Creative People Do It Daily

After seeing examples of strong creative from region-based ringtones in Gautemala to a documentary about the dying art of hand-painted billboards from Stella Artois,  Gene Liebel, a Partner at HUGE, highlighted the efforts of Best Buy with its "twelpforce," or Twitter-based CRM tool where reps will throw in their opinions on high-tech products. (Twelpforce also got a shout-out from fellow panelist Paul Woolmington of Naked Communications.)

Liebel also pointed to the retailer's early adoption of the shopkick app, allowing customers to get deals on their iPhones when they walk in the door and earn rewards points by browsing store items. His main point: build creativity around what people are doing in their daily lives rather than "trying to solve the banner." In that vein, he also spotlighted an ad initiative by Gatorade allowing people create custom daily workouts.

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