How many miles per cheer can you get with the Volkswagen up!?
According to Ad Age, this fun initiative from Achtung Netherlands entails a car outfitted with a decibel recorder linked to the accelerator so cheers are converted to motion. The louder the cheering, the faster you go.
It's all tied to a promotion for the Dutch Olympic team.
Not quite as fun as the "Fanwagen" - but still obviously very spirited.
Ikea has 211 million ways to make an impact with augmented reality.
As the Los Angeles Times reports, the brand's big new catalog - delivered to over 200 million people at end of this month - will feature an invitation to download a new Ikea catalog app, which will then give you access to photo galleries, a video story about the designer, and even an X-ray view behind, say, cabinet doors.
In general, I'm profoundly in favor of using augmented reality to add interactivity into print publications. But I think any third party AR app should be the avenue for doing that. If the consumer needs to download a branded app, the app itself should just become the catalog, complete with all these other features.
But overall, I have to give kudos to Ikea, its team at McCann and everyone else involved with this initiative.
And overall, as I write in my book THE ON-DEMAND BRAND, everyone should be clear that digital doesn't/shouldn't disrupt print/traditional media. It empowers it in amazing new ways.
(Sponsored) Digital is clearly key for Coca-Cola, and they do it right. As a mature brand, they understand consumer behavior and see the need to adopt innovative marketing technology and approaches to bring value to the consumer, customer and organization. One of the major reasons the Company has been so successful in connecting the physical to the digital world is their Mobile Center of Excellence (MCOE) which has developed key strategies, identified gaps and opportunities. This continual process accelerates development with key vendors, partners and constituents to help drive initiatives using mobile.
In this webinar, members of the MCOE will share the vision, mission, method and results of the Mobile Center of Excellence, as well as discuss the needs that Mozes, a mobile engagement partner, helps to fill through supporting events like Essence Music Festival, NASCAR 600, Coca-Cola Beach Spring Break, and College football games.
Attendees will learn: - How to approach cultivating an in-house mobile expert or team. - How mobile is transforming the event experience. - How to convert participation into long-term relationships. - Best practices for building a successful mobile engagement strategy incorporating audience engagement.
Moderator: Michael Becker, Managing Director, North America, MMA
Speakers: Tara Scarlett, Senior Manager, CRM and Mobile Marketing, The Coca-Cola Company Chris Bigda, Connections Planning & Investment, Media & Interactive, The Coca-Cola Company Dorrian Porter, CEO, Mozes Inc.
We've seen projection mapping applied to buildings. We've seen it applied to retail furniture displays. We've even seen it applied to cars. Now, Intel and designer Franck Sorbier is applying it to the catwalk to amazing effect. What's your take? Haute to trot? Or do you pret-a-poo-poo it? Before you decide, read more here.
Why go to all the trouble of building social media buzz when you can just fake it and achieve the same thing?
That's the genius behind this new campaign from DKNY to promote the launch of its newly renovated London store in the run up to the Olympics.
Aliza Licht, SVP of global communications, created a video touting the spectacular sensation sparked by the party to celebrate the opening. Recruiting celebs and fashionistas, the video chronicles the Twitter storm and social media squall that never was - thus creating the real thing in an instant.
As Licht tells the Wall Street Journal, such fakery is fair game in promoting an actual event.
This brings phoning in a performance to a whole new level.
A new interactive music video from a band called MNDR uses your Facebook data to create the appearance of text exchanges between you and your friends as part of an exceptionally personalized storyline.
As the narrative progresses, you travel to New York to see MNDR in concert, join them onstage, and then get asked to join them on tour.
In my book THE ON-DEMAND BRAND, this is what I call "accentuating the POSitive. As in Personalizable, Ownable and Shareable.
Here, MDNR is making you part of the excitement in a drama that's custom-made for the digital age.
Axe advertising has never been for the faint of heart.
As I write in my book THE ON-DEMAND BRAND, the brand is known for outrageously risqué marketing campaigns that have included everything from branded games like "Lets Get Dirty" to scantily clad augmented reality angels.
Yet still I have to admit I'm shocked at this latest effort, from Puerto Rico, which involves QR codes posted in restrooms at bars and discos (....I guess there are still places called "discos" down there).
You'll see what happens next, which (personal judgements aside) does point to an extraordinarily savvy mobile + social media connection.
Is it far too racy for a global brand - even one as purposefully controversial as Axe? Without a doubt.
Will it succeed with its target audience in Puerto Rico?