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?
“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."
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
(11:07)
“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."
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
“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."
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
“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."
Gotta love this shadow-activated QR code from Emart - which is credted with a 25% increase in lunchtime sales.
According to Adweek, the initiative involves outdoor displays with "Sunny Sale" codes that are only scanable when the sun is at its zenith. The shadows line up and the code gives you access to coupons and online ordering.
“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."
Unilever's Dove brand has a new entry in its ongoing "Campaign for Real Beauty" campaign - a new effort in Australia that lets women switch out Facebook ads that are downers - beauty ads that feature negative imagery - with uplifting ads that let women eschew beauty industry stereotypes.
In my book, THE ON-DEMAND BRAND, I take an in-depth look at this iconic campaign; interview Laura Klauberg, Unilever's then-SVP of Global Media about some of the astonishing results the campaign has been generating; and examine how the brand reconciles the fact that while Dove is working to help women foster healthy body images, its Axe deodorant and body wash brand, well, not so much.
“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."
Ridley Scott's prequel to Aliens included a presentation at TED this year by Peter Weyland - the fictional character played by Guy Pearce - pretending it was from TED 2023. (Minor nit: This looks like actual film, versus the digital video often used for TED videos.)
And it's just part of an elaborate, transmedia campaign that so far includes elements like fake business cards that lead to YouTube videos and Facebook conversations. And don't miss this corporate video for Weyland' Corp's new android, David (below).
As Simon Pulman, CEO of Starlight Runner Entertainment, writes in Ad Age, this effort - from Scott and "Lost's" Damon Lindelof - makes the advertising for the film an extension of the film rather than purely promotional. Best of all, it makes fans part of the effort, enlisting them to spread word of, and dissect, each new component of the campaign.
In my book THE ON-DEMAND BRAND, I look at how Lenelof and then-head of marketing for ABC Entertainment, Mike Benson, used transmedia storytelling to fuel fandemonium among "Lost" fans in the (often long) periods between seasons.
Prometheus looks very cool - and the campaign promoting it looks cooler still.
“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."
“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."
This street promo for TNT in Belgium is a total blast.
Place one red button in the middle of a quiet square. Add a sign that says "Push to add drama." Wait for someone to come hit that button. And then let all hell - and hilarity - break loose.
“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."
Kit Kat and Pepsi want to get a little more personal with you.
In my book THE ON-DEMAND BRAND, I discuss how important it is to accentuate the POS-itive in digital marketing - "P" for personalizable; "O" for ownable; and "S" for sharable.
Old Spice Guy is just one of the higher profile examples of this notion - personalizing video snippets to address individual consumers (well, influencers in that campaign).
Now, JWT is showcasing new campaigns from Kit Kat and Pepsi that take a page from that playbook.
In Kit Kat's case, it was a recent initiative in Milan that enabled consumers who Liked the brand to get caricatures created of them, that they could then share with friends.
Meanwhile, in an upcoming campaign, Pepsi will have comedians impersonate consumers who Like the brand, based on there sure-to-be-embellished Faceboo profiles - which should be a lot of fun.
What's nice here is that these efforts are aimed squarely at everyday consumers (even though the Pepsi promo seems to indicate otherwise) - versus the digerati.
Will they spread like Old Spice Guy? Time - and some serious sharing - will tell.
“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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