experiential concepts
PROBLEM: In 2017, nearly 9,000 wildfires tore through the state of California making it the worst wildfire season in history. 1.2 million acres of land and millions of trees were destroyed.
INSIGHT: Everyone deserves to experience the beauty of fall.
IDEA: Using Michigan’s own autumn leaves, we’ll help replant trees in the fire-ravaged areas working with a team of arborists, scientist, engineers and students.
Case Study Video
PROBLEM: Michigan isn’t thought of as a top living destination for white-collar college graduates.
INSIGHT: With four season, major cities, affordable standard of living and top tier global companies, Michigan has a lot to offer recent graduates
IDEA: Unexpected ideas, experiences and opportunities live in Michigan
Social
THE STEAM SHOP:
A college campus experience unlike any other, the STEAM SHOP is a pop-up coffee bar that serves cups of free joe to students during finals. But that’s just the beginning.
THE EXPERIENCE
Inside the STEAM SHOP, there will be large LED screens. These screens provide an immersive experience of unexpected Michigan scenes. One minute you’re in the middle of a Slow Roll. The next, you’re at an ArtPrize installation.A kiosk, tablets and other materials further communicate unexpected Michigan and offer more information on careers and companies.
CONTENT THAT GENERATES CONTENT
We’ll capture footage from the STEAM SHOP and use it on social channels to promote unexpected Michigan and to generate social dialog.
SOLVE FOR PIE:
In its simplest terms, Pi is the ratio of a circle’s circumference to its diameter. As our target knows, from there it can get a little complex. So, with this idea, we’ll partner with a Michigan-based pizza chain, create a series of “Solve for Pi” puzzles and challenge these students to unlock the clues. If they’re successful, they get a free Pizza Pie. We’ll take our Pizza Pi street teams to high school and college cafeteria’s and put students to the test to prove a career in STEAM could be pretty appetizing.
Pop-Up Pizza Parties
Socially Promoted
Michigan Owned Pizza Co-op
University Outreach (adaptable to any age)
GO FROM HERE:
Travel to college campuses with street teams and hand out business cards that will allow the user to upload or access an Augmented Reality (AR) app. Once the app is activated, the user will be able to follow a path that leads them to a one of a kind “Michigan Experience.”
Michigan musician or band playing a private show
All Michigan cocktails and drinks
Images and videos of Michigan at event
Spread awareness of culture and opportunities
Speakers or high level executive from MI. talks/questionnaires
PROBLEM: With constant entertainment and art building up in and around Campus Martius, MGM wanted to refresh their old wall scape image into something that would get the community involved and add some energy to their brand.
IDEA: Combine stunning graphic visuals with new innovative technology to get the community involved and excited about MGM Detroit. Take advantage of MGM’s unique location near the park to drive foot traffic and keep people engaged with the wall scape.
“the SHOWCASE Map”
Detroit’s Campus Martius is the heart of the city. With annual events, changing attractions, a central location and accessibility, it’s easy to see why. But true Detroiters know, there’s always more than one “show” going on in the city and MGM doesn’t want you to miss a single one.
Using the wall space in Campus Martius, MGM will work with an illustrator to create a new MGM Grand Detroit-branded mural that showcases a map of downtown Detroit.
Using Augmented Reality (AR), users will be able to use their phones and bring the map to life with some simple animations of key sights that are interactive. So, someone can check the score of the Tigers game, learn about the Joe Louis fist and see whose playing at MGM Detroit’s Event Center all at the same time.
Through optimization and targeting, MGM Detroit can make specific offers to its viewers through the app. “Getting late in the evening, maybe just stay the night at the MGM Hotel with a $25 off coupon. Or early afternoon, take $20 off your dinner at Wolfgang Puck Steak.”
“LET’S PLAY A GAME”
Today, just about everything is interactive. So, if you put a giant slot machine in the middle of Campus Martius, people are going to want to give it a spin. And, with augmented reality (AR), they can.
The visual of the slot machine on the wall would be static, unless you were to view the wallscape using AR. Once the user is looking at the slot machine through their phone or tablet (and are age certified), they will have the option to interact with the machine.
Click to spin the machine for your chance to win an exclusive MGM offer or coupon. Plus, if you’re an M Life Rewards member, prizes can be tiered based on your status.
The slot machine symbols will be Detroit-based icons, such as a Coney Dog, the Joe Louis Fist or the Spirit of Detroit. During special occasions or events, bigger prizes could be awarded on the spot with video crews capturing the content to share socially.
“MASTER OF CEREMONIES”
Campus Martius is the heart of Detroit for locals and tourists alike. And, while there’s always a lot going on at the park itself, some people might not know that, less than a mile away, there’s also a lot going on at MGM Grand Detroit. The new MGM Grand Detroit wall scape can help change that.
When seen as a static image, the wallscape will be a dimensional art piece with the lion watching pridefully over the action in the park. When using AR however, the lion becomes an animated master of ceremonies on a user’s phone.
Once the experience is opened, the lion will welcome users to the show. Then, the larger-than-life lion will leap off the building and roam through Campus Martius, ducking around buildings and climbing onto others in dramatic fashion.
Finally, the lion will leave the park, head for the MGM Grand Detroit property and encourage users to follow him by leaving AR paw prints on the sidewalk that mark the short 0.7-mile route.
A couple of quick sketches of ideas ideated for the Big Salad brand. The concepts are simple yet dynamic ways to demonstrate the fact that the Big Salad really does make BIG salads.
