Creative agencies using "interns" to suss social media

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Creative agencies using "interns" to suss social media

Written by Richard Tan

Tuesday, 13 July 2010 15:00

Creative Agencies are diving into the social media scene, and making a buzz in there.

Their approach is 2-pronged, even including a fail-safe in the event that the campaign, or “exercise” doesn’t work out like they hoped.

Leo Burnett – David on Demand
An experiential campaign that allows thousands of people to experience the Cannes Lions Festival without actually being there.

Premise:
David Perez, LB recruiter, has always wanted to go to Cannes. He has been granted a ticket, but will have to do an experiment to justify his presence. He will wear a glasscam, which will transmit video real time to a website where viewers can see through the eyes of David, and experience Cannes for themselves.

He will also be on twitter, where he has to follow the directions of his twitter followers. Whether he gets a drink, picks up a hot chick, or simply farts in the lift. His every move will be dictated by his twitter followers.

He now has 4,319 followers. Not bad for an experiment lasting no more than a week.

BBH – Dating Brian
An experimental campaign in crowdsourcing and engagement via twitter.

Premise:
Meet Brian. He's from Wisconsin, has almost no experience dating and just moved to New York City. With more than half of New Yorkers single, the dating scene is just ridiculous.

So Brian is taking the plunge and going on 30 dates in 30 days. But part of the challenge is that he's putting it in the hands of the Internet masses: who he dates, where they go, if he should go for that kiss. Essentially, he needs your help, and he needs it bad.

He first tweeted Jul 1, and as of now, has 399 followers.

Agency Research: If these experiments work, they can easily use this as a case study or for showboating to their clients about their understanding of the media, and how they are best placed for such engagement campaigns the client may have in future. If it doesn’t they can also use it as a learning case to build upon in future.

Agency Awareness: These little exercises will also no doubt place them in the forefront of the minds of creative talents who may be looking for employment, positioning themselves are ready and effective for the digital arena.

Creativity All round: While both faces are not actually creatives, and therefore may not represent the agencies’ creative work, it will be interesting to outsiders, as they may have a perception that the entire agency abounds with creativity, and that rank and file employees also hold the experimental drive in them.

Should these experimental exercises don't work out well, they were just experiments anyway. And we all know failure is a very crucial part of the journey to success, ain't it?

So, what's your agency doing about the social wave?