A few thoughts, musings, ramblings and other things from MediaCom people...

Volkswagen: Augmented Reality

In launching the 2012 Beetle this year, Volkswagen in Canada used large format ads like billboards and bus shelters, but incorporated an innovative twist into these traditional mediums to increase consumer engagement with the ads. Once passersby download a free app, they can hold their iPhone or iPad up to the billboard to watch the cars come to life. The animations in Dundas Square show the car leaping from one billboard to the next. In the transit shelters, the posters drop away to reveal the car racing along a tunnel, then crashing through the shelter itself.

The new Beetle campaign taps into a current trend being adopted by big brands that revitalises old products and old ad campaigns escalating the sense of nostalgia amongst consumers. VW incorporated this trend into the execution by using traditional forms of advertising with a nod to their old print campaigns of the 60’s, but bringing them into ‘the now’ by adding AR capabilities. AR is becoming more and more prevalent in advertising executions, however the user experience on many can be somewhat disappointing, in many ways using innovation for innovation sake. This execution is a great example because the entertainment provided is truly impressive especially given the simple creative

Watch it here:

Angela.

HOW TO SELL SHOES

Nice work from W&K New York combining fancy projection mapping and live music, to great effect. Particularly love the interaction between the projection and the Hudson river from 1:09. 

 

PROFOUNDLY FREAKY FACEBOOK DATA THING

We've all seen those "take your data and do something scary/funny/generally sharable with it" Facebook connect app things. It's a well trodden path, but I thought this one was particularly creepy and thus worth sharing.

Clicky.

Like I say, unsavoury. But cool.

Funny how attached we've grown to our online stuff, and just how personal our relationships with what are ultimately just lines of code can feel..

No idea who it's for or what it wants me to do, mind.

As ever, answers on a postcard in the comments.

/rushes to double check privacy settings

Socially-Networked In-Car Connectivity Innovation.
Now there is a mouthful. Created by Bug Labs, this technology is what Ford is planning to launch in their latest vehicle models. It is a plug in kit that will give drivers access to valuable performance information about their cars. Car owners will be able to modify their dashboards to suit their personal needs and preferences. Here’s how it works: The driver plugs this device into their Ford car to get performance information that they care about. An example of this is Bug Labs’ Fuel Economy Challenge where the plug in kit tells the driver how fuel-efficiently they are driving. Through the internet, the platform will be connected to others who are also taking the challenge to see who is driving the most efficiently, all in real-time.

Why is it interesting?
First off, the technology behind this platform alone is innovative. It gives drivers access to desired performance information about their cars which they previously did not have access to whilst making them socially connected. Ford has tapped into cultural trends of personalisation, social connectivity and gaming through this innovation. It is interesting that this category in the past have been quite traditional yet now the automotive industry is up to speed with the zeitgeist and possibly leaders in innovation and experimentation.

Angela

Stunts and live events are not ground breaking brand strategies but when executed right, they can have very positive results.

Carlsberg has staged a cinema stunt featuring couples negotiating an auditorium packed with bikers to promote its new global strapline: "That calls for a Carlsberg". The stunt, which took place two weeks ago, has already attracted more than a million views on YouTube. Brussels-based ad agency Duval Guillaume Modem came up with the stunt, which was staged in a cinema in Belgium.

After buying two tickets at the box office, innocent couples were confronted with a cinema packed with hairy bikers. Their seats were directly in the middle of the crowded venue, with their reactions captured on camera.

While many walked out of the cinema, those who took the seats were greeted by huge cheers from the hairy bikers and also handed a bottle of Carlsberg as the message, "That calls for a Carlsberg" came up on the cinema screen.

The advertiser took a risk with this stunt as the success for the brand would mostly be measured in terms of PR and word of mouth. The video was uploaded on the 22nd of September and has received over 4 million views to date.

This incredible success shows that engaging ideas coupled with a good execution and an effective seeding strategy online can lead to advertising success.

Marine