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Art, Copy & Code
© Google
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“A brand’s story is no longer just an ad, or a
book, or a film; it can be just about anything,
and live anywhere,” says Google on the blog
for its new initiative, Art, Copy & Code.
The project – from which VW Smileage
has emerged – aims to bring creativity and
technology together in advertising, offering
brands new digital tools with which to create
multimedia experiences for consumers. In this
sense, branding is forced to shift parameters,
away from selling, even beyond mere
storytelling, towards offering experiences
that work across multiple devices, seamlessly.
Brands should think about the sorts of
experiences they can offer that show off
their core values: for VW, the Smileage app
is about the role and impact of driving in
consumers’ lives. Hence the tagline: “It's not
the miles, it's how you live them”.
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Newsjacking is developing into a key
strategy for smart brands that want to share
in consumer experiences in real time. On
the subject of cookie brand Oreo’s quick-
response Twitter campaign reacting to this
year’s SuperBowl electricity blackout, Jesse
Spencer, director of social media at Colorado-
based marketing agency The Integer Group,
told Stylus:
"We're seeing a movement towards adaptive,
real-time marketing. What happened at the
SuperBowl is a great example of that and the way
we're organising ourselves to allow it to happen.
I'm talking about sitting with the client in the same
room during a major show and firing off ideas right
there and then."
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Case Studies/Drivers/Influencers
Content is (Still) King