Sympatico:
Mobile Media Lab

Sym­pa­tico is the most traf­ficked online por­tal in Canada. They sell ad space on pop­u­lar prop­er­ties like The Orange where you’ll see exclu­sive live per­for­mances in inti­mate set­tings with hot cur­rent acts.

They have amaz­ing resources for design, devel­op­ment, and con­tent cre­ation for dig­i­tal media, includ­ing mobile. But in an econ­omy focused on quar­ters, few mar­keters are aware of the poten­tial of this new medium. Sympatico’s idea: Teach them.

How do you sell a bur­geon­ing indus­try? Move it forward.

We col­lab­o­rated with Sym­pa­tico to develop the Mobile Media Lab. A chance for eager cat­e­gory lead­ing brands to learn about the mobile mar­ket­place by defin­ing it.

Fram­ing

How can Sym­pa­tico cre­ate an expe­ri­ence that would pro­vide learn­ing when no case stud­ies exist and research becomes out­dated quickly?

Use­ful offering

For a flat fee, one cat­e­gory lead­ing par­tic­i­pant from each of 8 indus­tries was offered:

  • A first look at research on Cana­dian Mobile users’ online habits con­ducted exclu­sively for this event
  • Inter­views to ascer­tain their aware­ness of the space
  • A mobile campaign
  • A chance to become the sub­jects of the first mobile case stud­ies in Canada
  • A dynamic day of col­lab­o­ra­tion with mobile experts, Sym­pa­tico devel­op­ers, and other cat­e­gory lead­ers in cre­ative exer­cises and ses­sions designed to teach par­tic­i­pants about the process, prop­er­ties, and met­rics that mat­ter in this medium.
  • A wrap report sum­ma­riz­ing the aggre­gated key insights from all par­tic­i­pant campaigns

Story

Sym­pa­tico will offer the facil­i­ties, mobile exper­tise and cur­ricu­lum and we’ll learn together.

Touch­points

  • Sell-sheets
  • Research pre­sen­ta­tion design
  • Inter­views
  • Facilitation/participation in col­lab­o­ra­tion session
  • Report design