The Cinnamon Toast Crunch (CTC) Cinna-Party was a two day livestreamed event where individuals played CTC-themed online games to gain points and trigger real-world activities. As players achieved specific accomplishments online they saw real-world results play out on a customized set. The Cinna-Party was a huge success — becoming the longest viewed page on the client’s website with more than 200,000 views in just 2 days.
Experiential campaigns such as this are comprised of a number of non-traditional components and a lot of out-of-the-box thinking. Here’s an overview of a few elements we focused on:
Set Design + Construction
We designed and constructed a set centered around a large milk-bowl and raised platform from which a human-sized Cinnamon Toast Crunch square was periodically blasted with “cinnamon” and “dunked” into the bowl. Special set considerations included a primary “cinnamon meter”, secondary activation indicators, and the cinnamon blaster design and function. These were designed for optimal viewing on a live-streaming web video.
We sourced the design and fabrication of human-sized Cinnamon Toast Crunch square costumes and actors to fill them. These characters populated the set and played out on-set activations throughout the entirety of the live event.
Periodically throughout the engagement, in-game accomplishments online triggered real-world activations on our physical set. These included the primary cinnamon blast and milk bowl dunk and secondary intermediate activations.
Enjoy our Cinna-Party? Check out some similar projects: Nickelodeon SpongeBob Skill Crane and Miller Coors’ Redds Apple Ale launcher.
Facebook, already the biggest brand in social media, was looking for a better way to bridge the gap between celebrities and fans, specifically at live events. Behold: The Facebook “Mentions Box” which just debuted at the 2014 Emmy’s — allowing celebrities to “shake” the device to surface a fan question (pulling directly from the event’s Facebook Page) and immediately record a video response back.
At the Emmys, the Mentions Box was used by everyone from Jimmy Fallon, to Matthew McConaughey, to Ty Burrell and Jason Biggs — to stars from Game of Thrones, Orange Is the New Black, and HBO’s Silicon Valley (see below!).
After many discussions, brainstorms, and rapid prototyping efforts focused on how to best represent the Facebook platform in physical space, we landed on a simple concept drawing inspiration from mediums people already know and enjoy (landing on something between a Magic 8-Ball in function and an Etch-A-Sketch in form).
Ultimately, we settled on a tablet encased in a polycarbonate form factor, with a luxury car finish.
We started the process by concepting potential types of physical devices that talent would be able to easily (and quickly) interact with — using cardboard and simple materials to play around with various form factors.
The admin console (primarily a question moderation tool) sources questions from specific Facebook posts and then pushes approved questions straight to The Facebook Mentions Box.
Leading up to the Emmy’s, The Mentions Box was featured on Access Hollywood by hosts Billy Bush and Shaun Robinson:
More pics of the Mentions Box in action, straight from the Access Hollywood Facebook Page!
On September 5th, Facebook teamed up with Stand Up To Cancer to utilize the Mentions Box to connect celebrities with donors supporting the live charity event.
We pulled data from Facebook’s Advertising Platform and the United States Census Bureau to analyze device preference for Facebook users across the 50 most populous countries in the world. The information we gathered is based on users’ purchase behaviors or intents, device usage, and more.
Take a look at the infographic below to see which mobile devices these other populous countries prefer. Enjoy!
- The three countries with the highest percentage of users on Facebook — United Kingdom, United States, and Canada — were using iOS devices significantly more than they were using Android devices.
- Only 5 of the 50 most populous countries in the world favor iOS devices, as opposed to the other 45 who favor Android.
- China is the most populous country in the world with over 1 billion people. Only .06% of the population is on Facebook. Of those 840,000 people, 280,000 use an iOS device.
- Over 50% of the total selected population uses Android while only 22% uses iOS.
Last week our Strategy team hosted AM/PM, our first ever coffee chat for digital Project Managers to discuss tools, tips, and challenges facing our community. We had a great turnout, with about thirty attendees from top DC agencies such as Viget, AKQA, and RepEquity. It was amazing to be around so many talented individuals, and hear their insights on project management tools, team structure, and project scope.
With all of the meet-ups for designers and developers, it’s a rare treat for digital PM’s to have their own space to exchange ideas and foster relationships. We’re hoping that AM/PM can serve that purpose!
Thanks to everyone that participated! With all the positive feedback we’ve received, we’re looking at hosting our second AM/PM chat later this summer. Stay tuned and join the conversation on the AM/PM twitter account!
Now at 10 years old, Facebook continues to see impressive growth (with the biggest story being explosive mobile ad revenue) – but what about global expansion? We pulled data from Facebook’s Advertising Platform (“estimated potential reach”) and the United States Census Bureau (up-to-date population counts) to look at global penetration across the top 50 most populous countries. Take a look at the infographic below to see what we found. Enjoy!
- Facebook’s biggest growth opportunity exists in countries like India, Indonesia, Pakistan, and Nigeria. China also presents a massive opportunity but only if current regulations change and Facebook is allowed into the country.
- That said, there’s still significant growth opportunity in the U.S., Canada and UK (all at 56% penetration).
- Malaysia & Argentina are the two non-English speaking countries that show greater than 50% penetration.
- Fun fact: North Korea shows 8,000 users.
- While this data comes directly from Facebook’s Advertising Platform, there is no way for us to estimate or take into account any potentially “fake” profiles.