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By 2010, social media had matured from a copy-based platform where status updates were predominantly shared via short-form text to a more visually based platform where status updates increasingly included images or videos. The proliferation of camera-embedded smartphones among America's youth were compelling them to take more and more photos and share what they were seeing and doing and with whomever they wanted. Consequentially, the dialogue, priorities, and the very face, literally, of social currency shifted from the accumulation of stuff to the collection of experiences. YouthNation was moving from status symbols to status updates as a measure of value and success and has never looked back.

As a result of the smartphone explosion, photos would begin to play an increasingly convenient and pervasive role in our consumption of all media. As America's youth shifted to mobile devices as a primary computing and media consumption tool, they craved shorter and shorter forms of content exclusively “designed for the flick.” Since images convey emotions and experiences that short-form copy never could, the levels of engagement around images, especially within social networks, grew exponentially. It wasn't too long before brands took notice and began to build campaigns to take advantage of this new definition of status.

Bing's Summer of Doing Campaign

In 2012 Microsoft came to MRY looking to emphasize Bing's new social features, which made it easier for users to seek the opinions and advice of friends as part of the decision-making process surrounding events, purchases, travel, and more. MRY worked with Microsoft's Bing to develop a critically acclaimed campaign called “The Summer of Doing,” illustrated in Figure 2.1, which focused on distributing bespoke imagery via social media with an eye toward motivating people to go out and do things with the help of Bing.

Figure 2.1 A social media post from the Bing “Summer of Doing” Campaign (Created by MRY)