bragbook 2010

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In your hands is volume 2 of the brand integration book, a sampling of recent integrated social advertising campaigns. Within these covers you’ll learn more about who we are, how brands have worked with us to promote their products and what we can do for you. Enjoy.

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Page 1: Bragbook 2010

In your hands is volume 2 of the ! brand integration book, a sampling of recent integrated social advertising campaigns. Within these covers you’ll learn more about who we are, how brands have worked with us to promote their products and what we can do for you. Enjoy.

Page 2: Bragbook 2010

DeviantART was created to entertain, inspire, and empower the artist in all of us. Founded in August 2000, ! is the world’s largest online community that connects around a love of art.

DeviantART is home to over 16 million registered members and features an extensive platform used to exhibit, promote, share and discover works and other members within a peer community. As the largest aggregator of creative talent on the Internet, ! is uniquely positioned to help brands like yours engage and interact in a meaningful way with a desirable and valuable audience.

Page 3: Bragbook 2010

LIGHTING A SPARK (GETTING STARTED)Intro

The Brand Experience

Our Massive Audience

Our Unique Offering

How We Target & Message

The Organic Distribution Effect

Ad Products

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SPREADING THE FIRE (OUR RESULTS)Intro

Mentos

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TABLE OF CONTENTS

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Our brand integrations reach a highly dedicated and creative community. Here’s how we take your brand, light a spark under it, and let the fire spread.

01 LIGHTING A SPARK

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World-class brands like Disney, Smart Car, Mountain Dew and Adidas have all discovered the unique level of engagement brands achieve working with the deviantart community. Whether it’s challenging users to create a movie poster or outright designing a car, organizing a community based game or even hosting a live event, we offer you unique, fully customized and highly integrated campaigns unavailable anywhere else.

BRAND EXPERIENCETHE

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SECTION 1: LIGHTING A SPARK

“We were inspired by the participation and the quality of artwork the community contributed.”

“The community truly embraced the artwork…users left comments…linked their profiles…and…showcased the submissions.”

“AMAZING beyond-the-banner placements…”

“Time spent with brand was incredible.”

“High engagement of the users.”

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OUR

To call the ! community active is an understatement. The content created by our members not only captivates fans within the ! network but from every corner of the globe totaling up to 2.2 billion (yes, with a b) impressions a month. You can take advantage of this massive reach through integrated advertising opportunities that are able to target and reach your desired segment of passionate trendsetters and tastemakers who are creating and influencing tomorrow’s style, fashion and culture.

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MASSIVEAUDIENCE

!"# $%&&%'(registered members

).) *%&&%'(pageviews per month

!+,# $%&&%'(uploads to date

!+,,,,,unique uploads per day

!,,,,,,average combined monthly social media mentions

!),,,,new users every day

SECTION 1: LIGHTING A SPARK

If you’re looking for targeted reach, we’ve got it. Working with the world’s largest creative community has its perks. Our members span the globe and create content that launches a thousand tweets and Facebook shares.

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OUR

DeviantART is unlike any other place on the Internet. Our thriving community gathers around a common interest in art and creativity. Photographers, painters, illustrators, filmmakers, designers and artists of every description call home, but the community also includes millions of art enthusiasts — the legions of fans and art lovers who flock to ! to appreciate rather than create. Our extensive platform enables members to socialize and collaborate with peers, build a fan base in-network, publish original art and news-related content and connect with social media platforms to further promote content of interest. We call this the Organic Distribution Effect, which you'll learn all about on page 15. Our 4,000 categories include both traditional and digital art covering a staggering array of styles, media, and culture: from fine art to manga and anime, street art to fashion photography; film and animation to poetry and literature, an incredible diversity and depth of creativity flourishes here unlike any place else.

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UNIQUEOFFERING

SECTION 1: LIGHTING A SPARK

HOW WE TARGET &MESSAGE

Being a 10-year old company (that’s 100 in internet years) with over 16 million registered members, we’ve learned a lot about their interests and what speaks to them best.

Our custom-built targeting and data-collection systems have amassed quite an index and we use them to help focus our efforts based on your preferred audience, matching you with the people you most want to hear your message.

We’re able to fine-tune our targeting through a variety of keywords, user-behavior, geographic and demographic information, based upon your specifications.

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Some might call it our secret sauce. We think of it as a natural by-product of spending 10 years building one of the world's deepest social networks. The Organic Distribution Effect is unique to ! and occurs when our engaging content intersects with our socially active membership and visitor base.

THE

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ORGANIC DISTRIBUTION EFFECT

SECTION 1: LIGHTING A SPARK

The Organic Distribution Effect kick-starts when an integrated brand launch is distributed to target audience segments within the ! community as well as through external social sharing platforms.

The visual appeal of the content combined with a highly active and dialed-in audience results in natural peer-generated promotion across multiple platforms.

Influencers then push the content further, to be discovered by a new ring of influencers, and then another. It's authentic rapid sharing of easily-consumable content.

The Organic Distribution E"ect. See where your campaigns can go.

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Page 9: Bragbook 2010

AD PRODUCTS

CrowdsourcingOne benefit of working with the world’s largest creative community is the amount of talent vying to create compelling content around your brand. Give members the opportunity to showcase their talents by submitting work based around your campaigns. Examples of branded content integrations are in the second half of this book. Example: “Skin a Smart Car” received over 2,500 submissions in three weeks, with the winner’s design being displayed at the 2010 LA and 2011 Detroit Auto Show. Featured ChatLive chats create a two-way dialogue with our actively engaged community. Established and respected photographers, filmmakers, architects, authors, game developers and more have interacted with our members to promote projects and initiatives.

PuzzleThe ! community loves a challenge. Our interactive puzzles are a popular way for members to interact with your brand. Designed around your assets and messaging, puzzles are an easy and fun and way to engage with and reward members.

Branded Community FeaturesExtend your campaign and give community members branded content they'll use on individual profile pages, providing added exposure to sub-sets of peer communities. Example: Journal Skins are typically reserved for Premium Members but brands can provide a campaign-specific skin available to the entire community. We'll work with you to create a custom skin that compliments your campaign and encourages downloads.

Category SponsorshipLooking to target a specific segment of the deviantart community? Try an integrated category takeover, exclusively branded with your message and call to action. Categories include: traditional art, photography, 3D graphics, comics, and film to name a few.

AppsGive members a branded application they can embed on their ! and other social networking profiles that can be used to stream collections of artwork. Use the application in conjunction with a crowdsourced campaign for a feed featuring artwork around your brand.

Embassy/GroupsOur Groups platform is where members go to bond with others around a common interest or passion. Create a branded Group, or "Embassy", around your brand or campaign and give members a dedicated place to interact and engage in activities you dictate, include: two-way dialogue, art contests, polls, podcasts, videos.

EventsGive a campaign an extra boost by tying user-generated-content initiatives into an offline event for further distribution and awareness.

Display AdvertisingTraditional IAB units for standard flights or to accompany deeper brand integrations.

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DeviantART’s inspirational content and active community attracts a wide-reaching and highly engaged audience. We serve over 1.7 billion ads a month to members and visitors from around the globe. Here are some of our most popular ad product options for brands.

SECTION 1: LIGHTING A SPARK

OUR

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02 SPREADING THE FIRE

We are second to none in terms of passion, drive, and of course scale. See what happens when we focus our users on a brand and fuel their flames.

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20 21News Article

Contest DescriptionEveryone knows Fresh Goes Better with Mentos, but did you know that since 1991 they’ve also made countless situations better? That’s right, the simple act of popping a single Mentos mint into your mouth, helps enhance and improve circumstances and events of all kinds. The equation is simple. Bland, boring, and average quickly become flavorful, exciting, and amazing once Mentos enters the mix. Help make your day great with Mentos!

In our Mentos “Fresh Goes Better” Contest, we challenge you to show us how Mentos helps make situations better. Imagine a “before” situation where you arrive at the bus stop right as the bus is pulling away. Add in a little Mentos magic and voila: hop on your skateboard, leash up your dog, take the shortcut, and arrive before the bus even pulls in!

MENTOSTHE FRESH GOES BETTER CONTEST

SECTION 2: SPREADING THE FIRE

MENTOS

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Comments from the Judge: “The creativity of the whole concept of this piece was incredible. I loved how the artist incorporated the product by using the Mentos geyser as a way to make Pigs Fly. The artistic skill was amazing - the detail and use of light was impressive. And, of course, the guinea pig is awesome.”

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Artwork by *Jackaloftrades

SECTION 2: SPREADING THE FIRE # MENTOS

1stTOP HOG

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Comments from the Judge: “I really liked how the artist made a comic strip in the same vein as the old ‘Freshmaker’ TV commercials. It really encompassed the Mentos brand well. Artistically, it is beautiful - I love how her hair hangs down into the frame below. Awesome touch.”

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2ndHOT SUMMER DAYS

Artwork by ~RyanWC

SECTION 2: SPREADING THE FIRE # MENTOS

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Comments from the Judge: “I loved this concept overall. All airplanes are delayed, but the character uses the Mentos geyser to fly him to his destination. Awesome use of the Mentos brand. I loved overall look of the piece - especially the character. I feel like I ‘get’ him.”

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3rdAIRPLANE YEAH

Artwork by ~FlashofMauve

SECTION 2: SPREADING THE FIRE # MENTOS

Page 15: Bragbook 2010

LET’S DO LAUNCHThink of all the amazing things we can do together. Shoot us an email, and let’s launch something special. Contact: Heather Wetzler

hwetzler@!.com

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