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June 29, 2008No Comments

ON: Dibs, A Conversation-Worthy Snack

"Appeal to teens and drive up household penetration." When we visited Dibs (Dreyers Ice Cream) in Oakland, CA last fall that was the goal. The snacking teens was the target. 

http://blip.tv/scripts/flash/showplayer.swf?enablejs=true&file=http%3A%2F%2Fbluefusion%2Eblip%2Etv%2Frss%2Fflash%2F%3Freferrer%3Dbluefusion%2Eblip%2Etv&showplayerpath=http%3A%2F%2Fblip%2Etv%2Fscripts%2Fflash%2Fshowplayer%2Eswf

Teens are not the easiest group to go after.  They need inspiration - and for adult marketers that usually takes some perspiration.  How do we do that and inspire long-term brand conversation in the snacking category?  Hmmmm.  "What do teens desire most?  What will get them to do almost anything???"  (All of the sudden I had a wicked image appear in my head. Remember the scene from FAME?  "Take off our shirt Coco") 

How does Doing Dibs Instead, talk to teens?  After a Flora Dora sitting at Five Ninth and a few notes on the back of a cocktail napkin the light bulb went off.  Aha! The idea could only take flight with a partner who could help us reach teens on every imaginable medium.

I called my buddies at MTV's Generator and we jumped in to action together.   Then and only then could we make people who Do Dibs Instead Famous. Thus the birth of the Dibs Film Festival.   

The Dibs brand could facilitate teens fame by holding a "Do Dibs Instead" Film Festival.   The festival could inspire earned media with a chance at something they desire most - it had to be something more than 15 MB of fame on YouTube.  We would allow their proclamations of brand love to be the next Dibs spot on MTV.

A full month after the launch at the MTV Movie Awards, the banner ads were live, the TV spots began driving awareness and the consumer generated videos in widgets were a blazing across the internet. Teens seem to be doing exactly what we hoped the campaign would do which was inspire Do Dibs Instead videos, organic content has began popping up and kids are buying packs of Dibs to appear in their home videos. We have done exactly what we set out to do. 

http://www.dibsfilmfest.com/myspace/widget.swf

We have inspired young consumers to begin a digital conversation about doing / choosing our bite sized snacks attempting to driving volume at retail. I had to buy 14 packs of dibs for my kids to complete their production!  (just do a search for Dibs Film Fest and see the content numbers grow) How many will you buy this summer to make your teen famous?  Show us how you Do Dibs Instead at http://www.dibsfilmfest.com

Behind Dibs Film Fest - The Big Idea

While the idea was simple - this was not an easy production. As many of you know I gave birth to this idea at TracyLocke then in between gigs (my move to Wunderman) I spearheaded the digital, along with the writing stylings of Snack's Jennifer Leuzzi, which serves as the conversation hub that the broadcast and out of home creative continues to feed into.

There were many production and technical partners involved.  Some of those partners were great... and others not so great.  When I look back at the the temporal design specifications what I see is a Behind The Music style list of functionality created to engage the consumer.  When I revisited it, the document tells an in depth story and shows which partners were miscast and which did not know how to follow Web 2.0 production standards. 

Judge for yourselves and visit http://www.dibsfilmfest.com

ON: Dibs, A Conversation-Worthy Snack via @jpenabickley

May 11, 20082 Comments

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

May 11, 20081 Comment

ON: The Role of Television

While I was born into the marketing arena as a digital practitioner during the 1.0 boom – I do not subscribe to the death of the :30 second spot theories. TV will not die. It will continue to evolve and converge with the Internet.

Now I know many of my fellow social media mavens do subscribe to the death of the :30 spot theory.  I simply do not.  Having had my first career as a journalist in broadcast for ABC news I understand the power that a mass vehicle.  Whether I was reporting from the courthouse steps or delivering a dog of the week report I knew though this mass vehicle I could get people to take action.  I understand that almost 100% if the consuming audience uses it as a place for entertainment, news and learning.  TV is not going away – but it has definitely changed.

Change will not happen in silos.  The best companies have combined creative and media in one place.  Big media planning and buying companies have yet to deliver new formats for us to test and measure against. 
When you combine the idea people with the media people what you get is a way to amplify  and engage the consumer.  Most recently I have begun working much closer with media outfits to change the formats that we deliver our conversation starters.

For instance, my most recent award winning work with Hershey’s, Kimberly-Clark, the Nestle’s / Dreyers Ice Cream brand Dibs has proven to be the right combination of creative and media.  The use of live promotions, content pods and lower third tickers during content time combined with the power of widgets, internet videos and websites have begun to deliver more engaging consumer conversation starters.
It is proving to be an area that more and more marketers are turning to.

This could not have happened without close partnerships with media properties like ABC / Disney and Viacom / MTVN.  My expereince with planning an buying companies has been that they have become the middle man. 

As we look into 2009 consider this equation.
TV + Internet + Mobile = the creation of long lasting conversations that drive volume.

ON: The Role of Television via @jpenabickley

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