WIRED & Cisco Enlist Industry Heavyweights for Tablet Publication, The
Connective 2.0: The Internet of Everything
With Contributions From Don Tapscott, Anthony D. Williams, and
Padmasree Warrior, Along With Michael Copeland of Andreessen Horowitz
Cisco Debuts First User-Directed Ad Experience
Available for Free Download TODAY in the WIRED iOS Storefront
NEW YORK, NY and SAN JOSE, CA -- (Marketwired) -- 05/15/14 -- WIRED
Advertising and Cisco (NASDAQ: CSCO) 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
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
"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
s 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) 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
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.
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