Building New Habits Through Advertising

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The malleability of habits isn’t news to Madison Avenue: Effective commercials show how people can be quickly trained to do something new and then keep on doing it. The secret, it turns out, is the quick combination of a memorable cue and a rewarding experience.
via How Habits Hold Us by Jonah Lehrer for online.wsj.com
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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Creativity Top 5: February 14, 2012

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Creativity Top 5: Super Bowl XLVI Edition

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via creativity-online.com

Having the majority of the ads pre-released stole the element of surprise, the element of discovery. There were very few conversation stopping ads. It used to be that a good Super Bowl ad created a moment in pop culture. Now the ads merely remix and mashup the language of current pop culture as a shortcut to relevancy. 

 

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Game of Thrones Transmedia Case Study

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HBO needed to raise awareness for it’s new show "Game of Thrones", an adaptation of George RR Martin’s epic fantasy novels. To do this, Campfire brought the world of Westeros to life through a series of interactive experiences based around the 5 senses. The novels already had a passionate and connected fan base, so our strategy was to activate those fans and have them broadcast their excitement to a wider audience.

Campfire worked with HBO to raise awareness for it’s new show "Game of Thrones", an adaptation of George RR Martin’s epic fantasy novels. To do this, Campfire brought the world of Westeros to life through a series of interactive experiences based around the 5 senses. 

The novels already had a passionate and connected fan base, so the strategy was to activate those fans and have them broadcast their excitement to a wider audience. The campaign managed to atract a large audience to the show, which where then surprised by the many unexpected storytelling twists and turns ultimately leading to that audience reading the books. 

There was a time when pretty much everyone I knew was reading the many thousands of pages that are the novels and all conversations began with a review of progress to ensure no spoilers were shared accidentally.

The second season begins on April 1, and looks to be equally enthralling.  

For more on transmedia do not miss our comprehensive summaries of The Futures of Entertainment conferences FoE4 & FoE5 featuring panels with Campfire staff. 

 

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.

Creativity Top 5: January 31, 2012

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Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit SmarterCreativity.com.