GEN WOW: The Latest In Digital Marketing, from the Author of BRANDING UNBOUND, and THE ON-DEMAND BRAND

The Accidental Innovator Returns: Nationwide Insurance Launches New Car-Buying iPhone App

For all the attention brands like Kraft and Bejamin Moore get for their iPhone apps - which they deserve - another brand innovator is going largely under the radar: Nationwide Insurance. 

First there was the iPhone app that stores all your insurance information and helps you collect information and document the crash scene in the event of an accident - the perfect example of an iPhone app intrinsically linked to the brand's value proposition - which I explore in my new book THE ON-DEMAND BRAND (AMACOM/Spring 2010).

And now, Nationwide is launching a new app called Cartopia, which is designed to make shopping for that new car - maybe after that last one's totalled - a lot easier. See the video above for more.

"Buying a new or used car can be overwhelming," says Sue McManus, associate vice president of interactive marketing for Nationwide, in a statement. "Everyone who shops for a car has specific things that are important to them in making a purchase decision. Cartopia allows users to review unbiased information about multiple cars on the car lot -- including things that may not be obvious to the naked eye like if a used car has been in an accident or damaged in a flood. It helps them lift the veil to make an informed decision about the car that's right for them."

In other words, Cartopia looks to reinforce the brand's On Your Side positioning.

And what's not to love about that?

Read more, here.

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My Exclusive Interview with ADWEEK's 'Creative Director of the Decade'

You'll want to check out my exclusive interview with Alex Bogusky, ADWEEK's Creative Director of the Decade, in my new book, THE ON-DEMAND BRAND (AMACOM, April, 2010), which hits stores in April. Bogusky talks about his creative approach doing "whatever it takes" to make his clients famous in the digital age.

You'll also go behind the scenes with Derek Robson, managing partner of Goodby, Silverstein & Partners, ADWEEK's Agency of the Decade, as he talks about Goodby's efforts to reinvent itself for the on-demand era.

And you'll get the inside scoop on ADWEEK readers Super Bowl Spot of the Decade, "Free Doritos," from the guys who created it - and a whole lot more.

Okay, that's enough shameless self promotion for today.

Check out the book, here.

And check out ADWEEK's Best of the Decade report, here.

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Lonely Planet Enters Augmented Reality

Travel brand Lonely Planet has teamed with Mobilizy to bring augmented reality to, well, augment, content in the Lonely Planet Compass guides. Now useful information about your surroundings, nearby landmarks and other points of interest will overlay the view in your Android camera phone, according to reports in Wired.

That means an all new way to experience cities like Boston, San Francisco, New York, Seattle, and more. 

Sure, as AD AGE points out to day, augmented reality is getting seriously over-hyped. It usually involves a download (lame!), is usually pretty glitchy, and even the most widely touted experiences (Esquire's Augmented Reality Issue) are underwhelming.

But that doesn't mean AR isn't going to be big. And the right ways to use it - in my view, mostly mobile - could open up all new opportunities for marketers.

Read more about the Lonely Planet initiative, here.

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James Cameron's 'Avatar' Gets Mobile, Multiplatform Push Via LG

The James Cameron "Avatar" juggernaut is fast approaching (the movie comes out December 18), and now it's accompanied by a new mobile marketing cross promotion with LG.

There are television spots, of course, but also an interactive microsite (with an unintuitive url: lgexpo.com; it's for the LG eXpo Smart Phone, but it could have used a more promotion savvy vanity URL, too) which includes exclusive movie content and the usual downloads and whatnot.

But the really interesting component comes in mobile, which includes "advanced projection capabilities of LG eXpo, which allows users to digitally project their own images, videos, and documents – anywhere, anytime, and to anyone," according to mobile marketing watch. At first I was thinking that meant something along the lines of augmented reality like the "Avatar" Coke Zero television ads.

But it looks like literally projecting on a wall - though the video scenes featured on the site could have been accomplished on a large computer monitor, so I'm not clear the value add.

(For meetings, however, that's a different matter - I would love this capability on my iPhone!)

In the meantime, read more, here.

Read more here.

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Cyber Monday Sales Jump 20%; Mobile Payment In-Store Jumps 650%

The lowdown:

According to MSNBC, sales for Cyber Monday (otherwise known as "the first day back at your desk at work after Thanksgiving) surged 20% year of year.

This comes amid word that physical store sales burped up 0.9% - which, all things considered, is a sigh of relief.

Among the more interesting data points: Mobile payment in physical stores surged 650%.

Key takeaway: Smart retailers are going to bridge the digital-physical world gap. And if you want to get a sneak peak at how they're doing that, check out my new book, THE ON-DEMAND BRAND (Spring 2010, Amacom/McGraw-Hill).

Read more on Cyber Monday sales, here.

And read more about mobile payments on Black Friday, here.

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Royal Navy Launches iPhone-Facebook Game To Recruit Engineers

One look at this and I knew it's got to be Glue.

The London-based agency, which has done Cannes Gold-winning work for the Royal Navy in terms of personalized video, has collaborated with Marvellous to create a new iPhone app designed to recruit marine engineers via an "Engineer Officer Challenge" social media game played across an iPhone app and a Facebook widget.

The details, according to the companies:

1. The Royal Navy Engineer Officer Challenge will put potential recruits through their paces with 5 interactive missions – each based on realistic Royal Navy training tasks. Utilising features including the iPhone’s touch screen interface and accelerometer, some challenges are set aboard HMS Deter, urgently needing repairs.

2. As the Lieutenant in charge, the player makes crucial decisions, as they would as an Engineering Officer - from fixing the engine or preparing for a simulated missile attack, to re-wiring the radar system.

3. After each challenge the player is presented with video footage revealing the impact of their decisions in the task. Once completed their score is submitted to a leaderboard where they can challenge a friend or simply visit the Royal Navy website for more in-depth career information, or join the Royal Navy Facebook group.

4. The Facebook widget replicates the iPhone app in allowing users to get the feel for a virtual “hands –on” engineering experience, as well as enabling people to share among friends and start a discussion.

5. The Royal Navy Engineer Officer Challenge is available on the iPhone and iPod Touch and can be accessed via the iTunes app store. The widget can be downloaded from the Royal Navy Recruitment Facebook page, or the applications section on Facebook.

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Volvo Pushes 'What Drives Edward': 'New Moon' Takes Shining To MySpace, Mobile Marketing & More

Teen girls are about to go ga-ga all over again - this time with the help of their trusty mobile phones.

And this time, they won't be alone.

Summit Entertainment's sequel to "Twilight" called "New Moon," hits theaters November 20 - and is already putting new blood into its marketing efforts with a MySpace homepage takeover and an iPhone app.

As Clickz reports, even Volvo's getting in on the action. Apparently, the main character, Vampire Edward, drives a Volvo.

Which is kind of funny when you think a dead guy can be persuaded to buy a car known for staid styling and safety.

But alas, product tie-ins are to be had, so Volvo's got a "What Drives Edward" microsite, where you can enter to win a Volvo XC60. I know. 

Now, when they find out you have to be over 18 to win the car, a lot of teen girls are going to say this sucks.

But that's exactly the point.

Read more, here.

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Coca-Cola, Others: Mobile A Line Item On 2010 Media Budgets

LandRover was touted this year as the first brand to engage in a million dollar mobile ad campaign.

But that could change in 2010, as more marketers - including Coca-Cola, BMW, Lufthansa, Pepsi and others seem to be gravitating to mobile as an advertising platform.

As MediaPost reports, Coca-Cola says "Mobile is a line item on our media budget for 2010."

The problem, says the pub, is that 20% of the brands advertising via mobile account for 80% of the spend.

But I'm not convinced that's a problem. For starters, if you believe mobile is the place to spend, you won't have any problem with that equation, because there's fewer advertisers crowding out face time - helping to explain 24% response rates in mobile, vs. .2% on the PC.

Secondly, why do we care about spending in mobile? There's a reason that not a single advertisers spent more than $200,000 in mobile last year, before LandRover. Mobile ads are a bore. And mobile's far more powerful as a response mechanism to commercial messages in other media. With mobile, television becomes interactive. Radio becomes interactive. Print becomes interactive. Outdoor becomes interactive. Direct mail becomes interactive. Point of purchase becomes interactive. Even the product itself becomes an invitation to have an interaction with consumers that is nothing short of remarkable.

None of that costs much. And none of that has anything to do with something called an "ad buy."

LandRover had great success in mobile advertising, and others have, too. But real results come from thinking bigger, bolder and more bodaciously. For some great examples (including, btw, examples from Coca-Cola, Pepsi, BMW and many others), start here. And here.

To read the MediaPost piece, click here.

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The Augmented Reality Issue of Esquire

Esquire is taking print magazines where they've never been. Again.

First there was the video-like, E-ink-enabled cover and inside spread ad in the 7th Anniversary issue.

Now, it's augmented reality, with a series of AR symbols featured throughout the pub. When held up to a webcam, or presumably some camera phones, scenes from fashion spreads come to life. According to today's Wall Street Journal, "A fashion spread about dressing in layers, for example, shows actor Jeremy Renner shedding a coat and sweater as the weather turns from rainy to sunny. Turning the magazine triggers a snow flurry, and Mr. Renner puts on more clothes and throws snowballs."

Apparently the issue's edition of "Funny Joke from a Beautiful Woman" features Gillian Jacobs, who, once activated using the AR symbol, says she'll tell a second, "'dirtier' joke should readers return after midnight." Which would indicate something is built in the symbol to check the time on our computer when you scan it.

Could be a lot of fun, or cheese. No word yet if any advertisers are participating - though I think it's better when advertisers use AR symbols on their own (they don't need the magazine's help to do it), rather than participate in a "special issue" where the actual usefulness of the experience is an afterthought.

Read more, here.

You'll also be able to see how a growing number of marketers are using augmented reality, in my new book, THE ON-DEMAND BRAND (Amacom/McGraw-Hill), which hits stores this next spring. Find out more, here.

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David Hasselhoff: The iPhone App

Somewhere out there, Kit's got to be rusting in a junkyard wishing he'd just run down David Hasselhoff when he had the chance.

Now, in the 21st Century, we have to deal with the consequences of that warbler of "Hooked On A Feeling," that German superstar, that bane of Baywatch, that star of Meet The Hasselhoffs, and his new iPhone app, Ask The Hoff.

As the App store blurb puts it, "Just turn up the volume, ask a question and shake your iPhone" and the Hoff will give you the answer, in a kind of screwy 8 ball motif.

I don't know. Pepsi's "Amp Up Before You Score" app is suddenly sounding less offensive.

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'Paranormal Activity' #1 Debut Backed by Extraordinary Online Buzz Campaign

Mobile has played a major role in the micro-budget horror flick that could.

How'd Paramount do it?

First, it ran "Paranormal Activity," the movie produced for just $10,000 that spooked up $22 million and the #1 slot on this weekend's box office, only in 10 cities. Then, it launched a campaign to get consumers to "demand" that it become a national release.

Consumers could vote via mobile text message, Twitter, Facebook, and other social networking sites.

“We were thrilled,” Amy Powell, a Paramount marketing executive, tells the San Diego Business Journal. “We said to the fans, ‘If you demand it, we will bring the movie to you.’ And we did.”

You can bet all the word of mouth sent to Twitter via mobile phones over the weekend helped out a bit, too.

Look for even bigger business this Halloween Weekend - thanks to a campaign so smart, it's scary.

Read more, here.

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Back from Digital Hollywood

Just don't call us the Digital Hollywood Squares.

I was in Santa Monica this week to participate in a panel discussion on games as an advertising and marketing platform for entertainment and consumer products brands.

It was a lively discussion with executives from several of the online and mobile gaming outfits, and hosted by James Green, CEO of Giant Realm. Great group of people, and an interesting debate.

Some really intelligent (and funny) people aboard - which made it feel like a game show.

Peter Marshall, eat your heart out.

Read more, here.

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Pepsi Yanks Racy "Amp Before You Score" iPhone App

The story of the 'Amp Before You Score' iPhone app - a kind of pickup guide to different types of women, along with a Facebook bragging list for each score - is going to be pulled from the iTunes App store.

First, Pepsi posted the game, which was designed to promote the company's Amp energy drink, and which came with an NC-17 warning. Then it apologized for it.

Now, Pepsi says it's gotten too much criticism, and it's yanking the app.

Get the full scoop, here.

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Volkswagen To Rely Exclusively On iPhone App For New GTI Launch

Hey, if it's the most cost-effective way to reach your demo, why not lean heavily on an iPhone app?

But exclusively?

That's what VW plans for the launch of the new GTI. I'm having a hard time believing the total universe of GTI's prospective buyers own iPhones, but let's get to that in just a bit.

According to Automotive News, the marketer spent $60 million launching the GTI in 2006. Now it thinks it can do better on a $500,000 iPhone budget, which will include a Real Racing GTI game for the IPhone and iPod Touch, a virtual showroom, and (this is cool), the ability for users to send video clips of races game play to YouTube and messages via Twitter.. The agency behind the effort is AKQA (I interview founder Tom Bedecarré at length in my new book, THE ON-DEMAND BRAND (spring 2010, Amacom/McGraw-Hill).

The game isn't even built from the ground up; it's licensed from an existing game, saving the brand a lot of money.

But an iPhone/iPod only approach? Automotive News points to the fact that there are 50 million iPhones and iPods in use worldwide, but only 21 million viewers watch CBS' "NCIS," the most-watched TV show for the week ending October 18.

Still. The game won't be on every iPhone and iPod Touch - 50 million is the total number of users, not the universe of potential GTI owners therein. And you can't compare usage to ratings for one show. In terms of reach and frequency, GTI's target demo watches any number of shows during a one month period.

Not that the game doesn't sound cool, and the PR value of an iPhone-only approach will resonate with the target audience. But mobile is one touchpoint in integrated campaigns. Not THE touchpoint.

Time will tell if, or how well, the strategy pays off.

Hopefully it will be a major win for the brand, and that the company best known for innovative print and television ads like "Lemon," this campaign won't bring unintended meaning to that age old tagline.

Read all about it, here.

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GQ Magazine To Sell Digital Versions of Each New Issue on iPhone

The Swimsuit Issue is coming to your cell phone in an whole new way.

Condé Nast has announced it will start selling digital versions of each new issue of GQ via a new iPhone app.

Each issue will cost $2.99, or 1/2 off each issue's $4.99 news stand price, and will replicate everything from the print ad - including advertisements. An added bonus: advertisers would be able to add digital links from their "print" ads on the mobile platform.

I'm not sure how good that will look on the iPhone...one has to wonder how "assets" may or may not be further enhanced on its tiny screen....but with the rumored Apple tablet, well, that could get interesting. 

Either way, if this app works out, look for Condé - and countless others - to bring more titles to the iPhone.

Read more, here.

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Back from DTC; Next Up: Digital Hollywood

Been a crazy month: Spoke at the Global Retail Executive Council event at CTIA in San Diego, then this last week, at the DTC Fall event in New Jersey. This week: a panel on gaming as an advertising platform at Digital Hollywood at the Loews Santa Monica Hotel in Santa Monica.

Should be a lot fun...and games. (Sorry.)

I'll post about it all next week.

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US Consumers Into Opt-In Marketing Messages via Mobile Phone

At least that's the word from a new report from Harris Interactive and 1020 Placecast.

In a survey of 2,029 consumers, Harris found:

• 42% of 18- to 34-year-olds, and 33% of 35- to 44-year-olds, say they are at least interested in receiving alerts about sales on their mobile phones from their favorite establishments

• Men are more interested than women - 51% of men, and 34% of women ages 18 to 34 report interest in such alerts

• Only 1% currently receive such alerts

• Of all categories, people are most interested in alerts from restaurant specials around them

• Movie/event tickets is second, at 43%

• Weather information is third, at 39%

• 31% are interested in alerts about pizza

• 30% are interested in alerts about clothes

• 27% are interested in alerts about fast food

• 25% are interested in alerts about electronics

• 24% are interested such alerts about music

• And 21% say they're interested in alerts about happy hour specials or bar and nightclub offers

"Opt-in mobile marketing has an enormous potential if done responsibly and is specifically focused on the stores/restaurants that matter to each consumer," Alistair Goodman CEO of 1020 Placecast, tells Cellular News. "There is an opportunity to design an opt-in service for consumers that alerts them about the brands they are interested in when they are near that brand's physical location."

I too think there are opportunities, but I'd personally prefer less an opt-in model than a user-initiated model. Even if we opt in to receive such marketing messages, the moment we're bombarded with 30 different establishments as we walk down the street, it's going to get very old, very fast.

Better to let consumers say, Oh, I'm in the mood for pizza, and initiate a request for nearby offers.

There's a big difference, which I'm betting hasn't been properly polled yet.

Read more, here.

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See Rick at DTC Fall Conference: Top Digital Marketing Trends for Pharma Marketing in 2010

DTC's is having a decidedly tough year, what with the economy, reform measures like the "Just Say No To Drug Ads Act" and other reform measures, and new FTC rulings of search engine marketing and social networking.

So on Thursday, I'm going to be addressing the second day of the Fall DTC conference on ways to leverage the power of digital to reach consumers in amazing new (and highly ethical) ways.

This is the second time the conference has asked me to speak, and if it's anything like last time, it should be a lot of fun. Read more about the conference, here. 

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First Look: The Cover of My New Book, 'The On-Demand Brand'

Forgot to mention that during my speaking engagement at the Global Retail Executive Council at CTIA this week, I was able to share the first glimpse of the cover art for my new book, THE ON-DEMAND BRAND (Amacom/McGraw-Hill, Spring, 2009). Be sure to read all about the book, here. 

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Back From GREC, Gearing Up For DTC

Back in the office after my trip to speak at the Global Retail Executive Council (GREC) event at CTIA this week.

Had a blast and met some really cool people, including Tim Downs of Interwork Media, who spearheaded the event; Jim Crawford, executive director of GREC and Melissa Fryback, development director for GRE; and Christina Bock and Ricca Silverio of Bock PR; Corey Fugman of Apple and more.

Anyone involved with, or interested in, mobile marketing and how it applies to retail should check for future events - there really isn't another resource for exploring mobile as part of the retail experience. And you've got to get to know this group. In one five minute conversation with Melissa, she spit out a half dozen great ideas for retailers looking to leverage the power of mobile. 

My particular talk was on how mobile can be used to enhance the in-store shopping experience by capitalizing on the surprising ways consumers use mobile phones when they're shopping. I brought along Mozes CEO Dorrian Porter as my special guest, who shared some of his company's projects and how they're making a difference for companies like Pinkberry.

Next up: A keynote at the DTC Fall 2009 Conference, which will look at ways direct-to-consumer pharmaceutical marketers (think Viagra, Lipitor and other "ask you doctor about" medicines) can tap the power of digital experiences to promote their offerings as never before.

Should be fun!

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