Interesting article over at Interactive Marketing Trends about the latest Heineken campaign and what it suggest about advertising engagment. Think its pretty spot on, after all movies are passive but totally engaging (well, most some of them). See Avatar depression for an extreame illustration of that!
There has been pretty significant buzz in the press recently about the rise of augmented reality and it seems to have captured many peoples imaginations. Indeed a lot of people have been talking about AR as being one of the stars of 2010. Already a number of brands have jumped on the bandwangon although the UK seems to be lagging behind the US in terms of utilising AR as a marketing tool.
I haven't personally be so enthused, the experience always seems to feel slightly underwhelming. Examples such as the one below are going some way to help change my mind. Love the integration of a game - its something which could have endless possibilities. It does leave me wondering just how much this cost to implement however.
Dating is a process. So is losing weight, being a public company and building a brand.
On the other hand, putting up a trade show booth is an event. So are going public and having surgery.
Events are easier to manage, pay for and get excited about. Processes build results for the long haul."
To embellish, if your company isn't willing to commit long term resource to fostering relationships in social spaces they should rethink undertaking any social media activity.
The rules are different; if you keep thinking about social media activity in the old mindset of short term campaigns you risk alienating the people that are willing to engage with you.
"Making users happy is a suckers game. Pushing the envelope is what makes you a winner." - TechCrunch commenting on Facebooks decision to effectivly go back on some of the changes they made to the site in the wake of thousands of users complaining
"What’s next [for newspapers]? Here’s my marker: within three years we’ll lose a third of the regional press’ editorial capacity in the UK and about the same in their (already dwindled) ad revenues. Presses will stop on 10% of the titles and two nationals will switch to web-only editions on skeletal editorial staff. This is not cyclical. This is not a UK problem." - Danny Meadows-Klue of Digital Strategy Consulting
"This isn't about the end of commerce or the end of marketing or news or entertainment. All of the above are finding new expressions online, and in time will flourish thanks to the very digital revolution that is now ravaging them. The future is bright." - Bob Garfield of Ad Age
"At a time of unprecedented challenge for all print media, many publications have rushed to embrace social networking technologies. Most now offer Twitter feeds of major breaking news headlines, while the Daily Mail recently pioneered an iPhone application providing users with a one-click facility for reporting suspicious behaviour by migrants or gays." - Guardian April Fools
I think Interactive Outdoor Digital Media is going to become an important part of advertising in the near future.
Imagine being able to make something like this relevant to a brand, hooking it up to the Internet and putting it in an outdoor space inviting people to interact with it.
Obviously "making it relevant" is the hard part but with constant innovations in technology there will bound to be something that will make sense. Maybe something more like this?
I noticed this little widget whilst browsing Facebook other day. It basically works by you "donating" you FB status in support of one Candidate in the US election. At a time when companies are struggling to harness social networking sites to communicate their message i think this worked really well and was impressed to see how quickly the idea spread from person to person
It amazes me how this US campaign mobilised and engaged people like non other before. Younger groups especially have been quick to voice their support and the Internet in many ways has empowered to do this (eg. here). The result? The highest election turnout in US history.
Being an American Football fan (huge verging on geeky) i was a sucker for Nikes "Leave Nothing" TV spot which was launched last year. It was actually directed by Michael Mann and this latest offering follows in this vein as it is directed by David Fincher (director of Se7en, Fight Club etc). Needless to say the execution is excellent but the concept is spot on as well.
Sports advertising has got to be some of the best type of advertising to work on. After all what ever sport you have to work with, be it table tennis or American football, it is guaranteed to have thousands even millions of passionate fans around the world. All you have to do as a is tap that passion in order to associate your brand/product with the sport and away you go.
Its something that Nike has been doing for years to an extent that it is almost too easy for them nowadays. As a brand that are now synonymous with most sports, Nike are afforded the luxury of being able to go out and simply reaffirm their position. In this instance Wieden & Kennedy achieve it with a simple concept and a beautiful piece of cinematography. No selling involved, just making Nike's American Football ties stronger.
If was working a sports advertising brief i would be like a kid in a candy store, or perhaps a Ladainian Tomlinson against a Detroit Lions defence.
Its been floating around the bloggersphere for a while but i thought id jump on the bandwagon. A cool piece of advertising that effectively put across the feel and concept of the game. Its obviously done its job in terms of getting people talking about it! The makers must have been salivating when they see comments like this:
"Awesome. This is truly awesome. I don't care if it's an ad, I'm showing it to everyone."
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