Cisco Debuts First User-Directed Ad Experience
NEW YORK and SAN JOSE, Calif.—May 15, 2014—WIRED Advertising and Cisco today released the second edition of The Connective, a digital experience focused on the Internet of Everything (IoE). Readers can download The Connective 2.0 through the Kindle Fire, Android tablets, iPad tablets, Nexus 7, and the Barnes & Noble Nook as a complimentary special issue at WIRED.com/The Connective.
In its second year, The Connective raises the bar by collecting insights from best-selling authors Don Tapscott and Anthony D. Williams, Cisco's Padmasree Warrior, and industry heavyweights like Michael Copeland and Marc Andreessen of Andreessen Horowitz, on what's new and innovative when it comes to the IoE. This contributed content as well as four interactive articles on topics ranging from connected stadiums to international ocean shipping showcase how the IoE will be layered into our everyday lives and provide a snapshot of the future.
"WIRED is the first word on how innovation is transforming the world around us," said Howard Mittman, WIRED vice president and publisher. "And The Connective 2.0, which examines the Internet of Everything, is an extension of that. We brought in top thought leaders in the industry to create informative and interactive content on how the IoE is shaping our future."
"We are thrilled to partner once again with WIRED on The Connective and to bring the Internet of Everything to life in a compelling way for readers," said Cisco Senior Vice President and Chief Marketing Officer Blair Christie. "With a first-of-its-kind dynamic ad, Cisco will be demonstrating what is possible with the next wave of the Internet and showing the story of a connected city —giving WIRED readers a unique experience and illustrating the value created when you connect the unconnected.”
Developed for Cisco by Goodby Silverstein & Partners, the interactive ad focuses on a real event taking place that day in the user's selected city. After the user selects their city from a list of hundreds of options, the ad uses several live API feeds to deliver real-time information related to the selected location and event.
The animation in the ad shows an airplane landing at a connected airport, which shows the local airport name and local weather data on a dynamic screen. The user then sees a rental car driving to a local cafe as well as the cafe's online rating. As the car continues on, local traffic data shows that it needs to reroute to avoid traffic. It eventually parks, and the user arrives at the event venue to display a sporting or music event that is happening that night in the selected city. All of these activities are made possible through live API data feeds to deliver the real-time information that gives the user a personalized experience.
Throughout the experience, users will have the opportunity to tap clickable hotspots that will pause the animation and tell them a deeper story about connected airports or connected parking, for example, and how Cisco technology is making those smarter.
Each experience will be slightly different from the next, and even the same user will get a different experience if they try it again on another day or in another city.
"Because we're driving this experience with personalized real-time data, it will be different for every person," said Justin Moore, creative director of Goodby Silverstein & Partners. "Our brand campaign is working like a lab for the Internet of Everything, demonstrating how the world of advertising is changing as we connect the previously unconnected."
Download your free version of The Connective 2.0 here.
Cisco (NASDAQ:CSCO, news, filings) is the worldwide leader in IT that helps companies seize the opportunities of tomorrow by proving that amazing things can happen when you connect the previously unconnected. For ongoing news, please go to http://thenetwork.cisco.com.
About Goodby Silverstein & Partners
Goodby Silverstein & Partners is one of the world's most respected and most awarded advertising agencies. Founded in 1983, GS&P is headquartered in San Francisco, with an office in New York City. More than 300 employees serve a broad array of accounts, including Comcast/XFINITY, Frito-Lay, the California Milk Processor Board ("got milk?"), Adobe, Cisco, SONIC Drive-In, the NBA and many others. GS&P is part of the Omnicom Group.
WIRED is the essential source of information and ideas that make sense of a world in constant transformation. We tell an ongoing adventure story—the invention of the future. The WIRED conversation illuminates how technology is changing every aspect of our lives—from culture to business, science to design. The breakthroughs and innovations that we cover lead to new ways of thinking, new connections, and new industries. We introduce you to the people, companies, and ideas that matter. WIRED reaches more than 30 million people each month through WIRED.com, our tablet edition, the magazine, social media, and live events.