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.
“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."
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
“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."
Coming to an iPhone app near you. This phone from Japanese mobile services operator DoCoMo uses augmented reality to improve your golf game. And some of us, er, could definitely use it.
“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
The creator of NBC's "Heroes" hopes he has another hit on his hands.
His latest project: A partnership with Nokia to produce "Conspiracy of Good," a 7-week alternate reality game in which participants follow and interact with a tale of good vs. evil as it develops in real-time across the Web, mobile devices and staged, real-world events.
The kicker: Beyond immersion in a transmedia narrative, the user becomes involved in a fight against an evil corporation, and in the act of being part of staged events for doing good, will actually promote and support a social cause in real life.
“The story is not a $4 million per episode television show that comes to your screen,” Kring tells the LA Times. “It’s a narrative that comes at you from multiple directions and allows you to stand at the center and be a part of it.”
Just today, Room to Read and the Pearson Foundation, global organizations dedicated to promoting and enabling education in developing countries, have announced their involvement in the experience - presumably becoming ways in which participants of the adventure create good in the real world as part of the game.
In my new book, THE ON-DEMAND BRAND, I look at such alternate reality game (ARGs) as a way for entertainment and even consumer product brands to extend narratives into multiple media platforms and engage consumers in amazing new ways.
As a seminal example, I look at ABC-TV's massive "Lost Experience," which had several elements similar to "Conspiracy of Good," with this new adventure layering in what I think is a brilliant, cause-related angle that may actually produce some good.
Look for more such adventures in the future - which in and of itself ain't bad.
“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
The Boston Globe wants Bostonians to get to know more about their city, up close and personal - and it's launching a mobile scavenger hunt called The Boston Globe Trek to encourage them to do just that.
Think Foursquare-esque check-ins via SCVNGR - a mobile scavenger hunt service - to fuel five different activity-oriented, location-based challenges. Along the way, participants will scan QR codes, snap photos and check in at various locations spanning the city.
Auto brands and radio stations have run these kinds of promotions for years, of course. But this feels like a good match of mode, medium and metropolis. Imagine the history and activities of this particular town.
Throw in a challenge that involves throwing back beers at Fenway, and I might be tempted to try it myself.
“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
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.
“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
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."
“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
Recent Comments