BRAND PARTNERSHIP CASE STUDIES 2012-13

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CRAIG HEPBURN Global Director of Social Media, Nokia

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There is a huge shift in using social media as a way to make our lives and the world a better place. Social Media Week’s global theme Open & Connected is fully aligned with Nokia’s mission of connecting people through innovative products and services and encouraging the open sharing of knowledge and information.

EVENTS & CLASSES

Mayor Michael Bloomberg uses Social Media Week to advocate the “Made In NY” initiative with a visit and press conference at the headquarters of SMWNYC sponsor Buzzfeed.

MADE IN NY LAUNCH

Presented in a fun and unexpected format, The Future of Branded Experiences presented by MKG explored a range of favorite innovations in the field of experiential marketing. With a cardboard cut-out of Watson the computer and playing off the game-show Jeopardy format, the session was highly interactive and engaging for the audience.

FUTURE OF BRANDED EXPERIENCE

FAST COMPANY’s INNOVATIVE CO’S

Fast Company presented their list of the most innovative social companies of 2013 at the Bloomberg Business & Entrepreneurship Hub. Presentations included the most innovative social media companies and their plans for 2013.

David Carr and Brian Stelter from the New York Times participated in a discussion during Ideas Connected on the systemic changes happening via the social web and how we can rethink structures to be more reflective of a 21st century world.

KEYNOTE INTERVIEWS

Branded Master Classes catering to a maximum of 40 students were hosted throughout the week by SMW’s School of Emerging Media & Technology, and led by leading experts from Tumblr, Nokia, Google+, Percolate, Dachis Group and Bitly.

MASTER CLASSES

FORD FIESTA MOVEMENT LAUNCH

Kicking off SMWNYC Tues. Feb 19 at Bloomberg, Scott Monty, Global Head of Social Media gave a keynote address to launch the new Ford Fiesta Movement, seen by a packed audience of journalists and executives.

BORDERLESS BRANDS

As part of a global partnership, PepsiCo sent a number of key executives on a tour of three SMW cities, starting in New York, then London and Sáo Paulo. In each city they were able to speak at events and engage with local SMW communities.

FUTURE OF SHARING

In partnership with digital agency Beyond, Social Media Week hosted discussions in New York, San Francisco and London on the Future of Sharing. The sessions coincided with a research study and infographic which Beyond published with Mashable during the February 2012 event.

BRANDED INSTALLATIONS

Ford’s branded installation featured their 2014 Ford Fiesta and information about the Next Movement Campaign. To kick start the recruitment campaign, the Ford installation featured video content about the Next Movement and the ability for attendees to submit their applications via Facebook.

FORD FIESTA MOVEMENT

HANGOUTS WITH WARBY PARKER

Eyewear designer Warby Parker teamed up with Google+ to replace the traditional mirror found in eyewear displays. Attendees used Google+ Hangouts where they were able to get feedback from celebrities, influencers and fashion experts.

NOKIA EXPERIENCE INSTALLATION

Npkia and Monster created this installation area in the Global HQ that offered a chance to interact with Nokia’s latest Lumia devices and send images taken by them as postcards via Postcard on the Run as well as to listen to music playlists on Nokia Music via Monster Purity Pro wireless headsets.

POWER LOUNGE

The Power Lounge, sponsored by Shoutlet, was located at SMW NY’s Global Hub and Los Angeles Tech Hub in Hollywood. Attendees enjoyed a relaxed environment where they could recharge their devices, use complimentary WiFi and enjoy refreshments courtesy of Wholefoods.

SIMULCAST LOUNGE

The Simulcast Lounge, powered by Nokia, Livestream and Monster Purity Headphones, featured three screens that streamed content from various Social Media Week events, including the Main Stage, Official Hubs, Master Classes and events happening around the world.

GIFT MACHINE

The Nokia Gift Machine was installed in two SMW cities, London and Glasgow. The Gift Machine dispensed gifts, including phones and other technology devices to anyone who checked into the machine on Foursquare. The machine dispensed more than 1,000 gifts to those that have checked in.

CAMPAIGNS & CONTESTS

INSTAGRAM YOUR CITY

Instagram Your City invited the SMW community to take iconic pictures from all of the participating cities and share them on Twitter using the hashtag #instagramyourcity. More than 10,000 images were submitted in just three months.

CONCRETE JUNGLE

Tying together promotion for a launch of a StyleSaint app on the Windows Phone platform and SMW’s interest in fashion, the “Concrete Jungle” contest was launched using the Stylesaint platform to let fashion enthusiasts share their passions for a chance to win a trip to LA.

CAN MAN SURVIVE…

As a cross-city collaboration between London and Singapore, the “Can Man Survive On Social Media Alone?” experiment involved two individuals who exchanged cities for a week while living off of others’ goodwill alone, getting by with no money and only a Nokia phone.

BRANDED APPS

SMW RealTime is a dynamic infographic which captures global, local and event specific analytics, data and conversation. Available online and via the SMW mobile app, RealTime was visited by more than 60k people during SMW12.

SMW REALTIME

In 2012, Social Media Week launched its first dedicated mobile app in conjunction with Nokia and The Guardian. The app launched on Windows, iPhone, Android, iPad and Symbian and in 6 different languages.

OFFICIAL MOBILE APP

Nokia’s mapping technology was integrated into a number of SMW’s apps, including the Official Mobile app, SMW RealTime and the main event registration system. More than 30k people interacted with the maps throughout the week.

MAP INTEGRATION

PARTIES AND LIVE MUSIC

OFFICIAL VIP CLOSING PARTY

To wrap up the 2013 edition Social Media Week New York, organizers Crowdcentric and MKG, together with Global Headline Sponsor Nokia and supporting party sponsors HouseParty and BuzzFeed hosted the Official Closing VIP Party at The Angel Orensanz Center for Contemporary Art.

During Social Media Week, Janelle Monaé and Outkast’s Big Boi performed live at an event hosted by Social Media Week and Nokia Music in downtown LA. More than 1,500 people attended, securing their tickets via a Twitter promotion and give-away.

BIG BOI & JANELLE MONAÉ

Nokia Music launched a #SilentDisco Party at the Social Media Week Berlin. The guests were offered Nokia Lumia devices and Purity Headsets to experience mixes on the free Nokia Music streaming service

SILENT DISCO

Coordinating with the launch of a cobranded snowboarding accessory, Burton hosted a panel discussion on brand marketing and an event after-party featuring a screening of the new Burton film 13.

BURTON LAUNCH

For more information contact: TOBY DANIELS Founder & Executive Director toby@socialmediaweek.org BEN SCHEIM SVP Partnerships ben@socialmediaweek.org www.socialmediaweek.org @socialmediaweek