Blow up beach balls bouncing around the crowd are an inevitable part of any music festival. In a brilliantly simple idea, HP and their agency, AlmapBBDO, created a massive blow up beach ball that includes an HD camera & wi-fi hub in the ball itself. The photo ball demonstrates HP's new positioning, 'Making Memories Last,' and was used during the Planet Terra music festival in Sao Paulo, Brazil. Throughout the festival the ball filmed and took photos of festival goers as it bounced around the crowd. The video was streamed live both to the stage and online. At the same time, still photos were uploaded to Facebook where people could find and tag themselves. What's incredible is that the live stream from the photo ball reached over three million people as well as the people who tagged and shared those photos on Facebook. Additionally, festival goers could have prints made at the HP festival booth throughout the festival. It's a great example of taking an existing behaviour and amplifying it with technology in a way that enhances the experience for both festival-goers and the online viewing audience. I'm sure we'll be seeing photo balls make more appearances as the summer festival season gets into full swing.
Posted by: Reuben Halper
Showing posts with label technology. Show all posts
Showing posts with label technology. Show all posts
Wednesday, April 3, 2013
Tuesday, March 19, 2013
Google - Art, Copy & Code
Art, Copy & Code in a series of experiments that started last year with the Google Project Re:Brief. Whereas Re:Brief re-imagined classic ads for the modern web, Art, Copy & Code looks at the future of modern advertising on the web through a series of experiments conceived, developed and executed in partnership with brands such as VW, Adidas & Burberry. As the site explains:
A Time of Change
In the 1960's, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born. Today, it’s happening again. We’re in the midst of a second creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Art, copy and code is the creative team for the connected world.
The Idea Is Still King
What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.
A Series of Experiments
How will the modern web shape the future of advertising? We’re partnering with the innovative brands, storytellers and makers who are defining it to find out.
I highly recommend watching the dynamically generated manifesto/intro film on the Art, Copy & Code site.
The first in the series of experiments is the VW - Smileage app. The official Google blog has a good overview of the experiment or check out the video below. I envision it as the driving equivalent of Nike+, providing both entertainment AND utility back to the user in the form of insightful information about the individual's driving behaviour, habits, etc.
Posted by: Reuben Halper
A Time of Change
In the 1960's, advertising went through a creative revolution that changed everything simply by partnering up art directors and copywriters. The idea of a creative team made up of art and copy was born. Today, it’s happening again. We’re in the midst of a second creative revolution, driven by technology. Code is being added to the core creative process, enabling new forms of brand expression and engagement. Art, copy and code is the creative team for the connected world.
The Idea Is Still King
What hasn’t changed is the need for human insights, breakthrough ideas and emotional stories. Code facilitates new kinds of experiences, but it doesn’t replace the storytelling skills the advertising industry has honed over the past fifty years. Our connected world is giving brands more dimensions and touch points, but they still need something compelling to offer in order to create a real connection.
A Series of Experiments
How will the modern web shape the future of advertising? We’re partnering with the innovative brands, storytellers and makers who are defining it to find out.
I highly recommend watching the dynamically generated manifesto/intro film on the Art, Copy & Code site.
The first in the series of experiments is the VW - Smileage app. The official Google blog has a good overview of the experiment or check out the video below. I envision it as the driving equivalent of Nike+, providing both entertainment AND utility back to the user in the form of insightful information about the individual's driving behaviour, habits, etc.
Posted by: Reuben Halper
Friday, December 14, 2012
TomTom - (Almost) Makes A Viral
TomTom, the maker of various GPS navigation devices, positions itself as the navigation option that 'Gives You More.' They're running a competition/game that gives you the chance at winning 'More' prizes during the holiday season. Nothing particularly new there. What is new is their approach to promoting the TomTom Gives You More game.
To promote our new competition at http://www.tomtom.com/more, we really, really tried to make a great video. But because we spent our entire advertising budget on thousands of great prizes and presents for you, this "viral" might not be as impressive as we would have liked. Sorry.
In short, TomTom has admitted that they're creatively bankrupt and instead made an (almost) viral based off previous viral hits. This is not unlike the Jennifer Aniston Smart Water 'Viral' from a year or so back, but I love the tongue in cheek nature of this video. For instance, the end of the video states 'We know this 'viral' video probably isn't as impressive as you are used to, but we spent the entire advertising budget on prizes.'
See if you can spot all the various viral video references below.
hat tip: Buzzilla
To promote our new competition at http://www.tomtom.com/more, we really, really tried to make a great video. But because we spent our entire advertising budget on thousands of great prizes and presents for you, this "viral" might not be as impressive as we would have liked. Sorry.
In short, TomTom has admitted that they're creatively bankrupt and instead made an (almost) viral based off previous viral hits. This is not unlike the Jennifer Aniston Smart Water 'Viral' from a year or so back, but I love the tongue in cheek nature of this video. For instance, the end of the video states 'We know this 'viral' video probably isn't as impressive as you are used to, but we spent the entire advertising budget on prizes.'
See if you can spot all the various viral video references below.
hat tip: Buzzilla
Friday, September 7, 2012
Norton - Top Result
Norton, the provider of internet security tools has launched a great new initiative, Top Result. Developed by Naked Communications in Stockholm the campaign allows users control the first impression they make when people search for them online. The idea builds off the insight that first impressions no longer happen in person and that often people do some digital sleuthing before meeting someone in person. Top Result allows people to protect their reputation by securing their own search results and hopefully ensure that their result shows up first when a search is done for their name. Unlike reputation management sites which attempt to influence the actual organic search results when searching for your name, Norton results simply buys AdWords for each user & foots the bill for those paid search ads. You simply go to the Norton Top Search website and enter their name and then basically create a standard Google AdWords Ad. You can then choose a link such as your Facebook, Twitter or LinkedIn page and then see a preview of how the search result will appear. In order to make sure that nobody is hijacking another person's identity, you're required to verify your identity via Facebook.
It really is a brilliant idea and one that solves a legitimate concern from users about the lack of control of their online identity. As Contagious points out: 'Norton's Top Results campaign is a perfect example of a trend Contagious coined - Marketing as Service Design - with the brand aligning its core values of security, trust and protection with a simple but effective digital tool. The brand has matched an unmet need with its core brand values, and is executing that in a way that uses the existing technology in a smart way. Using Google's ad spaces is a cheap, elegant solution that taps existing media and infrastructure and puts them to great use rather than trying to build its own website.'
Additional Articles: Contagious | Mashable
It really is a brilliant idea and one that solves a legitimate concern from users about the lack of control of their online identity. As Contagious points out: 'Norton's Top Results campaign is a perfect example of a trend Contagious coined - Marketing as Service Design - with the brand aligning its core values of security, trust and protection with a simple but effective digital tool. The brand has matched an unmet need with its core brand values, and is executing that in a way that uses the existing technology in a smart way. Using Google's ad spaces is a cheap, elegant solution that taps existing media and infrastructure and puts them to great use rather than trying to build its own website.'
Additional Articles: Contagious | Mashable
Intel & Toshiba - The Beauty Inside
Last year Intel & Toshiba brought us 'The Inside Experience,' a social film project that was billed as the first of it's kind. While I wasn't personally a huge fan of The Inside Experience as it played out, respect to all involved for pushing the boundaries and blurring the lines between web series, short film and social media campaign. It's an interesting and rapidly developing area, so I'm glad to see that Intel & Toshiba are back to present 'The Beauty Inside.' Created and developed by Pereira & O’Dell, B-Reel and director Drake Doremus, 'The Beauty Inside' is a film about Alex (Topher Grace), a guy who wakes up looking like a different person each day. Interesting storyline, but what's innovative is how the film uses that premise as a way to include and facilitate audience participation. As the folks over at B-Reel describe 'it is Hollywood’s first film that gives the audience a chance to play the lead role. Alex can be a young, beautiful redheaded women one day while an overweight man late into his 40s tomorrow. He chronicles his ever-changing appearance as webcam diaries on his Toshiba Ultrabook. While fun and intriguing at first, Alex quickly realizes his limitations as he falls for Leah (Mary Elizabeth Winstead).'
Split into six episodes, 'The Beauty Inside' is a 30-minute social film that allows users to audition to play the role of Alex. Users can choose from a list of script outlines that are based on the upcoming episodes and audition throughout the campaign by uploading a webcam video or photo of themselves. It's a nice way to foster audience participation in a way that fits seamlessly into the story rather than a clunky social media bolt on. Of course there is a social mechanic as getting friends to view, like and share your audition film increases your chances of being included in the film. Check out the trailer below as well as the first episode. The film (as much has been posted so far) can be seen at The Beauty Inside YouTube channel.
Split into six episodes, 'The Beauty Inside' is a 30-minute social film that allows users to audition to play the role of Alex. Users can choose from a list of script outlines that are based on the upcoming episodes and audition throughout the campaign by uploading a webcam video or photo of themselves. It's a nice way to foster audience participation in a way that fits seamlessly into the story rather than a clunky social media bolt on. Of course there is a social mechanic as getting friends to view, like and share your audition film increases your chances of being included in the film. Check out the trailer below as well as the first episode. The film (as much has been posted so far) can be seen at The Beauty Inside YouTube channel.
Thursday, June 14, 2012
[GALAXY Note] Beckham plays Beethoven's Ode To Joy
OK, so it doesn't have much to do with the product, but I still felt compelled to share this version of Beethoven's Ode To Joy as played by David Beckham to promote the Samsung Galaxy Note.
Granted it's not as spontaneously delightful as the Elephant playing the Galaxy Note, but much better than the over the top fake of the previous Beckham Pepsi viral. See below for some pure 'viral' enjoyment.
Granted it's not as spontaneously delightful as the Elephant playing the Galaxy Note, but much better than the over the top fake of the previous Beckham Pepsi viral. See below for some pure 'viral' enjoyment.
Monday, March 19, 2012
Project Re:Brief - Re-imagining classic ads for the modern web.
Quite simply, Project Re:Brief may be my favorite project to come out of Google. Despite the fact that we're in the midst of a revolution in display, video and mobile advertising, many people still question whether these new advertising mediums can tell an emotional story or build brands. Project Re:Brief answers that question by taking four of America's most iconic advertising campaigns and re-imagining them for the web. The blog post announcing the launch of Project Re:Brief explains it more eloquently than I can:
This year, digital advertising turns 18. Over nearly two decades, waves of innovation have transformed the medium—it’s come a long way since the blinking banner ads of the early Internet. But we think the most exciting changes are still to come, as marketers and agencies increasingly embrace technology to enable new types of creativity, and build online ads that don’t simply inform, but delight and engage their audience.
For example, what if an online ad could bring together two strangers on opposite sides of the globe? Or let you follow a real-life adventure as it unfolds? We wanted to find out. So we started an experiment, both to celebrate 18 years of online innovation, and to link advertising’s digital future to its storied past: Project Re: Brief.
We started with four iconic ad campaigns from the 1960s and ‘70s from Alka-Seltzer, Avis, Coca-Cola and Volvo, each considered groundbreaking in its day. The advertising legends who made the original ads then came out of retirement to rethink their original “brief,” this time, using the full range of technological tools at their disposal, to reach consumers in today’s digitally connected world.
I highly, highly, highly encourage you to go to the Project Re:Brief and watch the videos, but more importantly experience new ads (and the original) for yourself. In fact, I just sent a Coke to You can check out the intro video below:
You can see how the re-imagined Coca-cola Hilltop ad works below. Amazing! It really brings to life what can happen at the intersection of technology and creativity.
Supporting Articles: New York Times | Fast Co. | Mashable
This year, digital advertising turns 18. Over nearly two decades, waves of innovation have transformed the medium—it’s come a long way since the blinking banner ads of the early Internet. But we think the most exciting changes are still to come, as marketers and agencies increasingly embrace technology to enable new types of creativity, and build online ads that don’t simply inform, but delight and engage their audience.
For example, what if an online ad could bring together two strangers on opposite sides of the globe? Or let you follow a real-life adventure as it unfolds? We wanted to find out. So we started an experiment, both to celebrate 18 years of online innovation, and to link advertising’s digital future to its storied past: Project Re: Brief.
We started with four iconic ad campaigns from the 1960s and ‘70s from Alka-Seltzer, Avis, Coca-Cola and Volvo, each considered groundbreaking in its day. The advertising legends who made the original ads then came out of retirement to rethink their original “brief,” this time, using the full range of technological tools at their disposal, to reach consumers in today’s digitally connected world.
I highly, highly, highly encourage you to go to the Project Re:Brief and watch the videos, but more importantly experience new ads (and the original) for yourself. In fact, I just sent a Coke to You can check out the intro video below:
You can see how the re-imagined Coca-cola Hilltop ad works below. Amazing! It really brings to life what can happen at the intersection of technology and creativity.
Supporting Articles: New York Times | Fast Co. | Mashable
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