Pepsi Max: Augmented Reality Bus Shelter Ad 

Very cool.  A interested take on blending digital with physical while standing around waiting for a bus.  Something to do other than read CNN, check social feeds, and email while standing around.

Pepsi Max: Augmented Reality Bus Shelter Ad | Digital Buzz Blog.

 

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  

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.

super bowl ad teasers – do they work? buehler? buehler?

A record number of advertisers have pre-released Super Bowl teasers this year on YouTube. The viewership numbers are astounding, with many in excess of 10 million . Pretty cool. But will this strategy have significant staying power beyond incremental impressions, particularly when the videos are essentially competing for YouTube share of voice?

They probably will, but leveraging the digital experience to engage customers effectively could be much, much bigger.

I believe the difference between great strategy and ok execution is continued, relevant, and emotional engagement, not just a buzz-generating video or meme.

Deutsch L.A. (VW’s creative agency) has nailed it with with a holistic digital experience that includes multiple brand touch points and solid viral elements that resonate with the target. You’ve probably seen VW’s The Bark Side, a favorite on YouTube, but did you realize it is one element of a multi-faceted campaign that goes well beyond TV and online video?  It includes websites, social sharing platforms, CRM, product tie-ins, dealerships, and test drives?

And, it doesn’t hurt that the campaign plays to two of the magic consumer engagement pillars of the internet: Pet Videos and Star Wars.  I say to Deutsch & VW, “May the Force be with you.”  I hope airing of The Dog Strikes Back during the big game isn’t a let down after all the pre-game planning.

welcome to the blurred

The intersection of our physical and digital lives continues to blur.  Some believe this means less human interaction – I disagree.  This intersection is transforming our very being and presents tremendous opportunity to augment and amplify emotional engagement and experience our world, interactions [and brands] in radically new ways.

This blog focused on the blurred intersection and its influence on consumer behavior.

In an evangelism and development role at Google, I work closely with the leadership of creative and media agencies.  My years in marketing, advertising, and strategic planning have nurtured my passion for understanding basic human truths and how we form beliefs, perceptions, and preferences.

This is my private blog and it represents my personal views and opinions.  In no way is it intended to reflect those of Google or its partners.

Enjoy – Kevin