RICK MATHIESON: GENWOW.COM

'Axe Anarchy': Outdoor Ads Visible Only If You're Wearing Sunglasses (Video)

Calling all voyeurs: Has Axe Anarchy have an ad for you.

In my book, THE ON-DEMAND BRAND, I look at how HBO famously pulled off something even more spectacular with projections that gave passersby a sneak peak into the lives of people living in a New York City apartment building, ala Hitchcock's "Rear Window."

What's different about Axe's ("Lynx's" in Australia) version is that the building only comes to life once you put on special sunglasses.

Which is nice while someone's handing out the shades. But another approach might have been to create this effect using the consumers' mobile phones via augmented reality - no special glasses required.

Still - this smells like a winner for Axe's first fragrance for women.

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“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."

Publisher's Weekly

 

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Fans 'Download' a Coca-Cola Concert (Video)

 

You have to dig this initiative from Coca-Cola in Columbia. 

During this concert, the band was playing on a stage that was 50 meters above the crowd.

As Adverblog reports, in order to bring the band down lower, the audience had to "download" them by using their mobile devices to log onto Coke FM and download songs from the band. As they did, the performers would be lowered closer to the public.

This effort, from Ogilvy Columbia, seems to have been a lively way for activate this live event through mobile. And as you can plainly see, it worked, despite a somewhat complicated engagement process.

A QR code or something to instantly log on and download songs might have worked better.

Either way, Coca-Cola has done it again.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Very Cool: BBC 'Frozen Planet' Live Augmented Reality Experience (Video)

 

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?

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Mobile Roundtable (Pt 3): Dorrian Porter, CEO of Mozes – On Rocking The Mobile Revolution

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)

Use the player, or click here to listen to: Mobile Roundtable (Pt 3): Dorrian Porter - Mozes Rocks The Mobile Revolution

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum - How AMEX Banks on Mobile Marketing

MOBILE MARKETING ROUNDTABLE (PT 2): Organic's Rachel Pasqua - Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Mobile Roundtable (Pt 2): Organic's Rachel Pasqua - Kimberly Clark, Specialized Bicycles Ramp Up Mobile Marketing

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

(9:55)

Use The Player or Click Here to Listen to: Mobile Roundtable Pt 2: Rachel Pasqua

ALSO LISTEN TO:

MOBILE ROUNDTABLE (PT 1): Julie Fajgenbaum - How AMEX Banks on Mobile Marketing

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Retailer's Shadow-Activated QR Code Boosts Sales 25% (Video)

 

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. 

Effective? It appears so.

Clever? Beyond a shadow of a doubt.

Read more here.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Ford Pinball Park (Video)

 

Call it a bit of pinball wizardry inspired by the perils of parking on a busy street.

This impactful little DOOH effort from Ford illustrates the brand's active park assist technology.

It's no Tic Tac Bad Breath or TNT Street Drama, but it's fun in its own right - and it does drive home its point.

Like Bad Breath, this initiative was activated in Paris. Which makes me wonder if there is any cultural insight into how brands market in France. Both used humiliation to reward passersby.

Kinda makes you wonder what it takes to cut through le pagaille.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

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Move Over, TNT: Tic Tac Pulls Off Bodacious 'Bad Breath' Stunt in Crowded Street

 

Did Tic Tac just top TNT by a breath?

Sure, last week was all about TNT's hilarious street promo. But so far, this week is kicking off with a stunning performance of a Tupac hologram at Coachella 2012 - and a look at what happens when a flash mob meets digital outdoor signage in the name of freaking people out and making a scene out of what must be astonishingly bad breath. Brilliant.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Author Rick Mathieson Takes on Top Digital Trends At Visual Media 2012 in SF

I'm looking forward to my talk at Visual Media 2012 next week in San Francisco.

It looks like a fantastic agenda, and I'm amped about being invited to speak

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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TNT Pulls Off Dynamite Street Promo on Quiet Square (Video)

 

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.

Big kudos to all involved.

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>> AVAILABLE EVERYWHERE BOOKS ARE SOLD <<<

  "... EXCELLENT ..."

 

“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."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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