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					Digital is no longer just a medium; for people and
brands alike, it has become a means of expression
and a way of life.
Creativity in 2011 has never had a richer palette. New thinking has never been less constrained.

In these pages we’re delighted to present some of the past year’s most memorable campaigns that use Google platforms
as their canvas. We celebrate these efforts to engage audiences around the world with ideas, emotion and information,
exposing us all to new possibilities, for artistry and technology alike.
PAGE   CONTENT


  4    Tell Stories
       Messages shared in novel and engaging ways


18 Empower & Inform
       Brands transformed into valuable resources for the user


32     Invite Expression
       Shared spaces, open dialogues and personalized experiences


46 Evoke Emotion
       Educated, aware and involved audiences
    FEATURING
    Skittles
    Peugeot
    Heineken
    Intel
    Animal Planet
    Red Bull




                    TELL STORIES   Share your brand in a novel way that wows the senses and leaves
                                   people smiling.




4
    CAMPAIGN
    Skittles: Touch the Rainbow

    DEVELOPED BY
    Wrigley Canada
    BBDO Toronto
    OMD

    BUILDING BLOCKS
    DoubleClick Studio
    Google Display Network         Surprise and enthrall them
    YouTube Annotations
                                   To bring to life the Skittles brand mantra—“expect the unexpected”—and inspired by the touch tech
    YouTube Brand Channel
    YouTube Masthead
                                   now spearheading a new generation of online interaction, BBDO Toronto set out to let people literally
    YouTube Promoted Videos        “Touch the Rainbow.” But instead of inventing a new kind of touch screen, they used YouTube to
                                   introduce the world’s first non-technological touch technology. Employing bright visuals and floating
    DID YOU KNOW?                  Skittles, the campaign asked viewers to physically touch their screens and then watch as their finger
    On average users watch 173     played a starring role in five online videos. After all, why just watch an ad when you can actually join in?
    YouTube videos per month.
    Source: Google Internal Data   www.youtube.com/skittlespage




6                                                                                                                                                 Tell Stories
    CAMPAIGN
    Rider or Driver?

    DEVELOPED BY
    Peugeot
    Euro RSCG 4D Spain

    BUILDING BLOCKS
    DoubleClick Rich Media
    DoubleClick Studio             Let them live their fantasies
    Google Display Network
                                   Targeting responsible consumers who also like to, you know, have fun, this promotion from French

    DID YOU KNOW?                  automaker Peugeot offered every buyer of a high-end RCZ car a free Peugeot Satelis 125 RS scooter.
    The Google Display Network     This mouthwatering offer led naturally to the question “Rider or Driver?” Peugeot extended the question
    reaches 80% of global          online in a pioneering display ad, produced with Euro RSCG 4D Spain, which began as a simple banner
    Internet users and serves
                                   ad but became a complete Peugeot site takeover that invited fans to use keyboard arrows to race a
    ads in 20 languages and
    100 countries.
                                   winding track constructed over the original website. One wrong turn and some site elements would fall
    Source: Google Internal Data   apart entirely. Responsible fun, indeed.

                                   www.losinteractivos.es/peugeot/juegorcz




8                                                                                                                                            Tell Stories
 CAMPAIGN
 The Desperados Experience

 DEVELOPED BY
 Heineken
 MediaMonks
 Dufresne Corrigan Scarlett

 BUILDING BLOCKS
                                Break through every wall
 Google Display Network         To engage with online consumers and enhance brand awareness, Heineken and Dufresne Corrigan
 YouTube Brand Channel
                                Scarlett partnered with MediaMonks to offer a unique party experience via a YouTube Brand Channel.
                                Desperados invited users to take part in a personalized storyline that enabled each viewer to create his
 DID YOU KNOW?
                                or her own experience while navigating a wild house party. Highlights included asking users to please
 Every week, 100M+ people
 take a social action on        turn down the video’s volume and having them drag and release the time bar to smash through a
 YouTube (likes, shares,        wall into the bigger, wilder party next door. The story culminated with a personalized tattoo based on
 comments, etc.).               the user’s social network profile picture. The placement of the tattoo on the bare shoulder of a girl on
 Source: Google Internal Data
                                the dance floor proved a customized memento too good not to share, and the gone-viral campaign
                                ultimately created more than a million views in the first five days after launch and has reached over 2.5
                                million views in total.

                                www.youtube.com/desperados




10                                                                                                                                          Tell Stories
 CAMPAIGN
 The Chase

 DEVELOPED BY
 Intel
 Tag Worldwide
 Venables Bell & Partners

 BUILDING BLOCKS
 DoubleClick In Page
                                        Don’t relate your adventure—create it
 SideKick
                                        To build excitement around the 2nd Generation Intel® Core™ i5 processor, Intel created something …
 Local Connection Templates
                                        exciting. Venables Bell & Partners led the development of “The Chase,” an action-adventure video that
                                        showed off the processor’s performance by sending a Hollywood-worthy chase sequence through a
 DID YOU KNOW?
 More dynamic forms of
                                        variety of program windows on users’ desktops. Tag Worldwide, meanwhile, repurposed the video onto
 display, like rich media               a site overlay for MSN—an interactive display ad that let users control the path the video’s heroine took
 and pre-roll, increase                 as she tried to protect a package while being chased by three bad guys. Tag Worldwide created the
 Internet users’ likelihood of
                                        animations from scratch, allowing for a more interactive experience that spanned the whole site and
 recommending a brand’s
                                        left no corner or ad unit untouched.
 product by at least 25%.
 Source: Buying Display Ad Inventory:
 Making Sense of Multiple Sources.      www.richmediagallery.com/intel-core-i5
 eMarketer, July 2011.




12                                                                                                                                                  Tell Stories
 CAMPAIGN
 River Monsters

 DEVELOPED BY
 Animal Planet
 PHD

 BUILDING BLOCKS
 AdMob
                                Bring the wild to the web
 Google Display Network         Animal Planet, the TV network with a “surprisingly human” twist, is known for bold stories featuring
 YouTube Brand Channel
                                real-world interactions between humans and animals. To build awareness for the new season of its
 YouTube Homepage
                                popular “River Monsters” series, Animal Planet followed its own formula via a YouTube Brand Channel
 YouTube InVideo Overlay
                                that turned humans’ computer screens into dangerous waters. Viewers watching what seemed to be
 YouTube Promoted Video
                                an ordinary clip from the show were interrupted by host Jeremy Wade, who climbed out of an ad unit

 DID YOU KNOW?                  to introduce some of the “river monsters,” which promptly leapt from the videos and swam all over
 Each day, mobile views         viewers’ screens. The audience was then, of course, encouraged to check out the show for an even
 account for around 10% of      closer look. Running this campaign across a number of platforms, such as mobile and tablets, helped
 the 2 billion total YouTube
                                Animal Planet reach (or, shall we say, “hook”?) the broadest possible audience in an engaging, brand-
 video views.
 Source: Google Internal Data
                                relevant way.

                                www.youtube.com/rivermonsters




14                                                                                                                                      Tell Stories
 CAMPAIGN
 Red Bull Soapbox Race

 DEVELOPED BY
 Red Bull
 Kastner & Partners, Inc.
 Carat

 BUILDING BLOCKS                       Seduce viewers with the not-so-serious
 DoubleClick Components
 DoubleClick Rich Media                Not everyone loves racing, but everyone loves a good crash, and that’s exactly what you got with the
 DoubleClick Studio                    Red Bull Soapbox Race. Red Bull’s goal: bring the largest possible audience into downtown Los Angeles
 Google Maps API                       for a real-life race event. Their strategy: seduce viewers with the contagiously testosterone-fueled
                                       energy of the not-so-serious. The execution: work with Kastner & Partners and Carat to create an
 DID YOU KNOW?                         interactive rich media banner whose racing soapbox driver unexpectedly broke out into the computer
 In the U.S., the Google
                                       screen, at which point the viewer was formally invited to attend the real-life race in L.A. Google Maps
 Display Network reaches
                                       pinpointed the event’s location, and users could even review the teams that would be in attendance,
 four times more luxury
 vehicle shoppers than the             including (our personal favorite name) “Hamster Rampage.” The drivers may have been dressed as
 top portal homepage.                  robots or gorillas, but they still went really fast.
 Source: Google Display Network
 vs. Portal Takeovers for Luxury Car
                                       goo.gl/bqhM1
 Consumers. Google ThinkInsights,
 June 2011.




16                                                                                                                                               Tell Stories
 FEATURING
 Tourism Australia
 Nike
 Auto Trader
 HTC
 Corona
 Volvo




                     EMPOWER & INFORM   Offer relevant information to transform a campaign into an
                                        immersive experience.




18
 CAMPAIGN
 There’s Nothing Like Australia

 DEVELOPED BY
 Tourism Australia
 Tribal DDB
 DDB Sydney
                                        Let travelers try before they fly
 BUILDING BLOCKS
 Google Maps API                        Tourism Australia’s “There’s nothing like Australia” campaign was developed with Tribal DDB in two
 DoubleClick Rich Media                 phases. During phase one, Australians were invited to share personal stories of where they live and
                                        holiday in Australia, and they proved their enthusiasm for promoting their country by uploading nearly
 DID YOU KNOW?                          30,000 stories and images to an interactive digital map of Australia at www.nothinglikeaustralia.com—
 The Internet is the primary
                                        one of Australia’s most successful consumer-generated promotions ever.
 source of trip planning info
 for 84% of U.S. consumers.
                                        During the next phase, this content was shared worldwide in multiple languages. As part of the
 Source: Traveler’s Road to Decision.
 Google ThinkInsights, October 2010.    campaign, a rich interactive banner was created that allowed users to control a helicopter and soar
                                        effortlessly through an aerial view of Australian terrain. They were able to zoom in and out for
                                        varying perspectives and a richer engagement with the land, before flying over to the main site for
                                        more information.

                                        www.richmediagallery.com/theres-nothing-like-australia




20                                                                                                                                               Empower & Inform
 CAMPAIGN
 Nike Lacrosse: Every Minute Is
 Your Moment

 DEVELOPED BY
 Nike
 Wieden + Kennedy
 Digital Media by Razorfish

 BUILDING BLOCKS                       Educate, entertain and pass the ball
 DoubleClick Rich Media
 DoubleClick Studio                    This campaign’s goal was to inject the Nike Lacrosse brand with fresh energy and fan exposure. The
                                       approach, devised with the help of Wieden+Kennedy and Razorfish, was to empower lacrosse players
 DID YOU KNOW?                         to explore and share their love of the game by creating and implementing an interactive display ad
 Retail site visitors in the U.S.
                                       featuring a series of players frozen in mid-game, each of whom, much like individuals on any team, has
 who view a video are 64%
                                       something unique to offer. Clicking on any athlete produced original content and useful lacrosse info.
 more likely than non-viewers
 to make a purchase.                   From video highlights to product spotlights, this interactive experience offered both a valuable learning
 Source: Video in Ecommerce:           experience and immersion in the spirit of one of the world’s great games.
 Success Strategies Come into Focus.
 eMarketer, April 2011.
                                       http://insidelacrosse.com/nike-moment




22                                                                                                                                                 Empower & Inform
 CAMPAIGN
 In Banner Car Search

 DEVELOPED BY
 Auto Trader
 Differencis

 BUILDING BLOCKS
 DoubleClick Rich Media
 DoubleClick Studio                   Demonstrate the virtues of staying put
 DID YOU KNOW?                        The Auto Trader website lets shoppers search for exactly the car they want, quickly and easily. To
 New vehicle buyers spend             offer this functionality to new users across the web, Auto Trader worked with Differencis to create an
 a total of about 19 hours
                                      interactive banner that featured a searchable live feed of used car listings. The expandable banner’s
 shopping for a vehicle,
                                      remarkable efficiency—users could search on relevant specs and review results without leaving the
 while used vehicle buyers
 spend about 18 hours. Both           page they were on—dramatically lowered the attrition rate that traditional display ads suffer between
 groups spend 11 of those             clicks and landings, while introducing more people to Auto Trader’s value proposition.
 hours online.
 Source: Auto Marketers Shift to      www.richmediagallery.com/banner-search
 Establishing Influence. eMarketer,
 July 2011.




24                                                                                                                                             Empower & Inform
 CAMPAIGN
 HTC Sensation 4G Launch

 DEVELOPED BY
 HTC
 Deutsch LA

 BUILDING BLOCKS
 AdMob
 Google Display Network
 Google Goggles
 YouTube Brand Channel
                                Invite your audience to unlock a world of content
 YouTube Masthead
                                For the launch of the HTC Sensation 4G Smartphone, HTC wanted audiences to see the phone as their
                                key to “unlocking relevant content.” So they partnered with Deutsch LA on a multimedia campaign that
 DID YOU KNOW?
                                combined TV spots, print ads, OOH and digital ads with Google Goggles' image recognition technology.
 Google Goggles can even
 solve Sudoku puzzles.          By turning consumer phones into “keys” that could unlock original content, including movie previews,
 Source: Google Internal Data   series episodes, artwork, songs and more, HTC had consumers seeking and downloading—anywhere
                                and everywhere.




26                                                                                                                                     Empower & Inform
 CAMPAIGN
 Corona Sigue Tu Música

 DEVELOPED BY
 Grupo Modelo
 Music Marketing
 Media Contacts

 BUILDING BLOCKS

                                      Offer a new spin on plug and play
 YouTube Masthead


 DID YOU KNOW?
                                      Music and a great party experience go hand in hand, and Grupo Modelo’s clever “digital jukebox”
 Video ads account for about
 1 in every 6 videos viewed.          campaign linked the two by inviting users to download digital soundtracks by activating a code inside
 Source: comScore 2010 U.S. Digital   their Corona beer caps. Music Marketing then extended the experience to the web. An interactive
 Year in Review. February 2011.
                                      YouTube masthead invited users to select their preferred music style and insert a virtual bottle cap
                                      into a slot to learn more about Corona’s efforts to bring the latest in music to Mexico—all while flipping
                                      through a virtual jukebox right within the YouTube masthead.

                                      goo.gl/hIU1y




28                                                                                                                                                 Empower & Inform
 CAMPAIGN
 Volvo S60 Augmented
 Reality Experience

 DEVELOPED BY
 Volvo
 Euro RSCG 4D
 Media Contacts

 BUILDING BLOCKS
 Android Market
                                 Put reality into overdrive
 Google Display Network          Volvo wanted a “never been done” strategy for launching their 2012 Volvo S60. They found it with a
 YouTube Homepage                mobile app that brought augmented reality driving to life on the YouTube homepage. After scanning the
 YouTube Media
                                 app’s QR code from the YouTube masthead with their smartphones, users were invited to get behind
                                 the wheel of a virtual Volvo S60 by downloading the “Volvo S60 Augmented Reality Driving Game” app,
 DID YOU KNOW?
                                 which automatically activated their smartphone’s camera and let them race the S60 through a virtual
 YouTube is available on
 350 million devices (tablets,   track layered on top of the camera’s images. Want to talk augmented reality? Volvo’s users could walk
 mobile phones, smart TVs,       down a real street while racing on their phones over the same virtual road.
 gaming consoles).
 Source: Google Internal Data    goo.gl/5mF8b




30                                                                                                                                       Empower & Inform
 FEATURING
 MTV
 Skoda
 PRI
 Tokyo Girls Collection
 Universal Pictures
 Kraft Foods




                          INVITE EXPRESSION   Create a platform that lets users express themselves—with your
                                              brand, each other and the world.




32
 CAMPAIGN
 Skins: Where It Went Down

 DEVELOPED BY
 MTV
 RED Interactive Agency

 BUILDING BLOCKS
 Google Maps API


 DID YOU KNOW?
                                     Let users map their memories and milestones
 43% of online adults have
                                     MTV wanted a unique way to connect the angsty target audience for its new show “Skins” with the often-
 gone online or used social
 media to engage with TV             dark themes the show itself explores. The cable network’s typically innovative solution was “Where It
 programming in some way.            Went Down,” a Google Maps-enabled website that invited young people to mark and reveal exactly
 Source: Socializing the TV
                                     where their most vivid memories were made. Fellow fans could browse snippets of their peers’ lives and
 Experience. eMarketer, June 2011.
                                     share their own stories while revealing exactly where they took place. The result was a worldwide, geo-
                                     located treasure trove of adolescent parties, heartbreak, friendship, sex and every kind of trouble.

                                     www.whereitwentdown.com




34                                                                                                                                             Invite Expression
 CAMPAIGN
 Skoda Puzzle

 DEVELOPED BY
 Skoda UK
 Fallon London
 Golly Slater
 HLA
 unit9                          Entice people with pieces of your puzzle
 Mediacom
 Unruly Media                   To support its sponsorship of a number of syndicated U.S. crime dramas, Skoda UK merged the web
                                with TV “idents”—the call sign or logo with which a TV station identifies itself during programming
 BUILDING BLOCKS
                                breaks. Every week, Skoda’s idents were in fact clues to the location of a Skoda car hidden somewhere
 Google Display Network
                                in Google Street View. All the idents within each episode were different and changed from week to
 Google Street View
 YouTube                        week, for a total of 74 idents across 11 weeks. Online viewers were sent to Skoda’s YouTube channel
                                to crack that week’s clues, browse videos of the idents and explore links to the campaign’s social news
 DID YOU KNOW?                  feeds. The winner of this massive multi-platform puzzle was awarded his very own Skoda Fabia vRS.
 Street View covers             Case closed.
 30 countries and a
 slice of Antarctica            www.fallon.co.uk/skodapuzzle
 (featuring penguins!).
 Source: Google Internal Data




36                                                                                                                                        Invite Expression
 CAMPAIGN
 Vota X Ti

 DEVELOPED BY
 PRI
 Agavis
 Wunderman

 BUILDING BLOCKS
 YouTube Carousel Channel
                                Let all voices be heard (including your own)
 YouTube Gadget Channel
                                YouTube has come to play an often-significant role in the political process by broadcasting voices
 YouTube Masthead
                                that might have otherwise gone unheard. Mexico’s PRI political party saw this platform as a great
 YouTube Promoted Video
                                opportunity to join the nation’s ongoing civic discussion. Working with Agavis and Wunderman, PRI
 YouTube Tandem Masthead
                                produced an engaging gadget for the VotaxTiTV channel that let users share opinions about notable

 DID YOU KNOW?                  issues, then showed them graphs that illustrated how their fellow citizens felt about those same issues.
 The White House uploads on     The gadget took advantage of YouTube’s Chromeless player to offer videos that gave voice to both PRI’s
 average 17 videos a week to    positions and citizens’ testimonials. The VotaxTiTV channel on YouTube was critical to achieving PRI’s
 YouTube.
                                goals—including, ahem, victory in the recent local elections.
 Source: Google Internal Data

                                www.youtube.com/votaxtiTV




38                                                                                                                                         Invite Expression
 CAMPAIGN
 Tokyo Girls Collection

 DEVELOPED BY
 Hakuhodo
 Google

 BUILDING BLOCKS
 Chrome Web Application
 YouTube Brand Channel
                                     Inspire, captivate and click to purchase
 YouTube Live Stream
                                     The Tokyo Girls Collection, Asia’s largest fashion show, embraced high tech for this year’s show, a five-
                                     hour event streamed live from Tokyo through a YouTube Brand Channel that broadcast catwalk shows,
 DID YOU KNOW?
                                     celebrity visits and live performances to fashion enthusiasts around the world. The show’s mobile
 This year nearly 179 million
 consumers aged 14 and older         integration allowed attendees to purchase designer pieces even as models reached the runway, and an
 will research products online,      interactive Chrome-optimized web application, G-Collection, built with the help of Hakuhodo, let users
 and some 83% of them will           play dress-up over virtual models with clothes from the runway; the resulting creations were then just
 make an online purchase.
                                     one easy click away from purchase. Beautiful.
 Source: U.S. Retail Ecommerce
 Forecast: Growth Opportunities in
 a Maturing Channel. eMarketer,      www.youtube.com/tokyogirlscollection
 April 2011.                         www.tgc2011play.jp/g-collection




40                                                                                                                                               Invite Expression
 CAMPAIGN
 Fast Five Challenge

 DEVELOPED BY
 Universal Pictures Spain
 One Big Robot

 BUILDING BLOCKS
 Google Maps API


 DID YOU KNOW?
                                Let every driver steer his own course
 Google Maps was born on
                                For the Spanish release of the Universal movie “Fast Five,” One Big Robot used Google Maps as a
 the web, but today 40% of
 global Maps usage is mobile.   platform to invite fans to enjoy an interactive, high-adrenaline racing game set in five locations featured
 On weekends this figure        in the film. More adventurous (and geeky) drivers could even use the Google Maps API and directions to
 typically exceeds 50%.         build customized racetracks over any road in the world, choosing a starting and final point and selecting
 Source: Google Internal Data
                                among five cars with varying speed, friction, weight and acceleration features. They could then share
                                their personal track with their need-for-speed friends. Drivers ready.

                                www.fastandfuriouschallenge.com




42                                                                                                                                            Invite Expression
 CAMPAIGN
 Love It/Hate It

 DEVELOPED BY
 Kraft Foods
 mcgarrybowen

 BUILDING BLOCKS
 Google Display Network
                                Host a life-changing debate
 YouTube Brand Channel          The MIRACLE WHIP “Love It/Hate It” campaign was based on the insight that their product engenders
 YouTube InStream Ads
                                strong feelings: they have extremely loyal fans, and many, shall we say, “un-fans.” MIRACLE WHIP is
 YouTube Gadget Channel
                                fine with that; what they don’t want is indifference. Love it or hate it, they want everyone to pick a
 YouTube Masthead
                                side and join the conversation. Thus, the “Not for Every Relationship” contest, which asked couples a
 YouTube Promoted Video
                                simple question: How does MIRACLE WHIP dressing affect your relationship? Does it bring you together

 DID YOU KNOW?
                                or tear you apart? Couples were asked to share their stories in a short video on the MIRACLE WHIP
 7 years of new video are       YouTube channel for a chance to win $25,000 for their wedding … or divorce. The channel featured
 posted to YouTube each day.    a mcgarrybowen-produced video of a priest and a lawyer to establish guidelines, as well as YouTube
 Source: Google Internal Data
                                personalities Charles Trippy and Alli Speed, an engaged couple whose divided feelings on Miracle Whip
                                encouraged followers to join the contest.

                                www.youtube.com/miraclewhip




44                                                                                                                                       Invite Expression
 FEATURING
 Ubisoft
 Coca-Cola
 Tropicana
 SOUR
 Happiness Brussels




                      EVOKE EMOTION   Form real bonds by tapping into emotions from laughter to
                                      compassion, and anything in between.




46
 CAMPAIGN
 Michael Jackson
 The Experience

 DEVELOPED BY
 Ubisoft
 Biborg

 BUILDING BLOCKS
 DoubleClick Rich Media            Celebrate life and build on collective memories
 DoubleClick Studio
 YouTube Expandable                Ubisoft’s performance video game, “Michael Jackson The Experience,” celebrates MJ’s legendary career
 Masthead                          by letting players step into Jackson’s shoes and relive his most iconic moments. To give potential players
                                   a taste of the game, Ubisoft worked with Biborg to create a sparkling expandable YouTube masthead
 DID YOU KNOW?
                                   within which users could follow the rhythm of Michael Jackson’s dancing by pressing keyboard arrows at
 Display ads increase the
 likelihood of consumers
                                   the right time. Afterward, players received both their score and the “This Is It” movie trailer in a YouTube
 conducting a trademark            player within the masthead; clicking the banner sent users to the YouTube channel for continued MJ
 search query using the            immersion. The King of Pop lives on.
 advertiser’s branded terms
 by an average of 94%.             www.richmediagallery.com/michael-jackson-experience
 Source: comScore, January 2011.




48                                                                                                                                                Evoke Emotion
 CAMPAIGN
 Coca-Cola Holiday Wallpaper

 DEVELOPED BY
 Coca-Cola
 MediaVest

 BUILDING BLOCKS
 AdMob

                                    Deliver magic they can sip on the go
 Android Market


 DID YOU KNOW?
                                    To bring its iconic holiday campaign to life on mobile devices, Coca-Cola and MediaVest partnered
 Apps are responsible for
 56% of all activity on             with AdMob to create a live mobile wallpaper that celebrated the season by transporting Android
 Android smartphones.               users into a snow-globe experience. This highly interactive application, which let people use touch-
 Source: Nielsen Wire, June 2011.   screen functionality to interact with characters and make snow swirl, created synergy with Coke’s TV
                                    spot, producing a powerful cross-channel effect that sprinkled the holiday spirit on users and viewers,
                                    wherever they might have been.

                                    goo.gl/ew4wt




50                                                                                                                                            Evoke Emotion
 CAMPAIGN
 The World’s Hottest Dinner

 DEVELOPED BY
 Alvalle by Tropicana
 DDB Paris

 BUILDING BLOCKS
 Google Display Network
 YouTube Annotations
                                Raise the room temperature
 YouTube Brand Channel
                                Tropicana’s objective for this campaign was to increase French audiences’ awareness of Alvalle soups,
 YouTube Masthead
                                in particular Alvalle’s gazpacho, a Spanish raw vegetable soup that is consumed cold. Noting the fact
                                that “sex” is, after all, one of the most searched keywords on the web, Alvalle raised the temperature on
 DID YOU KNOW?
 70% of YouTube traffic         French users by giving life to Alejandro, a sexy, half-naked Spanish bachelor who wooed Alvalle’s target
 comes from outside the U.S.    female users through a series of surprisingly steamy gazpacho lessons within an interactive YouTube
 Source: Google Internal Data   experience. Using YouTube Annotations, Alvalle let users play out their fantasies as they interacted with
                                the video and decided on every step of their hot virtual “dates”—lovely candlelit dinners over gazpacho,
                                of course.

                                www.youtube.com/AlejandroAlvalle




52                                                                                                                                          Evoke Emotion
 CAMPAIGN
 SOUR/Mirror

 DEVELOPED BY
 Zenith Co. Ltd.
 PARTY

 BUILDING BLOCKS
 Google Chrome

                               Give life to personal connections across the web
 Google Maps
 YouTube

                               The song “Utsushi Kagami” (“Mirror”) by the Japanese band SOUR suggests that everything and
 DID YOU KNOW?
                               everyone around us is a mirror reflecting who we are. To bring this theme to life, the band produced
 The Chrome Experiments
 website hosts more than 270   an interactive video that invites listeners to learn about themselves through their own social networks.
 experiments and counting.     Each individual’s Facebook, Twitter and webcam connections turn the video into a customized
                               experience that changes at every viewing, based on up-to-the-minute networking status. The result: a
                               creative gem that vividly testifies to the web’s growing power as an expressively dynamic social canvas.

                               http://sour-mirror.jp




54                                                                                                                                        Evoke Emotion
 CAMPAIGN
 Gift a Stranger

 DEVELOPED BY
 Happiness Brussels

 BUILDING BLOCKS
 Google Earth
 Google Maps
 Google Reverse Geolocation      Connect the world through joy
 DID YOU KNOW?                   Christmas has long been the season of gift-giving. But for Christmas 2010, the Belgian communications
 Ten years ago, less than 2%     agency Happiness Brussels pushed that giving spirit a little further by creating Gift a Stranger, a website
 of the population was online.   that invited people to expand the world’s allotment of happiness by sending a gift to a random person
 Now that number is over
                                 somewhere on the globe. Using Google Reverse Geolocation, the site gave thoughtful gift-givers a
 25% globally, and close to
 100% in many countries.         random recipient’s address, then invited them to upload a photo of the gift they were sending to a
 Source: Zero Moment of Truth,   Google Map that featured all the gifts given everywhere on Earth as part of the initiative. Joy to, and for,
 July 2011.
                                 the world.

                                 http://giftastranger.net




56                                                                                                                                              Evoke Emotion
Delve in for more inspiration:
www.google.com/ads/agency
Did you see something that sparked an idea, question or comment? Let us know at sandbox@google.com
CONGRATULATIONS TO...




                                                                 TM




                                                                      Sydney
                                          OCRE PANTONE 131 CVC

                                          CAFE PANTONE 161 CVC

                                          ROJO PANTONE 186 CVC

                                          AZUL PANTONE 281




                        THINKCREATEMAKE




                        THINKCREATEMAKE




                        THINKCREATEMAKE
© 2011. Google is a trademark of Google Inc. All other company and product names may be trademarks of the respective companies with which they are associated.

				
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Description: startup business plan