Services
We Strategize, Concept & Produce unforgettable & always excessive experiences that bring brands & people together.
Insight mining through immersive Research
Ok, so you're in charge of a skateboard brand. Sweet. But, you have 2.3 kids, live on a golf course, the only skater you can name is Tony Hawk & you haven't picked up a board in 15 years. Even then, let's be real... you sucked at it. It's all good. But, hey – you're in charge of a cool brand now. You need to know what you're talking about in meetings. Unfortunately, Skateboard Youth Culture 101 isn't a course you can take at night school. And, syndicated research is for posers.
So, here's what you do; Shoot us an email at imnotaposer@genuineoverkill.com & we got you. This is our jam & it's some of our favorite work. We approach it from the problem you're trying to solve - reaching deep into the cultural, consumer & trade landscapes. We get to know the people moving the scene forward – the makers, innovators, originators & disruptors. We look way under the hood of what's going on & bring you with us for the entire journey. Yes, you'll get out of the office. This is immersive, surround-sound, full-contact research. It's not academic. If anything, it's closer to summer camp. When we're done, you'll have memories, ideas, phone numbers, relationships, and a first-hand understanding of the world your brand wants to play in. And, we'll take it one further – we'll lead ideation sessions to ensure your investment leads to actionable ideas designed to bond your brand with consumer in meaningful ways – basically ensuring your success & keeping your boss from calling it a boondoggle.
Also available, we'll turn your learnings into content – developing sharable output, encapsulating the entire journey.
Branded Entertainment + Experiences
Ground-up Events, Tours, Sponsorship Strategies & Activation, Virtual & Digital Experiences. We do all of that & we’re constantly expanding our knowledgebase and network of capable professionals who specialize in new forms of storytelling.
Remember that 'thing' you went to, brought to you by 'that brand'? You know… the one where you walked in, a brand ambassador handed you their product & took your picture in front of the step & repeat – then asked you to post to your social using their hashtag? Yeah? Cool. We don't do that. Not gonna say it hasn't happened - but it hurt deeply. We've since learned that what makes Brand Managers happy isn't necessarily what makes consumers happy. And, our best work has been done in service to people on behalf of brands – Not the other way around.
We don't do "Transactional." A lot of marketing is just an evolution of the "we now interrupt this message to bring you a word from our sponsor" strategy. So, we seek out clients who share our belief that the best way to build relationships is to be consumer-centric in every way possible – anticipating & addressing needs & wants all the way around. So, before we get under the hood of any brand asset, we ask ourselves, "how can we help our client genuinely make their consumer's life better?". We've accrued a bunch of best practices and stories of having done just that with phenomenal business results. If you ask us, we'll talk your ear off, so good luck with that.
Artist + Maker Alliances
Authenticity isn't manufactured; it's recognized, respected & enabled. And we've found that the best way to support the scene is to hire from within it. So, while we're proud to have a strong in-house creative engine, an essential part of our approach is to discover, engage and collaborate with the people who create the very culture we're looking to become a part of. Part of achieving real authenticity is knowing when to get out of the way. So, we value our relationships with some of the world's most talented artists & makers.
We have a strong reputation for finding meaningful ways for brands & artists to collaborate – hitting those KPIs while keeping the artist's integrity intact.
Influencer Marketing Cultural entrenchment
Influencer Marketing has evolved, but not entirely in a good way. Achieving reach has gotten easier while maintaining authenticity… eh, not so much. The commodified, transactional nature of modern influencer engagement has turned into a whole industry of hurried & overtly obvious brand integration that's become as easy to spot as an infomercial. It's become advertising – and your consumer knows the difference. Building brand love doesn't come from buying posts from people with large followers. It comes from Cultural Engagement – creating meaningful relationships with the right people from within the culture & earning their love & support through genuine, sustained engagement. So, let's do that.
Social Media + Content Production
Social Media is the modern megaphone. It's an extension of our real lives – the home of the perpetual humble brag... Proof that we've done stuff. Through smart social strategies & compelling content, we can connect with audiences in ways that are actually authentic & meaningful. It also brings reach to otherwise exclusive experiences. We take two tacts when it comes to content – make it excellent & authentic by engaging the best storytellers in the business & implement the most brilliant social scientists to ensure the right people engage with it. Simple! (Not really)
Experiential Consulting for hospitality
Our team & extended family of creators is regarded as among the most seasoned group of professionals working in the branded experience space, and we share a passion for Hospitality. Our prowess of getting into the customer mindset, understanding culture & architecting experiential strategies is why our creative output isn’t just regarded as “cool”, it’s effective at building brand love. We made a decision to shift our focus to work with a handful of boutique hospitality properties that share our passion for market disruption through surprise & delight. Our unique approach is designed to deliver a superior end-to-end guest experience that sets our partners a world apart from their competitors. You can download this PDF to learn more about our suite of Hospitality Services.
Public relations
We construct PR campaigns that magnify your brand, capturing audience interest through engaging stories. Our strategically choreographed programs align perfectly with your brand's ethos, fostering authentic dialogue that organically grows brand influence. In today's dynamic landscape, appealing to influential and active consumers is vital for building lasting connections and maximizing brand impact.
Eating tacos
We do that often & we do it well. We’re putting it in here as a core capability in the event someone wants to pay us to do that. We’re probably better at it than the big agencies. Just sayin’.