Calling all voyeurs: Has Axe Anarchy have an ad for you.
In my book, THE ON-DEMAND BRAND, I look at how HBO famously pulled off something even more spectacular with projections that gave passersby a sneak peak into the lives of people living in a New York City apartment building, ala Hitchcock's "Rear Window."
What's different about Axe's ("Lynx's" in Australia) version is that the building only comes to life once you put on special sunglasses.
Which is nice while someone's handing out the shades. But another approach might have been to create this effect using the consumers' mobile phones via augmented reality - no special glasses required.
Still - this smells like a winner for Axe's first fragrance for women.
You have to dig this initiative from Coca-Cola in Columbia.
During this concert, the band was playing on a stage that was 50 meters above the crowd.
As Adverblog reports, in order to bring the band down lower, the audience had to "download" them by using their mobile devices to log onto Coke FM and download songs from the band. As they did, the performers would be lowered closer to the public.
This effort, from Ogilvy Columbia, seems to have been a lively way for activate this live event through mobile. And as you can plainly see, it worked, despite a somewhat complicated engagement process.
A QR code or something to instantly log on and download songs might have worked better.
The new AR experience promoting the BBC's "Frozen Planet" is certainly breaking the ice.
I think what UK-based Appshaker does really well is create AR experience that wow consumers in a very powerful way without requiring the consumer to use special glasses or mobile device - as was the case with its recent initiative for National Geographic. They also create a communal experience for those all around.
Is digital outdoor the real future of AR? And if so, how might your brand put it to use?
Will consumers and brands really tune into social TV over the long term?
The whole field is getting a lot of buzz these days, from startups like Miso and GetGlue, to high-profile initiatives at this year's Super Bowl that included a branded app from Chevy and Coca-Cola's interactive Polar Bear experience on Facebook.
I have not seen solid figures on viewer engagement with the Chevy app, but the fact that GM announced this week it will sit out Super Bowl 2013, it stands to reason the initiative wasn't a touchdown.
Coca-Cola's experience, however, was another thing entirely. At last week's Social TV conference, Coca-Cola revealed some astonishing engagement figures for its Polar Bowl. Turns out that while Coke thought they'd engage a couple million people for an average of 2.5 minutes, the Bears - which reacted in real time to the game and even Super Bowl spots from other advertisers - attracted 9 million viewers who spent an average of 28 minutes with the brand.
In the conclusion of our May 2012 GEN WOW Mobile Roundtable, Dorrian Porter, CEO of longtime GEN WOW sponsor Mozes; Julie Fajgenbaum, vice president of brand and social media for American Express; and Rachel Pasqua, executive director of mobile marketing for Organic weigh in on the efficacy of various forms of branded social TV experiences, and prospects for the future.
MOBILE ROUNDTABLE (CONCL): BRAND MARKETING & THE FUTURE OF SOCIAL TV
Can Facebook monetize the mobile channel as well as it has its desktop experience?
In the run-up to Friday's big Facebook IPO, there has been considerable industry commentary on that outstanding question.
Here, our GEN WOW mobile marketing panel - Julie Fajgenbaum, vice president of brand and social media for American Express, Dorrian Porter, CEO of longtime GEN Wow sponsor Mozes, and Rachel Pasqua, executive director of mobile marketing for Organic (shown above from left) - put their views on opportunities for both Facebook and brand clients in the mobile space.
MOBILE ROUNDTABLE (PT 4): FACEBOOK'S MOBILE CHALLENGE POST IPO
You might say Mozes is on a rock-n-roll these days.
Within just the last few weeks, Wired ran a feature on how the Palo Alto, Calif-based Mozes powers Umphrey’s McGee’s interactive UMBowl, a concert series that enables fans to shape the concert – in real time – using their mobiles phones.
And just this last week, The Silicon Valley Business Journal ran a profile on the company, which focuses on mobile engagement at live events for brand clients such as Coca-Cola, Ford Motor Company and Rock The Vote, among many others.
In part three of the May 2012 GEN WOW Mobile Marketing Roundtable, we get the inside scoop from founder Dorrian Porter (full disclosure: A longtime friend, client, and sponsor of this blog), on how brands are leveraging the power of mobile at the all-important "point of inspiration."
MOBILE ROUNDTABLE (PT 3): MOZES ROCKS THE MOBILE REVOLUTION
In part two of the May 2012 GEN WOW Mobile Marketing Roundtable, I ask Rachel Pasqua, executive director of mobile marketing at New York City-based Organic about her upcoming book Mobile Marketing in An Hour A Day, and her insights into Kimberly Clark's plans to merge its social media and mobile marketing initiatives.
Along the way, we'll hear about the future of mobile apps and wearable computing at brands like Specialized Bicycles, and much, much more.
MOBILE MARKETING ROUNDTABLE (PT 2): ORGANIC'S RACHEL PASQUA - KIMBERLY CLARK, SPECIALIZED BICYCLES RAMP UP MOBILE MARKETING
I'll just come out and say it: Friday's GEN WOW Mobile Marketing Roundtable was nothing short of awesome.
Three of my favorite people in mobile marketing teamed up to answer questions on the quickly evolving world of mobile + social + local + retailing + pop culture and more.
On hand: Julie Fajgenbaum, vice president of brand and social media for American Express; Rachel Pasqua, director of mobile for New York City-based digital marketing powerhouse Organic; and Dorrian Porter, CEO of mobile marketing phenom Mozes, a longtime sponsor of this blog.
All this week, I'll post excerpts from this wide-ranging new roundtable, which spans mobile apps vs. mobile web; Facebook's prospects for monetizing the mobile channel; the future of social television and much, much more.
Up first: Fajgenbaum, who gives us the scoop on AMEX Sync, which offers card members discounts for tweeting advertised hashtags; strategies for fighting "showrooming" - the dynamic where consumers go to stores to see products but then order via mobile phone - and how mobile + Jay-Z = astonishing success.
MOBILE MARKETING ROUNDTABLE (PT 1): JULIE FAJGENBAUM: HOW AMEX BANKS OF MOBILE MARKETING
The cutting edge fashion retailer's new Wake Up app spontaneously creates a song that contains the day, weather and time in your location.
Created in conjunction with Japanese composer Cornellius, it's a very cool way to put your brand front and center at the start of one's day. And it's just the latest in a long line of innovative digital initiatives from the brand.
In my book THE ON-DEMAND BRAND, I look at some of the other amazing ways Uniqlo has created blockbuster brand experiences.
Among my favorites: An online clock (a "Uniqlock") that features video of dancers as they piroutte, plié and otherwise move their bodies to communicate the time of day in real time.
And then there's the Uniqlo Grid, which enables folks to modify the Uniqlo logo, twist it, divide it, combine it and mix in around, together. Within a few days of launch, the site compelled 116,345 people in 118 countries to add their own personal touch to the grid some 65 million times.
In keeping with that social mindset, the new Wake Up app enables users to share the time, weather and temperature at the exact moment the alarm went off, via social media.
I'm not sure how compelling that part of the offering is, or whether people will grow tired of the app's "unique" sound.
But one thing's for sure: This brand gets digital like few do.
Will its competitors finally get the wake up call?