BRANDING UNBOUND

CNN puts Wordlens AR App To The Test (Video)

 The more I see of the Wordlens augmented reality iPhone app, the more impressed I get. Here's what happens with CNN puts it to the test. I could see brands hitching a ride on translator maps to help you find your way to their stores when you're abroad. Or to plant special offers embedded in signage that are  invisible to the naked eye, but there for anyone with the right branded app.

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

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Tom Nicholson (Conclusion) - Social Retailing Advice for Marketers

In Part 1 and Part 2 of we learned about social retailing pilots for Nanette Lepore and Bloomingdales that resulted in a 3x increase in sales.

In Part 3 we learned about how social media can get shoppers into stores - and keep them there.

And in the conclusion of this exclusive source interview for the new book, THE ON-DEMAND BRAND, we get advice on how to start implementing social retailing ourselves.

Part 4: Social Retailing: Advice for Marketers 

 

(Approx 2:34)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Exclusive Interview: Alex Bogusky Tells All (Conclusion)

In this final clip from my exclusive interview with advertising legend Alex Bogusky for the new book, THE ON-DEMAND BRAND, Bogusky shares how 'Subservient Chicken's' sudden success made him sweat - and his advice to marketers in an age of so many transmedia possibilities.

ALEX BOGUSKY TELLS ALL (CONCLUSION) - MARKETING IN THE ON-DEMAND AGE

(Approx 3:10)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 >>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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Interview: Julie Bornstein, SVP, Sephora Direct - On Enhancing The In-Store Experience Through The Power of Mobile

For all the attention check-ins and badges get for trying to lure people into stores, high-end cosmetics retailer Sephora is quietly using something comparatively simple - mobile customer reviews - to enhance the actual in-store shopping experience.

Indeed, it's no secret that reviews are now a key part of shopping - and in building confidence in purchase decisions for everything from L'Oreal lipstick to Lamborghinis.

According to Nielsen, eight in 10 shoppers now routinely read online produce reviews before placing purchases. And 40% cite online customer reviews as one of the primary reasons they have bought from a retailer, online or off.

The beauty, if you will, of Sephora's solution, is that the service is primarily accessible when the consumer is in the store or mall, as they access the reviews by looking up a keyword or the UPC on product packaging, via Sephora's mobile site.

You'd be surprised how many people can get supremely passionate about, say, Philosophy brand's "Cinnamon Buns" body wash, for instance. And yet a quick look at the mobile site reveals 132 different reviews, featuring comments ranging from "Kinda smelled like cardboard," to "Smelled so good my husband wanted to drink the bottle."

The capability began as a feature on the Sephora traditional website, where it became an instant hit. In this source interview for my new book, THE ON-DEMAND BRAND, Julie Bornstein, senior vice president for Sephora Direct tells me the migration to mobile was an absolute no brainer.

Along the way, she offers a glimpse at how Sephora sees mobile - and its possibilities for supercharging the in-store experience.

(Approx. 6:22)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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Interview: AKQA CEO Tom Bedecarré - Mobile Alternate Reality Games, Location-Based Marketing & Targeting

In the conclusion of this source interview for my new 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.

Tom Bedecarré, CEO, AKQA (Conclusion): ARGs, Social Media, Location-Based Marketing & Targeting

(Approx. 5:45)

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"... EXCELLENT ..."

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

 

 

 

 

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

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Video: iButterfly = Augmented Reality + Motion Sensor + GPS + Coupon

Just got on my radar today, though it's been out for a while.

It's a mobile implementation in Japan that involved augmented reality butterflies, posted in specific locations, that consumers could then collect, share, and even turn into coupons for use at retail stores.

I could easily see how consumer goods and entertainment brands could put this to great use here in the U.S. Look for some serious action on that front in the coming months.

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"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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BrandChannel Names 'The On-Demand Brand' Its 'Featured Book of the Month'

Very cool: BrandChannel has selected THE ON-DEMAND BRAND as its "Featured Book of The Month" for July.

In making the selection, BrandChannel writes, "Brand marketers will value [this book] for the detailed case studies, such as how Burger King, Coca-Cola and Axe Deodorant are using advergames; how Showtime, MasterCard and NBC are redefining viral video; and how Fanta, GE, Papa John's and Topps are leveraging augmented reality."

Check it out here.

Learn more about the book here - and order your own copy here (available everywhere books are sold).

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

"... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

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It's All GREC To Me (At Least Tomorrow)

Getting ready for the big Global Retail Executive Council event at CTIA tomorrow, where I'll be giving a keynote on making the retail-mobile connection.

If you can't make it, Retail Trends magazine interviewed me yesterday for an upcoming article on the topic. I'll link to it as it becomes available. I also recorded the convo, so if I get a spare moment one of these days (I'm pretty much traveling all month for speaking engagements), I'll post it.

Tomorrow should be fun. I'm bringing along my friend (and longtime blog sponsor) Dorrian Porter, CEO of Mozes, which has been doing some really innovative things to connect people to the things - music groups, movie stars, products and retailers - they love via mobile.

I'll give readers an update on how it went tomorrow. 

In the meantime, you can learn more about the event, here.

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BRANDING UNBOUND WAS JUST THE BEGINNING:

 

>>> CLICK HERE FOR A FIRST LOOK <<<

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Quick Links:

Generation Wow: Expanding the conversation to multi-platform marketing
BRANDING UNBOUND The Book
ADWEEK Magazines Excerpt
Rick Mathieson.com