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Consumer-Generated Ads Win Big At Super Bowl

Doritos and Pepsi MAX dominated in the consumer-generated videos that got attention during Super Bowl 45. And Kansas City got a piece of that national attention, albeit in a small way, courtesy of a Leawood native who was a big winner. Contestants were vying for some $5 Million in prizes and the resultant media attention could pretty much be considered priceless in terms of the ability to leverage it into more great opportunities.

This was the first time that Pepsi and Doritos partnered for an event and Crash the Super Bowl was a huge success. Not only did the contest garner a record number of fan submissions, it also generated an unprecedented number of consumer votes. Just goes to show the power of the consumer and how the creative landscape has changed. Not only do consumers want to watch great spots, they want to be a part of the process of not only creating them, but also selecting the winners.

Brad Bosley, a 28 year-old Leawood, Kansas native is the creative talent behind Pepsi MAX’s “Love Hurts” Super Bowl spot. He wrote and directed the spot for about $800 and took home 5th place in the competition. That was no small feat, considering there were more than 5,600 entrants, representing the most ever in a single year of competition.

The winning ads (in alphabetical order) were:

• “First Date” (Pepsi MAX) by Nick Simotas
• “House Sitting” (Doritos) by Tynesha Williams
• “Love Hurts” (Pepsi MAX) by Brad Bosley
• “Pug Attack” (Doritos) by JR Burningham
• “The Best Part” (Doritos) by Tyler Dixon
• “Torpedo Cooler” (Pepsi MAX) by Brendan Hayward

It’s also no small feat that out of the top 5 most popular ads identified by USA Today’s AdMeter, that two were spots created by consumers.

It was great to hear Brad interviewed on KCTV5 this morning and share that the inspiration for his spot was his grandparents. He said that his grandmother had always been somewhat aggressive with his grandfather, and known to kick him under the table if he tried to eat something that wasn’t good for him. I’d say Brad figured out a great way to not only honor and memorialize his grandparents, but to make one heck of an impression in front of millions of viewers the world over.

Here are the ads ranked in the Top 10 by USA Today’s AdMeter and the full list is available here.

USA Today, AdMeter's Super Bowl Rankings

Interactive and Experiential Design Abound in Best Creative Ad Campaigns

Interactive and experiential design clearly dominate AdAge’s Creativity Magazine’s just released of the top ten best creative campaigns of 2010. This speaks volumes about the future of design and makes us rub our hands together in delight, since we’re all about interactive and experiential design.

In case you can’t remember all these experiential design beauties and others (that happens this time of year), the campaigns identified by Creativity Magazine as the cream of the crop featured this great body of work:

The Old Spice campaign, which was not only brilliant, but relied on consumer generated video and social media to hit it out of the park–interactive experiential design at it’s most basic level;

The Pepsi Refresh campaign, which again relied on social to support its cause-focused effort;

Domino’s Pizza, which relied on consumer input and social media channels to help improve its brand and turn the corner following a disastrous event;

Conan O’Brien’s Team Coco and their tremendous online effort that included leveraging Twitter, Foursquare, Facebook, web craziness and some traditional advertising to focus eyeballs on the star’s return to TV on a different station.

Space Chimp, the World Wildlife Fund Australia’s compelling environmental message , produced in collaboration with musician Ben Lee;

Nike’s experiential design campaign for the World Cup, which included user-generated content integrated into the digital outdoor production, interactive film and a healthy dose of social media to spur awareness and participation;

Jay-Z’s promotion of his new book, “Decoded,” that was again an interactive, experiential design piece, literally bringing the book to life for fans in a myriad of different locations. This campaign produced by Droga5, also included an online element sponsored by Bing, that allowed fans who couldn’t physically participate in the outdoor extravaganzas the chance to do so online.

Mitsubishi’s virtual test drive harnessed technology for their Live Drive, the first of its kind by an automaker, and an obvious nod to the experiential design decade we have entered;

Dare Labs’ Remote Palette is nothing short of brilliant in the realm of app development and its popularity was spurred along by web video and social channels.

And finally, the release of Arcade Fire’s Wilderness Downtown campaign was an example of collaborative genius that combined music video production for the band’s “We Used to Wait” song, with Google Earth and created a musical experiential design piece.

The interesting thing about all of these campaigns is that they typify the massive changes in the world of advertising that are leaning so heavily in the direction of experiential design. Notice how many include consumer-generated content and/or provide an opportunity for interactivity with consumers? And how many rely on a variety of social channels to help spread awareness. And how experiential design is being tapped again and again to allow consumers to be a part of a campaign, not just passively watch from the sidelines?

As a digital media and creative services agency, the success of these campaigns is nothing less than pure delight for us. It confirms that we made the right move in expanding our brand beyond production and post-production into the fresh (and fun) new area of experiential design. This kind of substantive transformation has not been easy these past few years – new jobs and new people replacing the old model – lots of change can be stressful for sure. So it’s nice to end the year with news like this that lets us know that we are in a good position as we start 2011. Here’s wishing all of us in this battered industry a prosperous new year!

Developing Mobile Marketing Solutions Is Good Business

Why We Do Mobile Design

Designing mobile marketing solutions for our clients is an integral part of our business plan. If you’re reading this blog, I’m probably not telling you anything you don’t already know. We are a mobile society and carry our mobile devices with us everywhere. If we leave the house without them, we turn back and get them — the thought of getting through a day without connectivity in the palm of our hands is untenable.

A billion people accessed the mobile Internet worldwide in 2009 and Gartner forecasts call for expect usage to double within five years as mobile overtakes the PC as the most popular way to get on the Web. Additionally, according to MarketingProfs’ mobile devices are the most personal method of reaching people and messages are more likely to be read on the small screen than they are on the big.

According to an Outsell study, consumers who have a smartphone spent an average of more than 25% of their waking hours interacting with their device. That same research shows that by 2014, more than half of web browsing will be done from mobile devices.

Despite this clear trend, 56% of marketers are currently doing no mobile or browser advertising. With devices such as the iPad, Android and iPhone becoming capturing increasingly more marketshare, marketers could be missing out on big rewards.

Mobile advertising is still in its early days but this space represents huge opportunities for marketers across B2B, B2C, E-commerce and non-profit organizations. Gartner predicts that by the end of 2010, 1.2 billion people will carry handsets capable of rich, mobile commerce and that that will be the preferential way of reaching consumers.
This is exactly why my company is designing for the mobile space. It’s not going away — and according to the stats above, helping clients develop mobile marketing solutions should be a growing business segment for T2+Back Alley Films.

8 New Faces at Kansas City’s T2 + Back Alley Films

Jennifer Paine, T2 + Back Alley

Jennifer Paine

Jennifer Paine – Smoke Artist

Jennifer grew up in Indiana – hating the winters. Being forced inside to avoid the snow, she watched a lot of movies, MTV and was thoroughly entertained by TV commercials. Some of her childhood favorites include Madonna’s ‘Like a Prayer,’ Tim Burton’s ‘Pee-Wee’s Big Adventure,’ and any ground-breaking graphic treatments used in the infamous 90s Bubble Tape ads.

She took a semester abroad in sunny Australia during college – ultimately moving back after college – to pursue motion graphics and post production – and to pursue her soon to be “husband.” Jennifer worked in television in Sydney and, after four years moved back to the states, ultimately landing in Chicago. There, she worked on both Smoke and Flame at Film Workers and then at Optimus, before deciding to head to Kansas City and join Kansas City’s for yet another amazing opportunity.

Paul Schneider, T2 + Back Alley Films

Paul Schneider

Paul Schneider – Sr. Producer for Motion Design/Interactive/Experiential

Born in New York City and raised in Lawrence, Kansas, Paul graduated from KU and then headed back to NY, and then on to LA, where he honed his chops as a motion design/interactive producer at New Wave. After a decade in LA, he wanted to move back to the Midwest – and so he surfed the Web looking for agencies who were doing great things in multi-media and that’s where he found T2 + Back Alley Films.

He liked us and we needed his talents – so he joined the company in August 2010 doing the same thing he did at New Wave – producing motion design, animation and interactive elements. With the design department growing at the speed of light, Paul turned up at just the right time. He also recently published his first book – and is working on his second. We think that’s pretty cool.

Ethan Downing

Ethan Downing

Ethan Downing – Sr. Producer – Back Alley Films

Ethan grew up in Kansas City and graduated from KU in 1998. He liked it here and decided to stay. We’re glad that he did And glad that he found us. He brings over 12 years of production industry experience — having worked with almost every production company in Kansas City and throughout the Midwest. And the cool thing about that — Ethan knows just about everyone who’s ever held a camera, a boom mic, carried a scrim, or ran a teleprompter in this part of the country. Bonus! He’s super organized – which is a good trait in a producer, so he tries to relax by fly fishing. When that’s a bust, he just goes back to hanging out with Ella, his yellow lab. And that works, too.

Matt Blume, T2 + Back Alley Films

Matt Blume

Matt Blume – Sr. Producer/Writer/DP/ Editor

Matt hails from the middle of the Midwest, Hays, KS. He studied Film and English Lit at the University of Kansas and the University of Stirling, Scotland. Matt is truly a Renaissance guy in this industry. Refusing to specialize – Matt can conceptualize, write, shoot and edit. He is that rare combination of creative talent and technical expertise –and he’s all about telling a good story. Which, coincidentally, fits in perfectly around here! On any given day, you might find him shooting professional athletes on green-screen, writing a script or directing an interview from behind a monitor. So what doesn’t he do? We haven’t figured that out yet.

Chris Waner, T2 + Back Alley Films

Chris Waner

Chris Waner – Lead Designer

Chris is an art director and technical director who started his career as a visual effects artist in New York City. He has a decade of experience in concept development and visual effects for commercial, broadcast, short format and feature film projects. He’s done motion graphics, branding, print design, web development, and both graphics training and graphics curriculum development with industry-leading art institutions. Chris combines artistic vision with technical expertise to craft ground breaking creative solutions for each and every project. Now you know why he’s our Lead Designer. He’s one heck of an artist – and one smart dude.

Nick Stout, T2 + Back Alley Films

Nic Stout

Nick Stout – Jr. Editor

Nick is proof that being an intern can sometimes turn into a real job. Nick started his internship in early spring – and we hired him at the end of the summer. He was just one of those guys who made the other interns look not so good. He came from Oklahoma City – surviving with BMX freelance work and waiting table. Nick wants to be an editor at T2 – but he’s also a darn good shooter. He’s just starting out – so who knows.

Cassie King, T2 + Back Alley Films

Cassie King

Cassandra King – Interactive Design Developer

Cassie grew up twenty minutes from the windy city of Chicago, which explains her easy, breezy attitude in life. She graduated from the Kansas City Art Institute with a BFA in Graphic Design – with a strong emphasis in technology. Her expertise is in typographical explorations and interactive design. Cassie is one of those GenY’ers who grew up on technology – and doesn’t understand those who didn’t. She’s a geek. We love that.

Brooke Kistler, T2 + Back Alley Films

Brooke Kistler

Brooke Kistler – Assistant Accountant

Brooke was born and raised in Kansas City and never found a good reason to leave. That totally makes sense, because Kansas City is a killer place to live. She is currently working on an AAS degree in business with an emphasis in accounting. Her favorite pasttime, besides being with her family (husband and 2 boys) is sand volleyball — where we hear she is quite the competitor. Is that a good trait in an accountant? We think perhaps so.

Michael Ong Takes On Hallmark

Nobody stays in the same place for his or her whole career. Right? Michael Ong has been at T2 for almost half of his. He started in 1994 as an intern and, since then, he’s built T2′s reputation in design-driven production and post-production. Next month, Michael will move to the corporate side and join Hallmark to head up their multi-media department — following in the footsteps of his good friend, Suba, who joined Hallmark earlier this year.

After 16 years, this was an emotional decision for Michael — and will have an emotional impact on all of us at T2. Professionally, it is the right time for Michael to take on his next career challenge — and, over the past few months, Michael has helped us develop a deep bench strength in the Motion Design team, unlike any other time in T2 history (see the 8 New Faces blog post for more deets). Chris Waner just came on as Lead Designer — teaming with Cody Beltram as Lead CGI. Garrett Fuselier leads the group in Interactive and Experiential Design, assisted by another newcomer, Cassie King. Claudia Chagui is growing into a huge force on both sides — Design and Animation — while Darton Simons continues to excel in Motion Graphics and 2-1/2D. We enticed the talented Jennifer Paine to move from Chicago and join us as our Lead Smoke Artist — and Nick Balda assists her as a Jr. Smoke Artist. And the glue holding this amazing creative team together is Paul Schneider, our new Motion Design/Interactive Producer, fresh from New Wave in Los Angeles.

So, it isn’t entirely accidental that we have added all these new faces and much broader design talent inside the T2 + Back Alley Films group over the past year. We’ve realized that the key to success in business these days is accepting that change is inevitable – and being adept at change not only makes all of us stronger, but makes what we can deliver for our clients more powerful. And so, our recent beefing up of the bench is fortuitous indeed, but not at all accidental.

Thanks to Michael for 16 years — and for building one of the best design collectives in the business before he moved on. Time will tell whether or not Michael will like the “big corporate machine” and we can’t wait to sneak over and see what he does with his cubicle (haha) but, one thing is for sure, we’ll miss him a lot. Thankfully, he’ll be nearby and we can grab coffee and beers on a regular basis! Not to mention that we’re excited about the idea of getting to work with him again soon on some really big Hallmark jobs!

All of us at T2 + Back Alley will miss him — but we wish him the very best in this new endeavor.

***Check out Michael’s blog post for his own perspective on his upcoming move to Hallmark.