RICK MATHIESON: GENWOW.COM

Top 10 Favorites for 2011: 3D Projection Mapping Coolness

 

For all the hype around augmented reality this last year, 3D projection mapping is poised to take off in 2012 as AR without the need for a consumer device.

Some favorites from 2011, not in any particular order:

10. Hot Wheels 3D Projection Mapping in Sydney

9.‘X-Men: First Class’ DVD Release Gets X-Cellent 3D Projection Mapping Promo

8. Bacardi Real-Time 3D Projection Mapping

7. All In: Adidas France 3D Projection Mapping Experience

6. Mr Beam: ‘Living Room’: 3D Projection Mapping in Retail

5. Cool, Car: Hyundai 3D Projection Mapping

4. Mr Beam: ‘Living Room’ - 3D Projection Mapping in Retail

3. Wrigley’s 5 Gum Lets You Create Your Own 3D Building Projections

2. Lexus 3D Projection Mapping Magic

1. Nike Makes A Splash with ‘Explosive Water Projection’

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

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Top 10 Favorites for 2011: Augmented Reality

 

I'm a sucker for augmented reality (as evidenced in my book THE ON-DEMAND BRAND), and here are 10 of my favorite initiatives from 2011 (not in any particular order).

Note how many show up on my lists for mobile marketing and branded games, too.

But also note how the best of the best didn't require a consumer device of any kind to enjoy.

10. De Beers Augments Reality: Promoting A Branded Diamond

9. Red Bull: 'Augmented Racing' Game

8. Androidify Dance: Kinect + App + Geeks = WTF

7. Cadbury Turns Chocolate Bars into Augmented Reality Games

6. Anticipation: Heinz Augments Mobile Reality to Wow In-Store Shoppers

5. Universal Pictures: 'The Thing' AR Mobile Game

4. Disney on Nice: Augmented Reality in Times Square

3. National Geographic: 'Live Augmented Reality Experience

2. Tough Love: VW Uses Augmented Reality to (Re)Launch Beetle

2. Angels Among Us: Axe Angels Augmented Reality

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Guinness Lets You Dress Up Your Pint Using Augmented Reality (Video)

 

Guinness is enabling Blippar users to decorate a tall one and snap a photo of their creation to share via email, Facebook & Twitter.

Of course, photos or video of people trying to do this after they've downed few - now that would be fun.

Read more here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Top 10 Favorites for 2011: Branded Games

 

A growing number of companies are realizing they can do some very serious business through branded fun and games.

Case in point: The branded game our agency developed for network securty player SonicWALL - and for which we just received the physical Platinum Award from this year's International Summit Awards: Marketing Effectiveness Awards.

The game has has led to an astronomical number of downloads and seriously well-qualified leads for the company. It technically didn't fall in 2011 or it'd top my list here for personal and very selfish reasons. 

Another note worth making: I didn't realize it until I started putting this round-up together that many of my favs in this category are also on my list of favs in mobile marketing and faves in social media for the year.

Definitely something to recognize (and yes, we're aiming to develop a mobile version of the SonicWALL game in 2012).

My top 10 favorites for 2011, not in any particular order:

10. Letting the Audience Drive: Ford's interactive cinema experience

9. McDonald's Billboard Game: Did somebody play McDonald's?

8. Nike Runs Into Augmented Reality: If you've got a cool idea, run with it

7. Honda's 'Experiment': A branded game that makes you 'The Cog'

6. Domino's 'Pizza Hero' Game for iPad: Gamifying the process of ordering a pizza

5. Mercedes Wants You to 'Escape the Map': Using mobile, AR, social and more

4. Can You Outrun This Asics Ad? An ad that encourages you to run away from it.

3. Universal Pictures 'The Thing' Mobile App: Movie may not done so hot, but the app is cool

2. Red Bull's 'Formula Face' Racing Game Your face has never been so fun

1. Catch A MINI & Keep It: The world’s largest outdoor reality game

 

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Top 10 Favorites for 2011: Social Media

 

Some of my favorites in social media over the past year, not necessarily in any particular order:

10. The 'Blog-Up' Store: A new take on social commerce

9.  Ultimat Vodka Rates Facebook Users Real-World Social Life: Using facial recognition to calibrate how much fun you're having - and how you can have more

8.  'Share A Coke': Social media campaign calls to friends by first name

7. Red Bull's 'Formula Face' Racing Game Your face has never been so fun

6. Claussen Wants A Picture of Your Pickle: Insert your own Anthony Weiner joke here

5. Turn Your Face Into Maynard's Candy: Forget tasting the rainbow, now you can suck your own face

4. New 'Old Spice Guy' vs. New 'Old Spice Guy': Mustafa vs. Fabio

3. Domino's Posts Customer Comments in Times Square: And here you thought Round Table was the last honest pizza

2. Axe App Exaggerates Your Relationship Status: Let's just say it's really, really complicated

1. 'Batman: The Dark Knight Rises' Social Media Campaign: Seriously viral effort for a movie that doesn't hit until Summer 2012

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Top 10 Favorites for 2011: Mobile Marketing

 

Okay, I'm not big on the whole end-of-year "best of" thing, so let's call this a list of favs from a brand and creative standpoint. 

Not in any particular order:

10.  Honda Jazz iPhone App Lets You Swipe Characters Out of TV Spots: Look for more of this in 2012.

9. 'Old Navy Records' Combines Music, Fashion & Your iPhone: More of Shazam-enabled TV spot integration.

8. Red Bull 'Augmented Racer' Game: Create your own race track mobile game.

7. McDonald's Billboard Game You Play Via Mobile: Did somebody play McDonald's?

6. Cadbury's Mobile Augmented Reality Games: Chocolate bars that turn into games? Sweet.

5. Pringles Crunch Band Mobile App: Music to marketers' ears.

4. Amnesty International 'Slide to Unlock' Mobile Ad: Really the only mobile ad I liked this year.

3. VW Uses Mobile AR to Relaunch Beetle: All in the name of (tough) love.

2. Catch A MINI & Keep It: The world's largest outdoor reality game.

1. 'The Voice': Print Ads That Speak: I loved this effort from Reporters Without Borders - which used what turned out tobe the model most aped this year: printed mouths, mobile lips (as just one example, see Trident).

In general, my takeaways:

• Games are good - they boost engagement

• The mobile efforts are not standalone curios - they're part of larger integrated campaigns

• We've still got a long way to go - these examples are cool, but very few people likely accessed them

• It doesn't matter if it's dumb, I love AR

There you have it - the scoop on at least 10 great mobile marketing efforts of the last year.

You can find many more outstanding mobile initiatives here.

 

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Moosejaw's Jaw-Dropping 'X-Ray' App Amps Up Retailer's Sales by 37% (Video)

Moosejaw X-Ray App from Gary Wohlfeill on Vimeo.

 A scintillating mobile app from outerwear retailer Moosejaw has helped boost sales 37% when compared with the same month one year ago.

Then again, it was definitely Victoria's Secret territory - and was just as off-putting to some as it was fresh and fun to others.

Regardless of how you fall on that measure, Mashable reports that the app generated 1 million impressions on Twitter, 160,000 video views and 75,00 downloads in five weeks.

Given that the app enables users to see through clothing in Moosejaw's winter catalog so you can see the male and female models in their skivvies, the numbers are impressive but also not at all unexpected. It's kind of like a print magazine-based version of the Axe Angels.

And not at all bad for a print catalog with a typical distribution of 120,000 people. Add in an attraction like this, and it appears readers spent a lot more time with the catalog (you think?).

But as Moosejaw's Creative Director Gary Wohlfeill tells Mashable, "The story here isn't the short-term ROI. Our marketing strategy is about long-term, loyalty-based brand-building. This [app] is just a small part of what we're trying to achieve."

Read more, here.

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  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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The Value of MMS in Your Marketing Mix

(SPONSORED) MMS adds to SMS, providing an enhanced brand experience.

It offers all the advantages of SMS for push and pull messaging with a difference—the experience of rich media such as images, graphics, video, audio and animations at a single click.

Like SMS, MMS offers key advantages over other traditional marketing channels

• Immediacy: on average emails are read within 48 hours and SMS and MMS are read within 4 minutes.

• Engagement: there's a 300% increase in opens for SMS/MMS vs email.

• High Response Rate: it takes 90 minutes for the average person to respond to an email, only 90 seconds to respond to an SMS or MMS.

• Ability to respond directly from a message: click to call, click to web, direct POS redemption with graphic and bar coded coupons, direct product fulfillment, reply MMS or reply SMS.

• Listen to last week webinar on "The Value of MMS for Your Marketing Mix".

Watch the recording or download the slides.

Nike Runs Into Augmented Reality (Video)

 

If you've got a cool idea - run with it.

I'm digging this new campaign from Nike, called Catch the Flash.

Fifty runners ("Flashers"?) set out across Vienna for 90 minutes as participants tracked them down using a dedicated mobile app.

Actually I have no idea what about it is actually "augmented reality." But it looks to be a fun virtual world/real world game of tag.

It reminds me in some ways of the Catch A Mini campaign a few weeks back. And it's very similar to "Uncle Roy All Around You," a virtual/physical world game popular in London about six years ago.

I think this particular initiative would have benefited from making it where there are AR runners rather that real ones, and players must hunt them down using "radar" and use their camera phones to capture them in images for the chance to win the prize. (In fact, about an hour after I wrote this post, I came across a story that went out today about how here in the US, Nike is indeed doing something similar to this - enabling users of the GoldRun app to spot virtual versions of its Nike Air Max shoes - though it's within Finish Line stores.)

Still, a nice initiative that could spell serious fun for an iconic brand.

Read more about the Flash runners, here.

And read more about the AR Air Maxes, here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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