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Mastering Mobile Marketing and Media

Video Summary

Bonin Bough is one of the foremost-awarded marketing executives on the planet and author of TXT Me (646) 759-1837. Throughout his illustrious career as one of the youngest C-suite executives in a Fortune 50 company, Bonin has spearheaded some of the industry’s largest global marketing campaigns across digital, mobile, television, print, and experiential, including the premier of the first ever 3D printed food product, the customizable, real-time 3D printed Oreo at SXSW. As the Chief Media & eCommerce Officer at Mondelēz International (formerly Kraft Foods), he created some of the first marketing programs across Facebook, Twitter, YouTube, Paramount Films, ABC, NBC, Fox, to name a few, and took precedence in fostering partnerships with startups including Instagram, Foursquare, and BuzzFeed. Prior to Mondelēz International, Bonin led digital marketing globally for PepsiCo, Weber Shandwick and Ruder Finn Interactive. He is seen as one of the top mobile marketers in the world, having been named “Mobile Marketer of the Year” by the MMA. In 2013, he was inducted into the American Advertising Federation’s Advertising Hall of Achievement and has been listed in Fortune Magazine’s “40 under 40”, Fast Company’s “100 Most Creative People in Business”, The Adweek 50 and PRWeek Power List. Bonin’s prominence as a transformative activator has helped reinvigorate traditional marketing by combining innovative tech via breakthrough brand campaigns including Oreo, Honey Maid, Pepsi, Gatorade, and countless other billion dollar brands.


Bonin Bough is one of the foremost-awarded marketing executives in his field, the host of The Cleveland Hustles, and the author of Txt Me (646) 759-1837. Throughout his illustrious career as one of the youngest C-suite executives in a Fortune 50 company, Bough has spear-headed some of the industry’s largest global marketing campaigns across digital, mobile, television, print, and experiential, including the premier of the first ever 3D printed food product, the customizable, real-time 3D printed Oreo at South by Southwest.

Having served as the Chief Media & eCommerce Officer at Mondelēz International (formerly Kraft Foods) for the last four years, Bough has created some of the first marketing programs across Facebook, Twitter, YouTube, Paramount Films, ABC, NBC, Fox, to name a few, and takes precedence in fostering partnerships with startups including Instagram, Foursquare, and Buzzfeed. Before working at Mondelēz International, Bough led digital marketing globally for PepsiCo. Bough is seen as one of the top mobile marketers in the world, having been named “Mobile Marketer of the Year” by the MMA.

His prominence as a transformative activator has helped reinvigorate traditional marketing by combining innovative tech via breakthrough brand campaigns including Oreo, Honey Maid, Pepsi, Gatorade, and countless other billion dollar brands.

Specialties: Over ten years of experience in the space, ranging from digital marketing, strategic planning and project execution to leading and building global digital marketing practices within agencies and on the client side. With a focus on creating industry-leading practices like Gatorade Mission Control, the industry's first model for real-time marketing, and PepsiCo10, a global digital innovation platform.

What you will learn?

  • Reinventing content for the new generation
  • Understanding the Mobile Generation
  • How mobility affects every aspect of life


What’s up, Boston? How are you? Are we good? Okay, very excited to be here. I do need a clicker. Last minute I showed somebody something that I was working on most recently, so they asked me if I could include it in the presentation. So, truth be told there might be some slight adjustments at the end as I kind of play through because I do want to show this to you because I do think that it’s interesting where content is really going, and I’ll talk a little bit about that.

[00:00:31] What I want to talk today about is how economy which is this idea of in a world that’s constantly changing where the consumer is moving faster than most organizations can even think, oddly they are the same thing. They are the consumer it’s weird, but how do you begin to break the processes, the thought processes, the approaches that you have inside your organization, or as a Content marketer yourself and reinvent for a new generation.

[00:00:57] And so the very first thing I have to say I did write a book. It’s called Txt Me 646 759 1837. That is my phone number. Feel free to write it down. Text me if you need anything. To give you some background on me and then I’ll talk a little bit about the book. I also need you to buy it because I am that’s how I make money.

[00:01:15] So, no about eight months ago, I was Chief Media and E-commerce Officer for a company called Mondelez International. Mondelez is the largest snack food company in the world. They own brands like Oreos, Wheat Thins, Triscuit, Tride and Stride, Cadbury, you name it. My job was to run two billion dollars of media buying across the globe. Top 10, I think we were number seventh largest media buyer in the world as well as I was building our billion-dollar e-comm business. But more than anything what my job was, was to rethink. How do we bring content to consumers in ways that are massively compelling across new and emerging channels and make sure that the all of those pieces connect to drive to some type of action?

[00:01:54] Buy a cookie, sign up, buy online, something like that in a very compelling way and I’ll talk a little bit about how we did that. Previous to that, I ran digital globally for PepsiCo. So, I worked across everything from Gatorade to Pepsi to Tropicana, so on and so forth. Before that, I spent a decade on the agency side.

[00:02:10] I have written a book. It’s called Txt Me and the purpose of the book was to be the Freakonomics of The Mobile Generation and I looked at the untalked about, undiscussed impact that mobiles had on every single aspect of life from dating to parenting to religion. And I asked a 120 people from Pharrell to Dick Costello to Peter Guber, owner of the Dodging Warriors, everybody in between. And what I realized was I didn’t talk to enough people.

[00:02:33] What’s interesting is originally the book was called Digilance. And I went with the publisher because they said they wanted to reinvent publishing and when I was sitting in a café I realized that we hadn’t talked to enough people. How could we talk to more? We came up with this idea of putting my phone number on the cover and calling it Txt Me.

[00:02:46] I thought this was so Innovative. I ran to my publisher, I said look, I figured out how we’re going to reinvent publishing. They said get out of our office. We lied to you. We don’t want to reinvent publishing. We just want you to write a book. Call it Digilance. Shut up, put a QR code on it. They were like put QR codes on it. I was like, okay. What’s the QR code?

[00:03:06] In Asia though that would work anyway, so oddly I wrote the book actually in Asia. I spent 90 days living in Asia and in India after that. So, I bought the rights back to the book and I published a book and it was the best thing that I’ve ever done in my life because it allowed me to launch the piece of content that I am the most proud of. Also, more importantly the piece of content that people have engaged with me on the most personal level than I’ve ever seen and I’ll talk a little bit about some of those stories.

[00:03:32] But let’s begin the journey. So, if you are a marketer in the 1950s and I came into your office and said look, I want you to use this thing called television. It’s going to be amazing. You go Bonnet walk your ass out of my office right now because the thing called radio works really well for me. I don’t need your stinking television. But what happened with three bowl brands, they realize that consumer consumption of TV begin to outpace investment, and they decide to jump in early. P&G, Unilever and Kraft and as a result, they build competitive advantage that lasted them for the next 60 years.

[00:04:02] I would argue we’re facing the exact same thing today. Except this mobility, 23% of content is consumed on a mobile device but still less than 1% of spending, which means out the world looks something like this. There’s a board room someplace where somebody at the front says, I think we need a mobile strategy and them somebody finally looked up from their phone very distracted and says, I’m sorry, but did you say something? But it’s not just businesses, it’s society at large. We’ve become the most distracted society in human history. The amazing thing about humans is they’ll never admit that they’re distracted. They’ll say no, no, keep talking to me while I’m texting because I’m doing something, I call multitasking.

[00:04:41] You see you’ve got to understand I’m a multitasker. But in reality what they are is liars. There’s a study done by the American Psychiatric Association, they took two groups. There’s asked one to use mobile phone to multitask and asked the second group to smoke marijuana. There was a 10-point drop in those that use mobile phones to multitask and 10-point drop in IQ, which was twice as much as those that smoke marijuana.

[00:05:03] So you take anything away from here today, ladies and gentlemen, it’s that you’re better off being a pothead than pretending that you can multitask.  But no matter how I tell these glaring facts to senior leaders, they always ask me yeah Bonin but we don’t get it. Is mobile really at scale? I said oh, okay, It’s a good question. So, I did a little research, turns out there are 7 billion people on Earth, 5.1 billion on a cell phone, but only 4.2 on a toothbrush. Two things here, definitely there are a billion people didn’t get the message on the importance of hygiene.  but it also means that if we believe toothbrush are at scale, mobile phones are.

[00:05:40] I’ve actually updated this sense for a more millennial generation. They’re getting a little better 96% on a cellphone, 93% on the toothbrush, but only 90% use deodorant. That means 10% of these Millennials smell, you probably have some of them next to you right now.

[00:05:56] I love this, it says honk if you love Jesus text while driving if you want to meet Him. Even our religious institutions understand the importance of mobility, but yet many organizations and marketers fail to realize is. How many people in here have ever felt their phone vibrating but when they reach in their pocket to grab it out, they realized it wasn’t, raise your hand? It’s a whole goddamn audience everybody put your hands up.

[00:06:17] It’s not just you. It’s a disease. It’s called Phantom Vibration Syndrome and they say that people who are seriously ill with it, have a tactile hallucination. That’s very similar to meth addicts. Other studies show that using your mobile phone and social media is as addictive as cocaine. So, somebody in a dark alley going, oh my God just send me, I need a hundred forty characters. Just send me an emoji is every one of these goddamn bitmojis. My 89-year old dad that’s what he sends to me, bitmojis. I’m like you’re 89, you don’t deserve to have a bitmoji.  Call me. He’s like no, I don’t like talking to you.

[00:06:49] Here’s another bitmoji. He’s like, yeah nailed it. I’m like, okay, Dad, thanks. What’s interesting is that at South by Southwest last year, not this year, last year, I launched the book as a pre-test to test the technology. Interestingly, I found there’s not a lot of technology in the messaging space. Hence, the reason why I launched an investment fund to invest in we can talk about that later, but we asked the simple question, which was what’s the last thing you look at before you go to sleep, your partner or your cell phone?  70% of people, you know exactly what they said, one of them was so pissed he said, Oh Bonin, I hate you, now I make it make it a point to look at my partner before I go to bed instead of my cell phone. I said, you’re welcome and I charge for dating advice. Just text back Yes, and I’ll auto-bill.

[00:07:42] Put your thumb on that little thing, don’t worry about it. Apple pay. What’s interesting is that as we are strung out on these devices, we’re not thinking about the societal impact that they’re actually having on every single aspect of our life. And that’s why I went in to explore, to understand what that real impact was and even more what it meant to communicate with people at scale and I would argue that marketers are going to have to enter into these personal spaces that are now considered very personal to consumers and learn how to have real dialogues in those phases because that’s where attention is going.

[00:08:16] Five billion people use messaging today. What’s interesting is Facebook will tell you that one in every five minutes is spent in the Facebook news feed and they’re right. The problem is the other four to five minutes are spent in messaging. The people who you care about most, the relationships that you care about most. I’ve moved my entire life over to messaging. I don’t even get there’s a whole generation that doesn’t even know email exists and they never will. So, how are we preparing to participate in this space in a real meaningful way?

[00:08:43] When we think about content creation, we have to begin to think about these areas. By the way, these are the most untapped areas right now and this is the place where I think marketers can have the largest impact on the business today and a very short time and I’ll show at the end some of the way I think there.

[00:08:59] So, going back to this. You know, we also ask some questions around parenting. Parenting is interesting. What’s the average age you think you should give a kid a cell phone, somebody shout out?

[00:09:10] Audience response: Twelve.

[00:09:11] Bonin Bough: Whoa, sir. You win. You won, give this man a gift. I don’t know. The Content Marketing Conference has to figure that out, but they promised me that I could do that, I guess. Anyway, so, yes 12 having to be the average age that people said they should give a kid a cell phone.

[00:09:24] We also heard from parents, the death of hierarchy. There used to be a time when I was like little Jimmy, I don’t care if Bonin says you’re better off being a butt-head do not smoke pot. And then you’re like, well, that’s funny, little Jimmy’s like well, your best friend just posted photos of you on Facebook doing bong hits in college, and you turned out okay. We talk about these as organizations, radical transparency, consumers have the ability to see everything that organizations are doing. Well the same thing exists in our personal lives. There’s an entire generation of parents that grew up with these channels and documented their lives and now their children are looking at that and so there’s this weird compression of hierarchy.

[00:10:00] The other thing we heard about was the death of rebellion. So, when I was young, I used to be able to say yes, mom I’m going with little Jimmy and then me and little Jimmy would cut school. We’d smoke pot and I was just kidding. But anyway, but now you have a GPS in your pocket how do you rebel?

[00:10:13] Carolyn Nieperson, who’s number three of Facebook said to me in the book, she said I can’t wait till I can put a chip in my kid’s head, so I know where they are every single moment of the day. It’s like damn, i’m so glad I’m not your kid. How do you rebel? Look when I went to college, I was lucky if I talked to my parents once a week. Now there’s a constant dialogue. So, if this is supposed to be the one moment of time when you left the parental unit and you became the person who you were going to be in life, does that still exist today? What’s the impact of that?

[00:10:46] The other interesting thing, I learned 80% of newborn babies have their photo up on Facebook within the very first hour of their birth. So, the very first thing they see is a cell phone and the dad they’re going like, oh my God, I can’t believe it’s coming, smile smile. The baby’s like I can’t smile, I’m being born, can we do this later damn it?

[00:11:05] But I also realize that as consumers change and shift, opportunities present themselves. So, I thought to myself 20% that’s a decent number. So, I give you a new innovation called the Nelphi the newborn selfie, ladies and gentlemen. No child left behind. Let’s make birth great again.

[00:11:27] All right, we’ve also turned pee time into me time. We ask people what’s the single biggest habit you want to give up? You think it’s disgusting? He said I want to stop taking my phone to the bathroom with me and I said, you know what, I want you to stop telling me you’re taking your phone to the bathroom with you. I’m a goddamn perfect stranger and I’m texting you from the stall.

[00:11:47] People told us stories about lying to their friends about having to go to the bathroom at a restaurant really going to check Instagram. What’s interesting is that we created this weird societal rule that it’s inappropriate to actually text at the table. So, now people are lying to get out of the societal concept that we created so they can go to the bathroom and Instagram and Snapchat which is kind of weird.

[00:12:09] I’m Snapchatting from the soul. That’s weird. Don’t post that. But it’s really the societal impacts that are creating opportunity for new areas to engage with consumers. And also, again what I said before new invention. So, I give you charging stations in stalls, who’s with me? This is a big Uber idea people you’re going to miss out on this one, I promise you. But it also really made me begin to really think, in a world that’s moving this fast, yes, I’m looking and talking to consumers, but the reality is most marketers are not being shown or not being taught.

[00:12:47] When we look at less than 1% of the course descriptions of the top 100 Business Schools say anything about mobile emerging or digital technology just in the course descriptions. So, we’re graduating marketers out of top MBA schools that aren’t prepared to be leaders in this generation. Then they’re working with people like you or maybe it’s your own business or maybe you’re creating content, there’s very few places to actually learn, how do you change? How do you adjust? How do you reap the benefit of this new consumer experience?

[00:13:13] So I began to ask myself, well the companies that are doing well, what do they have in common? What was interesting is first is many of them are the newest companies, right? In a short period of time they’ve been able to create greater valuations. You can put Uber up there. You can put a ton of companies up there then even traditional companies that have existed for a long time.

[00:13:27] I also looked and wondered, does it have anything to do with the amount of time? So, here’s a company and there’s tons of examples, Mailbox that created a hundred million dollars in valuation sold in four months. It also has nothing to do with size. So, 13 people created Instagram that got bought for a billion dollars. In fact, this is a shot from the lobby in Facebook. By the way, anybody visit Facebook, literally they have everything on you from the time you walk in the lobby, everything. It also has nothing to do with the industry. So, you know, we all know that the industrial Industries being upended by 3D printing. You know, MakerBot was kind of the leader of that 403 million dollars they sold for. It also has nothing to do with where you live. So, there are over a hundred areas that looks something like Silicon Valley. Silicon Alley, Silicon Lane, Silicon Beep, Silicon desert, you’re like goddamn it with all this intelligence. Can you come up with something better than silicon something?  Guess not. It also has nothing to do with age. All these kids have one thing in common. They’re all founders the kid on the left created app called Bustin Jieber. You guys laugh, he gave a TED talk. I’m here talking to you guys. You see where my career is at right?

[00:14:26] That’s what I’m talking about. It also has nothing to do with education Peter Teal started paying kids to drop out of college because he believed he could unlock greater value for their lives than even the education system could and he’s kind of right if you look at it. Zuckerberg, dropped out. Carp who created Tumblr, he dropped out. He doesn’t even have a high school diploma. He sold Tumblr for a billion dollars. Now, I know what you’re saying, you’re saying, you know at that time Marissa would buy anything. I get it, but my point is, he still was able to create a ton of value.

[00:14:58] It also is interesting because it’s actually become a cultural Beacon. So, you have people like Will.i.am, you know saying that coders are today’s rock stars and he’s kind of right when you look at the magazines that dictate culture. When you look at things like Billboard. You know, we’ve got Twitter on the cover. You’ve got Rolling Stone. You’ve got Cosmo. You’ve got Bonin. Does that count? So, I began to ask myself, why? What do they all have in common, please, tell me somebody? And I realized that it’s this notion of the hacker way. If you think about if anybody’s ever been to Facebook every place in Facebook, they have the same sign.

[00:15:30] Our job is only 1% done. I’m like, well, that’s funny because you’re taking 100% of my money. So, I’m only getting 1% of the value apparently, but this idea that you have to break everything, that everything must be reinvented anew today, tomorrow and the day after. So, how do we begin to introduce that into the way that we think about our businesses into the way that we think about our customer relations?

[00:15:49] And so I came up with this idea of Hackonomy. How do we create value by breaking things, literally breaking the way we think, breaking the way organizations operate, breaking the processes that hold us back from actually realizing our greatest growth potential inside of our companies or for ourselves?

[00:16:05] So I began to look. A lot of great things have been created by hacks. So, the like button was created in 24 hours by a hack. OpenAirplane is hacking airline industry. Their whole idea is they want to be the Uber of air transportation. I travel all the time, but I never like oh my God, I need to Uber, oh five minutes, yes my plane’s coming in five minutes. I don’t know. Not all ideas will work my point here but at least they’re attempting it.

[00:16:26] Here’s a guy named Stella who’s actually hacking humanity. The idea here, what he has here is he’s got an ear embedded in his arm. And in that arm, he’s got a bluetooth microphone, so he can literally answer his phone by talking to his arm. Hello. Can you hear me now? Can you hear me now? You get an ear here. No, that joke doesn’t work either. He actually has speakers embedded in his mouth. So, when somebody talks, he moves his mouth and it’s almost as if somebody else’s voice is coming out of his voice. He’s literally hacking our notion of humanity.

[00:16:56] Here’s a guy named Hugh Harry. I recommend that you watch his Ted Talk. He’s hacking humanity for a different reason. His story is simple at 18 or sorry at 17, he was considered one of the world-renowned mountain climbers. He got stuck in a blizzard, him and his best friend on a climb, his best friend died, he lost both of his legs. After a week, coming back from the hospital, his brother looked at him as he had these prosthetics on, realizing how much he wanted to climb again and decided to take him out climbing. As he began to climb, he tripped one of the toes on his prosthetics, and he realized that he can actually climb better with a chipped toe on his prosthetics than he could with his human legs. Went home, begin to hack his prosthetics and now he was a D student at that time. Now, he is a doctor at MIT and considered the world’s first bionics. He’s created bionic limbs that operate just like human limbs, when you walk they push back just like the same tension that your legs have. He can run, he can jump, he believes that he can get these down to $3000 transforming prosthetics for the future. He dedicated his life to turning disability into ability.

[00:17:54] He gave a talk at The Economist. He spoke after I did, and it was interesting somebody in the crowd asked a question. Do, you ever see a time when somebody would opt to have prosthetic or bionic limbs over their human limbs? He said well, let me answer this way, imagine if your arthritic arm at 72 didn’t operate like your 18-year old one did, what would you do? And it was a hush over the crowd very much like this because we began to realize that there might be a world where we become even more bionic than we actually are human, and these are the fast-paced changes that we’re facing in this world.

[00:18:30] So here’s Amy Webb who hacked the social networks for a better cause I guess, to find love and then she wrote a book about it and I believe she’s still married. How she found love in a day and age? So, I began to ask myself with all these hacks, how do we transform content to media? How do we hack media?

[00:18:46] I believe that there’s a few areas that need to be rethought. “A”, we need to rethink mobility still. I believe mobility is looked at as a channel, but the reality is mobility is the only device that travels with you everywhere you go. I don’t believe that it’s just a channel to publish content, but it’s utility, it’s engagement, it’s every single aspect of life is now caught up in this device. That’s our most personal device, that’s never more than 3 feet away from us.

[00:19:11] Real-time engagement. This isn’t just about how do we get good at Instagram Facebook and Snapchat. This is about how do we create real time organizations, real-time product delivery. How do you create, and I’ll talk about the 3D printer. How do we create experiences that go from a content engagement all the way through to a product that’s created actually in real time?

[00:19:26] Monetize media. How do we begin to own media? How do we not just become releasers but how do we actually become owners? Aspirations without allocations are meaningless. It’s one thing to aspire to be a huge, great content marketer. It’s another thing to spend against it. Many people fail to realize that those two are connected. You can say you want to do something but if you don’t invest behind it, you’ll never get there.

[00:19:47] TV versus video. I still think we’re in a world where people try to separate that. I was talking about direct response versus brand. I think that’s the same dichotomy that we have here. It’s one thing consumers could care less.

[00:19:58] Culture versus cluster. In a world where TV was the predominant, we used to buy 18 to 24. But now we don’t have to group them or cluster them like that. We can actually understand the cultural nuances and differences and begin to create. I just worked with a client where it’s a haircare company. We shot 20 influencers and we’ve created close to 85 different videos, using data points to understand hair type, ethnicity, economics, and in delivering a very tailored video, specifically to them, sometimes showing three types of consumers in one video. Sometimes showing one, sometimes showing different hairstyles. So how do we begin to really think that way? And so, I’ll take you down through some examples of how I’ve done that in the past and how I’m doing that in the future. There’s no time clock here. So, I don’t know exactly where I’m at guys, so if somebody wants to change this to exactly where I’m at. I don’t want to crush you guys because these guys don’t want to hear me talk right? You guys are done with me.

[00:20:50] Okay. Alright. Let’s go back up, high energy again. Okay. First of all, I was the very first marketer to say, you know what, we’re really going to put our money where our mouth is, and we decided to invest, to get into ten. Ten percent of all of our media money spent in mobility, about 200 million dollars around the globe, one of the largest mobile marketers.

[00:21:07] We won Mobile Market of the year, two years in a row for the work that we created, but it was really that couldn’t have happened unless we actually put allocations behind our aspiration. So, I encourage you, the very first thing you do when you leave here, figure out what your real goals are and are you investing enough in it to actually accomplish those?

[00:21:23] The next thing we did was we started off with I’m sure posted everybody knows this was the daily twist campaign. I’ll talk about this a little later. But for a hundred days was interesting and I show you this now is because I want you to realize that something as real as a Facebook post can actually transform a brand as big as Oreo, world’s favorite cookie.

[00:21:48] I’m going to show you some examples of where we started. So, the very first thing we started with was really learning. How do we do data driven content and engagement? We took a tiny little brand called Nilla, which is considered entrepreneurial brand, which means you have no money, goodluck be entrepreneurial.

[00:22:01] Thanks guys, we start off instead of going and saying here’s the big creative campaign that we know is going to work, take it to the top of the mountains, share with the people and they must follow, we decided to actually launch five different types of creative and understand what consumers actually liked, what they actually engage with, and that became the campaign that we ultimately went with and that became Mom isms.

[00:22:19] Momisms for Nilla, here’s the very first one, the best families are like fudge mostly sweet, but with lots of nuts. We began to realize that you know what, if we actually put. faces of females on it, it might connect with the audience more and these became some of the highest posts. The one on the left says, good moms let you lick the beaters great mom’s turn them off. The one who fucked out right. If you want breakfast in bed, sleep in the kitchen. Hey Jay Z. Thank you for stocking your Villa with Nila, he had done that in the song. Bottom one, when we tried to get really culturally relevant, your kids are royal mine’s a royal pain.

[00:22:50] But what’s interesting is that with $620,000 to spend, we were able to move a 140-million-dollar business. The reality, the number is 9.8. but legal used to always make me round down, but I don’t have legal anymore. So, who cares 9.8 people, 10% let’s round up.

[00:23:03] Okay, so we took that, and we added that to a video. Can you actually, I should have autoplayed, I do apologize. Can you guys try to hit play on that video?  No, the next, the one before. That one here sorry. Okay. I’m going to stop.

[00:23:21] Video playing: A little brought to you by what we did a video is usually it but tonight we have a product too important because tonight, it’s Wheat Thins. Wheat Thins crunch is calling and the call is coming from inside your mouth. Get out of there. Now, I know what you’re thinking. You’re thinking Steve, and how important could Wheat Thins be? Yeah. I used to think that way too until I received this actual Memo from Wheat Thins detailing for my sponsorship purposes what the role of Wheat Thins is in our lives. Let me tell you something, you think you know Wheat Thins? You and the cracker you rode in on. Okay now listen up.

[00:24:21] So, that went on for seven and a half minutes. What’s interesting is that, we went through three iterations and he was so fed up. He called us and said look, I’m just going to read the brand brief on TV, take it or leave it. I guess we’re going to take it. No, actually, I’m very happy. I breathe the marketer did it but at the same time we had set up a war room. This is the first time the Viacom had allow people to do clip and share where you can literally take a 30 second clip and share it on Twitter. You can imagine as this thing was going on, it was blowing up and we were like, oh my God sharing, sharing, and when we got the results back to Nielsen, we realized that we had a greater audience on Twitter than we had on television.

[00:24:53] We began to think to ourselves if we could orchestrate content creation, Placement, TV, social, all together and bring those things together, and what I would argue for you guys today is to begin to think how do these multi channels layer on each other and how do they feed each other when you create content experiences not just content? This was a piece of work that was done with that concept in mind.

[00:25:14] Video: Trying to describe my parents, my dad be like this smart one and everything. My papa would be, he’s a funny one. This is me and him. We kind of take it as all right, this is this all we got, this is our team right here and nothing’s going to break this team up.  American families have changed. Sometimes we get looks just from being a mixed family. And while they may look different, they’re still as wholesome as ever and who better to say this than the beloved brand American families grew up with, Honey Maid every day wholesome snacks for every wholesome family. This campaign was the first time an American brand had so clearly stood up for all families. This is wholesome, and the nation took notice. Honey Maid featuring both interracial and gay parents in an advert for graham crackers that’s been viewed more than 5 million times, probably ready to hashtag. This is wholesome on fire, but unfortunately a lot of people didn’t agree with our message.  We were threatened with a boycott.

[00:26:39] We were called sinful even the right-wing conservative Group 1 million moms calling the Ad a quote attempt to normalize sin. But instead of backing down, we asked two artists to take every negative tweet comment and post. Print them out, roll them up and turn hate into love and the best part was all the positive messages we received. Over 10 times as many. With over 270,000 shares on social media, this simple video earned over 250 million impressions from social and PR alone. And for the week it launched, it was the most shared commercial in the world. Perhaps a chart showing Google searches for Honey Maid over the last 10 years says it best, Honey Maid in less than one month. It went from a cracker people love to a brand people love.

[00:27:49] Bonin Bough: What’s crazy is this is just a graham cracker. Literally just a graham cracker. With that content experience was so compelling and it used all the channels together. Ultimately the most shared video, most watch commercial in the world. Those are the type of opportunities that are available when you layer these channels together.

[00:28:03] I want to be cognizant of my time. I’m going to show this example that I’m going to jump to Oreo. I did drop a guy out of the sky wearing no parachute whatsoever, landed on a net, which I actually sold to Fox. That was my biggest content piece, but you guys can find that online. It’s called Heaven Sent. I’ll bring up one quick little snapshot of it. Really quickly, this is a thing called Twist, Lick and Dunk. The idea here is really simple media monetization. So, I would argue that when you actually have every brands’ like I’m a publisher, I’m a publisher. But in reality, what they are is they just have a lot of money and they’re like, just make my logo as big as possible and call me a publisher. But publishers actually get paid for the continent that they create.

[00:28:43] Which means they have to hold themselves up to a higher standard which I decided to do. So, the story here is simple two brands came in Gum Brothers. We want to build games, I said great. Let me introduce you to people who build games for a living. They said no, we don’t need your game builders. We’re going to use our agencies.

[00:28:56] I said look, I love agencies too, but they don’t build…, hush Bonin, we know best.  So, they both spent the million dollars, one got 16,000 downloads, one got 26,000 downloads. I was so pissed that I found somebody Cindy Chan who ran Oreo. We took $175,000 and I introduced in the real game developers called Pickpock out of New Zealand and I said three things. I said one, don’t desecrate the Oreo because if you do, I will come to New Zealand to find you and the sheep that you lay with I promise you. Two, if you could get the ritual twist lick and dunk in there and great, but three is the most important, I want you to make the game, make money, which means I have to create something that people actually wanted. So, here’s the game under the bottom thumb, you can see we actually started selling ads in it the simple story $175,000, 12 million downloads later, cash positive, people love the experience and play for two minutes and 41 seconds. And we made money out of it

[00:29:51]. My point here people is holding yourself up to a much higher standard, to standard actual publishers hold themselves up to. Either somebody who’s willing to pay for that content, is it good enough, or somebody’s willing to pay to show somebody that content meaning an Advertiser.

[00:30:03] We did that same thing. I’m not going to show this video. This is not jumping out of the sky. This is the example of him actually landing. I’ll talk over it. We took underwrote a jump. The guy wanted to jump out of the sky, took me three years to get done. The other thing is people will say no that’s when you know, it’s a really good idea.

[00:30:19] We forced, I forced this through. Three years later, that’s when he jumped on 25,000 feet up coming at terminal velocity, never been done before. I underwrote the stunts. I turned around, I actually sold it to Fox because the content was that good and for two hours on television, we made close to 4 million dollars. That’s unheard of by the way and I would go watch it. No wingsuit nothing but the clothes on his back and he landed safely. There we go. Nothing but the clothes in the back see?

[00:30:44] Okay, I’m going to skip that because I really want to show you this mobile example and walk you through Oreo. So, last case, Oreo. I talked to you about daily twist campaign. The interesting thing about this, this was the most liked post of its time. Zuckerberg wrote us a note, thank you so much for using our channel for something so good. For the next hundred days, we actually launched a post that was culturally relevant whether it was Elvis’s birthday or whether with the moon landings or post involve Oreo cookie really culturally relevant for tying into what was happening either in real time or cultural temp poles that we knew were coming up. That campaign did so, well it gave us the gas to launch this.

[00:31:17] We actually bought a Superbowl ad. That was the first Superbowl ad they ever bought. I pushed us to buy an ad, but nobody remembers that, everybody remembers this. I don’t even remember that ad. You can still dunk in the dark. When the Super Bowl lights went out, we created this piece of very compelling content in real-time in the moment.

[00:31:32] What we did to do that with we had created a war room where we have people standing around ready to create content. I in my past life at created the first of those War rooms for Gatorade. Gatorade Mission Control, you can look it up. Had six screens, had people sitting there, real time. That was the first of those kind of War rooms and I saw how impressive, sorry I saw how effective that was. I moved that over when I came to Oreo.

[00:31:50] But most importantly is that gave us then the ability to say, you know what we can change this brand because if you really think about it Oreo hadn’t changed in years. They’re running the same campaign for almost 50 years. O-R-E-O, which is great. We all remember it twist, lick and dunk, mom and kid, but the problem was a millennial generation unless you were 6 to 12 or own 6 to 12 year olds, you can own them, right? I don’t own any of them, just asking. If you own them, or maybe they own you, then it mattered but if not, it was meaningless. So how do you unlock growth? If you’re saying that you can’t expand category, so we needed to change the brand and we need to make it more millennial, and young it down a little bit so that we could open it up. And so, that gave us the ability to launch this piece of.

[00:32:30] Video: Wonder if I give an Oreo to the big bad wolf, how would the story go? Would he still go huff and puff or would he bring those pigs cool stuff to decorate the deck he helped them build? Would they not get killed? Wonder if I gave an Oreo to a vampire in a creepy show, would he not act so undead? Would he thirst for milk instead? I’ve just got this feeling that it might work out all right cause cream does wonderous things inside a chocolate sandwich dream. If I gave them to great white sharks, would they share them with baby seals? Would they call on a giant squid for a friendly meal? Wonder if I gave an Oreo, wonder if I gave an Oreo, what if I gave an Oreo to you?

[00:33:57] We ended up rolling that out across the world. It became a new campaign. What was great, it had graphics, it had music. We sung different songs to it, really unlocked the brand and unlocked the growth of the brand, but it also led to us launching what they talked about, which is the world’s first ever 3D printed Oreo. Here you go.

[00:34:10] South by Southwest interactive in Austin Texas, we invited festival-goers to the trending vending Lounge to participate in an experiment.  What would happen if your Oreo cookie joins the social network? Our prototype vending machines take what’s trending on Twitter turns those prints into custom Oreos. Using unique transparent touchscreens, users scroll through a list of trending topics each related to a particular flavor combination in pattern. Advanced algorithms translate the tweets into custom cookies. In all, there are about 10,000 possible combinations. Users can also mashup two trends to further customize their experience. The resulting cookie combines elements of the two original terms.

[00:35:16] Once the user hits make cookie, the real magic happens. Using some repurposed 3D printing technology and a Pneumatic pump system, we’ve enabled festival attendees to watch as their custom cookie is robotically printed in a cylinder. Final cookie is dropped into a cup, vended and is now ready to enjoy.

[00:36:14] I know what you’re all saying. You’re all saying, who’s that glass hole?  Fucking Google Glass does exist anymore. Okay, I got one minute. That led to us actually launching custom Oreos. So, people stood in line for two and a half hours, it became clear that these customer experiences is the world where we believe mass is king, but personalization is really where consumers are going.

[00:36:32] We launched custom Oreo, which meant that I had to take on e-comm and I took that business from 65 to 265 million dollars, on its way to a billion. This was a large portion. We were able to sell this for 5X revenue launching in China. It was launching in Brazil when I left and so my real point to this story of Oreo, is that something as small as a Facebook post can lead to the transformation of one of the largest brands in the world.

[00:36:58] So, the work that you guys are doing is vastly important for your organization, for your company, for you as marketers and you have to be relentless. This is a three-and-a-half-year journey. Everybody thinks it was easy, but it wasn’t easy there were so many times people said no, but continued successes and really connecting with the consumer in new ways allowed us to transform.

[00:37:17] The largest cookie brand in the world. So, I promised you I was going to show a couple of things. One thing is I have been working with small businesses. We are here today shooting a thin called Be Sweet. I’d love to interview many of you, if possible. All I ask you, is provide tips for small and emerging for entrepreneurs and small businesses or come up and ask me, you know.

[00:37:36] Alan Kay said the best way to predict the future was to invent it. I argue the best way to break the future is to hack it, and I’m going to put my phone number up. So, you anybody who didn’t see it can grab it. We are doing a book giveaway and book signing. I believe they were really cheap. They only got 50 of them.

[00:37:50] So first come first serve and I’m going to leave you with the piece that I’ve been working on for a beauty business. You can queue that screen. So, messaging I told you I think is part of the future. Facebook Messenger, so I’ve been working with the largest natural beauty business called Sundial, 300-million-dollar business and the idea is how do we begin to capture consumers in these new platforms? Facebook, about two weeks ago announced that you go from a Facebook ad into a messenger chat.

[00:38:16] So that’s exactly what we’re doing. So, think about the content creation capabilities here. So, I get delivered and I say, okay. It asked me the question says hey, do you want to start let’s find you on the right path. Okay, let’s go. This is a haircare brand.

[00:38:30] Okay, which model most looks like your hair. So what hair type are you? Okay? Okay. This is a hair type I am, okay great. That’s your hair type. Okay. Here’s a how-to video. That’s how she used this product all in all but here’s a how-to video and this is rough. This is a draft. This is not really out.

[00:38:44] So there’s an actual video there sound you guys can’t hear it, but it goes through the multi models here. Is that a look that you would like to get? Yes, that’s a look I’d like to get. Again it’s rought. Here’s the product that we recommend you using. Okay, where do you usually shop? Oh, I usually shop at Target.

[00:38:57] Okay, great you shop at Target. By the way, you can buy now at Target or here’s an offer to download to get a free bottle and coupon and share with us. Unfortunately, the bottom half, this is from a different example. Ignore those last two posts. But what we just did was we took a consumer through what was a very fun easy to use experience that came from, they clicked on a Facebook ad into messenger, but I got their messenger ID. I got their Facebook ID. I got all their Facebook data. I got their cell phone and I got three massively important piece of data. What’s their hair type if you think yourself a beauty company, what’s their hair type? What product am I recommending to you? And where do you shop?

[00:39:34] This is bot. I don’t believe in bots. I actually believe human nation, human and automation is the future. So, the next piece after this that will happen is we’ll drop you into we have ten Community, or they have ten Community Managers will drop you into an experience right after we give you the coupon allow you to go buy it tell you to share it and then somebody will come and say Hi, I’m Tracy. Here’s my photo. I’m one of the beauty Specialists and experts at the Sundial. Can I help you with anything else? What a transformational experience for the consumer and for the brand. So, that is where I believe the future of channels are going and think about the content experiences that you’ll create there

[00:40:04] Anyway, ladies and gentlemen, it has been so amazing to be with you today. Thank you so much and please text me.


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