Brand Hacking at the Digiday Mobile Innovation Camp
Digiday’s Mobile Innovation Camp took place last week in Bonita Springs, FL, gathering rising talent in the mobile space from digital and social agencies like Digitas, CP+G, Draftfcb, The Media Kitchen, Razorfish and others.
Participants met and networked with colleagues from other agencies and six industry veterans who served as team mentors. Teams took on a number of challenges – Camp Olympics and a tower-building competition among them – the biggest of which was the brand hackathon: creating a pitch deck from scratch in response to a client brief. Teams were mentored by Vert Mobile’s Kevin Planovsky, Saatchi & Saatchi’s Kayla Green, R/GA’s David Womack, MRY’s David Berkowitz, Momentum Worldwide’s Jennifer Winberg, and Roundarch Isobar’s Mike DiGiovanni.
Three hypothetical briefs were distributed, with two teams competing against one another for each. Brief A was from a spirits brand that wanted a mobile experience that would help extend brand loyalty following college graduation and into adulthood. The blue team, led by Vert Mobile co-founder Kevin Planovsky, competed against the orange team, mentored by Saatchi & Saatchi’s digital strategy director Kayla Green. The blue team won the brief, designing an app that collects photos and video from a night out with your friends and compiles it into a shareable recap.
The green and red teams, led by MRY CMO David Berkowitz and R/GA creative director David Womack respectively, competed against each other on Brief B, a hypothetical Olympics 2014 sponsorship by Samsung. The challenge was to create a mobile experience that would engage users with the Games earlier by creating social connections with athletes. The red team, with rising stars from agencies like Pereira O’Dell, Roundarch Isobar, and Mediacom, took home the trophy with their “Everyday Olympian” app that builds a community of users and athletes competing in social-based tasks and tracking their side-by-side progress.
Finally, purple and yellow competed against one another on the automotive brief – a car company looking to engage the dwindling car-buying millennial demographic with a proprietary, customized in-car mobile and digital experience. Jennifer Winberg of Momentum Worldwide led the winning purple team, who created a customizable Dash experience with an impressive suite of detailed features. It was a close competition with the yellow team’s socially immersive test-drive platform, led by mentor Mike DiGiovanni, emerging tech lead for Roundarch Isobar.
The 2021 Worklife Awards Shortlist
The Worklife Awards are honoring the top employers across media and marketing, fashion, beauty and retail. See this year's nominees.
Yieldmo, Quotient and InMobi join this year’s Digiday Technology Awards nominees
The 2021 Digiday Technology Awards are recognizing the tech companies driving the digital media industry forward. See this year's nominees.
In The Know, The New York Times and Harvard Business Review are Digiday Media Awards winners in 2021
The 2021 Digiday Media Awards honors the companies, technologies and campaigns that have stood out throughout the media over the past year.
SponsoredHow advertisers are navigating advanced TV and premium video convergence
Nicole Schumacher, vice president of product marketing, Xandr Advertisers have a number of priorities and considerations as premium video content for viewers evolves. Media types are converging as audience behaviors diverge, adding nuance and complexity to each phase of campaign workflows. It’s the age of innovation for all types of video advertising, including convergence — […]
Complex Networks, Harvard Business Review and In The Know are 2021 Digiday Media Awards nominees
Community, changemakers, collaboration and inclusivity emerged as thematic highlights in this year’s Digiday Media Awards shortlist.
AMC Networks, Barkley and GoDaddy are Digiday Content Marketing Awards winners
This year’s winners were able to deftly pivot and craft programs with messaging and themes that were sensitive to the times.