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RUFFLES GUYS GUIDE - SEASON 2 PROGRAM
For Season Two of the Guys Guide, I wanted to kick things up a notch by producing edgier content and leveraging some cutting-edge technology to make the user experience more interactive and engaging. Here's the 3-part program I came up with:
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“CRUNCH TRACKS" - Interactive Music Videos
Hip-hop mini-music videos (:30-:60 secs) that combine crunching-chip sound effects and “choose your own adventure” tech.
INTERACTIVE TECH: Partnering with EKO, a company that specializes in interactive video tech, we’ll create a personalized viewing experience. At key moments in the video, the users will control how the story unfolds. For example, the protagonist in the video is about take a 3-point shot in a pickup game:
UNIQUE PRODUCT INTEGRATION: We’ll use RUFFLES CHIP SOUNDS – like shaking a bag or crunching a chip – as an integral part of the song’s sound mix. Imagine inputting the chip sound effects into a keyboard, so the Ruffles sounds become the different “notes” you play.
CRUNCH TRACKS DEMOS: On Ruffles.com, we’re creating a digital soundboard that allows users to create their own “Crunch Tracks” demo tapes.
Hip-hop mini-music videos (:30-:60 secs) that combine crunching-chip sound effects and “choose your own adventure” tech.
INTERACTIVE TECH: Partnering with EKO, a company that specializes in interactive video tech, we’ll create a personalized viewing experience. At key moments in the video, the users will control how the story unfolds. For example, the protagonist in the video is about take a 3-point shot in a pickup game:
- If you CLICK LEFT – airbaaaaall!! He misses the shot, he’s bummed out, but his buds console him.
- But if you CLICK RIGHT – swishhhh!! He scores and knuckle-bumps his buds.
UNIQUE PRODUCT INTEGRATION: We’ll use RUFFLES CHIP SOUNDS – like shaking a bag or crunching a chip – as an integral part of the song’s sound mix. Imagine inputting the chip sound effects into a keyboard, so the Ruffles sounds become the different “notes” you play.
CRUNCH TRACKS DEMOS: On Ruffles.com, we’re creating a digital soundboard that allows users to create their own “Crunch Tracks” demo tapes.
“RUFFLES EMERGENCY KIT” - On-Demand Delivery Experience
Marrying our target demo’s passion for gaming and snacking, we’re delivering the “Ruffles Emergency Kit” to help guys survive an epic gaming sesh! Each gameplay livestream will spark fan interaction online and finish it offline with a real-world delivery:
Marrying our target demo’s passion for gaming and snacking, we’re delivering the “Ruffles Emergency Kit” to help guys survive an epic gaming sesh! Each gameplay livestream will spark fan interaction online and finish it offline with a real-world delivery:
- We’ll partner with a socially-based on-demand delivery company like FOOJI.
- As people play along with our talent via livestream, we’ll promote the #RufflesEmergencyKit.
- What’s in the kit? It’s a box with chips and Ruffles branded swag, all delivered on-demand, via tweet!
- During the livestream, a CTA tells users to tweet @Ruffles using #RufflesEmergencyKit + a special emoji for a chance to receive a kit.
- Lucky users will be direct messaged by our verified fulfillment vendor that an instant delivery is on the way…to save the day!
“SNEAKERHEADZ” - Scripted Comedy Series
Sneakerhead culture is huge among urban millennial men. What’s a sneakerhead? According to the one true source (Urban Dictionary):
[snee-ker hed] noun -- 1) a person who collects limited, rare, OG, or flat out exclusive kicks. Usually the collection consists of Jordans or Dunks. "Yo, that cat always be rockin’ fresh sneaks. Gotta be a sneakerhead."
In this comedic scripted series, the shoes are the star, literally. Each episode will be shot close on 2 pairs of sneakers having a conversation. Voiced by notable talent, each pair of kicks would take on their respective human’s personality.
Interactive element: the sneaker character could be featured as the voice/personality of a branded Facebook messenger bot to answer customer questions.
Sneakerhead culture is huge among urban millennial men. What’s a sneakerhead? According to the one true source (Urban Dictionary):
[snee-ker hed] noun -- 1) a person who collects limited, rare, OG, or flat out exclusive kicks. Usually the collection consists of Jordans or Dunks. "Yo, that cat always be rockin’ fresh sneaks. Gotta be a sneakerhead."
In this comedic scripted series, the shoes are the star, literally. Each episode will be shot close on 2 pairs of sneakers having a conversation. Voiced by notable talent, each pair of kicks would take on their respective human’s personality.
Interactive element: the sneaker character could be featured as the voice/personality of a branded Facebook messenger bot to answer customer questions.