April 17, 2015

Let’s get physical

We live in a digital world but we still go out and about or do other things than just sit glued to our screens. Yet we can’t help but be drawn to anything technological even when we are switched off. Here are a few examples of brands using digital in the physical world to engage with people as they go about their daily lives.

Netshoes, the biggest sporting goods store in the world with the smallest popup store

To promote its new mobile app, Netshoes, the largest e-commerce of sporting goods in the world, launched its first physical store. Opened at Oscar Freire, the main shopping street of São Paulo, the Netshoes Pop-Up Store made available over 40,000 products in a space slightly larger than a mini tablet, placed between two other stores. It was a great way to promote their online shopping app for mobile devices.

Ford Explorer’s Interactive Print Ads

Not the first time we’ve seen this technique but still a nice way to drive brand engagement and tell a compelling product story by combining print with mobile. With three separate print ads, people were encouraged to place their phone on the ad once they scanned the QR code. They then saw an interactive video demo of the SUV’s new features: Park Assist, Power Fold and Adaptive Cruise Control, in a way that looked like the print ad was coming to life.

Walkers Crisps put Gary Lineker inside a Twitter Vending Machine

As part of the Do Us A Flavour campaign, where the public was asked to come up with new varieties of crisps (sorry, it’s not chips, this is happening in England), Walkers Crisps put soccer legend Gary Lineker inside a Twitter-activated vending machine. Watch to see how people reacted as he surprised them with free packs of the 6 Do Us A Flavour finalists.

March 2, 2011

Month of tweets #2

Spring is on its way (supposedly) and it’s that time when I take a look back at some of my favourite tweets of the month.

Feb 1: All in one place… RT @mariegoupry: RT @kevinjosselin[Compilation] 10 Incredible Interactive YouTube Videoshttp://su.pr/1SJp7w

  • This kind of thing is great for internal training (ass kicking) to get people thinking about new ways to use online video.

Feb 8: Beautiful… RT @ScottSeaborn: Creative Review: Mulberry says it with (digital) flowers: http://bit.ly/gZiy2r

  • There were a lot of dull online campaigns for Valentines (like Barbie and Ken) but this one stood out as being something special…

Feb 9: Fascinating article… RT @frogdesign: The Art of Creating Emotional Attachments to Digital Objects http://bit.ly/gRVlk3

Feb 12: When the readers become writers (or the evolution of advertising creative) – great presentation by @edwardboches http://slidesha.re/etrmXn

  • If you don’t follow Edward Boches then you are missing out. He is Chief Innovation Officer (formerly Chief Creative Officer and Chief Social Media Officer) at Mullen. This is just one of his inspiring presentations…
—–
Feb 15: Like it… RT @ericphu: Another nice, simple campaign for KLM
  • KLM are using the viral video from really well to spread their message. After their Surprise video this one continues to show how good their service is (shame it isn’t true:)

Feb 22: PHD birthday ad invites marketers to up their game – on Brand Republic http://bit.ly/gsJJui

  • OK, kids don’t really talk like this but the thought is very powerful. Are we going to be ready for these spoilt brats when they become consumers with their own monthly paychecks to blow?


Feb 22: Google Zeitgeist: Great Minds of Our Time – great post on Brainpicker… http://bit.ly/h3INF3

  • If you are looking for some inspiration check out these videos featuring people like Lee Clow, Alex Bogusky and Salman Rushdie

Feb 28: Sweet… RT @adenhepburn: Here is a great use for AR – Ford C-Max Augmented Reality Billboards http://bit.ly/hlDl5i


and finally:

Feb 28: This boy will go far… well to SXSW at least. RT @brunoclement: The World’s Greatest Opportunity http://slidesha.re/i1vRdO

  • How do you get other people to pay for your trip to an expensive industry conference. You just need a smart idea.
April 9, 2009

Print meets web

image1OK, so Mini did the first augmented reality print ad. But if you can’t be first be better. Paul, one of Ogilvy Amsterdam’s Flash gurus, developed a demo that (unlike Mini) worked on all platforms without any special plugins and allowed the user to drive a 3D model Ford. The advertising team of Darre and Piebe saw the demo and immediately sold the idea to the client. Yesterday it ran in the local Metro newspaper and coincides perfectly with the Amsterdam Car Show. Download a PDF of the ad, print it, make sure you have a webcam then head over to the special website.

Get the PDF > ka-webcam.pdf