be more dog, play frisbee with a cat! | a wonderful interactive experience

Video

Play Frisbee with a dog-like cat in this dual-screen experience

Brilliant

While looking for a way to promote our mobile-centric telecommunications brand in a new and different way, we turned to an unlikely source—dogs. They’re playful, viewing life as one big adventure. [Brand 02, agency VCCP and the Moving Picture Company to developed this campaign to prompt customers to embrace their inner dog]. Those who visit bemoredog.com are met by a cat that adopts an eager, dog-like outlook. The cat begs visitors to connect their mobile devices and play a multi-platform game of Frisbee. source:http://goo.gl/u7gpTQ

Project 1440 | 1,440 minutes in a day & REI wants you to share the ones spent outside

…then go to your computer, get virtual, and celebrate the experiences in a very cool way

Earlier this year, REI launched the REI 1440 Project, an initiative that invites people to share their love for outdoors through their favorite photographs, timestamped to the minute.  The pictures are then curated into an engaging, interactive, timeline/clock.  In their words, Project 1440 is a celebration of every minute spent outside. Our goal is to fill each and every minute of the “virtual day” (all 1440 of them) with photography representing our collective love of the outside.  It’s a bit reminiscent of the National Geographic/YouTube/Ridley Scott documentary Life In a Day, the compilation of YouTube uploads.

REI 1440

At 7:23 pm, my son is captured on a sunset walk through Great Sand Dunes National

This may not be for everyone, and requires a fair bit work for the user, but it hits dead center with the REI brand and customer target – I daresay  it hits the target square between their outdoor-enthusiast eyes.

Online albums were one of the first big internet platforms that enabled rich, amplified emotional sharing – however, the experience was largely passive. The 1440 Project has layers and loops of interaction.  It takes an evocative memory of a great outdoor experience, displays it in a virtual, story telling environment of like minded people, allows you to vicariously live through others, and do it all within the context of a brand that is about empowering people to enjoy the outdoors.

This could have easily been another forgettable Facebook, Pinterest or Instagram-based promotion, but Kudos to REI and their agency, BBDO Atlanta, for recognizing that their members and aspiring outdoor enthusiasts want authenticity and engaging reciprocity with the brand.

Now, go enjoy my own celebration of outdoor moments through my submissions at rei1440project.com/#users/kevinrfoote.

miracle whip asks you to destroy a mayonnaise piñata with a robot!

Mayonnaise piñata? Robots? Cinco De Mayo? Krafts say Don’t Bash Us Until you Try Us

Bash the Mayo

Watch a real robot, controlled by a web participant, blast at the pinata.

This Facebook promotion, called Battle the Whip, literally “hits” on connecting physical engagement with a product while addressing a key consumer insight and the brand.  Perhaps it’s easier to trash-talk about mayo than actually try it.

I’m not sure it will generate a  more sales, but it does do a great job of creating engagement with the brand.

Plus, who wouldn’t want to control a pinata-bashing robot?  You can sign-up to play and watch it live (with commentators) on a dedicated website through May 5th, Cinco de Mayo (get it?).

This promotion was developed by Deep Local and Break Media.  Read more at http://goo.gl/DjbWj.  I love Deep Local – they have executed some of the world’s greatest virtual-physical consumer engagement campaigns such as Nike ChalkBot.

consumer play! the ultimate brand engagement – connecting physical and virtual product experiences

Consumer Play! The ultimate in brand engagement?
Let consumers use their hands to play with a product, at least virtually with a mobile device 

Blending old school and modern media to engage digitally-savvy consumers has been done in several marketing campaigns, but often the execution is a gimmick that few consumers try, even though the overall experience may be powerful.  Several car manufacturers, including Volvo and their X-Ray iPad App, have done impressive augmented reality trials which allow prospects using a mobile device to explore car features. How cool is that!

Along comes a more practical application, and perhaps more broadly appealing use of tying digital media to the physical.  Recently the Japanese newspaper Tokyo Shimbun in conjunction with Dentsu advertising agency, introduced an app that enables children to use smartphones to reveal more kid-friendly versions of articles.

Parents can encourage kid to use the AR app by placing their smartphones over those articles, revealing animated characters and graphics, pop-up headlines and explanations about the topics being discussed. Additionally, articles written with Kanji characters are replaced with the simplified Hiragana alphabet, making the stories easier to understand for those still learning to read. The campaign aims to increase readership by enabling parents to enjoy reading the news with their children, as well as helping to educate young people and engage them in current affairs. [Excerpt from Springwise].

The challenge for brands?  Creating broad target appeal, not a niche buzz.  This is possible if one consciously crafts the experience around the consumers’  beliefs, not just product benefits.  The power of the Tokyo Shimbun example is that it connects with the emotional experience of a parent-child relationship and while creating content appealing to children.