The work that I'm most proud of:
The year of Take5 relaunch kicked off with SXSW.
How do you remix the SXSW for millennials who can see through your marketing bullshit faster than they can swipe left?
We started with an insight that is key to the event, the endless amount of useless swag you collect during the week and we remixed the experience by letting attendees exchange that swag for stuff that they actually wanted; experiences, tech and sweet gear.
The key to the success was social content amplification, both locally to give us a large share of voice in Austin and nationally to make the localized event relevant to the larger millennial audience we were wanting to get in front of.
Wingstop and weed were mentioned together over 20,000 times on Twitter alone and April 20th was one of Wingstop’s top 10 sales days of the year. After Colorado went “full weed” and other states started following, we found a perfect opportunity to draft off of the cultural zeitgeist that was clearly relevant to our consumer.
We celebrated the holiday w/ our consumers by creating a 24 hour piece of content that took over social, the website and ran on Adult Swim and Vice channel for 15 minute blocks. All to mesmerize our somewhat lifted viewers to make an online order.
It worked :)
By 2016, it was clear that agencies and brands needed to re-think how they created branded content for social channels.
By integrating community management and a traditional creative team and allowed them to focus on our brand and their community, we were able to move quickly from community insight or cultural opportunity to execution of a creative idea.
The Flow Team later became a fully functioning content studio at Barkley and lead to some of our most impactful, award winning and most talked about work.
I love this one. It won Adweek’s media campaign of the year in the $5000 spend and less, which gave it more pop-marketing points. The $5000 we did spend was paid to the farmer for the soybeans we cut.
We found a autonomous tractor that mowed the entire thing like a printer, using GPS tech, we put this thing right under Southwest’s most popular flight path…and then we waited.
Your customer is smarter than you think and just like in stand-up, it’s probably not that funny if you have to explain the joke to them. Let someone else tell the story.
Partnerships! It’s not ever the easiest, because you just doubled the decision makers, but the combined equity of brand storytelling makes for some awesome combinations.
My favorite part is that this partnership ACTUALLY effected the UBER app. Whenever we were in a city, the user would actually see a big question mark as an option. Anyone cool enough to push that button, we knew would be a good match for the experience.
Millennial Influencers, hip cities and wrecked super cars…all in a days work.