Q3 2014

Integrated Campaigns &

Smart Ideas
Creative use of
Technology
Interesting Start-ups
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Idea of the Quarter
MEC Idea of the Quarter
Welcome back to the latest edition of Stuff Weve Seen.
In this edition, weve again got a great mix of brilliant
campaigns, superb creative use of technology, some
exciting start-ups and the latest news from the world of
media, technology and communications.

As ever, we welcome feedback and especially input from
around the network. Any great work you come across,
please send our way. And similarly, dont be shy in
submitting the great work were doing for our clients to
be showcased big or small ideas, all are welcome.

Hope you enjoy!
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Netflix taps into
the power of
native advertising
Netflix partnered with Wired Magazine to create TV Got Better, an
immersive native advertising experience, complete with text, video
and interactive maps. Focused on TVs current golden age, thanks to
technologies such as streaming video, the piece was penned by
famed author and cultural anthropologist Grant McCracken. A
prominent Sponsor Content label was featured throughout the
piece to ensure readers understood that this was native advertising
and a collaboration with Netflix.
Bringing the reader into the essence of the story, the further into
the experience a reader got, the more content they had access to.
For example, at a certain point in the story readers found a video
interview with Mitch Hurtwitz, co-creator of Arrested
Development (one of Netflixs recent hit revivals). Other parts
of the content unveiled a reader poll and other audio elements
that made what could have been a standard article an all-
encompassing story.
This multimedia experience allowed Netflix and Wired to provide
readers with content that was not just quality branded content, but
branded content, period. As a result, the program drove over 110
million earned impressions and 2x more time spent, as compared
with the Wired.com average.
NETFLIX partnered with WIRED MAGAZINE to develop
a unique native content experience
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Hacking
social apps for
a good cause
While not every app or platform offers formal advertising
opportunities, some savvy brands are attempting to hack them in
creative ways. For example, Tinder, the social platform with 600
million+ users most commonly used to meet people for dating
purposes, has been recently leveraged by brands looking to cut
through the clutter by tapping into the platform in disruptive ways.
For example, the non-profit Amnesty International, a seemingly
strange brand to leverage Tinder (given its focus on womens
rights), used the app to spread the word about how many women
around the world do not have life choices. As compared to Tinder
users having the choice to swipe left or right through partner
options pending their levels of interest. To make this point, Amnesty
International created profiles (which usually feature selfies of Tinder
users trying to attract other users), replacing selfies with statements
like Not all women have the choices you do, that linked to the
campaign website, where users could sign up and show their
support by downloading and replacing their Tinder photos with
Amnestys statements.
The message about lack of choice on a platform designed for choice
resonated with hundreds of users, who swapped their Tinder photos
for the campaigns, and almost 10,000 choices were made on
Amnestys campaign website.
AMNESTY INTERNATIONAL leveraged a dating app to spread
awareness of womens rights around the world
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INTEGRATED CAMPAIGNS
&
SMART IDEAS
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JCPENNEY displays mannequins that capture the body
types of real consumers
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Part of JCPenneys recently launched
When it fits, you feel it campaign, JCPenny
store displays showcased the seasons latest
fashions on mannequins with varying body
types.

Inspired by five real people, the store displays
featured mannequins considered to be more
representative and inclusive of the average
JCPenny shopper. For example, among the
mannequins was a plus sized mannequin, a
paraplegic mannequin and a mannequin who
uses a wheelchair.

This execution is a perfect example of how
brands are using a tailored messaging
approach to develop a better connection
with consumers.


NESCAF helps take the loneliness out of the morning commute
by providing pop up coffee mugs within the morning newspaper
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For most people, the daily morning
commute can feel fairly isolated. Nescaf
France used a unique newspaper insertion to
change that, helping spark conversation
among commuters.

Attached to a branded wrap in the local daily
newspaper, commuters found pop-up paper
mugs that were filled with Nescaf instant
coffee. Two mugs were included per
newspaper, encouraging readers to look up
from their newspapers, interact with a fellow
community, and share the experience of
enjoying coffee.

This Nescaf execution is a perfect example of
a brand that employed out of the box thinking
to make a print ad more impactful.

Plastic bottles have earned a negative reputation
over the years, due to their long-term impact on
nature. Coca-Colas PlantBottle innovative is
designed to change the way the world thinks of
plastic bottles. As the first ever 100% recyclable PET
plastic beverage bottle, PlantBottle bottles are
made partially from plants, resulting in a lighter
footprint on the planet
PlantBottles PET plastic bottles are being made
through a process that turns sugarcane into a key
component of the PET plastic. This ingredient
ensures that the bottles are fully recyclable,
convenient and lightweight, while making certain
that the consumer experience (e.g. the beverages
taste) is not impacted by the packaging.
The investment in increasingly sustainable bottles
are in line with Coca-Colas theme of happiness, and
its investment in the future happiness of the next
generations. While there is no perfect solution for
plastic bottles currently in existence, major brands
devoting resources to finding new solutions to
packaging problems is a great start.



COCA-COLA brings next-
generation technology to
classic packaging
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BECKS brings a new dynamic to print, turning posters into
audio tools and projectors

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Aligning with music, a crucial aspect of
nightlife and entertainment, Becks New
Zealand installed street posters that
allowed people to play and remix songs
by interacting directly with the poster.

The playable music posters were created
by using built-in speakers and conductive
ink which allows users to select and
remix the songs. Songs were provided
by local artists, and also given away for
free online.

This demonstrates the importance of
bringing increased interactivity to static
units to drive brand engagement, and
stand out amongst other messages.

CREATIVE USE
OF
TECHNOLOGY
RALPH LAUREN launches wearable tech apparel, making
your T-shirt a biometric device
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Ralph Lauren has launch a new range of
wearable tech apparel that provides consumers
with a new and more discrete way of tracking
fitness performance without needing an
additional piece of hardware.

Sensors have been knitted into the anti-
microbial fabric which allows wearers to track
their heart rate, breathing rates, breathing
depths, steps and calories burned. This data is
transmitted via Bluetooth to an iPhone app for
the user to track.

With fitness trackers being incredibly common,
these t-shirts offer a new way to track fitness
more discretely. Certainly for fitness-heads this
is a great new way to track progress and a
further example of everyday products
becoming connected.

FIAT gives car shoppers the chance to take guided tours
from the comfort of their computer
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To enhance the shopping experience for
individuals shopping for new cars online,
Fiat created a tool which allows users to
browse through car models in real-time
across tablets or pcs.

Live Store partners consumers with experts
who will take them on a live guided tour of
the Fiat showroom. Using mounted
headsets, shoppers can check out all
aspects of the car prior to making a
purchase.

Personalized shopping is becoming an
increasingly popular method of helping
brands meet the varying needs of their
consumers.
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VOLKSWAGEN uses location based technology to help
illustrate the dangers of texting while driving
Texting while driving is one of
the leading causes of automobile
related fatalities. Volkswagen,
known for vehicle safety, used
shock value in Japan to get
the message across.

Using an ad within movie
Previews as well as strategically
timed location based messaging,
theatergoers experienced
firsthand the effects of distractions
while behind the wheel.

This example helps illustrate the
impact of using multiple mediums
together to deliver a message.
While the video ad helped tell the
story, the location targeted
message provided additional context.

Customizing sneakers is nothing new.
Programs like Nikes NikeiD allows for
consumers to customize sneakers with
different colors and materials.

Adidas mi Adidas program is upping the ante
on customization, allowing consumers to
create sneakers using any image they want.
Using the Photo Print iOS or Android app,
consumers can customize a pair of ZX Flux
sneakers with their very own photos, resulting
in endless design options. Its a fun way for a
consumer to take captured moments and
memories and bring them to life via their
shoes.

Adidas step in bringing photo images into the
fashion sphere brings a new spin on the notion
of social sharing, where consumers are already
sharing real-time snippets of their lives via
photos, disappearing messages, short-form
video, emojis, and more.
ADIDAS takes customization cues from social media
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CADBURYS Joy Generator vendor machines analyses your
Facebook data to find the flavor for you
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Cadbury Australias Joy Generator vending
machine invited chocolate fans to find out
which flavor best suited them, based on
their Facebook likes and interests.

People were asked to login to their
Facebook profile via the Flavor Matcher
interface on the vending machine. From
here the vending machine would harness
likes and interests in brands, music, TV,
charities and sporting to then give the user
a free bar that matched that individuals
profile.

Using Facebook data has allowed Cadburys
to not only create a personalized offering to
consumers, but also brings this data out
into the physical word, expanding beyond
just digital channels.

IKEA Russia promotes their new furniture range by creating an
interactive catalog website via Instagram
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IKEA Russia pushed their new PS 2014
collection through Instagram, by creating a
website within the mobile application.

The ikea_ps_2014 account contained
interactive images for benches, tables,
storage, light, textiles and ideas. Once a
user clicked on the image, Instagrams
tagging functionality linked products to
individual products within the range.

The execution is a fantastic way to utilize
the Instagram platform for brand activity
for free.


Typically, using a mapping service on your
mobile device centers on finding the
shortest route to your chosen destination.
However, a new opportunity for mapping
services will see users being able to search
based on emotional factors.

Researchers at Yahoo! in Barcelona have
developed a mapping application that
encourages users to seek out alternative
routes based on the beauty of the route.
This new algorithm also uses Flickr data to
arrange pictures based on the beauty of the
surroundings.

Moving beyond simply speed, this new app
is built completely around the user and
their state of mind to give a truly
personalized experience.
New mapping application to provide alternative route
opportunities based on your emotion
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INTERESTING
START-UPS
Softbank, Japans leading wireless
carrier, and Aldebaran, a world leader
in robotics, have create Pepper, the
first robot able to respond to human
emotion. Voice recognition and the
ability to analyze body language and
facial expressions enables Pepper to
add a layer of personalization and
empathy to the efficiency of a
machine in the customer service
process.

Though Pepper was originally
developed to serve as a tirelessbut
emotivein-store rep for Softbank, it
is highly possible we will see these
very social machines adopted by many
new verticals, from health care to
QSRs.


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Meet Pepper, the emotional robot
Israeli startup EyeMusic was designed to help the blind see by
recreating the naturally occurring phenomenon of synesthesia in
which stimulation of one sensory pathway automatically leads
to automatic, involuntary stimulation of a second sensory
pathway--i.e. experiencing colors as sounds.
EyeMusic captures shapes and translates them into
soundscapesauditory representations of pictures. Colors are
represented as various musical instruments, with pixel density
represented using pitch.
EyeMusic is a revolutionary example of technologists use the
tools at their disposal to not just to help the handicapped adapt
to the able bodied world, but to reimagine that world in a way
that is revelation for visually impaired and sighted users alike.
EYEMUSIC helps the blind experience the visual world by
turning colors into sounds
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Lunecase gives your smartphone case a second purpose
as a messaging medium
Like all electronic devices, smartphones
emit small amounts of electromagnetic
energy which in most cases goes unnoticed
and unused. The makers of Lunecase have
endeavored to harness this energy and
repurpose it in a useful way as an alerts
system for your device.

By detecting electromagentic energy, the
Lunecase is able to identify incoming
notifications such as call, or a text message
and display these notifications on the back
of the device via LED. The system doesnt
even need batteriesall energy
requirements are satisfied by the naturally
occurring electromagnetic energy the
device gives off. The Lunecase is one more
example of how the internet of things is
training us to expect the most useful
experiences to come from the most
unassuming places.


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Hack your old-school wearables with Glance
Glance is the solution for those
who covet the utility of a
Smartwatch, but love the look an
feel of a traditional timepiece.
This tiny add-on slips under the
band of a regular watch and
allows the wearer to receive and
respond to text messages, see
incoming calls, and track daily activity
not to mention the additional
option to use Glance as an air mouse
to remotely control your computer
or smart TV.

We might not all be ready
to trade up to hi-tech wearables,
but devices like Glance are clearly
going to ease our path to the future.
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Say goodbye to the single-purpose device

Darma is a twist on the wearables and
wellness trend. A smart seat cushion,
designed to help desk-bound workers
combat the health risks of prolonged
sitting. Wafer-thin 1mm sensors
measure stress level, posture and
sitting time, reminding users to
change position when appropriate
and to periodically get up and move.

Darma, like many examples in the
Internet of Things, is training
consumers to expect even the
simplest of objects to provide
additional value.

Vlib launches the worlds first bike sharing program
for kids in Paris
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Bike shares have become increasingly popular as major
cities adopt programs that locals and tourists can both
take advantage of. Most bike shares currently only target
adults, and do not feature child-sized bicycles. With the
newly launched Ptit Vlib program, one of the worlds
largest bike share providers will be expanding services to
reach children.

With strategically placed stations around parks or
pedestrian only areas, the groundbreaking program will
provide bike rentals for kids aged 2 through 10. Rental
options range from balance bikes for toddlers to smaller
versions of the adult bike.

In an effort to cultivate a generation of environmentally
friendly commuters, the Ptit Vlib program is an
example of an execution that is using a younger
audience to build brand loyalty.
In an increasingly connected and health-oriented
world, its not just about what you eat. What you
drink can impact your health just as much, if not
more. In fact, according to the National Health &
Nutrition Education Survey, beverages are the #1
single source of calories.

Vessyl is designed to automatically recognize and
track what a user drinks (often down to the brand
level), helping them stay on track to reach their
health and wellness goals. The device identifies the
beverage poured into it, and syncs in real-time to
its iOS or Android smartphone app to help users
track via their chosen lens such as losing weight,
staying hydrated, regulating caffeine, regulating
sugar, and more. The Vessyl also connects with
popular fitness trackers to ensure proper data
tracking.

The result? The ability to help users understand
how liquid calories are impacting their health, as
well as ensuring users are staying hydrated,
caffeinated, and progressing towards their
personal goals.
Vessyl focuses on liquids impact on health & wellness
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NYCs Department of Transport pilots driver application Dash
to improve driving and congestion
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Mobile driving application Dash has agreed
to a deal with the NYC Department of
Transportation with the aim of improving
safety, efficiency and to reduce congestion
for NYC drivers.

Dash uses a hardware dongle that plugs
into the data port of most cars, which
transmits driving data to a smartphone app
to give drivers vehicle condition
information and driving behavior. Using a
gamification methodology, drivers are
rewarded based on route choices, braking
force and efficiency.

The deal with the DoT will see 500 NYC
volunteer automobiles test the system as
part of the Drive Smart initiative
to use driver data to improve NYC
municipal traffic.
Be immersed in the 180 degree video using Condition One
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Condition One is focused on enabling video
producers to capture and share what typical
video products miss with a 180-degree field
of vision. It lets users get a peripheral
view based on whats interesting to them. It
gives consumers a full immersive
experience based upon the content they
are viewing.

Condition One uses a different video
camera lens, which can better approximate
human vision. Producers of media can use
the same software to edit the videos that
they are currently using.

This product can be licensed to media
companies and brands looking to make
more powerful and innovative content. It is
a new creative way to bring users into a
virtual world.

Aether Cone wants to solve a problem with
how we listen to music today. With services like
Spotify, it has been so much easier to find,
collate and share music. Cone is different
because it plays music based on context. The
speaker chooses what to play based on what it
thinks is the taste or mood of the situation.
Cone is linked to a persons Rdio account and
can access any playlist created on that service,
as well as searching for specific songs. To
change what Cone plays, you turn a ring
around the edge of its speaker like a dialthe
larger the spin, the more different your next
selection will be. To request a specific artist,
song or album, all that is needed is to press and
hold a button in the center of the speaker and
then speak.
Aether is using machine learning, listening
history and ratings it gets from streaming
music services, to develop knowledge about a
person's tastes.
Aether Cone is a speaker that tries to predict what you
want to hear
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HipCamp makes booking camping trips easy by narrowing
down camp sites based on activities of interest
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California camping website HipCamps
mission is to make summer camping
about the camping, not the copious
work that goes into planning the trip.
The online trip booking service allows
campers to scope out the site that
works best for them by looking on each
parks profile to decide what features
most attract them.

Previous search modes were fragmented
across many different sites and agencies,
but HipCamp brings it all together in one
place. Users not only select areas of
interest, but what amenities and
geographical features they want to have.
It is currently only available in California,
but HipCamp is trying to expand to 20
more states in the near future.

Intellipapers SwivelCard is bridging the gap between
printed and electronic media
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SwivelCard is a business that is trying to merge the
digital alternatives with the old school business card.

SwivelCard is a business card that can be folded into a
USB port and then can point a user to a particular
webpage. For people without access to a USB drive,
the card has NFC and a printed QR code allowing the
data to be accessed in other ways.

The webpage associated with individual SwivelCards
can be different on each business card. The cards can
be updated with content specific to the person who
received that particular SwivelCard. For example, a
wedding photographer trying to show personalized
content for the potential bride and groom.

SwivelCard is a business card with analytics. It has the
ability to track usage, location, and drive a person to a
specified website. It can also contain videos or
documents.


Startup Spotlight is designed to inspire and keep you on the cutting-edge of new emerging and media-first
technology partners that will enable MEC to bring innovation to the forefront. We encourage you to discover,
explore and test how these start-ups could be integrated into your next plan!

Check out some of our recent favorites
Our favorite Startup Spotlights from the quarter
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Percolate
Ecosystem: Content Marketing
Solves For: Helps brands scale and sustain their digital content
strategies via the ability to create and share social media content.
Unique Value Proposition: Percolate not only not helps brands
businesses listen and respond to consumers in real-time on social
media, but also helps brands find, create, and distribute engaging
content.
Blippar
Ecosystem: Augmented Reality
Solves For: Brings the static, physical world to life through its AR app.
Unique Value Proposition: Blippar is an image recognition platform for
mobile & tablet devices targeted specifically at customer-brand
interaction, working with brands and media partners to bring static
product packaging, OOH &print executions to life through augmented
reality (e.g. allowing virtual try-on, activating videos).
Livefyre
Ecosystem: Social Content Management & Native Advertising
Solves For: Harnesses & leverages content already being made
about relevant topics & brands every day.
Unique Value Proposition: Livefyre curates relevant content
from across the social web & redisplays it on owned properties
to create a dynamic hubs for communities, allowing brands,
media companies & agencies to integrate real-time, social
content into their owned properties to increase viewer
engagement, boost website traffic & drive revenue.
Nomi
Ecosystem: In-Store Analytics & Marketing
Solves For: The deficiency of available consumer data in the
physical world.
Unique Value Proposition: Often referred to as 'Omniture for the
real world,' Nomi allows brands to optimize physical stores the
same way they would optimize their websites, as well as create
interactive in-store experiences.
SOME OF THE SITES WEVE BEEN LOOKING AT
Below is a small selection of some of the sites that weve been looking at, if anyone has
know of other great sites to look at, please share!
www.contagiousmagazine.com
www.adage.com
www.influxinsights.com
www.cnet.com
www.emarketer.com
http://www.fastcocreate.com/
http://www.fastcoexist.com/
http://www.wired.com/design/
http://www.thinkwithgoogle.com/




www.mashable.com
www.trendexplorer.com
http://recode.net
www.trendwatching.com
www.techcrunch.com
www.bbc.co.uk/technology
www.digitalbuzzblog.com
www.psfk.com
http://www.adverblog.com/





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A SPECIAL THANK YOU TO OUR CONTRIBUTORS!

For more information, please contact:

Bav Panchal
Bav.panchal@mecglobal.com

Daniel Butler
Daniel.butler@mecglobal.com

Jarell Thompson
Jarell.thompson@mecglobal.com

Rachel Pasqua
Rachel.pasqua@mecglobal.com

Whitney Fishman
Whitney.fishman@mecglobal.com