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In your hands is volume 2 of the           brand integration book,
a sampling of recent integrated social advertising campaigns.
Within these covers you’ll learn more about who we are, how
brands have worked with us to promote their products and what we
can do for you.

Enjoy.
DeviantART was created to entertain, inspire, and empower the artist in all of us.
Founded in August 2000,           is the world’s largest online community that
connects around a love of art.

DeviantART is home to over 16 million registered members and features an
extensive platform used to exhibit, promote, share and discover works and other
members within a peer community. As the largest aggregator of creative talent on
the Internet,          is uniquely positioned to help brands like yours engage
and interact in a meaningful way with a desirable and valuable audience.
TABLE OF   01
                LIGHTING A SPARK (GETTING STARTED)
                Intro                                6
                The Brand Experience                 8




CONTENTS
                Our Massive Audience                 10
                Our Unique Offering                  12
                How We Target & Message              13
                The Organic Distribution Effect      14
                Ad Products                          16




           02
                SPREADING THE FIRE (OUR RESULTS)
                Intro                                18
                Mentos                               20
01   LIGHTING
     A SPARK
        Our brand integrations reach a highly
        dedicated and creative community.
        Here’s how we take your brand, light a
        spark under it, and let the fire spread.




6                                                 7
SECTION 1: LIGHTING A SPARK

                                                                “We were inspired by the participation


THE                                                              and the quality of artwork the
                                                                 community contributed.”



BRAND
EXPERIENCE                                                                      “AMAZING beyond-the-
                                                                                 banner placements…”


World-class brands like Disney, Smart Car, Mountain Dew and
Adidas have all discovered the unique level of engagement
brands achieve working with the deviantart community. Whether
it’s challenging users to create a movie poster or outright
designing a car, organizing a community based game or even
hosting a live event, we offer you unique, fully customized                                     “The community truly embraced the
and highly integrated campaigns unavailable anywhere else.
                                                                                                 artwork…users left comments…linked their
                                                                                                 profiles…and…showcased the submissions.”

                                                                “Time spent with brand
                                                                 was incredible.”



                                                                                “High engagement of the
                                                                                 users.”




8                                                                                                                                           9
SECTION 1: LIGHTING A SPARK




OUR
MASSIVE                                                                registered members
                                                                                                                           .
                                                                                                                       pageviews per month




AUDIENCE                                                                            ,
                                                                       unique uploads per day                          uploads to date


If you’re looking for targeted reach, we’ve got it. Working with the
world’s largest creative community has its perks. Our members span
                                                                              ,
                                                                       new users every day
                                                                                                                                   ,
                                                                                                                       average combined monthly social
the globe and create content that launches a thousand tweets and
Facebook shares.                                                                                                       media mentions

                                                                       To call the            community active is an understatement. The
                                                                       content created by our members not only captivates fans within
                                                                       the             network but from every corner of the globe totaling
                                                                       up to 2.2 billion (yes, with a b) impressions a month. You can take
                                                                       advantage of this massive reach through integrated advertising
                                                                       opportunities that are able to target and reach your desired
                                                                       segment of passionate trendsetters and tastemakers who are
                                                                       creating and influencing tomorrow’s style, fashion and culture.




10                                                                                                                                                       11
SECTION 1: LIGHTING A SPARK




OUR
UNIQUE                                                                 HOW WE
OFFERING                                                               TARGET&
DeviantART is unlike any other place on the Internet. Our thriving
community gathers around a common interest in art and creativity.
Photographers, painters, illustrators, filmmakers, designers and
artists of every description call home, but the community also
                                                                       MESSAGE
includes millions of art enthusiasts — the legions of fans and art
lovers who flock to             to appreciate rather than create. Our     Being a 10-year old company (that’s 100 in internet years)
extensive platform enables members to socialize and collaborate          with over 16 million registered members, we’ve learned a
with peers, build a fan base in-network, publish original art and        lot about their interests and what speaks to them best.
news-related content and connect with social media platforms
to further promote content of interest. We call this the Organic         Our custom-built targeting and data-collection systems
Distribution Effect, which you'll learn all about on page 15.            have amassed quite an index and we use them to help focus
                                                                         our efforts based on your preferred audience, matching you
Our 4,000 categories include both traditional and digital art            with the people you most want to hear your message.
covering a staggering array of styles, media, and culture: from fine
art to manga and anime, street art to fashion photography; film           We’re able to fine-tune our targeting through a variety
and animation to poetry and literature, an incredible diversity          of keywords, user-behavior, geographic and demographic
and depth of creativity flourishes here unlike any place else.            information, based upon your specifications.




12                                                                                                                                    13
SECTION 1: LIGHTING A SPARK




THE
ORGANIC
DISTRIBUTION
EFFECT
Some might call it our secret sauce. We think of it as a natural by-
product of spending 10 years building one of the world's deepest
social networks. The Organic Distribution Effect is unique to
           and occurs when our engaging content intersects with our
socially active membership and visitor base.




                                                                       The Organic Distribution Effect kick-         Influencers then push the content
                                                                       starts when an integrated brand launch is     further, to be discovered by a
                                                                       distributed to target audience segments       new ring of influencers, and then
                                                                       within the            community as well as    another. It's authentic rapid sharing
                                                                       through external social sharing platforms.    of easily-consumable content.

                                                                       The visual appeal of the content combined
                                                                       with a highly active and dialed-in audience     The Organic Distribution E ect.
                                                                       results in natural peer-generated promotion     See where your campaigns can go.
                                                                       across multiple platforms.


14                                                                                                                                                           15
SECTION 1: LIGHTING A SPARK




OUR
AD
                                                                              Crowdsourcing                                                          Apps
                                                                              One benefit of working with the world’s largest creative community      Give members a branded application they
                                                                              is the amount of talent vying to create compelling content around      can embed on their             and other




PRODUCTS
                                                                              your brand. Give members the opportunity to showcase their             social networking profiles that can be
                                                                              talents by submitting work based around your campaigns. Examples       used to stream collections of artwork.
                                                                              of branded content integrations are in the second half of this book.   Use the application in conjunction with
                                                                                                                                                     a crowdsourced campaign for a feed
                                                                              Example: “Skin a Smart Car” received over 2,500                        featuring artwork around your brand.
                                                                              submissions in three weeks, with the winner’s design being
                                                                              displayed at the 2010 LA and 2011 Detroit Auto Show.                   Embassy/Groups
                                                                                                                                                     Our Groups platform is where members
                                                                              Featured Chat                                                          go to bond with others around a common
DeviantART’s inspirational content and active community attracts a wide-      Live chats create a two-way dialogue with our actively engaged         interest or passion. Create a branded
reaching and highly engaged audience. We serve over 1.7 billion ads a month   community. Established and respected photographers, filmmakers,         Group, or "Embassy", around your brand
                                                                              architects, authors, game developers and more have interacted          or campaign and give members a dedicated
to members and visitors from around the globe. Here are some of our most
                                                                              with our members to promote projects and initiatives.                  place to interact and engage in activities
popular ad product options for brands.                                                                                                               you dictate, include: two-way dialogue,
                                                                              Puzzle                                                                 art contests, polls, podcasts, videos.
                                                                              The            community loves a challenge. Our interactive
                                                                              puzzles are a popular way for members to interact with your            Events
                                                                              brand. Designed around your assets and messaging, puzzles are          Give a campaign an extra boost
                                                                              an easy and fun and way to engage with and reward members.             by tying user-generated-content
                                                                                                                                                     initiatives into an offline event for
                                                                              Branded Community Features                                             further distribution and awareness.
                                                                              Extend your campaign and give community members branded
                                                                              content they'll use on individual profile pages, providing              Display Advertising
                                                                              added exposure to sub-sets of peer communities.                        Traditional IAB units for standard flights
                                                                                                                                                     or to accompany deeper brand integrations.
                                                                              Example: Journal Skins are typically reserved for Premium Members
                                                                              but brands can provide a campaign-specific skin available to the
                                                                              entire community. We'll work with you to create a custom skin
                                                                              that compliments your campaign and encourages downloads.

                                                                              Category Sponsorship
                                                                              Looking to target a specific segment of the deviantart community?
                                                                              Try an integrated category takeover, exclusively branded with
                                                                              your message and call to action. Categories include: traditional
                                                                              art, photography, 3D graphics, comics, and film to name a few.




16                                                                                                                                                                                              17
02   SPREADING
       THE FIRE
          We are second to none in terms of passion,
          drive, and of course scale. See what
          happens when we focus our users on a
          brand and fuel their flames.




18                                                 19
SECTION 2: SPREADING THE FIRE



MENTOS



MENTOS
THE FRESH GOES BETTER CONTEST




Contest Description
Everyone knows Fresh Goes Better with Mentos, but did you know
that since 1991 they’ve also made countless situations better?
That’s right, the simple act of popping a single Mentos mint into
your mouth, helps enhance and improve circumstances and events
of all kinds. The equation is simple. Bland, boring, and average
quickly become flavorful, exciting, and amazing once Mentos
enters the mix. Help make your day great with Mentos!

In our Mentos “Fresh Goes Better” Contest, we challenge you
to show us how Mentos helps make situations better. Imagine
a “before” situation where you arrive at the bus stop right
as the bus is pulling away. Add in a little Mentos magic
and voila: hop on your skateboard, leash up your dog, take
the shortcut, and arrive before the bus even pulls in!




20                                                                  News Article   21
SECTION 2: SPREADING THE FIRE             MENTOS




1st
TOP HOG



 Artwork by *Jackaloftrades




 Comments from the Judge:
“The creativity of the whole concept of this piece was incredible. I loved
 how the artist incorporated the product by using the Mentos geyser as
 a way to make Pigs Fly. The artistic skill was amazing - the detail and
 use of light was impressive. And, of course, the guinea pig is awesome.”




 22                                                                          23
SECTION 2: SPREADING THE FIRE             MENTOS




2nd
HOT
SUMMER DAYS


Artwork by ~RyanWC




 Comments from the Judge:
“I really liked how the artist made a comic strip in the same vein
 as the old ‘Freshmaker’ TV commercials. It really encompassed
 the Mentos brand well. Artistically, it is beautiful - I love how
 her hair hangs down into the frame below. Awesome touch.”




24                                                                   25
SECTION 2: SPREADING THE FIRE              MENTOS




3rd
AIRPLANE
YEAH


Artwork by ~FlashofMauve




 Comments from the Judge:
“I loved this concept overall. All airplanes are delayed, but the
 character uses the Mentos geyser to fly him to his destination.
 Awesome use of the Mentos brand. I loved overall look of the
 piece - especially the character. I feel like I ‘get’ him.”




26                                                                  27
LET’S DO LAUNCH
Think of all the amazing things we can do together. Shoot us an
email, and let’s launch something special.                        Contact: Heather Wetzler
                                                                  hwetzler@          .com
Bragbook 2010

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Bragbook 2010

  • 1. In your hands is volume 2 of the brand integration book, a sampling of recent integrated social advertising campaigns. Within these covers you’ll learn more about who we are, how brands have worked with us to promote their products and what we can do for you. Enjoy.
  • 2. DeviantART was created to entertain, inspire, and empower the artist in all of us. Founded in August 2000, is the world’s largest online community that connects around a love of art. DeviantART is home to over 16 million registered members and features an extensive platform used to exhibit, promote, share and discover works and other members within a peer community. As the largest aggregator of creative talent on the Internet, is uniquely positioned to help brands like yours engage and interact in a meaningful way with a desirable and valuable audience.
  • 3. TABLE OF 01 LIGHTING A SPARK (GETTING STARTED) Intro 6 The Brand Experience 8 CONTENTS Our Massive Audience 10 Our Unique Offering 12 How We Target & Message 13 The Organic Distribution Effect 14 Ad Products 16 02 SPREADING THE FIRE (OUR RESULTS) Intro 18 Mentos 20
  • 4. 01 LIGHTING A SPARK Our brand integrations reach a highly dedicated and creative community. Here’s how we take your brand, light a spark under it, and let the fire spread. 6 7
  • 5. SECTION 1: LIGHTING A SPARK “We were inspired by the participation THE and the quality of artwork the community contributed.” BRAND EXPERIENCE “AMAZING beyond-the- banner placements…” World-class brands like Disney, Smart Car, Mountain Dew and Adidas have all discovered the unique level of engagement brands achieve working with the deviantart community. Whether it’s challenging users to create a movie poster or outright designing a car, organizing a community based game or even hosting a live event, we offer you unique, fully customized “The community truly embraced the and highly integrated campaigns unavailable anywhere else. artwork…users left comments…linked their profiles…and…showcased the submissions.” “Time spent with brand was incredible.” “High engagement of the users.” 8 9
  • 6. SECTION 1: LIGHTING A SPARK OUR MASSIVE registered members . pageviews per month AUDIENCE , unique uploads per day uploads to date If you’re looking for targeted reach, we’ve got it. Working with the world’s largest creative community has its perks. Our members span , new users every day , average combined monthly social the globe and create content that launches a thousand tweets and Facebook shares. media mentions To call the community active is an understatement. The content created by our members not only captivates fans within the network but from every corner of the globe totaling up to 2.2 billion (yes, with a b) impressions a month. You can take advantage of this massive reach through integrated advertising opportunities that are able to target and reach your desired segment of passionate trendsetters and tastemakers who are creating and influencing tomorrow’s style, fashion and culture. 10 11
  • 7. SECTION 1: LIGHTING A SPARK OUR UNIQUE HOW WE OFFERING TARGET& DeviantART is unlike any other place on the Internet. Our thriving community gathers around a common interest in art and creativity. Photographers, painters, illustrators, filmmakers, designers and artists of every description call home, but the community also MESSAGE includes millions of art enthusiasts — the legions of fans and art lovers who flock to to appreciate rather than create. Our Being a 10-year old company (that’s 100 in internet years) extensive platform enables members to socialize and collaborate with over 16 million registered members, we’ve learned a with peers, build a fan base in-network, publish original art and lot about their interests and what speaks to them best. news-related content and connect with social media platforms to further promote content of interest. We call this the Organic Our custom-built targeting and data-collection systems Distribution Effect, which you'll learn all about on page 15. have amassed quite an index and we use them to help focus our efforts based on your preferred audience, matching you Our 4,000 categories include both traditional and digital art with the people you most want to hear your message. covering a staggering array of styles, media, and culture: from fine art to manga and anime, street art to fashion photography; film We’re able to fine-tune our targeting through a variety and animation to poetry and literature, an incredible diversity of keywords, user-behavior, geographic and demographic and depth of creativity flourishes here unlike any place else. information, based upon your specifications. 12 13
  • 8. SECTION 1: LIGHTING A SPARK THE ORGANIC DISTRIBUTION EFFECT Some might call it our secret sauce. We think of it as a natural by- product of spending 10 years building one of the world's deepest social networks. The Organic Distribution Effect is unique to and occurs when our engaging content intersects with our socially active membership and visitor base. The Organic Distribution Effect kick- Influencers then push the content starts when an integrated brand launch is further, to be discovered by a distributed to target audience segments new ring of influencers, and then within the community as well as another. It's authentic rapid sharing through external social sharing platforms. of easily-consumable content. The visual appeal of the content combined with a highly active and dialed-in audience The Organic Distribution E ect. results in natural peer-generated promotion See where your campaigns can go. across multiple platforms. 14 15
  • 9. SECTION 1: LIGHTING A SPARK OUR AD Crowdsourcing Apps One benefit of working with the world’s largest creative community Give members a branded application they is the amount of talent vying to create compelling content around can embed on their and other PRODUCTS your brand. Give members the opportunity to showcase their social networking profiles that can be talents by submitting work based around your campaigns. Examples used to stream collections of artwork. of branded content integrations are in the second half of this book. Use the application in conjunction with a crowdsourced campaign for a feed Example: “Skin a Smart Car” received over 2,500 featuring artwork around your brand. submissions in three weeks, with the winner’s design being displayed at the 2010 LA and 2011 Detroit Auto Show. Embassy/Groups Our Groups platform is where members Featured Chat go to bond with others around a common DeviantART’s inspirational content and active community attracts a wide- Live chats create a two-way dialogue with our actively engaged interest or passion. Create a branded reaching and highly engaged audience. We serve over 1.7 billion ads a month community. Established and respected photographers, filmmakers, Group, or "Embassy", around your brand architects, authors, game developers and more have interacted or campaign and give members a dedicated to members and visitors from around the globe. Here are some of our most with our members to promote projects and initiatives. place to interact and engage in activities popular ad product options for brands. you dictate, include: two-way dialogue, Puzzle art contests, polls, podcasts, videos. The community loves a challenge. Our interactive puzzles are a popular way for members to interact with your Events brand. Designed around your assets and messaging, puzzles are Give a campaign an extra boost an easy and fun and way to engage with and reward members. by tying user-generated-content initiatives into an offline event for Branded Community Features further distribution and awareness. Extend your campaign and give community members branded content they'll use on individual profile pages, providing Display Advertising added exposure to sub-sets of peer communities. Traditional IAB units for standard flights or to accompany deeper brand integrations. Example: Journal Skins are typically reserved for Premium Members but brands can provide a campaign-specific skin available to the entire community. We'll work with you to create a custom skin that compliments your campaign and encourages downloads. Category Sponsorship Looking to target a specific segment of the deviantart community? Try an integrated category takeover, exclusively branded with your message and call to action. Categories include: traditional art, photography, 3D graphics, comics, and film to name a few. 16 17
  • 10. 02 SPREADING THE FIRE We are second to none in terms of passion, drive, and of course scale. See what happens when we focus our users on a brand and fuel their flames. 18 19
  • 11. SECTION 2: SPREADING THE FIRE MENTOS MENTOS THE FRESH GOES BETTER CONTEST Contest Description Everyone knows Fresh Goes Better with Mentos, but did you know that since 1991 they’ve also made countless situations better? That’s right, the simple act of popping a single Mentos mint into your mouth, helps enhance and improve circumstances and events of all kinds. The equation is simple. Bland, boring, and average quickly become flavorful, exciting, and amazing once Mentos enters the mix. Help make your day great with Mentos! In our Mentos “Fresh Goes Better” Contest, we challenge you to show us how Mentos helps make situations better. Imagine a “before” situation where you arrive at the bus stop right as the bus is pulling away. Add in a little Mentos magic and voila: hop on your skateboard, leash up your dog, take the shortcut, and arrive before the bus even pulls in! 20 News Article 21
  • 12. SECTION 2: SPREADING THE FIRE MENTOS 1st TOP HOG Artwork by *Jackaloftrades Comments from the Judge: “The creativity of the whole concept of this piece was incredible. I loved how the artist incorporated the product by using the Mentos geyser as a way to make Pigs Fly. The artistic skill was amazing - the detail and use of light was impressive. And, of course, the guinea pig is awesome.” 22 23
  • 13. SECTION 2: SPREADING THE FIRE MENTOS 2nd HOT SUMMER DAYS Artwork by ~RyanWC Comments from the Judge: “I really liked how the artist made a comic strip in the same vein as the old ‘Freshmaker’ TV commercials. It really encompassed the Mentos brand well. Artistically, it is beautiful - I love how her hair hangs down into the frame below. Awesome touch.” 24 25
  • 14. SECTION 2: SPREADING THE FIRE MENTOS 3rd AIRPLANE YEAH Artwork by ~FlashofMauve Comments from the Judge: “I loved this concept overall. All airplanes are delayed, but the character uses the Mentos geyser to fly him to his destination. Awesome use of the Mentos brand. I loved overall look of the piece - especially the character. I feel like I ‘get’ him.” 26 27
  • 15. LET’S DO LAUNCH Think of all the amazing things we can do together. Shoot us an email, and let’s launch something special. Contact: Heather Wetzler hwetzler@ .com