The Jazz just might be all that.
In its "This Unpredictable Life" campaign, whose very structure reflects a musical riff, Honda brings us a psychedelic, animated TV spot voiced over by, of all people, Garrison Keillor. There's even an iPhone app that enables viewers to swipe characters right off the TV using "screen hopping" technology and then interact with the characters by doing things like singing into the phone's microphone to get the monkey character to dance.
According to Creativity, this screen hopping technology uses audio recognition to sync the app to the spots soundtrack, identifying which character to "catch."I'm not yet sure if I would download an app in the hopes of seeing a TV commercial, and then whipping out the phone in time to catch a character. But it is an innovative idea, and it does point to new possibilities in activating traditional through the power of mobile. I didn't learn much about the Jazz, but at least I might be open to doing so.
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Very interesting - thanks for sharing.
Tech like this is showing just what the emerging smartphone market will be capable of in the very near future, and all of the opportunities that it will bring.
It's also beautifully on brand - a great example of tech being used to add value, rather than just exhibiting creativity for the sake of it.
That's exciting stuff!
Posted by: Neil Hopkins | February 01, 2011 at 12:57 AM