It's awards season here at Gen Wow, and this is the first of a series of special episodes where the Rick Mathieson and Rick Wootten count down the year's bests in a whole host of marketing channels. We're talking mobile marketing, digital outdoor, augmented reality, viral videos, branded games and a whole lot more.
(approx 20 min) (For US audiences; see SoundCloud's Cookie and Privacy policies)
In Part 1: The Best Augmented Reality and Virtual Reality Marketing in 2018. That's right—it’s a roundup of each of our top 3 favorite initiatives in AR and VR from the marketing year that was, including:
🖼 #3: VR: Musée de l’Orangerie: 'Claude Monet: The Water Lily Obsession' (Rick W)/At 3:38
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1. White Castle VP of Marketing Kim Bartley recently admitted to which of the following:
A. Preferring Big Macs to Sliders
B. Spending a night binging on a Castle Pack of waffle sliders, fish nibblers and beer
C. Spending a year as a vegetarian
D. Spending too much on a new Maserati
According to Ad Age, White Castle CMO Kim Bartley admitted to recently spending a year as a vegetarian after White Castle's failed attempt to add salads and so-so results for a veggie slider. But it helped pave the way, apparently, for the far more successful Impossible Slider, which is made of a meat-like substance that's meat-free.
2. Last seen during the Super Bowl, this CPG brand campaign has made a return visit to the NFL during Thursday night football:
A. Pringles Stackers "Wow"
B. Tide "It's a Tide Commercial"
C. Mr. Clean's "Clean AF"
D. Hefty's "Cray-Cray Party Moms Get Turnt"
Tide is bringing "It's a Tide Commercial" to football fans. Because you know football fans are deeply concerned about their laundry detergent .
3. This Halloween, US consumers are expected to:
A. Tune in for the 29th edition of the Simpson's "Halloween Treehouse of Horror"
B. Tune in for the 30th edition of the Simpson's "Halloween Treehouse of horror
C. Spend $3.2 billion on costumes led by 1. Princesses, 2 Superheroes, 3 Batman characters and 4 Star Wars characters
D. Spend nearly $2.6 billion on such delicacies as Snickers, Reese's, M&Ms and Coffee Makes Me Poop Gum
E. All the above, except for A
F. All the above, except for D
All of the above except for A. This is the 29th edition of the Simpson's "Halloween Treehouse of Horror," and according to the National Retail Federation, US consumers will spend $3.2 billion on Halloween costumes. Plus: they will spend $2.6 billion on candy—including Snickers, Reese's, M&M and such novelty candies as Coffee Makes Me Poop Gum, Bacon and Cheese Flavored Crickets, and National Embarrassmints. In all, US consumers will send $9 billion on Halloween crap this year.
4. According to a recent ADWEEK article entitled, "How Mr. Rogers Taught Me Everything I Need to Know about Marketing," which of the following is not one of those pearls of wisdom:
A. Be inclusive of ideas, differences of opinion and ways to get things done
B. Learn to apologize for hurt feelings, misunderstandings and problems requiring remediation
C. Learn to apologize for your stupid ideas
D. Learn to apologize for your stupid ideas, especially the one you had last week
E. Both C and D, but definitely not A and B
The article included such Mr. Rogers-inspired advice for marketers as, "Be inclusive if ideas, differences of opinion and ways to get things done;" "Learn to apologize for hurt feelings, misunderstandings and problems requiring remediation;"as well as "Don't ever be afraid to admit you don't know," "Be kind," and more.
5. A new consumer gadget called Portal is which of the following:
A. A new video chat device from Facebook
B. The second sign of the Apocalypse
C. A new video chat device from Facebook that uses AI to react to callers' movements by automatically panning in and zooming out and adjusting sound levels
D. A new chat device from Facebook that uses Amazon Alexa, thereby positioning the devices as competitors to Google Home and Apple's HomePod.
E. A, C and D
F. A, C, D and B depending on your point of view
Answer: E or F
Portal is a new video chat device from Facebook that could transform chat and even social media by bringing it into the living room. Or maybe it's this year's version of the Facebook Phone that took the nation by storm. It uses AI to react to callers' movements by automatically panning in and zooming out and adjusting sound levels. It also uses Amazon Alexa, thereby positioning the devices as a competitor to Google Home and Apple's HomePod. Given the fun we've all had with Cambridge Analytica and other incidents in recent times, it could very well be the second sign of the Apocalypse, depending on your point of view.
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This special edition of Rick & Rick Rule the World looks at how Nike, Burger King, Coca-Cola, Ikea, Doritos, Wendy's and others are fueling fandemonium and driving sales through some absolutely blockbuster digital experiences spanning key categories, including:
Longtime readers know that my annual list of favorites in mobile marketing rarely, if ever, have anything to do with "mobile advertising."
Why? For one thing, I believe that transferring ad models from one medium to another is beyond boring. For the other, just because an ad on say, Facebook, happens to be consumed on a mobile device doesn't make it mobile.
But this year, there were signs of life, innovations unique to the mobile medium or stemming directly from it. In fact, some efforts had nothing to do with a device called a phone—smart, mobile or otherwise. As it happens, the travel category figured prominently in our best-ofs.
Here's a purely subjective look at 10 that stood out to us in 2017.
This augmented reality app from Faber Castell enabled kids to point their mobile phones at the brand's eco-friendly color pencils to watch them tome to life. They could then snap photos of up to 12 different animals, matching pictures with information about the animals and their habitat.
Among the results: 600,000 downloads in just 90 says, 76 million impressions, 4.5 million engagements on Facebook and Instagram, and more. A powerful way to educate and entertain through the power of augmented reality.
Delta put up scenes of nine exotic destinations on a wall in Brooklyn so singles in New York City could take selfies for their online dating profiles—as if they were jets-setting, globe-trotting bon vivants. All the better to inspire suitors to swipe right for romance.
It's like Pokémon Go - with beer. Dutch beer brand Amstel has teamed up with mobile AR treasure hunt app Snatch to give away 10,000 free pints to people who "snatch" and hold onto their prizes for up to six hours. Oh, and in addition to the free beer, there are 20 bikes at stake—and three trips to Amsterdam. They had us at "AR" and "beer," but those will work, too.
In another travel-related mobile marketing initiative, Russian airline S7 bemoans the fact that consumers nowadays live vicariously through other peoples' Instagram images, "like places you've never been to, follow people, you'll never meet" - and encourages people to travel IRL. The airline even provides an incentive: A special web app where consumers can upload images of destinations they'd like to visit. The app generates a visual of a ticket to that destination, and offers a discount toward a purchase of real tickets there when consumers share it online.
We're McLovin' this new promotion from Mickey D's, which turns their recyclable drink trays into boom boxes for your iPhone. It's not the first time this has been done, of course—Coca-Cola once famously turned a magazine print ad into a speaker system for mobile phones as well. But that doesn't make McDonald's promo any less fun (our loud).
KLM Airlines is thinking beyond the flight to help visitors to Amsterdam make their way around town. Its new audio-enabled, location-aware "Care Tag" offers audio tips on things to see and do, based on where you are at any time. What's interesting is it consists of a speaker and an offline GPS module, so there's no telephony or Internet connection required. The voices even come from KLM crew members." Indeed, it's a perfect example of a travel brand using digital, data-based technology to extend the brand experience in a unique and compelling way.
An excellent personalized video campaign from Drug Free Kids Canada. Parents can send personalized videos warning against driving while high to their kids. Just as the onscreen character is receiving text messages from their parents wondering where they are, kids receive similar texts from their parents. It's a great conversation starter, and it joins a long list of brands using it for highly personalized video messages (see The On-Demand Brand for more). But here, it's put into service for a very good cause. Kudos to all involved.
Check out this inventive packaging from Coca-Cola, which came complete with removable wristbands that offer potential entry to music festivals. According to Marketing Dive, 75% of the teens in the target market were exposed to this campaign, which helped produce an 11% spike in sales. Even when they didn't win, consumers collected the bands as fashion statements. Talk about having a Coke and a smile.
This Cannes Lions Mobile Grand Prix winning initiative enabled men to test sperm quality with their mobile phones. According to Advertising Age, when men put a drop of semen on a special lens applied to the phone, the app shoots video of the sperm and analyzes it for count, concentration and mobility. This was marketing that also helped improve people's lives—and a job well done.
You gotta love this campaign, which was awarded the Gold Lion at Cannes this year. As you enter the app, it superimposes elements from the make-believe band's albums onto your real-world surroundings, acting as gateways to an immersive Gorillaz House in celebration of the group's return after a seven-year hiatus. The festivities included more than 500 geo-located "House Parties" that saw 125,000 fans in 146 countries search for AR Gorillaz houses in their markets to stream Gorillaz' new album, Humanz. Let's just say it was a bit of a success. Major kudos to all involved.
Plus: These mobile winners are just for starters. Be sure to check out other mobile entrants in numerous categories throughout this year's GEN WOW awards for more.
Throw together Honda, augmented reality, Facebook's new "Did You Know" feature, Frappuccino Christmas trees and Tarantino's upcoming R-rated "Star Trek" movie and you just know it has to be another episode of...
HONDA'S ULTIMATE AR HOLIDAY CARD, TARANTINO'S R-RATED 'STAR TREK' & MORE