Next/Now

BACKGROUND

Introduce your business and what you do there.

I’m the director of field marketing for Mike’s Hard Lemonade. We are an alcohol company that produces flavored malt beverages in a variety of brands and flavors. 

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

Our original brand, Mike’s Hard Lemonade, has been out for almost 20 years. We wanted to re-engage with male millennial consumers and develop something innovative and tech-driven, aligned with our current marketing campaign. We wanted to develop something that we could bring to events we’re sponsoring throughout the country. We wanted something that would really pull in consumers and encourage them to engage with and sample our brand. 

SOLUTION

What was the scope of their involvement?

We developed a VR [virtual reality] game that people can play at events across the country. It’s driven via headsets and goggles. 

What is the team composition? 

We had an entire team dedicated to just our project. Over the course of the development process, which lasted a couple of months, there was a team of 6–10 people. 

How did you come to work with NEXT/NOW?

We heard about them through word of mouth. They’re doing a great job for a number of companies in Chicago. I had an old co-worker who had worked with them before and gave them a great reference. We went over to their studio and they presented their work to us. After meeting everyone, we found them to be really friendly and thought they had their finger on the pulse of what’s happening in technology. It was a great fit.

What is the status of this engagement?

We started working together in July of this year until September.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

We haven’t launched the program nationally yet — it’s for summer 2018. We’re socializing the program and the game right now throughout our beer distributor network and our sales teams, along with our marketing team across the country. We’re still getting feedback from everyone, but so far, it’s been great and we feel it aligns very well and meets our goal of supporting our marketing campaign. 

How did NEXT/NOW perform from a project management standpoint?

They were excellent with their communication processes, reliability, follow-up, and punctuality. There was never a time where I was concerned about meeting our deadlines or deviating from the timelines we established. Everything ran very smoothly and was incredibly stress-free. They used Dropbox and we had a shared folder with them.

What did you find most impressive about them?

They have a number of key strengths; everything from their initial sales process to working with the developers to figure out exactly what we needed. A lot of times companies know they want to get into technology and have ideas, but don’t exactly know exactly what we need to pull in and engage our consumers. 

However, from the very beginning, they had excellent creative and account management perspectives. They really were proficient and guided us towards the development of the right things. All the way through, they were very involved, hands-on, helpful, and patient. A lot of brand people aren’t technology people but it was great to have them. They feel comfortable. 

Are there any areas they could improve?

Everything went very smoothly for us. It was better than I expected. I don’t have any areas for them to improve.

Do you have any advice for potential customers?

I would go in and know the consumer that you want to engage with. Understand what your objectives are when creating some type of technology. Lay that out and then be ready to listen and learn. Don’t begin the process thinking that you’re the technology expert. Go into it knowing that you’re working with them because they’re the experts. 

BACKGROUND

Introduce your business and what you do there.

CSM is a sports and entertainment communications agency. I’ve been the account director on a motorsports account for the last five years.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We needed help with augmented/virtual reality (AR/VR) experience development.

SOLUTION

What was the scope of their involvement?

For this particular motorsports account, NEXT/NOW built an AR pit stop experience. Users could go to a consumer display, complete with a 9’ x 15’ LED screen, at races and immerse themselves as an acting member of a pit stop crew helping to change tires. The experience was captured on video and shareable on social media. We were the only sponsor, the only original equipment manufacturer with technology like this. It was a very popular, innovative program.

Subsequently, they’ve worked on other projects ranging from top-level AR platforms to smaller projects, data capture components, and consumer engagement in general.

What is the team composition?

I’ve worked with an account manager, the director of business development, and the founder. They facilitated all the project requests and anything that was needed from a client perspective back to the 2–3 developers working on the project.

How did you come to work with NEXT/NOW?

We met and worked on a previous display several years back. They were a new company and we really trusted them, given their knowledge and expertise in the AR/VR space. They were energetic and hungry for the business. We gave them a shot and they proved themselves through and through that they could get the job done.

What is the status of this engagement?

We started working together in 2011 and the work is ongoing.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The work that NEXT/NOW has done for us have shown just how potent and valuable they are among all the different competitors and agencies we’ve used. A lot of people at CSM and with our big-brand clients respect them enough that their name comes to the top when new business or new concepts and new ideas are being discussed to work through and to try to call on a vendor to build. Their work speaks for itself.

How did NEXT/NOW perform from a project management standpoint?

They’re not a huge company, but they operate as they are. They’ve never miss a deadline or cause delays in project launches, and they make sure any requests—even last minute—are tackled before launch. They listen well and understand client objectives, try to get a feel for what the the project mission, and then bring their creative aspects and solutions into it. Along the way, there are always snags and new requests, new challenges, and new builds. They roll with the punches.

What did you find most impressive about them?

They’re really good from a technology and quality of work perspective. Their quality of work and what they say they’re going to build and say they’re going to accomplish always surpasses expectations. They don’t just take an order and fulfill it.

They’re also really good with relationships. They want to be part of the process from the very beginning. They’re very good at understanding what the client wants and listens and hear what the need is. They meet that objective before they just give you a prebaked idea. It’s refreshing to work with people that you can have a relationship and you can trust like that.

Are there any areas they could improve?

No. As long as they continue doing what they’re doing, they’re in good shape.

Do you have any advice for potential customers?

Include them from the very beginning. Sometimes, when you’re working with an agency that has been managing clients, it’s very easy to play back and forth and get the request from the client and then just reach out to NEXT/NOW and see what they can provide. They’re very collaborative and they listen. They understand where their boundaries are in trying to put something in front of the client that might not necessarily make sense. From the very beginning to execution, keeping them in the loop is the best approach.

BACKGROUND

Introduce your business and what you do there.

I’m the Digital Manager of a major consumer goods company in Chicago. I handle all digital marketing and associated projects. We have 3,000 employees.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We were approaching the 100th anniversary of our company and wanted to create an attention-grabbing tradeshow booth to draw people toward our representatives.

SOLUTION

What was the scope of their involvement?

We developed an interactive photo booth that used green screen technology to transform the subject into our mascot. We also held an art contest in which users redesigned our iconic logo. NEXT/NOW built a website to host the competition, as well as a large-scale, flexible LED screen to display the finalists.

What is the team composition?

I communicated directly with their creative lead and project managers on a day-to-day basis. I also met a couple of the backend developers assigned to our project.

How did you come to work with NEXT/NOW?

It all seemed very serendipitous. We had launched a large marketing campaign centered around our upcoming anniversary. Their business development team reached out to us via LinkedIn, and we set up a meeting since we were interested in adding creative elements for the upcoming tradeshow. We decided they would make a great fit.

How much have you invested with them?

Between $100,000–$125,000.

What is the status of this engagement?

We worked together during the first three quarters of 2014.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

The photo booth and art competition were both received very well. Our customers seemed to respond positively, and our internal team was pleased with the PR buzz generated by these projects.

How did NEXT/NOW perform from a project management standpoint?

They have excellent client service. Our dedicated project lead was always available and effectively managed our team. They were organized, set clear deadlines, and delivered on time. Few, if any, issues arose, and they sometimes completed goals under budget.

What did you find most impressive about them?

They’re able to use technology creatively, finding unique ways to incorporate digital tools into interactive, real-life presentations. They stay up-to-date with the latest technologies and think outside the box to provide fresh ideas. When working with NEXT/NOW, don’t expect standard solutions.

Are there any areas they could improve?

We were pleased with their results, so I have no criticisms.

BACKGROUND

Introduce your business and what you do there.

I was the director of creative services and events for Cars.com.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with NEXT/NOW?

We wanted to introduce new experiential technologies to our events and marketing programs. 

SOLUTION

What was the scope of their involvement?

NEXT/NOW was brought in to work on a gesture-technology project. People would use their bodies to operate a game during an event. We used it for creating engagement with people and making them excited to be there to see and do something different. The technologies used were related to gesture-based response. Users’ heads, hands, and feet would control the game through any gesture.

On another project for a big tradeshow, NEXT/NOW created an Oculus Rift game during the height of that trend. They brought technology into our booth, which helped us showcase our innovation and create a fun experience for attendees. We incorporated our business messages within that experience.

I’m not sure what the backend assignment was, so I couldn’t say how many developers worked on our projects.

How did you come to work with NEXT/NOW?

I attended a networking event along with Randy Gress, NEXT/NOW’s director of business development. We started talking, and I was invited to their showroom for a technology demo. We were in the process of uncovering new experiential techniques for showcasing innovation and driving engagement at our events, so there was a need. We asked NEXT/NOW to submit a proposal, and we took it from there.

How much have you invested with NEXT/NOW?

Our gesture-based game had a cost of between $15,000 and $20,000. The Oculus Rift one was between $50,000 and $60,000.

What is the status of this engagement?

Both of our projects were developed between 2013 and 2014. All of the work is complete. 

RESULTS & FEEDBACK

Could you share any evidence that would demonstrate the productivity, quality of work, or impact of the engagement?

From a qualitative standpoint, NEXT/NOW achieved the goals we were trying to communicate—namely, driving engagement and showcasing innovation. Both of our games were well-received, peaked a lot of interest, and increased the time spent at our booths. We were happy with the process of working with NEXT/NOW, from the concept stage all the way to delivery.

One of the things provided by NEXT/NOW was on-site support staff. Since they were the experts in the technology we were utilizing, NEXT/NOW’s team was able to speak more to some of the technical and/or operational questions. It was a nice value-add to have.

How did NEXT/NOW perform from a project management standpoint?

I don’t know what NEXT/NOW’s backend systems were, but the project management process was seamless, and everything was done with good communication, proper timelines, and no doubt regarding the delivery of the project. We had plenty of time to test and make sure that the software was working properly within the environment, so I would say that NEXT/NOW did a great job in terms of project management.

What did you find most impressive about NEXT/NOW?

Their view on technology and its utilization for creating unique, one-of-a-kind experiences is something I haven’t seen with similar vendors. NEXT/NOW is ahead of the curve when it comes to the solutions they offer for clients, helping them stand out from the sea of the same. We had access to some smart, capable people in our team for executing that flawlessly.

Are there any areas NEXT/NOW could improve?

I was very pleased with everything, from start to finish. NEXT/NOW’s members are fun people to work with, and it was a positive experience.