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

this interactive film and crisis simulator could be a lifesaver…

LIFESAVER uses absorbing, interactive film to instill unforgettable lifesaving tips

Save a life, really save a life

A revolution in the way we learn CPR, LIFESAVER fuses interactivity and live-action film to teach users the skills needed to save a person’s life if they were to suffer from a cardiac arrest – from Unit9 website 

The Resuscitation Council, U.K., similar to the American Red Cross, is promoting a compelling Interactive film and app available for smartphones, tablets and PCs which combines interactivity, storytelling, role playing to introduce and reinforce lifesaving tips.

LIFESAVER, produced by Unit9 and directed by Martin Percy, combines simulation, gamification, and first-person perspective to put the user in scenarios that test and teach first response CRP to heart attack victims.

The surprisingly emotional digital experience is  ingenious in it’s filming and scenario creation. The lessons and experiences are more evocative than the typical training in a classroom setting with a plastic dummy, such as Rusesci Annie.

It is now available.  Try it out; it could be the difference between life and death.

By Kevin R Foote. Read more in Meg Carter’s recent article in Co.Create  

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.

badges, points, leaderboards, and brands

Competitiveness is a fundamental human trait; it’s programmed into our evolutionary DNA.  The first humans needed a fierce competitive instinct for survival and procreation.  More recently, abstract ideals such as status and access played to our competitive nature.   And today, with ubiquitous access to the internet, our means of competition now includes badges, points, and leaderboards as we gleefully announce our conquests, progress, and accomplishments across the web.

For companies, using our competitive nature to drive consumer engagement is nothing new; it is a cornerstone of old school loyalty schemes such as frequent flyer programs.  And, in the digital space, companies like Foursquare have successfully married online engagement with our physical world.  It makes sense that “gamification” of our behaviors works so well – it resonates with our instinctual traits.

But where is the laundry list of success stories where traditional, offline companies have built digital platforms and used competitive gaming tactics to produce meaningful business impact?  As marketers we know the opportunity is huge, yet few compelling examples seem to exist.

Let me share EpicMix, an example from the ski industry that I’ve come to know. VRMC, which owns numerous ski resorts including Vail, Beaver Creek, Breckenridge, Heavenly, and Keystone, has done a brilliant job of creating more valuable customers and increasing market share through a digital sharing and gaming platform called EpicMix.  EpicMix effectively harnesses the power of engaging digital and physical behaviors with our competitive instincts.

By taking advantage of RFID chips in tickets and scanners located at the base of every chair lift, operators can track a skier’s activity and movement across the course of a day and throughout the ski season.  This information fuels the EpicMix social sharing and gaming platform where one can track vertical feet, earn pins for a wide range activities and accomplishments, see where your friends are, post updates to social networks, share photos – all from a smartphone.  People have become crazed about this. Vertical feet skied in a day or season-to-date have become metrics of status; participants actively seek to earn pins and points for a wide range of activities including exploring terrain, skiing on particular dates or conditions, and visiting multiple VRMC resorts.  The battleground customers, such as skiers in the Denver area who have many options, are choosing to buy season passes and ski exclusively at VRMC resorts to increase their leaderboard status and keep up with their friends.

So, if this works, why is it that so few companies, beyond internet-centric businesses, are doing this?  Our competitive nature is a basic human truth and our interest in broadcasting of our status, activities, and is accomplishments on social networks is real.  These are insights that can be a levered for almost any product, brand or service with an emotional connection with a consumer.

Clearly it takes the right combination of brand equity, consumer target, and business model to be an appropriate and relevant strategy, nevertheless it is a big opportunity that advertising agencies should embrace on behalf of their clients.

Now, can I get a badge or pin for publishing this?