ADOBE EXPERIENCE CLOUD FOR ADVERTISING
UNLOCK YOUR EXPERIENCE
This campaign will introduce
advertising professionals to an innovative new world that is
the Adobe Experience Cloud for Advertising. A new world of
honest reporting, streamlined processes and creative content
management. More data, more profit.
Through discovering the Adobe Experience for Advertising, exploring its end-to-end features, connecting with Adobe as a company and having that relationship nurtured throughout - this campaign will draw the media buyer into a realization that the Adobe Experience Cloud for Advertising is the only experience for them.
The Adobe Experience Cloud for Advertising is the key to unlocking meaningful advertising experiences that shatter the barriers between you and your audience. It’s the missing piece to your advertising operations. It is the scope to view your company’s increasing growth. The ultimate adtech experience.
But what kind of experience exactly? Let me show you.
Through discovering the Adobe Experience for Advertising, exploring its end-to-end features, connecting with Adobe as a company and having that relationship nurtured throughout - this campaign will draw the media buyer into a realization that the Adobe Experience Cloud for Advertising is the only experience for them.
The Adobe Experience Cloud for Advertising is the key to unlocking meaningful advertising experiences that shatter the barriers between you and your audience. It’s the missing piece to your advertising operations. It is the scope to view your company’s increasing growth. The ultimate adtech experience.
But what kind of experience exactly? Let me show you.
01
Website Execution
UnlockYourExperience.com is the epicenter for advertising professionals on their journey to unlocking their Adobe experience. Hosting thought leadership from both CMO by Adobe and a new podcast; event appearance countdowns; and home to our Honest Advertising Initiative, this new site offers a dynamic experience of immersive and informative content curated with the advertiser in mind.
02
Trade Show Experiences
These trade show appearances are designed to meet our target where they are during their time on the show floor. With three immersive booths located around the perimeter of the show floor, showgoers Unlock Their Experience by engaging with a 15 foot interactive puzzle piece replicating the mystical world of the Adobe Experience Cloud for Advertising. They will also enjoy cans of Empathy Wine with an augmented reality overlay at our keyhole-themed bar and will capture their memories into a shareable photo keepsake at the interactive device tunnel, outfitted to craft an advertising campaign tailored around them in just two minutes.
These experiences will be present at NoBull, SXSW, Advertising Week, and Adobe Summit
You: Unlocked is an interactive device tunnel that
starts with a dynamic motion photo booth. As
attendees walk through the tunnel, they will activate
their very own campaign as their dynamic motion
photo is automatically reprogrammed for different
ads before their eyes in a Instagram Boomerang. At
the end of the interactive tunnel, attendees receive a
print-out picture of them in the motion capture booth
with a barcode they can scan to unlock their one
minute campaign—all about them—and formatted
for easy social sharing.
SXSW
At the biggest tech event of the year, Adobe is bringing notable transparent brands together to unlock
an elevated experience for the target market, immersing them in a cohesive experience that promotes working hard but playing harder. From Business Select flights from Adobe’s established partners at Southwest Airlines* and Lyft rides to Austin’s JW Marriott, Adobe will provide the target market with complimentary accommodations to the hands-on event. Once there, a VIP experience awaits with delectable Austin food and signature craft cocktails in luxury seclusion to help them decompress and take in exclusive thought leadership panels from speakers. These partnerships will create an environment that will spark the target’s curiosity in the Adobe Experience Cloud for Advertising.
03
Earned Media
National Programatic Advertising Day
Adobe is making its mark on National Programmatic Advertising Day, a nationally registered holiday that occurs each year on November 7. On this day, they will visit each of the six target cities with an Adobe Experience Pop- Up, outfitted with complimentary cookies—a nod to the data specific kind— and Empathy Wine. The pop-up is set to be joined by a 15ft prismatic puzzle piece art installation, sure to be a stellar photo op for attendees. Using this day for advocacy for Adobe’s Honest Advertising Initiative, Adobe will create a conversation around honesty in advertising face-to-face, reminding advertising professionals that identity is more than just cookies, but the missing piece of understanding their customer at their core.
Key:notes
Advertising professionals are invited on a subscription basis (by signing up for Adobe Insider) to free talks. These talks also serve as social networking events allowing professionals to discuss upcoming trends, industry motivations and how to unlock their greatest career potential. These talks would happen quarterly, in each of the chosen six cities, featuring marketing thought leaders such as Jeb Blount, Grant Cardone, Mark Cuban and Seth Godin.
Direct Mail/Press Kit
With the data gathered from the scheduled trade show appearances, this campaign will use direct mail as a means to follow up with those who unlocked their Adobe experience at the tradeshow events.
Press drops will be sent out to relevant press personnel set to attend scheduled events, including an event-specific lanyard and an invitation to the event space.
Print Ad
A tri-fold print ad will be featured in AdWeek with a scannable augmented-reality code that sends the Chosen Few back to the microsite for an interactive showing of “A Chosen Experience” where they control the fate of the characters.
In addition, one inside cover single-page ad will run in Adweek to promote National Programmatic Advertising Day and act as an invitation to visit the Adobe Experience Pop- Ups on November 7. A print ad in Southwest The Magazine will run the month ahead of SXSW on flights to and from Austin.
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A tri-fold print ad will be featured in AdWeek with a scannable augmented-reality code that sends the Chosen Few back to the microsite for an interactive showing of “A Chosen Experience” where they control the fate of the characters.
In addition, one inside cover single-page ad will run in Adweek to promote National Programmatic Advertising Day and act as an invitation to visit the Adobe Experience Pop- Ups on November 7. A print ad in Southwest The Magazine will run the month ahead of SXSW on flights to and from Austin.
Podcast
The Hidden (Ad)genda Podcast is an experience that explores an honest discussion about the current trends of programmatic data. During these podcasts, Adobe uses knowledge to fight a key stigma that has existed within the advertising industry for years. Demonstrating their thought leadership and credibility by actively fighting for transparency and honesty, Adobe will advocate for media buying professionals to acknowledge this industry flaw by providing an incentive for offices to sign the Honest Advertising Initiative and complete a certified training course. Selected guests for the Hidden (Ad)genda Podcast will include those selected for our Key:note talks.
The Hidden (Ad)genda Podcast is an experience that explores an honest discussion about the current trends of programmatic data. During these podcasts, Adobe uses knowledge to fight a key stigma that has existed within the advertising industry for years. Demonstrating their thought leadership and credibility by actively fighting for transparency and honesty, Adobe will advocate for media buying professionals to acknowledge this industry flaw by providing an incentive for offices to sign the Honest Advertising Initiative and complete a certified training course. Selected guests for the Hidden (Ad)genda Podcast will include those selected for our Key:note talks.
