Essay --

Mekanism is a San francisco-based creative digital agency that is founded in 2000 by Tommy Means. Mekanism is derived from a company named Complete Pandemonium. Means saw a big opportunity of the internet for a great media platform that was not being deployed and understood by people and company back in 2000. Means started to grow his view to an independent integrated creative production studio to develop the branded content outside traditional marketing communication channels. Means aimed the mission to place the web media at the center of all advertising, and to make marketing more effective among all the other platforms. Immediately the agency was founded as an independent entity, he added three partners. Pete Caban as a head of digital, Ian Kovalic as an executive creative director, and Jason Harris as an executive producer. Pete Caban leads technology development, new media initiatives and business operations. Focusing mainly on projects surrounding emerging content platforms, Caban directs the technical development of Mekanism’s client campaigns by leveraging the industry’s latest innovations to deliver targeted content to the widest base. Ian Kovalic brings an artistic and creative background in design, interactive and animated storytelling. As executive creative director, he oversees most of the design execution across commercial, web and branded entertainment. Jason Harris leads the strategy and production of branded entertainment campaigns. His core focus is fostering Mekanism’s position as the premiere storyteller for emerging media. Harris represents a unique mix of strategy, management and production expertise. He works attentively with brands to help make hit content, develop community platforms, and enhance reach a... ...Super bowl, Mekanism continued engagement with the audience, with the contests where hundreds of thousands additional fans came to watch the spot frame by frame and hunt for planted easter eggs. Average times on Pepsi.com was unbelievable, 4 minutes and 35 seconds. The program garnered press eventually every outlet from USATODAY, to the New York Times to the Today Show. Through paid, owned , and earned media, it received over 5.5 billion impressions. In the end, Mekanism created a Fan-made film that looked stunning, and delivered on the creativity and passion of its audience which generated buzz long before and after the Super Bowl. But most importantly, Makanism amplified the voice of the now generation, and Pepsi put its marketing focus on the people who really matter, its consumers. http://youtu.be/a6YjAWU6_Qw>