Category: Marketing Strategies

adidas Y-3 Interactive Live Stream

Since 2010 I have noticed a steady increase in innovations at fashion shows around the world. In this latest example Acne Production has created a cutting edge ‘Interactive Live Stream Experience’ for the adidas Y-3 Spring/Summer 2013 collection that was revealed at New York Fashion Week in September 2012. The show marked the 10th anniversary of adidas’ unique partnership with Yohji Yamamoto. Athletes, celebrities, and fashion mavens gathered at St John’s Center, which had been transformed by Dev Harlan’s 3D projections.

The team from Acne had setup the ‘Interactive Live Stream Experience’ with four different views on the runway. The online audience could magnify one view without losing perspective of the show as a whole, and pin each look to Pinterest.

Ford Escape Routes

Ford wanted to launch the new Escape in a way that would give folks something they had never experienced before in branded entertainment. So in an industry first, Ford took the small screen to the second screen by combining TV with social media and mini-gameplay to create the first prime time Social TV show: Escape Routes.

Six teams took on daredevil stunts while enlisting online fans as Virtual Teammates (VTMs), who’s real-time support, determined who crossed the finish line each week. The social media buzz around Escape Routes exceeded all expectations and benchmarks. There was a 1,033% increase in @FordEscape Twitter followers and 50% increase in Facebook Likes.

Amazing mind reader reveals his ‘gift’

Febelfin, the Belgian federation for the financial sector, launched a campaign that urged people in Belgium to be vigilant about what they make available online. To drive home the message they recruited Dave, an extremely gifted clairvoyant who showcased his talent to a random sample of people. Just when the people started to believe in his talent, the magic behind the magic was revealed… 😎

The Nissan Virtual Showroom

There was a time when people would go to the dealership to research cars. But now most research (70%) is done online, with 50% of buyers stating that online information was the most influential part of their research.

So Nissan decided to bring their dealership to the online audience through a custom YouTube Channel experience…

And for people on the go using smartphones for research, they created a first of its kind custom mobile YouTube Channel, where they successfully replicated the desktop experience…

As a result Nissan is said to have received an extremely positive response, along with a significant increase in people looking for their dealership after researching.

Ikea Klippbok

Ikea Australia wanted to create a utility that Ikea customers could regularly use to help inspire them in their home. So they created an iPad app called Klippbok (Swedish for “scrapbook”) that gave users access to Ikea products all year round. With easy-to-use design functionality, users were able to mix-n-match Ikea products and create collages, swatchbooks, roomsets and more…

LEGO Happy Holiplay

To create positive attention around the LEGO brand during December 2012, a global digital social campaign was created that challenged people to take their imagination with the well known LEGO bricks one step further and share the results via digital media.

The campaign was dubbed ‘Happy Holiplay’ and was run for three weeks. LEGO fans from 119 countries participated actively and uploaded pictures to the campaign website.

Tokyo Shimbun AR Reader App

Connected devices such as smartphones and tablets have contributed to an explosion in digital media consumption. As these devices gain adoption, print newspapers around the world are seen suffering from declining readership and revenue. To combat this the Tokyo Shimbun along with Dentsu Tokyo came up with a new way to connect with readers. An Augmented Reality Reader app was created that brought to life the newspaper by overlaying educational versions of the articles for kids.

Hyundai Elantra ‘Driveway Decision Maker’

The Hyundai Elantra was named 2012 North America Car of the Year. Then Hyundai came out with 2 new Elantra models i.e. the Coupe and the GT and the purchase decision got harder. So to make it an easy decision once again, they created a Driveway Decision Maker.

By combining Google Street View, projection mapping and real-time 3D animation, Hyundai enabled prospective buyers to actually see what an Elantra would look like in their own driveway.

Try the Driveway Decision Maker yourself at www.pickmyelantra.com.

Augmented Reality in 2013

With smartphones and tablets becoming part of our everyday life, we will also see more Augmented Reality apps mixing the virtual and the real world in 2013. Here are some examples from ARworks that recently caught my eye…

Audi Singapore Showroom app

For the opening of their biggest showroom in South-East Asia, Audi created AR experiences that allowed visitors to fly around the showroom building without actually boarding a plane or drive the Audi R18 race car around Singapore at full speed without the risk of getting a ticket. Whats more, they even allowed visitors to personalize their individual license plates and then take photos with the car.

Dakar race in a shopping mall

A real Dakar desert racecourse was built for the new Opel Mokka on a 4mtrs long table that was placed in a shopping mall. Visitors could use the provided iPad’s to race against time and each other. The results were then shared on Facebook and the weekly and overall winners received various prizes.

Christmas Ornament Sling

Deutsche Telekom for their Christmas promotion developed an iPad app where visitors could throw virtual Christmas ornaments containing their personal message onto a huge Christmas tree erected in a mall. A successful hit to one of the real ornaments on the tree, lighted it up through an integrated server application.

A dramatic surprise on an ice-cold day

In April last year TNT had launched their digital channel in Belgium with a big red push button in a quiet Flemish square.

Now to launch their movie channel in the Netherlands, they created a new dramatic piece of the now famous red button in the quiet town of Dordrecht. When innocent passers-by dared to push the button, pure TNT-drama unfolded with a slightly new twist: close ‘participation’ of the public. 🙂