Cheese brand Castello, teamed up with ad agency Duval Guillaume to give New Yorkers the opportunity to taste their cheese in a very original way. A pop-up museum was setup at Grand Central Station, where famous still life paintings that contained images of cheese were reproduced with great precision with existing Castello cheeses. The difference? You could really smell and eat the copied works of art.
Over the course of two days, more than 500,000 visitors enjoyed the unique exhibition and 40,000 people actually tasted the cheese.
Consumers who don’t know what to do with the contents of their fridges can now tweet their ingredients with the hashtag #PreparaPraMim (prepare for me in Portuguese). Then as a tweet back the consumers receive a recipe from Hellmann’s that uses the exact same food from their fridge. Here is a short video on how it works…
Borders between media are blurring. Books are being swiped, magazines digitally scrolled and even in print one can today occasionally navigate. So it is no surprise when regular paper posters come to life on being combined with bluetooth, conductive ink, sensors and speakers.
Beck’s Playable Poster
Looking for an innovative way to mark New Zealand’s Music Month, Beck’s partnered with Shine to design a playable poster. Using conductive ink and speakers the posters were made playable with a simple tap of the finger…
The Sound of Taste
Herb and spice brand Schwartz is all about flavour. So to dramatise flavour which was invisible and silent, they got print tech collective Novalia and ad agency Grey London to collaborate on an interactive poster. The poster used conductive ink to turn the surface area of the paper into an interactive interface that also connected to the viewers smartphone to deliver a richer experience…
Change the tune
Agency Republic from UK, created a poster with an embedded sensor which when knocked changed the song being played on the agencies shared sound system…
There is nothing more annoying than going to a bar with friends and then watching them focus on their smartphones. Since this is a worldwide problem. Polar, a beer that is sold only in one state in Brazil decided to take things in their own hands and solve this world problem.
A special beer cooler was created that blocked 3G, 4G, Wi-Fi and GSM signals to any device within a 5 foot radius. People who then ordered Polar, got served in this unique cell phone nullifing cooler that allowed everyone to interact more with their friends and less with gadgets.
Last year Ikea re-imagined their catalog via a special visual recognition app that brought its pages and offerings within to life in the form of inspirational videos, designer stories, ‘x-ray’ vision that peeked inside furniture, and more.
Now for their 2014 Ikea catalogue, they have given people the ability to place virtual furniture directly into their homes by simply placing the printed Ikea catalogue where they want the furniture to appear. 🙂
Not every music fan reads Billboard Magazine, but every music fan has music on their phone. So Ogilvy & Mather Brazil created a magazine dispenser that gave away a free magazine if you proved you are a fan of the artist on the cover of Billboard Magazine.
To get a free copy, all one needed to do was plug their iPhone into the Fan Check Machine and let it analyze the music library. If the machine found more than 20 songs by the artist on the cover of Billboard, you got the magazine for free. 😎
In May 2012, Emart created the Sunny Sale campaign which distributed coupons through a sun activated QR Code. Now in their latest campaign they have created “Flying Stores” which are nothing but truck-shaped balloons fitted with a Wifi router. 😎
These special balloon stores were floated in every corner of Seoul and people who could not get to an Emart store during the day, could then easily hook on to the balloons Wi-Fi signal and order directly online. As a result, Emart sales soared both in online and offline stores. Mobile sales increased by 157% and the E-Mart app got downloaded more than 50,000 times during the promotion month.
Also click here to see the 2011 flying fish balloons campaign done for the Sea Life park in Speyer, Germany.
Last year Hellmann’s in Brazil came up with a novel way to encourage consumers to use their mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. The software then recognized when consumers bought Hellmann’s and tracked other items they were buying. At the time of payment it printed recipes that combined several of the ingredients on the receipt. In the first month alone of the three month experiment, sales increased by 44%.
Now for their new campaign, shopping carts at Pão de Açúcar shopping center in São Paulo were mounted with special NFC enabled touchscreen devices. So when consumers walked through the various aisles, the touchscreen automatically detected what was on the nearby shelf and suggested an appropriate recipe.
This way the customers constantly discovered new receipies that used Hellmann’s mayonnaise. If the recipe was liked, the customer could further interact with the display to find the location of the necessary ingredients in the store, or share the recipe with friends via email.
As a result 45,000 customers were involved in the campaign and sales rose by almost 70 percent.
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.
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.
