THE POWER OF REAL-TIME CREATIVITY

Welcome to Urgent Genius, a collection of found and created content from around the globe. If it's trending we're on to it. At iris we've been tracking the trend of real-time creativity and Newsjacking since 2010. We call it Urgent Genius.

Every day our Editors trawl the planet for the best examples out there. And we're constantly creating new work of our own. The content that we have discovered or have conceived on this site demonstrate the principles of an Urgent Genius mindset. Urgent Do it swiftly. Genius create powerful social ideas. If you've created or stumbled across any Urgent Genius work then send it to us at urgentgenius@gmail.com

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The Editors

Grant Hunter
Grant is the Regional Creative Director,
APAC for iris Worldwide. He co-created Urgent Genius in 2010 with Jon Burkhart and spoke at SXSW interactive 2011 and 2012 on the subject. He set up urgentgenius.com and co-authored the Urgent Genius Book with Jon. Grant is responsible for iris’ creative output across India, China, Indonesia, Singapore and Australia. He blogs for Campaign Asia and contributes to industry titles such as Contagious, Marketing and Campaign Brief. He has work published in the books Guerrilla Advertising and Advertising is Dead, Long Live Advertising.

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Jon Burkhart
Jon is a Social Media Creative Consultan
t and Innovation Director. He coined the term "Urgent Genius" and co-created the social media HQ of the same name in 2010 with Grant Hunter. The pair also spoke at SXSW interactive 2011 and 2012 on the subject. He is now co-authoring the Urgent Genius book with Grant. He helps global clients like Sony Ericsson, Philips and adidas create shareable content and find ways to have a voice in the hot-topic conversations going on right now online. His work has featured on and offline in places like The Guardian, The Telegraph, Campaign and Rolling Stone. He also works with BBC Comedy as a social TV consultant. He tweets at @albinoriotman usually while commuting to work on his Kickped, the world’s fastest adults-only push-scooter.

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Sean Reynolds
Sean Reynolds is the Global Creative Dir
ector of iris. As one of the founding partners from 1999, Sean has been responsible for the iris creative vision, it’s creative model and build of all the iris creative departments across the globe. Sean has been based in New York since 2007, where he has built another three creative offices in the region. In his role as Global CD he has also developed the creative product in other regions such as India, China, Singapore, Australia and Latin America. Sean studied at Central St. Martins, graduating in 1995 and has won a wide range of global awards across all disciplines. Sean’s opinion is regularly sought and he has talked at numerous events and seminars within the industry and he also sits on a number of adjudication panels for creative awards.

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Crack The U.S. Open

One thing I’ve been focussed on for a few years now is the importance of creating platforms for tent-pole events. For me, this started with my own little experiment with Jon Plackett called The Artistifier. Of course, the concluding chapter of our Newsjacking book featured platforms that I think topped our efforts (If you’re curious, my favourite was the Webby Award-winning Cecilia Prize from BBH).

Of course, we love these unique platforms built on their own microsite. However, it’s often better to take an existing platform that’s getting loads of traction and do something totally new and interactive on it — like what Heineken and Wieden+Kennedy NY is doing TODAY for the U.S. Open: turning Instagram “on its side” in a world-first interactive photo hunt – “Crack the US Open” – where fans get a chance to win tickets to the famous tennis championship.

Flipping the Instagram grid-view on its side, Heineken will turn the @Crack_the_US_Open handle into an interactive, social experience. This could create the largest picture ever posted on Instagram – a giant panoramic view of a stadium. How will it work? Fans will scroll through the panoramic view of a stadium to search clues in the captions about the fans. The first clue will be shared on @Heineken_US Instagram and Twitter accounts, together with a codeword that users need to claim the tickets. A series of clues form a riddle. To win, users must follow the clues, find the last photo, and enter the correct codeword in the comments. The codeword is always in the first clue and is different for each riddle. The clues will eventually lead you to a pair of hidden tickets. The first one to discover them and type the correct code word as a comment, is a lucky winner of two tickets to the US Open Men’s Final on 9/9.

Now if you think this could be a bit of a journey for the average fan to take, please don’t underestimate the draw of tickets to the Final. I think loads of tennis fans will have fun with this interactive photo hunt. What other bits of “planned spontaneity” or newsjacking have you seen related to the U.S. Open?

Source: Campaign Brief

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