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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.

Experience Design – Driving Engagement And Sales

We spend a lot of our time focused on experience design. The goal is always to create content that engages consumers and provide experiences using video, mobile, location-based technology, digital billboards and other experiences. That those experiences be memorable is key and always what the creative team is charged with bringing to the table. That the experience design drives sales and compels people to action, is even more key.

Mobile and location-based experiences are on savvy marketers’ minds these days, as they are great at helping create buzz and compelling consumers to do something. Jimmy Choo’s Foursquare scavenger hunt during London’s fashion week is a great example of a location-based initiative that not only created a ton of buzz, but also drove sales as women ran all over London in search of the current “it” shoe.

We worked with the folks at PRNewswire to create a scavenger hunt experience based on QR codes for use at the PRSA annual conference held in Washington, DC this past week. This created not only excitement for conference attendees, but also doubled as an experience (and a competition) that served to make the event even more memorable. Additionally, it created a lot of buzz for the PRNewswire brand and, ultimately, got a lot of PR and marketing pros thinking about how they could use experience design in innovative ways for their clients.

Want to know more about how companies can use strategic media placements and a variety of new and emerging channels to engage their audiences? Join us for a FREE webinar sponsored by PRNewswire this Wednesday, October 20th, at 12 PM Central.

The panel will be moderated by Michael Pranikoff, PRNewswire’s Director of Emerging Media, and he’ll be joined by T2+Back Alley Films’ Interactive Experience Designer, Garrett Fuselier and the very smart Amy Webb of Webb Media Group.

For more information and to register, click here.

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.

Kansas City’s T2 Lab: Exciting Experiential Design Underway

The Lab at T2, which specializes in experiential design executions as well as augmented reality, has some great projects underway and some surprises in store. If you love pop culture, keep your antennae up over the next few months.

One thing that’s not a surprise is a sequel to the award winning “T2 Massacre” one year later. Dubbed “Haunting in the Crossroads,” this one will happen during Kansas City’s traditional First Friday in the Crossroads event in October – and will have a distinct Twilight Zone feel. Not to give everything away, but we can tell you that this “experience” will be super cool and something to put on your “don’t miss” list.

We’re also working with Berry Plastics on an augmented reality piece. They make the plastic cups for lots of fast food chains. When you log into the url and activate the AR marker on your cup, you’ll get a personalized musical experience. Each cup will be different, having a variety of music genres and ways to customize, create, and share your song creation through your interaction and manipulation. We’ll share more on this exciting augmented reality project soon.

Experimentation and creative play is always a part of The Lab and we are working with Arduino Technology, testing all sorts of sensors like touch, breath, velocity, brightness, and temperature. With this super accessible technology we are measuring the real world, which can create the bridge, further connecting the digital world with the real world through various “experiences.” Stay tuned for more details on both of these projects.