One of the best signs for the future of mobile marketing comes in the fact that so many of our favorites appear on a number of other lists of GEN WOW winners for 2013 - indicating a level of integration we had not yet seen in the evolution of what is obviously the most measurable, personal and direct link to consumers ever created.
It's also worth noting that none of these have much to do with anything called "mobile advertising" of the "Oh, look, Facebook has mobile ads now" variety.
Most, in fact, involve highly engaging experiences involving games, helpful information or actual utilities.
Our purely subjective favorites of the year include:
Sure, the promotional video is going to make your skin crawl. But this branded game from Stride and W+K does seems like a fun way to have your game and chew it, too. That's because the game uses your iPhone camera to detect your mouth movements to control the onscreen hero, Ace (bonus points for including the ability to share images of your crazy jaw action to share on social media.) Let's just hope the flavor lasts long enough to win during gameplay, though. Otherwise, the whole adventure may leave a, er, bad taste in your mouth.
This year, Lexus was pushing the limits again - just in time for this year's big SI Swimsuit Issue. There was that 3D projection mapping experience on an LA Hotel a while back. And last October, the brand brought a print ad to life with the help of a handy iPad. This time out, Lexus went a bit simpler, keying into QR codes - the scanning of which reveals models hidden in SI print ads for the new IS. And as you'll see in our list of Top 10 Best in in Digital Out-of-Home 2013, it was also just the opening act in an integrated camapaign that included Sport Illustrated's first-ever 3D projection mapping experience on the facade at Caesar's Las Vegas (the development of which comes from Go2 Productions, the same team that worked on our 3D projection experience for a recent client event featuring a private concert by TRAIN).
Okay, not technically mobile marketing, but print in the service of mobile. Here, NIVEA has found a way to let you keep enjoying those summer rays - without having to worry about your mobile phone going dead. This print ad from GiovanniDraftFCB in Brazil is just the latest example of print meeting digital for some very cool results (see recent Fanta-flavored, iPod-amping print ads for a few more).
As an Apple devotee, it pains me to say that Samsung's marketing in the mobile wars is increasingly impressive (and scathing) - especially the ads mocking iPhone fans waiting in long lines for the next iPhone. And in 2013, this effort from BBDO New Zealand raises the bar. Galaxy fans could skip ahead by tweeting. Brilliant. And you won't believe the results.
What JJ Abrams did for "Star Trek" and "Mission Impossible" with the ActionFX app, Disney's doing with its treasure trove of characters via its new Infinity Action! app. As a tie-in with its new Infinity game, this app allows you to create short videos using a host of popular Disney characters and 30 different animations and props, that they can then share on their soc-nets. Kids (and a fair number of parents) are certain to love this - and it's a great way to turn advertising into a participatory experience.
It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game. As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign. Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
What are the Geico lizard or old Mayhem going to make of this? More importantly, what might they do with it? An insurance company called RSA in the Middle East has created an interactive print ad that enables readers to ask for a quote, no mobile phone or other consumer device required, though the quote comes back via the reader's mobile phone (which obviously provides the brand with contact information it could use for follow up communications). As part of the brand's "Easy as Ever" promise, the medium is quite literally the message - an innovative "wow" moment that directly delivers on the brand's positioning.
Paintlist is bringing new color to your playlist. The app, launched by Dutch Boy Paints, uses songs stored on your phone or the phone's microphone to identify a song, and then analyzes it to suggest several color palettes based on things like tempo and beat. As you might expect, fast, upbeat music favored by many millennials results in recommendations for vibrant colors - and slow, dramatic music results in more muted tones.
It might be the ultimate ice cream topping: This augmented reality concerto lasts just long enough for the ice cream to soften up just right. A very nice branding moment for connecting with certain customer segments.
In fact, the whole package-top motif took off big time this year. In one GEN WOW-winning effort from Domino's Japan, an iPhone app featuring a hugely popular, yet completely make-believe, virtual music star named Hatsune Miku, enables you to point your phone at a pizza box and enjoy a special, augmented reality performance from Miku.
Call it Father's Day, come early. This device, synced to Mom's belly, is sure to result in a powerful moment for Dad. And it's a blockbuster way to cement the Huggies brand into these new parents' minds. Maybe every expectant father should do this.
We've lost count of how many of our lists include this GEN WOW winner from a New Zealand-based pizza chain called Hell Pizza. its very cool augmented reality game continues the package-top trend this year, and pits pizza fans against (what else) zombies straight from, well, Hell. Righteous.
Call it text books by texting. This year, DDB Manila and telecom company Smart Communications won the Mobile Grand Prix at the Cannes Lions International Advertising Festival with an effort that seems like the perfect mix of cause + commerce.
Agree with our list? What made yours? Share - and let's discuss what it all means as we look ahead to 2014 and beyond.
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