“It is not the strongest
of the species that survives, nor the most intelligent. It is the one that is the most
adaptable to change.” Charles Darwin
During their "12 Days
of Giving" campaign on Facebook, Walmart is empowering fans to nominate
local nonprofits to receive part of $1.5 million in grants this holiday season
- Facebook
After their temporary
e-commerce app glitch on Facebook, Heinz quickly responded to some 600 fan
responses (both positive and negative), and turned the issue into a successful
customer engagement experience - ClickZ
Orangina's "Show Your Originals" app, created by Amsterdam-based KONG, Refunk and
Super Social, showed you ten friends who were your "originals" --
those who friended you and wrote on your Wall first. Your top 10 originals
could then be saved into an album on Facebook so you can tag them as your first
friends - App
This holiday season,
Marshalls, T.J. Maxx, and HomeGoods are giving fans the chance to send carolers
to their family and friends' houses via ShareACarol.com - GSD&M
Saks Fifth Avenue’s
Holiday Light Show 3D video-mapping project is quite unique in that shoppers
can scan QR codes on the windows of Saks which saw them redirected to a mobile
site where they can watch the projection and find out about Saks - Video
"Virgin Facebook First Times" app lets you pick a friend and then
revisit all your first times with that friend: the first photo, the first wall
comment, the first event you attended. It then puts it together in a pop-art
style graphic that you can post on your wall - App
During their first-ever
global social media marathon, Virgin launched a new application that explores
your Facebook firsts with friends and lets fans add their own stories to the
Virgin company history - About
Foursquare
Disney's
Augmented Reality (AR) Magic - Stand across from a digital billboard
in a specially marked area and an Augmented Reality (#AR) Disney character magically
appears and interacts with you on the big screen – Video
Stonyfield and Organic Valley are teaming up for an online organic food awareness campaign that highlights a contest for bloggers about how they bring the joys of organic food into their own kitchen - Celebrate with Organic
GM's “Ride of your Life” let’s
users select from 1969 Corvette Stingray, a 1948 Pickup, a 1953 Vette, 1957 Bel
Air, a 2010 Camaro Synergy or a 2011 Volt to take a trip down memory lane using
Facebook’s API and Google Maps. Take a spin – Website
Here’s McKinsey’s latest research on “How Social Technologies are extending the Organization’– Report
The ‘Chevy Sonic Adventure’ is
a one-day, real world treasure hunt hosted at cities across the US. Using SCVNGR all locations and
challenges are delivered straight to participants cell phones. As an example of the event in Dallas see Facebook
Page.
Even before Timeline
rumblings started, the folks at DDB
Paris had worked on a Facebook app for Bouygues
Telecom, which offered 1,000 limited edition books to fans that would be
specially created using Facebook status updates and photos - Video.
Raytheon has added a
social media component to their installation at Epcot that allows kids to
design a roller coaster and share the simulated experience with friends online
- ClickZ
The U.S. Military's
Digital Engagement Team is getting involved in the online conversation to
engage militants and peacefully rebut extremists' messages across Twitter,
blogs, and online essays - The NY Times
State Farm is promoting an
accident-free Thanksgiving with tips on how to safely deep-fry a turkey through
the Twitter hashtag #ShatnerFreyersClub, a photo slide show, and a YouTube
video featuring William Shatner - YouTube
Starbucks is combining
social and mobile marketing to engage fans during the holidays with their new
augmented reality app. By scanning their red cups, customers can activate one
of five special wintery scenes to share with friends and family online - Digital Buzz
Blog
IKEA - Catch the Swedish light from
Entries on
Vimeo.
Deutsche Post DHL and agency Cosalux took the idea even further with "Social Memories," a campaign that interprets data from users' Facebook activity and memorializes it into a 28-page book filled with insights like, "Word you use most often," and "Most active friends" – website.
Ever wonder how much research goes into a logo redesign? Check out the Design Brief for the Pepsi Logo Rebrand
How Converse got significantly
more from their 'Pitch Process' by asking each agency to submit their ideas in
the same format (completely unbranded.) In this way there was no perceived
favoritism, as the client didn't know where each idea came from. This ensured
the best idea won the day – Full article.
eBay Give-A-Toy Store - Here's a cool tech-driven idea for Christmas giving! It's a virtual toy store that lets you donate a toy using your just your mobile phone – Video
23 incredible new technologies you’ll see by 2021 – Article
GE is looking for the next photographer for GE's Instagram feed. The promotion lets users enter to win a trip to the UK to shoot photos at a world-class GE Aviation Facility – Facebook or Video
Crispin
Porter + Bogusky's new iPad app for Dominos lets users play with their food.
Literally. Knead dough, spread sauce, sprinkle cheese, place toppings, and cut
pizza slices – all in a race against the clock. Alternatively, you can just
click 'Make An Order' and order your own creation directly from Dominos.com.
Simple game mechanics but a nice way to position what really translates into an
online ordering app – Video
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Louisville
Slugger raised its Facebook chatter
last week by 834% after launching a social media scavenger hunt that used
Facebook and Twitter to spread World Series clues around St. Louis -ClickZ
The Clorox Company has created a new online
community for their Clorox Bleach brand where moms can share "bleachable
moments" through a contest that features life's "Yuck + Oops"
mishaps -PROMO
Ultimat
Vodka (via Stink Digital) lets you
find out just how social you really are using their ‘Social Life Audit’ – Website
Social Marketing is
ultimately is a combination of art and science. We'll leave the art to you, but
what this document provides is an anatomy
of a Facebook post to help refine your publishing strategy – Report
Domino's is blending traditional and social media
marketing to help localize their fan engagement strategy -SmartBrief
The Increasing Value of Augmented Reality (#AR) for Marketers - in our modern marketing paradigm it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation like AR is one way to do just this. Here are a number of great examples from the past year - Article
Tis’ The Season For Retail
Innovation - brands are adding a number of innovative, tech-driven
holiday-themed retail add-ons this year. We've already seen the first of the big
bucks, heartstrings-yanking Christmas adverts but here’s two that really pop – Article
To spread the word about
their first Spa Week, Four Seasons
Hotels and Resorts is using Facebook, Twitter, Tumblr, and Foursquare to
share insights from a panel of beauty experts -Luxury Daily
ESPN is connecting college
football fans with a new badge on Foursquare that can be unlocked by checking
in with the GameDay crew at the game of the week -About
Foursquare
Mercedes-Benz latest effort (by AMV/ BBDO London) to promote its
new C-Class 350 Coupe features an interactive film set in a post-apocalyptic
(Inception-esque) world where you solve clues to escape a sinister version of
Google Street-view in Hong Kong – Video
McCormick has created a Facebook page for Thanksgiving Day's
Turkey -- complete with cooking recipes, holiday tips, and a chance to be
published in a "friend-sourced" community cookbook -MediaPost
More genius (below) from our
friends at agency - John St.
(johnst.com) poking fun at themselves and our industry at large. Love it – Video
Gap is getting fans excited for the holiday season
with their new "Joy It Up" Facebook mix tape that features
up-and-coming artists performing their favorite holiday jingles -Facebook
Samsung
Mobile's VP of Strategic Marketing, Brian Wallace,
shares how they're using a social game and Facebook functionality to create
buzz around their new phone -Ad Age
B-REEL'S R+D efforts - in this case a Mobile Projection Mapping Game that uses any device, the HTML5 platform controls an 'eel' (via 2 projectors) and compete against other players – Video
Harley-Davidson is launching a crowdsourcing Facebook application
for advertising ideas that lets their fans review ad briefs, submit creative
ideas, and vote on other fans' suggestions -Marketing
Week
Citroën's ‘Twitter Race’ (by Perfect Fools) is a
one-day tour around the Netherlands on 17 November that gives users the chance
to win a DS5 by directing the car via Twitter. The most prolific Tweeter will
persuade the drivers to come to their location using the hash tag: #ds5race. A
live videostream from inside the vehicle will broadcast on the Citroen NL Facebook page.
As one of the most popular
brands on Facebook, Coca-Cola's
Senior VP of Integrated Marketing, Wendy Clark,
shares how they've used social media to help make a difference in the world -USA TODAY
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NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ. IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING).
Hyundai's "New
Thinkers Index" is testing fans' creative thinking abilities and
encouraging them to post their results to compete with friends on Facebook and
Twitter -Ad Age
Volkswagen is bringing
back one of their classic vehicles with a social media flair based on the
number of Facebook likes from fans. The one-of-a-kind car will feature a
dashboard newsfeed, a poke button on the steering wheel, status updates
displayed on the license plate, and much, much more -PSFK
Every winter British smoothie brand Innocent tops it’s bottles in little woolly hats as part of ‘The Big Knit’ – to raise money to help keep elderly people warm. This year, it's raising more money with ‘The Hat Tag’ game a Facebook-based game (by Holler London).
With the release of their
new Mango version of Windows Phone 7, Microsoft has created a new badge on
Foursquare to be earned at each of their public launch parties in cities all
over the U.S - About
Foursquare
McDonald's discuss how social media is key to empowering fans to spread the work about
the limited-time McRib sandwich -ClickZ
The Increasing Value of Augmented Reality (#AR) for Marketers - in our modern marketing paradigm it’s a given that a message must ‘disrupt’ and break through the noise. Adding technological innovation like AR is one way to do just this. Here are a number of great examples from the past year - Article
Here's an excellent
example of storytelling in the digital age from TED (by Marco Tempest). It's part
technology (#AR), part creativity, and part utility - Video
FX has launched a new
social TV service with GetGlue called "FX Has the Movies" that lets
fans check-in to their favorite shows and connect with other fans -Adweek
See the future
possibilities of Kinect that go beyond the expected, into truly amazing things
that people around the world are beginning to imagine - Video
Looking for Goodbuzz on
Google+? – G+
Time Out New York has
teamed up with Foursquare to provide a real-time online scoreboard of the top
places to visit in the Big Apple according to visitors' check-ins -Foursquare
Pepsi's Refresh Project uses technology
(binaural and 3D tracking) and some real ingenuity to extend social good - in
this case helping visually impaired football players to 'see' the pitch - Video
Here's a delightful
example of using technology to reinforce a brands core values - in National Geographic's case
- quite literally inspiring people to engage the majesty of the planet around
them (if only by urging a second look.) When was the last time you were so
close to a Cheetah!? - Video
During their "Can
Do" food drive, John Deere is donating one real can of food for every virtual
can label that fans design and submit on Facebook -Facebook
Every year Razorfish compile their ‘Outlook
Report’ (thank you) on the latest trends in media, technology, and creativity.
The 2011 Version is now available – Report
Amway's Nutrilite brand is
hosting an online video competition encouraging fans of AC Milan soccer to
submit their best team chant for a chance to have their video aired live at the
next match in Italy -Amway
Newsroom
ASICS
has provided some fantastic brand activation experiences in the past year (RFID
Billboards, GoldRun Campaign, etc.) and the hits keep coming. This experiential
bliss (by agency: Vitro) features a 60-foot video wall at NYC's Columbus Circle
subway station that lets you experience the New York City Marathon -by racing
against (ASICS sponsored athlete) Ryan Hall - Video
Brands like Arby's,
RadioShack, and Walgreens are using Foursquare to help support goodwill causes
through fans' check-ins -ClickZ
Here's a fun experiential
piece from Andes Beer - a soundproof booth set up at nightclubs that allow
users to select from a number of background noises prior to calling their
significant other. This way they'll think you're in traffic or at a hospital - Video
Mountain Dew are using online video sites like YouToo and YouTube as a new
branding tool to drive buzz around their products -MediaPost
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NOTE: FOR MORE ARTICLES AND POSTS FROM THE LAST WEEK PLEASE VISIT US ON TWITTER @GOODBUZZ. IF YOU HAVE INFO, ARTICLES, CASE STUDIES, OR OTHER EXAMPLES OF (TTL) PARTICIPATORY MARKETING BLISS - PLEASE FEEL FREE TO EITHER POST VIA FACEBOOK OR SEND VIA E-MAIL AND WE’LL TAKE CARE OF IT FOR YOU. ;) PLEASE IDENTIFY IF YOU FIND A DEAD LINK (AS THEY WERE ALL LIVE AT THE TIME OF THIS POSTING).
In our modern marketing
paradigm, it’s a given that a message must ‘disrupt’ and break through the
noise. Adding technological
innovation is one way to do just this.
Enter Augmented Reality. Augmented
Reality (AR) is a term for a live direct or indirect view of a
physical, real-world environment whose elements
are augmented by computer-generated sensory input, such as
sound or graphics. It is related to a more general concept called mediated
reality, in which a view of reality is modified to enhance one’s current
perception of reality. A number of brands have successfully
used AR technology for utility-based and innovative applications that amplify
their customer’s experience.
Here are some of the best examples from 2010.
Adidas turned Originals
sneakers into a game control device by adding an AR code on the shoe’s tongue. When held in front
of a webcam, the code provides access to a number of different interactive
games on Adidas website which the players can navigate with their shoe.
Ben & Jerry’s iPhone app with the Moo
Vision augmented reality feature generates images related to the flavor you’re
scanning which you can click on to find out more info and share with your
friends on social networks.
Toyota topped off its
digital campaign for the 2011 Scion tC with an AR game on scion’s site. The user prints an
AR marker that is used as a steering wheel to race with the new tC, (and potentially
win a spot in the global top 100 high scoreboard.)
In November, Airwalk used
an augmented reality app from GoldRun
to launch invisible pop-up stores, which sold a limited edition of the Jim shoe
in New York and LA. To access the invisible store, customers had to use the app
to locate virtual Jim shoes at dedicated locations and take a photo of the shoe
to gain a pass code to the Airwark e-commerce site. Airwalk reported that since
then its e-commerce site has witnessed the most traffic in the company’s
history.
Volvo and EuroRSCG 4D teamed up for the promotion of
the Volvo S60 by organizing five secret parties in Berlin, London, Paris, Milan and Madrid. In order to get
an invite one had to find one of the code cubes, hidden in “naughty” locations
around the city. The project was in collaboration with hand picked lifestyle
bloggers and blog readers were given clues to discover the hidden cubes by
using the Layar Augmented Reality browser.
Toyota enabled car
enthusiasts to create a virtual track, by printing off special markers to place around, and take a
virtual Toyota Auris for a virtual test track. They also could record their
test drives and share the clips on social networking sites, as well as the
Auris micro site. Toyota offered
a prize for the most innovative track with the winner receiving a super-deluxe
home entertainment system to encourage a larger participation.
By printing off a special
symbol BMW fans could drive their own BMW Z4
around their desk and colourful designs with its tires. The videos and images
taken could then be shared on social networks.
Yet another virtual test
drive, this time transforming the user into a rally driver,
making it more like a race car game, rather than a regular test drive ride. The
user can then share his lap time with friends on Facebook.
Agency Skive Digital of London created an Augmented
Reality campaign for Kit Kat UK.
Holding one of the special AR Kit Kat “4-Finger” bar packages in front of a
webcam unlocked
a one-off Scouting for Girls performance. The special packs also offered
consumers the chance to win one of thousands of £100 Ticketmaster vouchers
through Kit Kat Music
Break.
The special kiosks were placed in stores in North and South America, Europe, and
Asia, covering major cosmetics brands like L’Oreal, Maybelline, Covergirl and
Revlon. The shopper can take a picture and virtually try on makeup, while the
“mirror” takes into consideration such things as skin tone, facial features,
and product colour. The mirror can make recommendations and allow the consumer
to share a virtual makeover image with friends online.
Neuvo, a collaborative company from
Montreal has created a free “try it before you buy it” iPhone app, which
connects to Neuvo’s website and on-line store.
Olympus created a viral product demo with which you can virtually explore the camera’s features and
also allows you to take pictures and using the camera’s various filters. Afterwards
you can share your pics and videos with friends online.
H&M used Goldrun’s app to enable shoppers in New
York to try on virtually the clothes it features in its shop windows. The shoppers
this way gained a discount code and share their looks with their Facebook
friends.
Through its website Tissot lets users print and
cut out a paper strip in order to try on virtual watches. Tissot showcased the
application with an interactive Selfridges window display.
This reportedly
resulted in increasing in-store sales at Selfridges by 85%, while the YouTube
views of the campaign have surpassed 70,000.
Swiss watchmaker Hublot
launched an iPhone application that allows consumers to view the Hublot collection,
design their own models and digitally trying them on.
Girard-Perregaux: Yet
another watchmaker that created an iPhone app
that allows users to “try on” watches.
The French jewelry house
lets potential customers virtually try on products with use of their webcams by
downloading an application from its website
developed by Holition.
US real estate agency
ZipRealty through its iPhone application HomeScan allows its
potential customers to look through their phone and instantly discover which
homes near them are for sale (or recently sold). Homescan provides info like
the asking (or sold) price, photos and distance from where the user stands.
For the promotion of Iron
Man 2 Paramount and Marvel invited Iron Man fans to take a look inside the
Iron Man’s head. Through the movie’s website
and a webcam, fans can try on Iron Man’s helmet take photos to download or
share over Facebook and Twitter.
The Dutch government
placed augmented reality billboards in Amsterdam and Rotterdam to raise awareness
about violence against public service employees. The billboards augmented a
live street view with a violent altercation, making onlookers realize the
impact of their inactivity against violence.
In an effort to raise
awareness around the plight of the Siberian tiger, WWF printed special t-shirts and distributed them online and to key stores in Moscow,
with placed AR video mirrors that would instantly active the AR experience the
moment a WWF t-shirt was detected. The idea was to simulate what a Siberian
tiger experiences when it gets shot.
Fashion brand Forever21 installed an augmented reality billboard in Times Square this past June, in which a model
dressed in Forever21 clothes seemed to interact with the crowd by taking photos
of the passers by or selecting people, picking them up and throwing them into a
Forever21 bag.
Museum of London’s iPhone app
overlays specific locations around London with historical photographs mixing
past with present. The app guides the user to these locations with the use of
map or GPS.
Condé Nast Traveler spiced
up its iPhone apps by adding an augmented reality feature, which allows the traveler to discover nearby
attraction simply by scanning the area around with the iPhone camera.
Hotels.com created Virtual Vacay that enables users to take a
virtual tour of ten US cities and find out information about local events and
hotels in a fun way. The virtual tourists can even send personalized post cards
from their virtual travels to their friends.
IBM’s Seer application helped its users navigate Wimbledon 2010. The users
could find information about the closest cash machine’s location; the wait time
for certain services and even sees live video from the matches, through their
iPhone or Android camera.
Our favourite 2010 AR campaign? H&M’s Augmented Reality Campaign (using GoldRun) because
it combined several technologies at once; augmented reality, geo-location and
mobile apps. The GoldRun app is designed to drive traffic to physical and
online destinations, increase product sales and enhance brand engagement within
a certain geographic location for a predetermined amount of time, in this case
– 10 days in New York City. In 2011, we should see more brands combining AR and
QR Codes into their Geo-location Marketing strategy and campaigns.
More from GoldRun:
The key to developing
successful AR campaigns that provide customer engagement as well as translate
to sales will be making sure that they support the local communities. Campaigns
that combine these technologies in ways that take the online consumer offline
and make the transition of that experience seamless will have nailed it. The
best way to predict the future is to create it. Need some help adding
branded utility using Augmented Reality (AR) to your brand? Goodbuzz can help. Contact info@goodbuzz.ca to get started.
