Digital Storytelling
Category

  • Emotional Digital Storytelling Videos

    To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product or if they do, it’s incidental at best. This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.

    I’ve curated some really good examples of brands embarking on digital storytelling Continue Reading

    July 4, 2014 • Digital Storytelling, Emerging Media, Integrated Marketing • Views: 2364

  • Provoking Controversy to Build Buzz

    “Advertising both follows and leads to change.” – Andrew Solomon, The New Yorker

    There is an effective trend I’m seeing in emerging media and digital storytelling that not only can “lead to change” in society, but builds buzz for the brand at the center. This branded content approach is one that shows situations that “provoke controversy.”
    Continue Reading

    June 23, 2014 • Digital Storytelling, Emerging Media • Views: 8324

  • “Seeds” from Glass

    Nice branding video to humanize this some what geeky wearable tech, but it will need to do more than just let me video my travel.

    May 18, 2014 • Digital Storytelling, Google GLASS, Integrated Marketing • Views: 684

  • Flipping a Negative Perception

    “Uncommon success requires uncommon thinking”

    – Rob O’Keefe (O’Keefe, 2007)

    Jose Alberto Duenas, vice president for cereal marketing in the United States at Kellogg, said in a 2010 New York Times article, “If you want to make a connection, you have to give consumers a chance to take part of the spotlight. Authenticity is what we’re looking for” (Newman, 2010). To create connection, marketers need to think above the literal product features and benefits when creating commercials. This means not actually showing the product “or if they do, it’s incidental at best” (Menick, 2014). This means using storytelling to affect an emotion. This means letting consumers be the heroes in the journey.
    Continue Reading

    May 10, 2014 • Digital Storytelling • Views: 739

  • Brand Provocation

    Cadillac ELR – 2014

    “Poolside”

    Strategy:

    Chrysler wanted a commercial to get peoples’ attention off their smartphones for a minute and think about Cadillac’s extended-range electric ELR. The ad, created by ad agency Rogue, is intended to be “brand provocation,” said Craig Bierley, Cadillac’s advertising director (McCarthy, 2014). The spot has gotten a lot of criticism for being too “elite” and pro-American since it debuted during the Olympic Opening Ceremonies. But, it is getting notice. It has made people stop and think.
    Continue Reading

    May 3, 2014 • Digital Storytelling • Views: 658

  • Owning “Career”

    MONSTER.COM – 1999
    “When I Grow Up”

    Strategy:

    After a call directly from Monster.com founder Jeff Taylor, Edward Boches, chief creative officer at Mullen Boston had only 6 weeks to create a Super Bowl ad. The strategy was to not talk about job listings, but create an emotional connection with people who actually work. Mr. Boches wanted “to own `career’ the way Nike owns `the athlete in all of us’” (Garfield, 2000). The spot debuted on Super Bowl Sunday and won the Advertising Age’s Best of Show in 1999.
    Continue Reading

    May 2, 2014 • Digital Storytelling • Views: 728

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