RICK MATHIESON: GENWOW.COM

Interview: AKQA CEO Tom Bedecarré (Conclusion) - Alternate Reality Games, Location-Based Marketing & Targeting

In the conclusion of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré offers his view of alternate reality games (ARGs), social media, location-based marketing and that most controversial of issues: targeting.

CLICK HERE to listen to: Tom Bedecarré, CEO, AKQA (Conclusion): ARGs, Social Media, Location-Based Marketing & Targeting

 

 

(Approx. 5:45)

Interview: AKQA CEO Tom Bedecarré (Pt. 3) - On Coca-Cola, Target & AKQA's #1 Core Value

In part three of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré shares insights on a few more of his agency's most successful initiatives - including Design The World a Coke and the holiday iPhone app for Target - as well as how AKQA organizes itself around its #1 core value: Innovation.

 CLICK HERE to listen to: Tom Bedecarré, CEO, AKQA (Pt. 3): Coca-Cola, Target and AKQA's #1 Core Value

(Approx. 4:56)

   

 

Interview: AKQA CEO Tom Bedecarré - On Building The Agency of Tomorrow, Today

Tom Bedecarré is succeeding like few others in creating the ad agency of tomorrow, today.

In part one of an expansive source interview for my book, THE ON-DEMAND BRAND, Bedecarré shares the behind the scenes steps he took to shape what is arguably one of the most forward thinking digital marketing firms in the world

"There are a lot of advertising people who want to hang onto the past, want to hang onto 30-second television commercials and full-color magazine ads, and I think it's very hard to catch up," he tells me, with considerable understatement, before explaining how his team started putting the pieces in place a decade ago to capitalize on this amazing new era.

 

Over the next few days, I'll share more from this interview, including Bedecarreé's insights on some of today's mos exciting new channels, as well as his firm's most famous digital initiatives, from Design The World A Coke, to Nike PhotoID, to the Target snow globe iPhone app and more. 

Tom Bedecarré, CEO, AKQA: Building The Agency of Tomorrow, Today (Pt. 1)

Listen to: AQKA CEO Tom Bedecarré Pt 1: The Agency of Tomorrow, Today

(Approx. 3:10)

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3D Projection Mapping - On A Miniature Model of Tokyo (Video)

 

Call it 3D projection writ small. Very, very small.

In January, I posted about an initiative we spearheaded to super-size a client's core message on a 12-story building through the power and magic of 3D projection mapping.

In celebrating its 10th anniversary, Roppongi Hills - a renowned Tokyo landmark, decided to use the technology in reverse - with a remarkable digital campaign called "Tokyo City Symphony," an interactive website where you can experience playing with 3D projection mapping on a 1:1000 miniature model of Tokyo.

According to the Mori Building Company, the handcrafted model is an exact replica of the cityscape of Tokyo in every detail. Three visual motifs are projected onto the city in sync with music: "Future City," conjuring futuristic images, "Rock" that playfully transforms Roppongi Hills into colorful musical instruments and monsters, and "Edo City," or "Traditional Tokyo," that portrays beautiful Japanese images.

One very big small idea.

Check it all out yourself, here.

 

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Interview: BSSP's John Butler (Pt 2) - On Driving Digital Innovation for Mini

"Let's advertise to people who already own the car."

That, in a nutshell, sums up John Butler's unconventional approach to marketing MINI, which I explore in my book, THE ON-DEMAND BRAND (available everywhere books are sold).

In part two of this source interview, Butler talks about how this mindset, combined with in-house digital expertise at Butler, Shine, Stern & Partners led to such innovations like billboards that use RFID technology to call out to MINI drivers, with messages like "Nice day to have the top down, Ed!"

The effort was part of the MINI "Covert" campaign that has helped MINI make a major splash in the world of automotive marketing. 

Here's more from a great interview that offers some outstanding insights on success in the digital age.

Listen to: John Butler (Pt. 2) - Driving Digital Innovation for MINI

(approx 5:34)

 

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Interview: BSSP's John Butler on Brands in the Digital Age (Pt 1)

"Building brands in the digital age comes down to a single word, and that word is 'experience.'"

It's just one of the pitch-perfect comments made by John Butler in this source interview from my book, THE ON-DEMAND BRAND (available everywhere books are sold).

This podcast is the first from that interview, which offers an exclusive look at how John and his agency, Butler, Shine, Stern & Partners, approach digital marketing initiatives ranging from RFID-based billboards that call out to MINI drivers by name, to the new Jamboxx iPad app.

It's a great interview that offers some outstanding insights on success in the digital age.

Listen to 'BSSP's John Butler on Brands in the Digital Age (Part 1)'

(approx 4:08)

 

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Durex 'Fundawear': Reach Out & Roger Someone, Over the Net (Video)

 

Seems like the last week has been a boon for racy lifestyle brands, what with the Samsung UltraWide bathroom bust-up and now this.

From a brand perspective, it does kind of negate the need for Durex's product, doesn't it? I mean, isn't this yet another once-removed experience made possible through the Internet?

But to be fair, the video says this is for those times when proximity is out of the question - and it is, in fact, a new way to enable an on-demand brand experience. 

Which begs the question Why didn't Trojan think of this?

Get the full scoop - including a behind-the-scenes look at the technology, from ADWEEK.

 

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Talking Branded Games at DemandCon San Francisco

I'm starting to get amped about speaking at DemandCon San Francisco on April 16 - and this time I'm bringing along friend and client Rick Wootten, senior director of online marketing at Seagate Technologies.

The two of us will give attendees a behind-the-scenes look at the blockbuster results we achieved on a branded game we developed when he held a similiar role at SonicWALL.

Wootten and I did a similiar presentation at BMA SF last year. And now we're super-sizing it for DemandCon to bring you a crash course on how branded games can:

• Supercharge integrated communications programs

• Dramatically boost interaction times with prospects

• Amplify your social and mobile initiatives to move beyond mere "presence" to true engagement like never before

Make no mistake: You can score some very serious business with branded fun and games - and we're going to show you how.

See you there!

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Magically Delicious: Lucky Charms Augmented Reality (Video)

 

A famed breakfast brand is using AR to live up to its magical moniker.

Lucky Charms has launched an augmented reality campaign that centers on a new "Chase the Charms" mobile app that lets you scan specially marked boxes in search of 8 lucky charms that lead to a very real pot of gold.

I don't know how many grade schoolers will have the smart phone to do this. But munchie-crazed teens and twentysomethings are going to find this is worth its weight in well, you get the picture.

Check out the trailer above - and read more about the campaign here.

 

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Domino's Turns Boxes Into Augmented Reality Dance Fests (Video)

Wow this video is tough to watch - but the innovation behind it is fun.

Domino's Japan has launched an iPhone app featuring Hatsune Miku, a hugely popular, yet completely make-believe, virtual music star.

Via the app, users can place their pizza orders directly from Miku, check order status in real time, review Miku-inspired uniform designs created by the Domino's staff, shoot their own photo ops with Miku, and much more.

But the best feature comes once your pizza is delivered: Point your phone at the box and enjoy a special augmented reality performance from Miku, right on the box itself.

In my book THE ON-DEMAND BRAND, I look at Domino's long history of innovaton - including the ability to order pizza right through TiVo, a personal favorite.

While this particular AR initiative is uniquely appealing to its market, you an see how similar experiences could be deployed here.

In fact, as I write in the book, Papa John's has already done it: The brand recently affixed AR marketers on 30 million pizza boxes, enabling users to hold the boxes up to their webcams and use their keypads to drive an animated 1972 Camaro to commermorate the car CEO John Schnatter sold in 1984 to raise money to open his first pizza parlor.

Okay, it's not Hatsune Miku.

But it's a start.

Read more about Domino Japan's AR experience here.

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