You have to dig this video mapping initiative for the Heineken Cup rugby final in Dublin earlier this month.
This installation from a brand consultancy in Dublin called Thinkhouse, displayed live Twitter activity as an infographic, allowing rugby fans to influence the projection by tweeting their support for the finalists as part of a "Get in the Game" campaign.
According to Event Industry News in the UK, the system scanned Twitter for positive and negative sentiment and measured it along with volume and real-time trends - and then translated it into 3D graphics on the spot. What's more, members of the public could step up to a special platform to kick "virtual conversions" - with each successful kick converted into a tweet of support for their chosen team.
According to the pub, it's all part of a much larger integrated campaign that includes mobile and online elements. But without a doubt, this real-time social+projection experience is a leap forward in fan interaction - and a sign of things to come.
While most auto brands seem content using mobile as a pure-play marketing channel, Mercedes-Benz is turning it into an in-car account management app.
At its most essential, the in-car app is an extension of a smart phone and tablet-based account management tool first introduced in 2009 by Mercedes-Benz financial services. Now it is being integrated within navigation console of many model year 2013 vehicles.
In all cases, drivers can use the apps to make payments on their vehicles, access account information, get pay-off information, receive payment reminders and even sign up for auto-pay. And yes, when you start thinking about your next Mercedes, you can use the app to calculate payments.
I do think this could/should be further integrated with OnStar-style concierge services to give drivers access to anything they need while driving.
How might an innovative CRM solution like this thrill your customers while cutting down costs and streamlining operations?
There has long been a belief that popular culture breaks down barriers - the idea that engagement always trumps disengagement.
That was true when it came to the Soviet Union. That's true when it comes to China.
And to the extent than popular culture includes consumer products (it includes music, movies and fashion, so why not CPG?), Coca-Cola has always been at the forefront of cashing in on any peace dividend it could help create (a notion I call "cause meets commerce" in my book THE ON-DEMAND BRAND). Just look at the "I'd Like to Buy The World A Coke" spot from the 60s.
And look at this fantastic new outdoor-cum-live-social-media effort from Coca-Cola and Leo Burnett, which provides a live communications portal between people in two nations who have long had antagonisms - India and Pakistan – and gets them to complete some engaging task, like touching hands, or drawing symbols for happiness, peace and love together.
This is a tricky TV spot that looks like a vision test, sounds like a rude awakening about your hearing.
It reminds me of an initiative from Fanta that I write about in my book, THE ON-DEMAND BRAND. It involved a mobile app where kids could press buttons to play audio clips that make fun of the adults in the room. The frequency was just high enough that nobody over the age of 21 could hear it. So kids had fun at the adults' expense, and the grown-ups were (suitably) clueless.
Kudos DraftFCBToronto for applying this kind of concept to something far more important.
In the conclusion of this source interview for my book, THE ON-DEMAND BRAND, AKQA CEO Tom Bedecarré offers his view of alternate reality games (ARGs), social media, location-based marketing and that most controversial of issues: targeting.