150 years in the making… For more than a century, Bartlett’s Familiar Quotations has been an indispensable resource for scholarly and casual readers alike. Alongside the newly updated 18th edition, the POKE team was tasked with bringing this 150 year old publication squarely into the digital age.
My role… I joined the Skedj team in the weeks leading up to launch to help provide last-minute insight into the UX, creative direction, social media strategy, and investor potential for Skedj as a product/company.
The brief… We have a new Masters of Photographycampaign launching soon featuring the work of Annie Leibovitz. We need your help to drive the relevance of The Macallan to target consumers by transforming a static pop-up photo gallery (featuring the Masters of Photography work) to a branded, interactive tasting experience celebrating the idea of “Master your Moment” so those events:
Are amplified to those who cannot attend this Macallan event in a way that is linked to the on-site physical experience
Personalize and localize the “master your moment” message over social media channels
Drive understanding of link between Macallan and the masters of contemporary photography
Intuitively taps into a moment where pictures are becoming the language through which people connect
Help one of the most social brands on earth start acting social. ebay approached the POKE team requesting a proposal that would fulfill the following brief:
We believe an influencer program can be a critical lever to increase our share of voice in these key ebay categories: fashion, electronics, automotive parts & accessories. As this share of voice increases, we believe our social reach, engagement, and traffic will also increase. Design an influencer program that will test and prove/disprove our hypothesis.
We’ve loved ebay since the ‘90’s. Unfortunately, not much has changed since our romance began. But, being the ebay lovers that we are, we set forth to tackle the task.
We’ve reinvented the cookbook. I Wanna Nom is a recipe bookmarking and discovery engine that allows users to keep track of recipes they find anywhere online. Designed to foster community, the platform allows for easy sharing, ratings and comments, and bolsters discovery and learning through interaction with fellow foodies, home chefs, and armchair cooks around the world. Some people might use it to keep track of great food photos, others to create a personal recipe library, and still others may take full advantage of the community aspects of the experience to share tips, tricks, and ideas about individual recipes stored in the system.
FreshDirect is one of the pioneers of the shop online, delivered to your home (or business) grocery market. The marketing team at FreshDirect recently completed an in-depth study of their business markets and target audiences and is looking to capitalize on the newly acquired information through a marketing effort that will drive awareness, trial, and loyalty amongst the two primary audiences discovered by this study.
The POKE team was invited (as the “scare the pants off the client” wildcard) to pitch ideas to fulfill the FreshDirect brief:
Design a multi-year campaign idea that:
supports consumer awareness and conversation
drives engagement, trial, loyalty, and advocacy
efficiently attracts our targets in a relevant, memorable manner
demonstrates the best quality food in innovative ways
leverages a growing community in the social space
The following is the basic skeleton of our presentation. (Bear in mind as you view this document: the presentation of these ideas included an additional, hands-on component that was presented in-person based on the outline in the slides below.)
Redefining Science. The Weizmann Institute of Science in Rehovot, Israel, is one of the world’s leading scientific research organizations. For more than 60 years, the scientists at the Weizmann Institute have made breakthrough discoveries in pursuit of Science for the Benefit of Humanity. Their achievements – instant messaging, a “doctor in a cell,” self-tinting glass, and amniocentesis to name a few – impact the lives of people around the world on a daily basis.
Redefining Philanthropy. The American Committee for the Weizmann Institute of Science (ACWIS) exists to support the pursuit of Science for the Benefit of Humanity through philanthropic efforts that are as innovative as the research they help sustain. POKE and ACWIS teamed up to redefine the world of philanthropy for this major gifts organization. Our goal: to help ACWIS reach a new generation of supporters by making science bite-sized, emotional, digestible, and – most importantly – personal.
Introducing Tomorrow Lab. We believe that science is cool. We believe that people want to understand science. And, we believe that science can change lives. That’s why we’ve created Tomorrow Lab, a platform designed to provide an engaging exploration of Weizmann’s six pillars of study. These pages serve as a call to action, driving visitors to a revolutionary video recording tool that allows anyone to create their own dedication in support of Science for the Benefit of ________.
I Went to MoMA and… What began as an impromptu experiment to see what would happen if MoMA visitors were given an opportunity to share their experiences at the Museum – whatever those might be – has now been given new life. The amazing range of beautiful, clever, and heartfelt hand-written – and hand-drawn – responses that once graced the walls of the Museum lobby in pencil and paper have returned in an ever-growing stream of responses based on a collaboration between the MoMA and POKE New York.
Getting it onto the museum’s walls… Together we developed a new digital and social platform to make it easier for MoMA visitors to share their stories about their visit to the museum and discover others. To submit their cards, visitors input their card into one of two custom-built scanning stations (one in the Lobby and another in Cafe 2). At the push of a button, their card is scanned and returned seconds later and put into a queue where the card is projected onto MoMA’s walls alongside all of the other submissions.
Sharing your MoMA story Using the unique URL printed on their card, visitors can easily find their story on moma.org/iwent where they can also claim it, tag it, and then share it via Twitter, Facebook, or embed. Their card is also added to the virtual wall, which visitors can browse the entire collection of experiences or search for cards by keyword. Only time will tell which cards gain notoriety across the social web, but in the meantime, viewers can explore favorites from the MoMA staff in the featured section of the website.
Iterative Design Process Following the launch of the original I Went to MoMA and… installation (as seen above), the POKE team continued development of the project alongside the MoMA team in an effort to fine-tune the experience to better fit the needs of their staff and available resources. Visitors to the museum today will encounter the revised 2.0 edition of the installation including entirely rebuilt hardware to avoid jams and minimize time and attention required of the MoMA workforce.
The world needs water. But, does the world need another bottled water?
Water covers nearly seventy percent of the Earth’s surface. We drink it every day – from a tap, from a bottle, or as part of another beverage. We rely on it to keep us hydrated and healthy as we go about our daily lives. Water should be one of the most easily accessible substances for every person in the world. But it’s not.
How is it that something so prevalent remains unavailable to so many people? How can so many of us take for granted the easily accessible water to which we’ve grown accustomed? And why do so few of those people understand that giving back a little bit can yield unimaginable benefits around the world?
We believe that to find an answer to these questions, we need only look more closely at the problem. We believe that giving back to people around the world – and to the planet itself – can be as simple as asking one question: wai?
We have our water. We have our bottles. And now, it is through this question that we give greater meaning to both. It’s this question that represents our pledge to the world: For every bottle of wai? we sell, we’ll help provide clean, safe, drinkable water to someone in need.
Yes, indeed, the world does need another bottled water.
How do we fight to two giants in the world of sports & fitness? Reebok approached the POKE team to help them redefine their brand and digital presence in the face of almost insurmountable opposition from Nike and Adidas. Their brief:
Create the most highly innovative digital presence of any retail brand in the world.
Help people connect with us, our products and most importantly one another via any platform or screen.
What we heard. We interpreted this lofty request as:
We want a digital presence that fuels the lifestyles of Fitness Fanatics, Fitness Sometimes, and the Unengaged, however they’re looking to get fit.