Category: Marketing Strategies

Heineken Star Player

Over a billion people worldwide watch the UEFA Champions League, out of which 70% watch it at home. So Heineken, in conjunction with agency AKQA created the Heineken Star Player, an app designed to let fans interact in real time with the nail biting action of the UEFA Champions League.

With the Heineken Star Player fans could now play along live, online and on mobile, and anticipate the outcome of match moments in real time. Since its launch, Star Player has revolutionised the way people watch football. The apps dual screen experience delivers a full 90 minutes of brand engagement every game.

Nike SPARQ

Not too long ago, talent determined greatness. Today, talent is a given, but training is what separates the exceptional from the merely promising. So to help athletes everywhere reach their true potential through better training, Nike along with ad agency R/GA New York created an immersive digital experience for the SPARQ program (Speed, Power, Agility, Reaction, and Quickness). Athletes could now follow the same training regimens as professional athletes through detailed, customized video demonstrations delivered via iPods or handheld video players that made it accessible anywhere. The SPARQ website also let athletes set goals, track progress, find Nike SPARQ Trainers across the country, get an official SPARQ rating, and purchase gear.

Dali Museum iPhone App

To build awareness for “The Dali Museum’s” fantastical new building, ad agency Goodby Silverstein & Partners developed a customized picture-editing app that created dreamy surrealist overlays over photos.

With zero budget, they turned to Hipstamatic to help bring the smartphone app to life. The team at Hipstamatic liked the idea so much that they waived their fees and pledged to donate the proceeds from the app to the museum. Plus, their 1.2 million loyal followers provided the critical mass needed to reach the general public.

In the first couple days after the release, the Hipstamatic site crashed due to extremely high traffic. The blogosphere bubbled with over 19,000 mentions and in the first month alone 50,000 people purchased the app.

Lexus NFC Enabled Print Ad

Brands like Mercedes Benz, Reporters Without Borders, Volkswagen etc have all been working hard to create clutter breaking and engaging print ads.

In this latest example of an interactive print ad, Wired magazine and Lexus have teamed up to create what they say is the first mass-produced print ad embedded with a NFC tag. The ad, which could be found in 500,000 subscriber copies of Wired’s April issue, allowed readers who have NFC enabled phones to access a demo of the Lexus GS 2013’s Enform App Suite simply by holding their phone up to the ad.

Hugo Boss in 3D

3D has become quite a fad in the last couple of years, with all major Hollywood movies coming in that format. Not to be left behind and to set a whole new standard for live streaming in fashion, German fashion brand Hugo Boss decided to live stream its Boss Black Fall Winter 2012 fashion show in Beijing directly in 3D.

For the lead up to the show, all promotional material online i.e. Website, Mobile, Facebook, Twitter and YouTube were also made available in 3D. Free limited edition 3D glasses were given away to consumers who answered trivia questions and signed up for the Hugo Boss newsletter. Participating consumers were also entered to win a trip to the show in Beijing.

If you own a pair of 3D glasses, then put them on and check out the below Hugo Boss 3D fashion experience.

Billboard On Hold Jam Session

Billboard Magazine features the best of pop music and entertainment in Brazil, and according to them waiting on hold is one the most boring music moments ever. So their ad agency AlmapBBDO created the “On Hold Jam Session” that made the moment into a fun interactive experience and showed the magazine’s concept of music and entertainment.

To make the magazine subscribers aware of this new on hold feature, they sent direct mails explaining how one could jam along with their phone buttons when they were put on hold at Billboard Magazine.

The 5 Second Skip Ad

Viewers usually have to twiddle their fingers while counting down the 5 second YouTube pre-roll to the “Skip Ad” button.

So Homecenter Sodimac from Chile along with ad agency MayoDraftfcb created a range of environmental messages that challenged viewers to either skip the ad or skip the behavior. In just one week, over 80,000 people chose to change their behavior.

The Bluemotion Label

77% of magazines along with their ads end up in the trash. This is a huge waste of paper. So when Volkswagen wanted to create a campaign to promote the eco-conscious thinking behind its BlueMotion vehicles, their ad agency Ogilvy developed a print insert that got the people of Cape Town to recycle the magazines via the cities post boxes!

Kenneth the Talking Vending Machine

Kenco Millicano’s whole bean instant coffee is the closest thing to a proper coffee from a vending machine. However people have a negative perceptions in general about drinking instant coffee from a machine. So to engage and excite people enough to want to substitute their traditional coffee shop coffee for an instant in a vending machine, Kenco Millicano along with Leo Burnett London came up with a talking vending machine. The voice for the machine was provided by comedian Mark Oxtoby, who spent a whole day in Soho Square interacting with passerby’s…

Similarly in Hong Kong, Levi’s along with ad agency TBWA came up with a talking phone booth dubbed the “Levi’s Summer Hotline”. In the booth two popular local radio hosts connected via video from a nearby Levi’s store and challenged visitors to answer questions or do crazy stunts. The crazier the stunt, the bigger the prize, which was printed out in the booth like a receipt to be redeemed at the nearby Levi’s stores. The booth got half a million people to enter and interact over a three day period, and drove sales up by 30%!

To see more examples of interactive vending machines click here.