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Additional info for Adweek (9 May 2016)
Whether it’s riding along during a virtual Nascar race, batting from behind home plate in a major league stadium, or even experiencing the terror of a tornado, Raciti says brands interested in VR should begin understanding the format long before it becomes ubiquitous. “We tell our clients, ‘Don’t wait for VR to become a thing that has millions and millions of people,’” Raciti explains. ” Last fall, Gatorade hired Zero Code to create computer-generated imagery and a 360-degree video for a sponsored experience that enabled baseball fans to feel what it’s like to step into the shoes of Washington Nationals star Bryce Harper.
That adaptable thinking is a big part of Corcoran’s success, explains John Moore, global president at MullenLowe Mediahub. “Sean will always look for a way to put a square peg in a round hole. ” Corcoran and his team created a promotional campaign for the premiere of Season 2 of Unbreakable Kimmy Schmidt for Netﬂix that included a custom video for Wi-Fi users at the Austin, Texas, airport during SXSW, activations at Coachella with PopSugar and a custom YouTube program. Corcoran also developed content partnerships and beauty inﬂuencer programs for Ulta Beauty and an integration with Bose and Spotify at SXSW.
But before 2015 came to an end, Kiernan led that same account right back to J3, even though it wasn’t even up for review. “Our experience—not just having lost the buying, but working without the buying as an integral part of our integrated offering—felt clunky,” explains Kiernan of those bad old days, noting that J3 made the case to J&J that having a two-agency model in such a fast-paced market wasn’t the ideal setup for the brand. ” It feels right to the client now, says Alison Lewis, J&J’s global CMO.
Adweek (9 May 2016)