Category: Marketing Strategies

Volkswagen Street Quest

Since 1951, South Africans have loved Volkswagen. In fact, you’ll probably find one on every street, road, highway and byway in the country. So Volkswagen along with Ogilvy Cape Town created an advergame that not only celebrated the impact Volkswagen had on South African streets, but also kickstarted Volkswagen South Africa’s Facebook Page.

‘Volkswagen Street Quest’ was a Facebook challenge to find as many Volkswagens as possible on South African streets using Google Street View in a custom-designed gaming interface. The campaign ran for over 4 weeks and the players with the most Pins from each week qualified for a real life Street Quest challenge. The results…

SNCF Lyon to Brussels

France’s national state-owned railway ‘SNCF’ is back with another live event. This time with ad agency TBWA\Paris they have set out to promote the launch of their new direct Lyon (FR) to Brussels (BE) train route.

A 3 meter high cube was placed in Place de la République, Lyon with the message “Take a look at Brussels”. Passers-by who peaked into the hole were instantly transported to Brussels and greeted live by a Belgian music band. 🙂

ibis Sleep Art

What does sleep look like? ibis Hotels has set out to answer that question through a robot that wakes up to create custom ‘Sleep Art’ when you fall a sleep. 80 sensors concealed in the mattress transmit temperature, movements and sound to the robot who in turn transforms your signals into brush strokes on a canvas live through the night.

The ‘Sleep Art’ experience is currently available in Paris, London and Berlin. To register for it people need to fill in a form via the ibis Hotels Facebook page.

UPDATE – March 13, 2013
Now there is also an iPhone app that captures and sketches your movements throughout the night in order to create beautiful abstract painting of your night’s sleep. The app is free and available for download on iTunes.

The world’s most interactive print ad

On a number of occasions I have featured examples of brands creating interactive print ads. In this latest example, the new Lexus 2013 ES is seen changing colors, turning on its headlights and exposing its interiors while music plays in this interactive print ad for the October 15th Sports Illustrated issue.

The real master of intuition

Just last week I wrote about the Heineken Star Player app that has been designed to let fans interact in real time with the nail biting action of the UEFA Champions League.

To promote the same Star Player app in Italy, Heineken decided to prank a famous sports bar in Milan which had Italian football legends Billy Costacurta and José Altafini giving live commentary on the UEFA Champions League final match. What nobody in the pub knew was that Heineken had hidden cameras everywhere and that they had delayed the match broadcast by two minutes just so that people in the audience could upstage the legends by calling shots before they were even made. 😎

Kelloggs Tweet Shop

Last month in London, Kelloggs setup a pop up store where passers-by who walked in could try the low calorie snacks and then post a review on Twitter. ‘Special K girls’ in red dresses who manned the store, checked each customer’s tweet before handing over a packet of Special K Cracker crisps.

MTV Under the Thumb

The Under The Thumb mobile application is a ground-breaking new interactive platform for MTV that redefines how entertainment is seen and shared by the digital teenagers of Europe in several ways.

When out and about, the best MTV shows both past and present can be streamed onto mobile devices on demand for the first time. When at home, the app becomes a remote control which can be paired with a PC, laptop or connected TV for an immersive dual screen experience. And when you’re feeling social, the app syncs your viewing with friends so you can watch shows and chat together in real time, no matter where you are.

The app was unveiled at the Mobile World Congress in Barcelona and by the end of the conference news of Under The Thumb app had reached over five million tech and TV enthusiasts, generating a download a minute of the app on both iTunes and Google Play stores before MTV’s supporting advertising campaign had even launched.

For more visit www.mtvunderthethumb.com

Adidas × Giants “Digital Tryout”

Baseball fans in Japan are aging fast. Especially for the Yomiuri Giants whose percentage of young fans has dropped drastically. So to turn young Japanese people into Giants fans, Adidas along with ad agency Tbwa\Hakuhodo came up with an iPhone app called “Giants Tryout” where baseball fans could test 4 basic skills i.e. Pitch, Bat, Run, and Catch.

Throughout the baseball season fans competed with each other digitally. To raise the appeal of the app, the top 9 record holders were given the privilege to join the Giants training camp, share the field with the professional players and be part of a professional baseball team.