A DIFFERENT TYPE OF AGENCY

As a collective, The Factory Interactive is fueled by a passion for developing enduring messages conceived through a marriage of design and technology. At the core, we are explorers of possibility and architects of memory. We create rich immersive experiences that increase message retention and reward the audience. Our mission: give personality to products, resulting in a stronger, more effective brand.

_{September 17, 2009}
Anheuser-Busch- Getting it in the Can _{By jason}

It looks like more traditional shops are getting into the viral video game. I came across this online online ad from DDB this morning. The spot with it’s thinly veiled innuendo of anal sex will surely be a hit with the YouTube, college crowd and make it’s way into your inbox soon (sorry..that pun was just way to easy).

However with 80% of the US beer drinking population dominated by males…is this really the best association for the beer? Shouting out “Hey bud, give me one in the can” is sure to turn more than a few heads in a crowded bar.

Filed under: Agency News,Marketing,Media News — Tags: advertising, agency, Anheuser-Busch, social media, viral campaign — @ 11:08 am

_{March 4, 2009}
The Factory Interactive takes home the gold at the 2009 ADDY Awards for Germville Campaign _{By jason}

Germville, “A Sick Place To Live,” was developed as a fictitious town in which a series of colorful characters live, created as a fun and alternative way to inform and educate the audience on the dangers and effects of bacteria and today’s most advanced and progressive methodologies to fight the “unseen.” Designed as an interactive “Edutainment” (Education & Entertainment) experience where visitors can get to know the locals, the agency’s creative brief was to raise awareness about the different kinds of harmful bacteria that nest in every office, leading to information on Coverall’s exclusive Health-Based Cleaning System as a way to effectively combat germs.

“Coverall looked to us (TFI) to develop an interactive, dynamic, engaging and user experience that  differentiated them from their competition.  Germville.com helped Coverall Cleaning Concepts creatively overcome the stigmas that come with being a commercial cleaning company”  said Jason Inasi, CEO and Creative Director at The Factory Interactive.

“The micro-site was supported by a multi-touch direct mail campaign that directed the users to the website to experience Germville for themselves.   The “Coverall House” and “Germville Drive-in” creatively informs the viewer about Coverall’s unique and “out of the box” cleaning methods and explains the benefits of Health Based cleaning through edu-tainment . The response rate from the direct mail piece was over 12% far exceeding the average response rate of 2.61%.*

* Direct Marketing Association

Filed under: Agency News — Tags: Addy Awards, Agency News, awards, Design, Direct Mail, viral campaign — @ 11:54 am

_{December 11, 2008}
The anatomy of viral media _{By Steve}

So what does that mean for the savvy marketer? Well…in case you’ve been unconscious for the last eight years, this whole guerrilla marketing technique called Viral Marketing has enabled everyone from entrepreneurs to multi-national corporations to spread social phenomenon faster than you can sneeze in your chicken noodle soup.

Although viral media comes in all shapes and forms, it’s actually harder than you might think to catalyze a campaign. Essentially it comes down to three rules:

How to create a viral marketing campaign

1. Analyze successful viral marketing campaigns

3. Always Look for opportunity
Odds are you’ll encounter something, somewhere, which literally makes you laugh to the point it hurts. Odds are if you’re laughing that hard, there will be thousands of other people around the world with the exact same sense of humor. A viral marketing campaign’s success depends on the inherent nature of the material…bottom line: content which makes people react positively or reminds them of something they know all to well is more likely to evoke a viral reaction than content which is standard and run of the mill.

Filed under: SEO — Tags: social media phenomenon, viral campaign, viral marketing strategies, viral marketing techniques — @ 4:20 pm

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