging for tweets but if you find something helpful, 0:22 let me know what you guys find helpful and actually useful. 0:25 Send us a tweet. 0:28 What we're talking about is creating great digital brand experiences. 0:29 So, any time I talk, I talk about creating great experiences and whatever it is. 0:34 So, it's something that's pretty personal to me. 0:42 And, there we go. 0:46 It's personal to me because of this. 0:56 So, I read this book, Start With Why. 0:57 Has anyone in here read it? 1:00 Simon Sinek, probably the best book I've ever read or 1:01 at least had the most influ, influence on me. 1:05 He's got a TED talk with, like, 19 million views. 1:08 The book's much better than the, than the TED talk, 1:12 and it created an opportunity being for discover my why's. 1:18 So your why is why you do the things you do, how you get 1:24 the talks you want to talk about, the people you want to talk to, 1:31 who you surround yourself, what job you're going to take, and why. 1:35 My why is to create great experiences. 1:38 So whether I'm talking about something very personal like 1:41 a short term experience like buying my mom flowers, and that's a great, 1:49 it's a moment, it's an experience, it's something for them and 1:53 they, it's, it's very short. 1:55 Going to Disneyland with, with your family is like two day experience, and 1:58 it's something, or you can look at it as the bigger picture, and 2:03 create an experience for, for, for years. 2:06 So, we measure our agency, with these terms, so. 2:11 [UNKNOWN] folk. 2:17 I'm going to skip that one. 2:19 So our mission here is we quantify creating great experiences in three ways. 2:22 The first is for the user. 2:27 So the end product we create. 2:28 The actual experience. 2:29 The brand recognition whether it's an app, an installation, a website. 2:31 Whatever that is. 2:36 The second is for our clients. 2:38 So we want to make sure that when we're working with someone at the end of 2:39 the project, no matter how good it is, they still like us and we still like them. 2:44 And whether we're communicating, we get them what they need. 2:48 All of those things. 2:52 Cuz that, that's really, when you're talking about design, 2:53 you're talking about communication, and, and all of that really matters. 2:56 And then the third is our employees. 3:00 We really, really, really care about our employees, and whether that's 3:02 making sure they have a career track or taking them to a baseball game. 3:07 It's all important, it, it all matters. 3:12 So those are the ways we focus on creating great experiences. 3:14 And we spent a lot, if not too much time thinking about this and 3:19 figuring out how to implement that in our company. 3:23 So I'm, today, talking about creating digital brand experiences, so 3:26 whatever we're doing. 3:31 This is, I've compiled ten tips to get you guys up and running and 3:32 things you can think about when you're working on projects. 3:38 So the first thing we need to do is 3:44 we need to understand the brand we're working on. 3:47 So if you're talking about Hershey's Chocolate, you're gonna talk 3:49 to them in a very different way then you're gonna talk about Nike. 3:54 And when you're talking about a brand. 3:58 A brand is the essence of the company. 4:03 So it's their values, 4:06 their differentiating factors, the emotions you want them to feel. 4:09 So someone like Coke. 4:12 Their brand and their truth statement if you will is a smile on the inside. 4:14 So they wanna make you feel anytime you see anything Coke that you, 4:20 you have a smile on the inside. 4:25 And brands, brands come from this. 4:27 Cows, they wanna make sure your, 4:32 your cow didn't wander into your neighbor's farm and got it. 4:33 And now we use it to identify everything. 4:38 So when we work with a lot of ad agencies we, we get things like this. 4:42 Clean, beautiful type. 4:46 Defined colors. 4:48 Copy guides. 4:49 Grid systems. 4:50 And all of that. 4:51 But, but brands are much, much deeper. 4:53 And, and I, and I have a case where, where we can talk about that. 4:58 So, so this guy, you guys recognize the logo? 5:02 You've seen this one before? 5:04 It's famous that that logo, he paid $35 to get the Nike logo. 5:08 And, it's not the best logo in the world, it's not the worst logo in the world. 5:11 It's clean and simple, and it was probably worth about $35 when he paid for 5:16 it because that's, it was just a mark. 5:21 Today, Nike's worth $15 billion and 5:25 is argued as the most valuable brand in the world. 5:30 So that's the brand, that's not the company, that's not the sales. 5:33 And all that. 5:36 And the reason, Nike's brand is worth so much is, they've, 5:37 they've taken their proof, they've lived their why, 5:42 and they've based on, convictions. 5:46 So they sponsor athletes. 5:50 They make a great product. 5:53 They have quality, they have consumer advocates. 5:55 They have a whole culture of people they embody that aren't just Lebron James. 5:59 There's the people on like a Hypebeast, or blogs like that, fashion, all of that. 6:04 And they communicate a very true voice. 6:10 So, we were fortunate enough, this year, we're, we're able to work with Nike and 6:14 we actually just launched this project last week. 6:19 And, we actually got to work in em a way where we got to talk about more than 6:22 their waffle-knit fly-knit sneaker that's the lightest, fastest, coolest shoe ever. 6:27 We, we got to work on them on a content project. 6:34 And we're creating a new program with them for a newsstand map. 6:36 And it's going to be four to six issues a year. 6:40 And what we're doing is, we're actually telling the stories about the brand. 6:45 We're talking about who the athletes are, why they like this product, 6:50 how the product relates and actually ties into their culture, and, 6:54 and how it follows their ethos. 6:59 So, by, by not just saying this is a 300 DPI waffle mit, mesh jacket. 7:01 It has a lot more value, because it, it relates to an actual culture. 7:09 The second thing we do is we leave nothing to chance and 7:15 this is actually written in our office on the wall. 7:20 And we're meticulous planners for better or 7:27 worse and we found less planning is more work. 7:30 So this is a conglomeration of all the different type of stuff that we put up and 7:34 put in front of our clients. 7:39 But our average client [UNKNOWN] when we kick off a project is between 35 and 7:40 50 pages. 7:44 And that sounds really excessive. 7:45 But the most important things we do is we, 7:49 we write something like a project description, and project goals. 7:52 That have nothing to do with the scope of work. 7:56 But it is really to create alignment. 7:58 And we go through these, there is three of four things. 8:00 Brand qualities and then a truth statement that distills the essence of the brand. 8:04 And we go through that at the beginning of every single meeting with our clients. 8:09 And the reason we do it is because we always want to make sure that we're 8:14 delivering an end product, we're delivering something that stays true. 8:17 You, you'll see a lot of people talking about, John was talking about 8:21 the essence of Media Temple, what they're doing, how they're doing it. 8:25 And I guarantee because they're in one brand all the time they go back and 8:29 they could, they could tell you their truth statement. 8:33 They can tell you their brand values. 8:35 And they're talking about authentically delivering those to their people. 8:37 So we talk with our clients a lot about their brand why and 8:43 it really helps provide a different context besides 8:47 Helvetica 45 light displayed with 32 padding. 8:52 So, when you're trying to create a great brand experience, you, 8:56 you wanna try to be different. 9:01 You wanna try to give people something they haven't done before, 9:01 they haven't seen, anything to set people apart. 9:05 Because if you're focused on not do, doing the same thing, 9:08 you're, you're gonna get someone's attention. 9:13 If you're gonna disrupt someone's time watching TV by creating, 9:17 by making a 30 second commercial, you should entertain them. 9:22 You should give them something of value because you have their attention. 9:26 And Oscar Wilde said be yourself, everyone else is already taken. 9:30 But, you can't focus on being yourself and 9:35 being that authentic voice until you take the time for, with your client, 9:38 to understand the brand, and understand what that authentic truth moment is. 9:42 So, as I said, our why is to create great experiences. 9:48 Everyone has their, their own, so. 9:53 You gotta give something people will latch on to. 9:56 This guy, Richard Branson, really rich dude, 9:59 owns a lot of companies, and has done it by breaking all the rules. 10:03 So, he understands his brand's why. 10:08 He understands what he does, and he stays true to his belief. 10:11 So, even if it's not the smartest business move. 10:14 A lot of time that comes back to really pay off big time for 10:17 him because he's able to make bold moves and he knows why they're doing it. 10:22 So that's when companies like Jawbone say, no problem, 10:28 we'll recall every single one of our products because we want to make sure it's 10:31 the right experience, and it's the right brand. 10:36 So, when the first Jawbone up came out, 10:41 they recalled every single product and gave them a free version of the new one 10:44 when it came out which did not make a lot of financial sense for the company. 10:49 Number four, communicate authentically to your audience, 10:57 and don't leave widows on your presentation slides. 11:02 So I'm going to talk about another brand, somebody you haven't heard of, they're, 11:06 they're not a Nike, they're not a Virgin. 11:09 They're a completely different company, that, that's actually my favorite client, 11:11 and you probably would never guess these guys are our favorite client. 11:16 But we get to work with them at a really deep level, to talk about who 11:21 they're going, where they are, and how we're going to talk to their audience. 11:25 So they know who their audience is, and they make this. 11:30 It is a candle holder. 11:36 And they have a more authentic story than Nike who invented the modern 11:39 running shoe, or Virgin America or Heineken, or anyone like that. 11:46 They have a mission. 11:50 They are creating these beautiful, 11:51 handcrafted products. 11:56 So this is Lee. 11:59 Lee is the owner of Glassybaby. 12:00 She is a three-time cancer survivor. 12:02 She's the face of the brand. 12:07 She was entrepreneurs entrepreneur of the year two years ago. 12:08 And, she founded Glassy Baby because she, her husband took a glass blowing class and 12:12 she was going through chemo and she just said she felt healing in life and 12:18 all this great stuff that really supported her through her rehab. 12:22 Well Lee's fortunate. 12:27 She comes from a wealthy family. 12:29 But in chemo it doesn't matter if you have ten million dollars or 12:31 ten dollars in the bank account, you're in the chair everyday, day in or 12:34 out with all these other people. 12:39 So she started this company strictly with the purpose of giving back. 12:42 And Glassybaby knows their audience. 12:46 They know who they are. 12:49 They sell their message. 12:50 They have these products. 12:51 And they come in 400 colors. 12:53 One of the ways they bring their message through all the way is even down to 12:57 the product level, they have product names like kindness, strength, 13:02 comfort, love, mom, sorry. 13:06 Right? I'm sure we all have a use to send a sorry 13:09 Glassybaby now and then. 13:12 And these things are big. 13:14 They started in Seattle. 13:15 They're getting bigger nationally. 13:17 They're growing really, really fast because of their authenticity, 13:18 but people create the attachment through, through the names, things like that, so. 13:23 I was talking to a different client in Seattle and 13:28 I told them we were working with them. 13:30 And they go oh that's great. 13:32 My wife has two and they're the mom Glassybaby. 13:33 And they were given to us by a family that she babysits for 13:37 because the kids think of her like a second mom. 13:41 And they framed the products in a way where they really touched people's lives 13:44 by making a sincere statement through a candle holder. 13:49 And these candle holders that she is making there at the bottom they're $44. 13:54 Every single one, they never go on sale ever. 14:01 So, they're always the same price, and at first I was shocked. 14:05 I was like who pays $44 for a candle holder? 14:07 Well, you know there are $2 versions of these at Pier One. 14:12 There's three major differentiations they have. 14:17 They're big. 14:20 They're like this tall, this big. 14:20 They weigh a pound each. 14:23 So it's, it's a very clear, high quality product. 14:24 They're handmade by hippies in Seattle. 14:29 All of them, they're all hippies, been there. 14:32 But the big thing that they do that people really get behind is they 14:36 have this thing called the white light fund, and this is the white Glassybaby, 14:40 it's called Dream, and it's their signature piece. 14:44 And, they donate ten 14:50 percent of sales of every single Glassybaby to a cancer care charity. 14:53 So they have partners from Stand Up to Cancer in every Major League baseball 14:58 team, to football teams, to places like Camp Cory, which is a summer camp for 15:03 kids with, who couldn't normally go to summer camp, cuz they're sick. 15:08 So they've donated two million dollars at 10% of their revenue, 15:12 and if anyone's, and that's the top line revenue, not, not just profit, so 15:19 that's a very serious donation. 15:23 So everything from rides to the hospital, babysitting for people 15:28 who can't have babysitters care for their kids like Ronald McDonald help places for 15:33 families to stay they really make a difference in people's 15:38 lives and it comes through in the way they talk about everything. 15:43 But, before we get too heavy, right. 15:48 Cuz, it's kinda heavy, but it, it's really sincere. 15:49 We also got to work on a really fun brand 15:53 that let us make it all cohesive. 15:58 [SOUND] So, so these guys, App Gear [SOUND]. 16:03 They make toys. 16:08 And I like toys a lot. 16:10 And they make cool techy toys. 16:12 And I like cool techy toys even more. 16:16 So these guys started with a blank slate. 16:19 So. 16:22 It's augmented reality toys. 16:26 And the one thing I want you to see in the logo is, so 16:28 the A G's are meant to represent a portal into the game. 16:31 And you'll see that in a minute when I show you some other stuff. 16:34 So we created an 85 page brand book for them. 16:37 And we're not even a branding company we're, we're an interactive company. 16:43 They hired us for the website, and we say hey so we got the logo's and 16:46 the color stuff working like when's the official brand guy coming? 16:49 And they're like, you guys are doing that right? 16:52 And we're like, I guess we can and we worked it out. 16:55 I, I love the creative director. 16:59 He's a terrific guy so, so, we got it. 17:00 But what we really did in the process is we do things like this. 17:03 So we provided scale. 17:09 So this guy is four feet tall and this guy is five feet tall. 17:11 And never this. 17:16 We always gave a why to how we were relating things. 17:17 So whether it was how shadows hit and effected with light, colors, 17:19 the colors all represent different parts of the world. 17:23 And there's part of that that explain it, and 17:26 you can see the, on the upper left there, there's, there's all the different 17:28 environments that all relate to the game and we really grounded it. 17:31 So if someone comes in and starts working on this brand, 17:34 they're not just like, oh yeah, like, it's green cuz it's green. 17:37 It's green cuz it represents a lot of different things. 17:41 So, here's the packaging we made. 17:46 We got suckered into that, too. 17:49 They said, will you guys do the packaging? 17:50 We're like, we don't do packaging. 17:51 And they went, well, can you find someone? 17:53 And we go, we, we found someone. 17:55 But the important thing about keeping the brand cohesive, right? 17:58 So, you, you see the logo again. 18:01 You probably see the types all, 18:03 all similar, all the packaging's the same across all the board. 18:05 There's these little QR codes that take you to specific landing pages to 18:08 explain what the game is and I promise you if you go click that QR code 18:12 it's a cohesive brand all the way through there. 18:18 The, the reason it's so important is cuz we, we were creating a space for 18:21 the, for this brand to live. 18:26 And people really had to touch more than one keypoint to, to understand it. 18:28 Because, I mean, you're, you're in Toys'R'Us, you see these foam planes, and 18:35 you're like, that's 20 bucks? 18:39 Like, why am I paying 20 bucks for these little foam planes, 18:41 and, and these, these characters, but you then download the app, 18:45 and, and you play with it, and there's all kinds of augmented reality stuff. 18:49 So, so we had to give context. 18:54 That's why there's iPhones on the case, and the consistency helps communicate. 18:55 So, so here's the website. 19:01 Right, so, we have the environment's present, but we still have similar assets, 19:03 similar elements and you see a lot of things consistent. 19:08 Not the packaging at the bottom because that was done before we did the packaging. 19:12 But we really wanted to show people to explain what they were doing, 19:17 how we were doing it, what the UX was like and what the, what was similar. 19:20 So, we use the game world a lot to focus. 19:25 So the end of all this, 19:29 they go, so we're making these T.V. 19:32 commercials and we're hiring these guys and we don't do T.V. commercials. 19:37 And we said, wait don't hire those guys. 19:42 We just spent six months like actually pulling your brand together. 19:45 And they go well can you do it? 19:47 And we're like sure. 19:49 We can figure out. 19:52 So we made a series of five TV commercials. 19:53 That I have to click to start. 19:57 So, all five of them are, are exactly the same format. 20:00 The, the kid walks in, he attaches the device, he starts playing, 20:04 the game world takes over changes what's going on, plays the game. 20:10 We're gonna win here, in a second. 20:16 And then you're gonna end up going back to real life back in the living room, 20:21 that's actually all 3D and really complicated to do. 20:28 But piece of advice, 20:33 if you need to shoot TV commercials stay away from child actors if you can. 20:35 [LAUGH] We, we learned that one the hard way with 72 shots in two days. 20:41 So, but we used a story, and you saw a story there. 20:48 And we, we explained how you played the game. 20:52 We gave context to what was going on. 20:56 So storytelling is really hard and it's really powerful, 20:58 cuz it's a great way to convey the brand's values and 21:03 what they're doing to get them into your values. 21:07 So, this is one of my favorite brands. 21:12 Do you guys, who knows what brand this is? 21:16 >> Chipotle. 21:18 >> Chipotle, yes! 21:19 Cuz they make delicious, delicious burritos. 21:20 And we did not make this commercial I'm gonna show you, but it's, 21:23 it's a terrific example to show you guys how a story affects how you 21:28 feel about the company, how you're aligning values. 21:33 And, and really the point of what you're communicating when you're 21:37 communicating a brand's essence is what they believe, right? 21:41 Because if you can get people to believe what you believe, you, you, 21:46 you have a customer for life, you have people who, who care about what you do and 21:51 why you do it and not just that it cost $2 more than Del Taco, right? 21:57 And I mean I love a delicious burritos as much as the next guy, 22:02 but for the next two minutes let's watch this [SOUND] beautiful video and 22:08 we'll learn what Chipotle believes. 22:15 [MUSIC] 22:18 So this video comes from a true story. 24:19 So the president of Chipotle went out to the farm where they're getting 24:22 all their pigs for their delicious burritos. 24:27 And he saw the circumstances they were living in and 24:30 he said, if this is the case I don't want to be in this business. 24:33 So he actually went to the farmers and said hey we have to change some things and 24:38 we're gonna create a different environment for this to happen. 24:41 And, or we're not gonna work together anymore and we'll find someone else who 24:47 does and they've actually changed their whole production process. 24:51 And it makes you think about other fast food and 24:55 pink slime and all that fun stuff that's going on in the food industry right now. 25:01 So, it, it's a really powerful message because it's true, 25:06 and they don't even show a single burrito in there. 25:09 Which like I said, I'm a huge fan of their burritos. 25:12 So they, they clearly let the content guide them and know this true story, 25:18 know people were authentic, understanding this message, so. 25:22 [BLANK_AUDIO] 25:27 We got to work with this brand, Ernie Ball, does anyone play guitar in here? 25:30 So if you play guitar you know who they are. 25:35 If you don't play guitar you have absolutely no clue who they are because 25:36 they make guitar strings and stuff. 25:39 And we got to work with them and you start to work with a brand and 25:43 you're going okay, what makes you guys special? 25:47 What's that authentic moment that really drives you to push the brand? 25:50 What makes this not a commodity, right? 25:55 Because and, that's one of the natures of brand work. 25:57 Well, we started talking and they go well, we invented the electric guitar string. 26:02 I was like, that's a pretty good start for an authentic moment. 26:09 What about relationships with artists? 26:13 Well, yeah. 26:18 Eric Clapton wrote Stairway to Heaven on it. 26:20 The Beatles played it on the Ed Sullivan show when they broke in American. 26:22 Jimi Hendrix at Woodstock. 26:25 Just a couple little things like that, and you're going, all right. 26:26 So, so what we did is, in addition to talking about their strings which 26:29 are technically superior and all that cool stuff we cross related content-everywhere. 26:34 So when you're looking at a moment there's related products, 26:41 there's related songs so, so that player relates to that moment. 26:44 When you look at a brand video, you see more about the artist, 26:48 you see more about the video and 26:52 there's actually eight different types of content that all cross-relate. 26:54 So if you're looking at a, a string, and that string's used by an artist that's 26:57 correlated with a moment in history it gives you some context. 27:01 And it gives you some awareness and it, 27:08 it provides a deeper connection to that product that's like, that's the string 27:10 Jimmy Hendrix was playing when he smashed his guitar on LSD at Woodstock. 27:13 Woo, and I mean, it's just awesome. 27:16 It, it's awesome to tell a true story and a good story about a product and 27:22 they actually had a huge spike in sales the next year. 27:28 I'm not gonna take up all the credit cuz they also had a bunch of other really cool 27:32 stuff like their 50th year anniversary and Eric Clapton, you know, cool guys. 27:37 So, we have this other music related project where we really had to 27:43 keep it simple. 27:48 And keeping it simple, delivering crisp communication's a huge thing. 27:49 So, how many people heard of Ultra Music Festival? 27:54 So it's in Miami every year. 28:01 It's about 300,000 kids who may or may not be doing drugs at the EDM festival. 28:03 And we created an online offline contest and this is actually 28:11 pieced from the motion reel where the text stays on the screen a long time, 28:16 cuz they might need a little extra time reading the content that, that's on there. 28:20 And it was a really interesting concept. 28:27 So we created there's a 20 foot board. 28:29 You'll see it in a second, on site. 28:33 So it's 20 foot screen and then inside this 5,000 foot 28:35 air conditioned house we had seven screens all showing this loop. 28:40 So, so this is the actual prize data coming through, who's in charge, 28:45 who's winning the, the contest. 28:49 So what it was is, you went to the festival someone goes on the mic and 28:52 goes #Heineken House and Diplo right before you see Diplo, 28:57 get entered in this contest, and they do that before every, every stage. 29:00 And all these people are taking photos, sharing on Instagram. 29:05 And the big metric for the brand was to get #heinekenhouse out there, 29:08 show that they're associated with the music and doing a bunch of cool things. 29:12 So in addition to all the people that played and were sharing, you know, 29:16 that social contest, 29:20 we also got about two million people visiting this site in three days. 29:21 Because they wanted to see what was happening at the festival. 29:26 What was cool that was actually going on. 29:29 And like these guys, they're having a blast. 29:32 So, that guy, not having as much fun. 29:36 But so it, it was a really simple way to just disseminate this information. 29:40 It's three steps, use a hashtag, post to Instagram, and then there's all this fun 29:46 moderation stuff that happened in the back end to make sure everyone was on it. 29:51 Another great thing that, 29:57 that you always want to consider when you're telling these brands experiences. 29:59 Take, keeping everything in a small piece. 30:04 So when we work in an interactive space. 30:06 I, I know there's actually another talk on, I think it already happened, 30:07 today, about, non linear experiences. 30:11 And you never know where people are coming from. 30:14 So, we worked on this product for Lenovo. 30:17 It's a really cool, it's like a touch screen iMac. 30:21 And 30:24 [BLANK_AUDIO] 30:24 I'm gonna brag, right there. 30:27 We got a webby for it, it was, it was pretty fun. 30:28 And what we did is. 30:30 [MUSIC] 30:32 We used video to connect this product to natural light style. 30:34 So, it was 2012 so of course it's dub step. 30:38 These breakers, anything you see the product. 30:41 You'll see him actually move and interact with it. 30:47 This hand you're about to see, replaces your mouse. 30:49 And we did all this cool stuff with inverse kinetics in the wrist and 30:53 when you moved it. 30:56 But you're really demonstrating the product. 30:58 And as you go through the experience, you go through. 31:00 And you can edit this little web video. 31:05 So it's gonna come out. 31:07 We're gonna move this thing. 31:08 We're gonna select our clip. 31:09 Come in here. 31:11 Build the video. 31:12 And share this video. 31:13 More people came to the site from someone sharing this video on 31:16 Facebook then from any other point in there. 31:20 So, but they would come and they'd either go directly to the video page or 31:24 they would come directly to a different section of the site. 31:28 And they would understand that each touch point has to be unique. 31:33 And they have to understand that this is about the computer. 31:40 They have to understand that it bends. 31:42 They have to understand that it has touch screen. 31:45 And we used a whole bunch of different points to make sure that message 31:47 was consistent, no matter where they came from. 31:50 So when you're creating an experience, especially now with responsive web design. 31:52 And there's the mobile, there's the tablet, 32:00 there's the desktop, maybe there's an app. 32:03 There's always different ways in, 32:05 and there's different parts where the people come in through. 32:07 So, just be cognizant of each place having its current context. 32:10 And that someone might not have come through another page. 32:16 So if they just went straight to this screen. 32:19 I mean, I would be really confused if I just went straight there. 32:22 So, so, if we got a URL back to this, we actually sent them somewhere else. 32:26 So they can actually understand what's going on. 32:30 So, 32:33 [BLANK_AUDIO] 32:33 Michael Bierut, famous designer, and 32:36 he said you should be able to cover up the logo and still identify the company. 32:38 Because the look and feel is so distinct. 32:42 And if you wanna make something really unique you 32:45 have to create something memorable. 32:49 So, we had this other project that we got to do. 32:51 We've, we've been really fortunate to get. 32:55 People coming to us for like, cool stuff. 32:57 Not stuff that pays really good money and stuff, but like really cool stuff that we, 32:59 that we get excited about. 33:03 And we got this project that was about creating a memory. 33:05 So creating an experience, giving someone something to actually do. 33:10 So, we worked with an agency called Kramer Kasalt in Chicago. 33:15 And they were launching the 2014 Cayman, which is like the Porsche, man. 33:20 And we actually got to go to the test track and drive the car to tests. 33:25 Which is stressful because they're really fast. 33:29 And break your app when your presenting to the Porsche team and all that fun stuff. 33:34 But what we did is we created an app that like this is all fancy 33:39 catalog stuff right? 33:43 And that's all expected, but no one cares right? 33:45 Like ooh, 275 horsepower yay. 33:48 Or they made a TV show with Brian Austin Green. 33:50 Ooh 90210. 33:53 And he was talking about, so instead of 30 second spots then a half hour TV show. 33:55 But this stuff you're seeing right now. 34:03 So this is essentially Nike Plus for your car. 34:05 And all those dots are where you had excessive g forces. 34:07 Not that we're encourage reckless driving, we're encouraging precision driving. 34:11 Just in case Porsche lawyers are here. 34:15 They're coming after us. 34:17 And we, we made this other piece that's coming up here that, that you're showing. 34:20 So, you go and put the car in phone in the mount in the car and 34:24 you would actually drive a slalom course in your car. 34:28 And, and there's three distinct tests. 34:32 And then you got put on a global leaderboard. 34:35 And if you, you could be part of a group, like dealerships would have contests, and 34:38 Kate Upton apparently was in there that day. 34:43 So, we gave someone something to actually go forward to, 34:46 something to connect with, someone to, something to remember. 34:51 So, the numbers of people who actually use this, right? 34:58 Cuz it's a lot of effort. 35:01 You have to find a parking lot that you're not gonna get kicked out of. 35:01 Which is harder than it sounds. 35:05 You have to get the sticky mount, put it in your car. 35:07 You have to care enough to do that. 35:10 So, so getting people to actually take action. 35:12 Was hard, but the people who do this actually are really, 35:16 really active with it. 35:19 And Porsche has this driving school in Alabama that's incredible. 35:21 If you have a chance, you should definitely go. 35:25 And they, they give all their contest, contest group to every class. 35:29 And all, they all go home and they all enter this contest. 35:36 And they have this leaderboard. 35:39 And it's a real competitive group. 35:40 So they're very active. 35:43 And it, and it creates an actual experience for the brand. 35:45 Which is just really rewarding that people actually 35:47 take all this effort to do that and there's no prizes or anything. 35:51 So, that was a project we were really proud of. 35:55 So I'm gonna wrap it up. 35:58 That's the worst clip art I could find for that slide. 35:59 But. 36:04 [BLANK_AUDIO] 36:05 Here we go. 36:09 So, so tip number one you wanna make sure to understand the brand. 36:10 You wanna understand, what's going on? 36:13 You wanna understand differentiating factors. 36:15 And why the brand does what it does. 36:18 Hopefully, for more than just turning a buck. 36:20 Don't leave anything to chance. 36:25 I know it sounds excessive making an 80 page brand guide, 36:27 a 30 page client brief to, to get them on. 36:30 But through that process you're actually creating alignment 36:33 that makes the rest of the project so much easier. 36:36 Because they understand why you're doing what you're doing and 36:39 that extra client communication will get projects actually approved. 36:43 Which is really important when you're trying to do something different. 36:47 I heard a story in a different presentation where they were 36:50 talking about. 36:52 Oh, it was in John's UX seminar yesterday. 36:55 Talking about this brand's copying this brand, who's following this brand. 36:58 Cuz they go, they must have the insight. 37:03 And he was actually working for both clients and 37:05 knew they didn't have the insight. 37:06 They just thought they'd try something out. 37:08 But they were like, well, they must know something, so we're gonna copy it. 37:09 So, if you're actually gonna go and do something different,. 37:12 You need to have that alignment with your client. 37:15 You need to have them bought in and you better have a reason to do that. 37:17 And that reason if you have a why, if you have a master reason. 37:20 I mean, once clients are in on this, you can get them to do anything. 37:24 Like we, we got people to drive cars really fast. 37:28 Which the lawyer fees alone had to be ridiculous. 37:32 We have to communicate authentically to your audience. 37:36 The world's too transparent these days. 37:39 With the internet, you know everything that actually happens. 37:41 You know when companies don't live up to their why. 37:45 When they tell you everything's fair trade, yada, yada. 37:47 Then it's not, and it's a scandal. 37:52 So, you have to actually work with people who are what they say they are and 37:54 encourage them to, to own that. 38:00 Making it cohesive, reinforcing it, when you have cohesive, 38:04 it allows you to get people in from different spots. 38:08 It allows you to reinforce the message. 38:11 It allows you to create a story that's stronger than 38:13 just a 300 dpi waffle weave sweatshirt. 38:18 Use stories. 38:22 I mean, if you guys hadn't see that commercial before, 38:25 I'm guess you're all going to associate that with Chipotle from now on. 38:26 Or, if you see a $44 candleholder, 38:31 you're gonna associate that with their cancer care giving. 38:33 Cuz these are real things that they do, and they really matter. 38:37 Let the content guide you. 38:42 Whether, whether that content's a story about the charity partners for 38:43 Glassy Baby. 38:47 The Jimi Hendrix smashing his guitar at Woodstock. 38:49 Knowing these things. 38:53 Having any assets. 38:54 Lets the authenticity flow through. 38:58 And if you're lucky enough to be in a position where you get to create content. 39:01 Which I'm, I'm jealous, we, we don't get to create that much content. 39:05 [BLANK_AUDIO] 39:09 Don't let up cuz people connect with content. 39:11 If you saw John's session earlier, and 39:14 just the power of those media temple videos he made. 39:17 They, they're just tremendous. 39:22 Keep it simple. 39:24 People have very short attention span these days. 39:25 And, you just need to tell them what you want, why you want it, 39:30 who you are, and what you're doing. 39:35 Organize your experience in small pieces. 39:38 Create something memorable. 39:43 So important. 39:44 Napoleon thanks you. 39:47 I thank you. 39:48 I hope you got something good out of this and, 39:50 you're more equipped to create a great experience. 39:53 >> [APPLAUSE] 39:57