In what's sure to be a much more common media play, Gap (in conjunction with out of home agency, Titan) just wrapped up a campaign that combined standard bus & transit ads with geo-fenced mobile display ads. For those of you who may not be familiar with geo-fencing, it's essentially a virtual perimeter in a real-world area. In this case, the mobile display ads utilised the location based services standard in smartphones/tablets to establish that users were within the geo-fenced area. Here's how it worked, people in NYC, San Francisco & Chicago saw standard posters for Gap, but smartphone/tablet users within a specific area around the posters also saw mobile display ad offering Gap coupons if they were on particular sites or playing various games from Zynga, such as Words With Friends.
Dave Etherington, Titan’s senior vice president of marketing and mobile, says that 'The lines are kind of blurring,' he says. 'You’re only a click away now from rich brand experiences and purchases.' He went on to say that Gap & Titan were pleased with the results which has a noticeable, but unspecified, sales uplift. Additionally, 'the campaign, which ran from Feb 20 to March 6, delivered 2.5 million impressions, with a 0.93 percent click-through rate.'
It's a really nice way to enhance the efficacy of standard outdoor ads and I love the potential that geo-fencing and other mobile technologies are starting to offer as a way to bridge the digital and offline to provide true cross-platform experiences.
As eConsultancy pointed out, we'd need to know more about the campaign before passing judgement, were the posters near actual Gap stores? Were the results skewed due to it being an offer? No
The Parrot AR.Drone, in my humble opinion, is probably the coolest toy/gadget on the market. They've done a fantastic job showing off the capabilities and experience of the drone through various media, primarily Youtube videos (see their channel here). A recent rich media campaign developed by Beacon Tokyo takes things a step further in bringing the user closer to the actual experience of piloting a Parrot AR.Drone. In a media bridging exercise, a user is prompted to scan a QR code in the interactive banner. That then triggers their smartphone to act as a controller for a virtual AR.Drone on your screen. You can then fly around, shoot at the site, which eventually collapses and prompts the user to watch more demo videos or go off to Facebook or Twitter. Take a look in the video below. Reminds me of the Doubleclick media bridging Christmas card/demo, Snowball Fight.
Again, just a really nice way of bringing users closer to the actual product experience and showing rather than just telling.
UPDATE: You can experience it for yourself here:
http://ardrone.gallery-site.net/
Let me first say, I haven't a clue what Puma Social is...from what I can tell it's an amalgamation of their various social activity plus some ER stuff and an umbrella for their Lifestyle/Youth outreach. But you know what, it doesn't really matter...what matters is the message they're putting out in the video below.
A Puma describes it in the video itself 'With the rapid rise of reality television, more and more people seem content to spend time watching life on television, instead of actually living one themselves. Elevating those who fight, backstab and cheat into celebrities and role models. Something has got to change. So for the latest PUMA Social release we are offering people a choice: do they want their nights to be spent staring at televised strangers, or do they want them to be more? A time when they live life, instead of just watching it. Where reality stars are replaced by teammates. The 90-second film juxtaposes a slew of reality television audio clips with visuals of life being played. It celebrates those who choose to ignore the banality of today's reality television climate, in favor of creating their own stories with friends and teammates. Furthermore, the film encourages those of us not out already, to get off the couch. Because in the end, life deserves to be played, and channel surfing is not a sport.'
AMEN. Seriously, I couldn't agree more. Our own friends and live are far more interesting than the vapid half-wits on reality shows. That said, I'll vegetate for hours watching whatever HBO decides is worthy of airing, but that's not the point. OK, that's the end of my rant. Overall really nice work by Droga5 & a great way for Puma to send out a strong, inspiring message with a clear call to action.
Anyone who drives remembers their first car. Now Subaru and its creative agency, Carmichael Lynch, are tapping into the emotion and memories of loving (or hating) your first car in a new integrated campaign for the new 2012 Subaru Impreza. The hub of the campaign is FirstCarStory.com features an amazing animation/video generator that allows users to recreate the story of their first car through bespoke animation, music, text and voiceover. The site then generates a really cool custom animated short story, which of course are sharable via users social networks.
"Everyone loved their first car, no matter how bad, beat up, or borrowed. That first car became a new chapter in life or a ticket to freedom and first car stories are often the most memorable stories we have," said Alan Bethke, director, marketing communications, Subaru of America. "The First Car Story campaign provides a creative outlet for reliving those unique, funny, unforgettable car experiences anyone who had a first car can relate to."
It's really worth playing with the site to get a full sense of what you can do. I love the idea of turning phrases or words that the user types in the story as a way to trigger a library of animations (ie. typing in pulled over by the cops triggers an animation in the video with sirens and handcuffs.) Another cool aspect is the ability to tag friends in the video, since many of our stories, memories, etc. from our first car include shared experiences with friends from yesteryear. FirstCarStory.com really takes the idea of creating bespoke and personalized content for the user a step further. All in all, just a great branded content tool to provide utility and entertainment to the user.
This really hits home for me, since I loved my first car, a beat up old, white '79 Buick Lesabre, so I took a stab at creating my own video, which you can see below.
Here's a story mashup that Subaru created to illustrate the tool.
To promote the idea that the new Peugeot 208 is like an extension of your body, BETC Euro RCSG developed an interactive Youtube experience/video entitled 'Let Your Body Drive.' According to Peugeot, the new 208 'has been designed to be perfectly in tune with the driver's body: more intuitive, more sensation, more stimulation. It allows the body to express itself fully, and the new interactive film perfectly illustrates this'.
That of course, tells you nothing about what exactly 'Let Your Body Drive' is all about. Simply put, it's a choose-your-own-adventure story using Youtube annotations. You're put in the shoes of a naked dude who's just been caught cheating on his girlfriend and is basically wandering the streets in his birthday suit. Choose correctly and you get back together with her. Choose poorly and...well you get the chance to play again.
The story is well done and amusing throughout. Respect to them for not hitting the user over the head with Peugeot 208 branding/messaging throughout the experience. From a more technical perspective it's nice that the experience takes place within a single video. Many choose-your-own-adventure type executions using Youtube annotations pop the user off to a separate, unlisted video at each decision point. That's great in terms of protecting the story flow, but from what I've seen there's significant drop off/bounce when users are taken to a separate video, rather than jumping another point within the same video.
'Let Your Body Drive' is part of a larger digital & ATL campaign that's currently running. The interactive video is also nicely integrated into the new Peugeot 208 campaign site, which houses previous interactive experiences and promotions for the 208.
Have a play around yourself by going to their Youtube channel or see below.
At this point one would hope that every advertiser is putting their TV commercials online in a branded environment. Of course, that doesn't necessarily mean that people want to watch or in any way interact with those commercials, though a healthy dose of paid media to drive viewership and awareness certainly helps.
More importantly, how do you get them do more than just watch your ad? In other words, how do you get them to go from a passive viewer to actually DOING something. This work from e-dologic Israel provides a nice solution. They developed a Facebook app that turns the spot itself a video puzzle that users need to piece together (with the opportunity to win prizes of course!). I took a crack at it, which you can see in action below.
It's also worth checking out the case study below for some impressive results. More than 350,000 views, but incredibly users who took part watched the ad 23 times on average!
I adore this spot for BGH Air Conditioners from Del Campo Nazca Saatchi & Saatchi, but it also gives me cringeworthy flashbacks to my own childhood experiences.
So how do you sell air conditioners in a humorous way in the middle of Argentinian summer? Appeal to the visual violation that results from a non-air conditioned house with a middle aged Dad...hence the horror that many of us have surely experienced 'Dad's In Briefs.'
Back in October I wrote about the 2nd annual TED Ads Worth Spreading competition. According to TED founder, Chris Anderson "TED’s mission is ‘ideas worth spreading.’ The dream behind this initiative is to find companies that want to communicate ideas to their consumers in the same way that TED wants to communicate with its audience. What makes ideas powerful is that they have a life of their own; an idea can reset someone’s worldview and even begin a domino effect as they pass it on to friends."
This year's Ads Worth Spreading winners have been announced. So what makes an Ad Worth Spreading? Well it's worth watching the original TED talk from Chris Anderson, but in short the jury"sought out ads that were driven by ideas...at TED, we’ve seen the power of imagination and innovation. We want to reward companies that have invested in longer-form, beautifully crafted campaigns that value human attention and intelligence, and take the time to tell a thought-provoking story.”
Some of the winners have been featured on this blog in the past, some of them you've probably seen floating around the web, but some of them (at least to me) were new revelations. The one thing they have in common is that they're all worth watching and sharing. I highly recommend you take 30 minutes of your day and go watch them over on the TED Ads Worth Spreading Youtube channel. I've also compiled them into a handy Youtube playlist, so you can sit back, relax and watch them all in one go with the minimum of fuss.
For those of you short on time or just want to know the winners, I've copied this except from the Youtube blog post announcing the winners: Chipotle: Back to the Start; Company: Chipotle; Agency: Creative Artists Agency As he regrets the mass production and artificial methods of his industrial animal factory, a determined farmer opts to return to sustainable farming methods for the future and betterment of society.
Citizen Engagement: The Return of Ben Ali; Brand: Engagement Citoyen; Agency: Memac Ogilvy Tunisia Although former Dictator of Tunisia President Ben Ali was ousted amidst the chaos of the Tunisian Revolution, many quickly lost interest in politics. In order to galvanize the Tunisian people out of hibernation, La Goulette shocked residents by warning the return of tyranny. 88% turned up for the October 23rd vote.
NTT Docomo Mobile Phone: Xylophone; Brand: NTT Docomo, Inc.; Agency: Drill Inc. Organic and imaginative, NTT Docomo captures the essence of their new mobile phone to redefine nature and technology. Microsoft/Xbox: Kinect Effect; Brand: Microsoft / Xbox; Agency: Twofifteenmccann Pushing the realm of imagination and technology, the Kinect takes a leap into the future of education, gaming and interaction
Sharpie: Start with Sharpie; Brand: Sharpie; Agency: Draftfbc - Chicago Cheeming Boey, builds a career around drawing on cups with Sharpies. His inspirational story is one of creativity and drive, challenging those who tried to taint his dream.
Mazda: Defy Convention; Brand: Mazda; Agency: Team Cosmos/JWT Germany/Team Mazda Europe This moving advertisement shows how their heritage helps Mazda to see things differently and overcome adversity.
L'Oreal Paris: Aimee Mullins; Brand: L'Oreal Paris; Agency: R/GA and McCann Erickson L’Oreal’s new beauty ambassador knows a lot about challenging notions of perceived beauty and achievement, as the wearer of double prosthetic legs.
Rethink Breast Cancer: Your Man Reminder; Brand: Rethink Breast Cancer; Agency: john st. A tongue-in-cheek assertion that women are more likely to watch a video if it features a ‘hot guy’ underpins the serious message of this video.
Prudential Day One: Linda; Brand: Prudential; Agency: Droga5 Linda Gutherie reveals the thought process and life changes behind retirement as she shares her first day of retirement.
Canal +: The Bear; Brand: Canal+; Agency: BETC Euro RSCG A bear skin rug that becomes a movie director? Just watch it ;-)
Last time I wrote about the continuing rise of personalized video response campaigns, especially around holidays or big events. Soon after that post, Innovative Thunder, the creative team from RG/A responsible for the Cannes-winning Pay With A Tweet launched a new project called 'Track Me.' Over the next month Innovative Thunder & the band Riot !n Paris will create songs about randomly chosen people based off their social media profiles. Users can submit themselves for consideration on the Track Me site and new songs are posted each day. The background for the idea is that "with all the stuff people post, tweet and put out in the Google-sphere, there is enough material to write a whole song for each of them. So we thought, why not do that?" said Leif Abraham and Christian Behrendt of Innovative Thunder. Check out the teaser video below.
They kicked it off by creating some tracks for various celebrities to give people a sense of what to expect. Check out the one for Kate Upton below. It's also worth checking out the tracks they've posted for the lucky people who've been selected, which are also pretty damn good.
The idea of bespoke music isn't new, but this approach and this scale is certainly ambitious. I especially like the fact that those people selected will have something tangible in the form of a personalized track that lasts long after the experiment ends. It'll be interesting to see if any advertisers piggyback off this idea like they did with Pay With A Tweet.
