PowerPoint Presentation

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Summer 2015 Legacy Project: The Power of BrainstormingJillian Koehnken, Integrated Marketing InternWednesday, July 29th 2015

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A Glimpse Ahead2

IntroFriendly reminders

ApplicationThree interactive brainstorming activities

Recap Tips & tricks for later

From what Ive observed, Ive sat in on brainstorming sessions with my team and noticed some hurtles that Integrated Marketing faces daily. Ive noticed 3 common things that come up up within the RFP process, so today Ill be addressing ways to overcome those hurtles in a fun way!

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What is Brainstorming?3

To produce an idea or way of solving a problem by holding a spontaneous group discussion.To make cool sh*t!

Google Definition: To produce an idea or way of solving a problem by holding a spontaneous group discussion.Juan Carlos Gutierrezs Definition: To make cool sh*t! 3

Friendly Reminders4

Dont be a Debbie Downer1Word Vomit

2Post-It Frenzy

3Use your time wisely

4Keep it loosey-goosey

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Always say Yes And to expand ideas in the beginning stages, evaluate each idea laterSuggest out loud anything and everything that pops into your head do not worry about filters and border to your ideas such as budget, there might be a cheaper way to do itWrite everything down, no matter how crazyThe first 5-15 minutes are the best during ideation before you experience burnout If you get stuck, get up and walk around to change your environment

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5So What Are We Covering Today?

Title

Story

Activities that help spark ideation Theme

Theme

Picture this: You have been asked to complete a brainstorm for one of the following. Examining three common Integrated Marketing scenarios at Nickelodeon.Theme, Story and Title 3 fun and interactive tactics you can use to overcome hurtles during the brainstorming process

Just Spit Ballin!No client, time crunch, or outside obstacles. No pressure! Have fun!

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Activities that help spark ideation Lets Get Started!

Theme

One hurtle that Integrated Marketing must overcome is creating a theme that aligns the client to Nick IPs. 6

Meet The Client!7

Heres some quick info about Crayola:(Read the briefs: Demo, Brand Values and Tension Points)

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Meet the Product!

Paint the town in bold neon color with the Squeeze 'N Paint Tool Set. Perfect for sidewalks and driveways, this set gets kids outside for artistic, imaginative fun. Children can create eye-popping messages, drawings, and images with the vibrant neon pink and neon blue paints. Easy squeezing and clean-up, just attach your desired tool and press down on the surface.

(Hand out product)

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Choose a Nick IP (either a tent pole, animated or live action series) and create a theme that aligns with Crayolas Squeeze N Paint Tool Set.

(Distribute envelop) Everything that you need is located in this envelope The brand, Demo, Background, Brand Values, Tension Points, etcYou have 1 minute to attempt this challenge ready, set, GO!9

10Hold up - Youre being re-briefed.

No.

Often times in Integrated Marketing, the team will come up with a great idea, but it isnt always possible.

TV dollars are down and the client is now changing directions. Their dollars are now shifting to digital. Reconstruct your ideas using the Random Idea Starter game, which I will tell you about right now.10

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1Write down words that describe the Nick IP that you chose. Write each word on a Post-it and place it in the orange bowl.2Now, write down words that describe Crayola. Write each word on a Post-it and place in the other bowl.3Without looking, randomly select five words from each bowl and pair them up on your sticky board. 4Now, discuss each pairing and determine the most interesting idea for digital.Random Idea Starter

Use this game to help ideate around theme, connecting two unlike things together.

I encourage you to use unique words so that there wont be repeats among your team.

(Pass out orange bowl) 1 minute(Pass out Crayola Box)1 minuteThen.3 minutes11

12Show and Tell!

Pick your most interesting pair and discuss why it would make a good theme.12

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Activities that help spark ideation Based on Theme

Story

Sometimes in an Integrated Marketing brainstorm the theme is already given by the client. Then, based on theme, the team must come up with a storyline that demonstrates the theme in a fun and creative way.13

Meet The Client!14

Heres some info about Kool-Aid(Read the briefs: Demo, Brand Values and Tension Points)

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Then and now15Spot #1: August 2014

Just a little look back at Kool-Aid throughout the years. He was introduced in 1954 but didnt become a personified walking and talking pitcher until 1975. This year, the Kool-Aid Man is celebrating 40 years of adventures. But as we all do, with age, the Kool-Aid Man needs to start watching out for his health. In 2013, the Kool-Aid Man became more health conscious, as you can see he slimmed out a little, becoming a better-for-you product. Take a look at a spot from last summer, which portrays the Kool-Aid Man in a more honest and vulnerable light. 15

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Kool-Aid would like to use a spotlight theme to tell the story about the life of the Kool-Aid Man prior to the fame as Americas favorite shareable drink!

Design a campaign storyline, using Starbursting, for Kool-Aid Jammers.

Based on what you just saw, here is your challenge! Keep in mind, we cant mix mascots with our IP so this execution will be non-branded.16

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1Draw a large, six-pointed star on a piece of paper & label the inside of the star Pitcher This: Life before the Fame2At the point of each star, write Who? What? Where? How? Why? When?3Brainstorm questions using these 6 key words to speculate around the Kool-Aid Mans past life, pre-drink fame.4Come up with as many questions as possible around each point of the star.5Lastly, pick out your top 3-5 favorite questions that you believe can best fuel an interesting story.Starbursting

To help create a story line, you can use Starbursting as a tool to help discover different angles of an idea. Starbursting asks questions to develop a story.Dont try to answer the questions as you develop them; instead, focus on coming up with as many questions as possible.

2 minutes Now, work with your team to answer the questions that are the most interesting to create a story. 5 minutes

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18Show and Tell!

Pick your most interesting idea and present your storyline and the questions that inspired it.18

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Activities that help spark ideation

Last But Not Least

Title

Once an idea or theme is created, Integrated Marketing will have to come up with a Title for what they are working on that showcases multiple elements of the idea. Titles are what intrigue people to interact with your idea. 19

Meet The Client!20

Your final client is Honey Nut Cheerios. An idea has already been created, and now it is your job to come up with a title! (Read brief concept and distribute envelope)20

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Based on the program concept, create a title for this campaign using Bubble Burst.

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1On the left hand side, draw 5 boxes vertically down your paper.2In each box, draw an object that comes to mind when thinking of either coding or Honey Nut Cheerios.3On the right hand side, draw 5 boxes vertically down your paper.4Based on the images drawn on the left hand side, write words in each box on the right hand side. 5Evaluate both columns of boxes and pick out words from each that can be combined to form a title for this program.Bubble Burst

One final game that you can use during the ideation process is Bubble Burst. During Bubble Burst, you draw words that come to mind when thinking of your topic and then you write words based off of the associate image.

1 Minute (Left Boxes)1 Minute (Right Boxes)5 Minutes (Combo)

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23Show and Tell!

Present your best title.23

24Tips & Tricks

When youre stuck123Change the spaceFlip itBe dramaticDeveloping Clarity1Revisit the prompt2Discuss reasoning3Walk away from it

Those are three different activities you can play to help the ideation process during a brainstorm. If you dont have time for a game, you could try some of these tips & tricks to help you when youre stuck or to develop clarity.24

Thanks!25

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