Call it "ROI at the speed of 'Like.'"
In part two of my recent conversation with Adrian Scott, head of Vancouver-based Go2 Productions, we discuss why the real power of 3D projections like the ones shown in the highlight reel above isn't the display itself—it's what you (and passersby) do with it afterward via social media.
We'll also hear about some of the emerging technologies that will see 3D projection evolve into something closer to the Star Trek Holodeck—or at least like a certain scene in another fabled space opera.
CLICK HERE TO LISTEN TO Q&A: ADRIAN SCOTT, GO2 PRODUCTIONS (PART 2)
LISTEN TO PART ONE: Move Over 3D Projection, 4D Projection is Here
Call it "ROI at the speed of 'Like.'"
Tags: 3d, 3d projection, advertising, brand, digital, dooh, events, ferrari, genie, go2 productions, holodeck, Hologram, hyundai, jauar, launch, lg, mapping, marketing, Matrix, media, miami heat, mobile, outdoor, pepsi, projection, social, southwest, sports illustrated, volumetric
Posted in Creative Best Practices, Emerging Platforms | No Comments »
A growing number of brands are finding that it can pay big to pull pranks on your customers so other people can laugh at them.
Just look at Sony Pictures, which faked this telekinetic rampage inside a local coffee shop - captured in the video above - complete with patrons pushed up the side of the wall, furniture and books blown about – to promote the new remake of the horror classic, “Carrie.”
Or LG. In an effort to show off the lifelike picture on its next-generation IPS video monitors, the consumer electronics giant scared the crud out of people in elevators by making it appear as if the floor is falling away – with the instant fear captured with eye-level cameras.
Or even candy brand Tic-Tac, which combined a flash mob with a giant digital sign – all in the service of creating a hugely embarrassing scene by making unsuspecting passersby believe they have astonishingly bad breath.
Dubbed “prankvertising,” the technique combines real-world antics with digital-age magic to astonish those who see it live, and to delight the many (many) more who will view videos of the shenanigans online.
And it’s catching on – because it costs a fraction of the money of network... Read more
Tags: adverprank, advertising, benjamin moore, brand, branding, carrie, coca-cola, coke, department of transport, elevator, fright, happiness, holiday, honda, lg, luxury bench, marketing, max, miracle, monitor, monitors, nivea, paint, park, pepsi, prank, prankvertising, punk, stage, stage fright, star trek, startsomething, stress, stunt, teleportation, test, truck, vending, virgin, wedding, westjet
Posted in Creative Best Practices, Entertainment, Humor, Opinions, Social Media, Video, Word of Mouth | No Comments »
Which brands scored big in branded viral videos this year?
On the heels of our Top 10s in Augmented Reality, 3D Projection, Mobile Marketing, Digital Outdoor and Social Media, we've put together our list for this catagory - and once again flirt with controversy for leaving out a certain elephant in the room.
That elephant: Kony 2012. With 96.4 million views, it is by far the most viral video of the year, if not ever. But we aren't covering cause related virals here. This list is strictly brand territory. And on that front, while many of our picks were indeed viral sensations, we're not choosing them based on views. Rather, it's a list of our favorites here at GEN WOW.
Hey, it's a personal thing. Let us know if you agree, or if not, what virals would make your list.
10. Procter & Gamble: Thank You Momma - The Best Job in the World
Being a mom is an Olympian task, after all. Gets you right there.
9. Red Bull: Fearless Felix Baumgartner - 'Stratos'
The pre-roll to the stunt of the year - and the second only to Kony for fastest video to reach 50 million views.
8. DC Shoes: Gymkhana - San Francisco
Anyone who's ever driven... Read more
Tags: advertising, branding, chevrolet, club, dc, dollar, dollarshaveclub, ford, gamble, lg, marketing, p&g, procter, prometheus, red bull, shave, shoes, tic-tac, tnt, Video, viral, volkswagen, vw
Posted in Creative Best Practices, Emerging Platforms, Entertainment, Social Media, Video, Word of Mouth | No Comments »
Is outdoor the new TV?
Thanks to digital, outdoor is quickly becoming that certain "had-to-see-it" element that, if done well, cuts through the clutter in a way most other channels today (digital or otherwise) simply can't.
One remarkable feature of this year's list is how many slots go to Coca-Cola, which simply owns experiential marketing these days. Another is the innovation in vending machines.
Here are our favorite initiatives of the year so far. Let us know if you agree.
10. Nokia Lumia Live Augmented Reality 'Angry Birds' Game
Flip the bird or just get your boogie on. It's all good.
9. Invisible Mercedes Benz
Not so much cutting through the clutter as phasing through it.
8. TNT's Dynamite Street Promo
Technically, the only thing digital here is the activation device. But the results are priceless.
7. Tic Tac's 'Bad Breath'
Kind of like a flash faint than a flash mob. But it's for a good cause.
6. Ford Pinball Park
Pinball wizardry meets the pitfalls of parking on a busy street.
5. 'Axe Anarchy': Outdoor Ads Visible Only If You're Wearing Sunglasses
Attention voyeurs of the world: Has Axe Anarchy have an ad for you.
4. Shafted: Elevator Riders Get Big Surprise from LG
Call it Schadenfreude in the elevator shaft.
3. Coke Zero '007' Vending Machine... Read more
Tags: advertising, anarchy, ar, augmented, axe, bc, benz, branding, british, coca-cola, coke, columbia, dooh, ford, invisible, Kinect, lg, lumia, machine, marketing, mercedes, nokia, ooh, parking, pinball, reality, tac, tic, tnt, tourism, vending, zero
Posted in Creative Best Practices, Emerging Platforms, Media Planning & Buying, Word of Mouth | No Comments »
Here's a wrap on the week's Twitter news. And what a week it was. Um, let's start with last week.
Last week ended with rumors that Google was in "late-stage negotiations" to scoop up Twitter. (iMediaConnection) And by the middle of this week, Microsoft had stepped in, setting the stage for "yet another [Google v. Microsoft] pick-me face-off." (All Things Digital) (My gut tells me Twitter's not going to pick a side, by the way. They're smarter than that. They'll find clever ways to leverage both giants to the mutual advantage of all three.)
What's muddling acquisition, merger and partnering talks right now is the revenue question. Twitter's not making any money. But they're drifting in that direction. Last month, Twitter confirmed "they'll [someday] sell commercial accounts to power users and companies." (Silicon Alley Insider) But advertising is sure to play a big role in the future, too.
Last week, Twitter announced an integrated search product (dubbed Discovery Engine) that will launch "as soon as possible." This sets the stage for AdWords-ish advertising. And this week, Twitter announced a stake in "Twitter Partners," which handles more complex marketing ops on the platform. The group (which has already worked with Universal and Virgin) "will help media clients develop marketing strategies around Twitter through services... Read more