The FEED Process
Deeplocal helps companies to develop compelling experiences that go beyond traditional advertising to create goodwill and positive engagement with brands.
Most recently, we worked with Nike and Livestrong to build the Nike Chalkbot, which allowed people to contribute messages of hope and inspiration to be printed directly on the roads of the Tour de France by a custom paint-spraying robot. This project drew contributions from hundreds of thousands of people and was seen worldwide- all with no traditional advertising expense. The Nike Chalkbot grew organically because of the new experience it provided to users.
Deeplocal has developed a process called FEED, which we use when we’re working with new clients who are seeking to develop engaging experiences that move an audience to participate and promote their brand. This process is designed for companies that want to generate a unique, buzz-worthy idea, have significant presence in one or more markets, and have questioned the impact of their traditional advertising spend.
The Four Step FEED Process
FIND
Meet with our client to document the brand’s points of contact with users. These contact points may be through cause-based event sponsorships, retail store presence, or other branding platforms. Inventorying these types of assets gives us an understanding of the current practices that our client engages in that we can build concepts on top of.
Assess the brand personality. Understand how our client wants their audience to feel about their brand. Determine what initiatives the client is engaging in that build the brand personality.
FIND stage outcome: meeting notes and sketches.
EVALUATE
Assemble a Deeplocal team to best fit the needs of our client. Categorize the notes from the FIND stage and form valuable lists to draw from. Lists include a written inventory of brand contact points and emotions. Based on these lists, form connections that allow us to understand where technology and experiential opportunities may exist.
EVALUATE stage outcome: analysis of how the client’s assets work together in an experiential opportunity.
EVOLVE
The Deeplocal team develops sketches of several ideas that employ both old and new technology to create a compelling experience that takes advantage of the available experiential opportunity. In addition to sketches, "half-baked" ideas are produced in this stage.
EVOLVE stage outcome: sketched ideas that take advantage of the experiential opportunity.
DELIVER
The team considers cost and time limitations and of each sketched out idea and selects one sketch to refine. The sketch is modified so that the client can understand its intent, a rough timeline, general requirements, and possible development restrictions. The sketch is turned into a concept that can be executed on by Deeplocal and when necessary, outside service providers.
We do not limit our ideas based on our own in-house skill set; we fully develop concepts based on known and unknown technologies. It’s possible that ideas may not involve technology whatsoever. The goal is to develop a clear concept that can be realized, taking into account to the given limitations.
DELIVER stage outcome: a refined concept that accounts for a rough timeline and budget.
After all stages are completed, the client is delivered one or more copies of a book that documents the FEED Process and proposes our ideas.