TwitteRFP

04.27.09

and everyone was invited.

22squared organized a LIVE streaming brainstorm to discuss the issues...

TwitteRFP

April 23rd

How it started...

April 24th

Our Friend Our Response

The idea: A LIVE social brainstorm.

April 24th

@jkretch (client) liked it...

We weren’t the only agency interested...

April 24th April 25th

April 27th

LIVEAt 1pm EST on Monday, the Brainstorm went

200

viewers

We fielded questions from Chat and Twitter

Listed as a top show on USTREAM

hundreds of chats

We got overwhelming participation and response

17 pages of tweets

We got overwhelming participation and response

The Client

StrategicIssues Discussed

BRAND THREAD

A strong source of current content...

But no easily discernible

to bring it together.

David was nothing without Goliath...

who’s the enemy?

The

Sensationalismof Big Media

Fear and lack of initiative

The comfort of voyeurismThe fear of expression

Not contributing

FAKE REALITY

Reality couldn’t be less real

What does Current stand for?Enough about the against,

Current TV set out to democratize TV

IN 2005

But they’re not getting credit for it...

While Current TV’s coverage of the 2008 elections was more participatory and inclusive, CNN got the credit for involving people in the elections.

CulturalJournalism

CitizenJournalism

vs.

?

Lower the bar to increase

participation

We lost participants and viewers.

And, when we...

huh?

Do viewers really care if the content is viewer generated, as long as it’s good?

Question:

Maybe, maybe not, but it’s certainly a big part of the Current TV di!erence.

So, where does

go now?

The Current experience is confusing and benefit of participation isn’t clear...

Insight:

How do I participate?When should I participate?

Where do I fit?

Should we lose participation all together and focus on really good content for a specific group of people??Bigger Question:

BUT...risk being one of many Cable TV stations that already do just that?

One thing is clear, living in the murky middle is no good:

Unclear about valueAbout who we areAbout why we matter

Go broader? Go more niche?

Or go niche to go broad?

IDEA: Be the Culture Source

Early Majority Early AdoptersInnovators Late Majority Laggards

Other TV Networks

Current TVCulture Source

for those not afraid of expressing themselves and there opinions

for those not afraid to get a new perspective

but, does it clearly tie all of our disparate programming together?

IDEA: The source for the fearless

Reality has been bastardizedAuthenticity has been lost

Insight:

Can Current TV be the most authentic source of reality?

Does that give our VC2 clarity of purpose and benefit?

IDEA: The REAL reality

Or is “reality” already too far gone to be redefined?

Or is it Authentic/Transparent TV?

Or is it Authentic/Transparent TV?A Cultural Wake Up Call

A call to stop polluting your mindsTo question what’s behind the curtain

To appreciate transparency

Whatever Current does, it has the potential to make humanity better.

And we think our industry, including 22squared, is excited to see what’s next.

About 22squared22squared, one of the largest independent, privately-owned advertising agencies (we use the term loosely) in the U.S. We provide strategic and creative advertising services across multiple business verticals. O!ering an empirical approach to building brand advocacy called the Friendship Model, we specialize in communications that drive business growth by building strong relationships with customers. The number 22squared represents the exponential power of brand advocacy as well as the average number of friends a person makes throughout his or her life. 22squared is located in Atlanta, GA and Tampa, FL. For more information, visit 22squared.com.

Created by : Brandon Murphy | brandon.murphy@22squared.comGri"n Farley | gri"n.farley@22squared.com