There was some seriously cool campaigns in September. What we’ve been seeing for sometime is a move towards The Internet of Things – where everyday objects that were not digitally connected, become connected. RFID is an example of this and that’s been around some time. This past month we have seen a very diverse set of products become ‘digitally enabled’ – for better or for worse. There was a live Twitter feed in a print magazine, chocolate bars with GPS technology, RFID enabled socks and an in-store loyalty programme that uses facial recognition technology.
1. Nestlé ‘We Will Find You’
This ticks all the boxes for me. For the consumer it’s a very simple to communicate concept, that requires minimum effort to take part in with a very clear benefit for them and a big technology twist. You can also enter codes from promotional packs on a Facebook app to win a cash prize.
2. Hunted ‘Byzantium Security’
Hunted is a new BBC HBO co-production about a female spy who reappears a year after she is presumed dead. This online game uses photos, video and audio in what seems like a series of bizarre questions – you think your building towards an end, which you are, but… well that would be telling. I passed this onto three friends of mine to play and they gave up, when I told them what they missed on the last level they were kind of annoyed at giving up. In other words – spend the five minutes until the end. Oh and it log’s into your Facebook account to pull content for some of the rounds. While I really liked this game, I’m not so sure the connection with the TV show was clear (except bar a trailer played at the end), but that’s not it’s biggest flaw – the biggest flaw was all three of my friends dropping out before finishing the game and thus missing the connection with the TV show and – the point of the whole thing.
In the US, more precisely on Wall Street, the game was supported with this out of home communication and banner ad’s on WallStreetJournal.com
I mentioned this in the intro – users are checked into businesses via face recognition technology and then sent an offer based on their ‘likes’. This has huge potential for high street retailers – online retailers can use your data to serve you with more relevant information (think of Amazon.com ‘people who also bought’ accounts for 20% of their sales!). FaceDeals could link the online data of Facebook with offline retailers to provide more relevant offerings.
There’s a few brands who really like to have a lot of fun with their marketing – Durex is one. This spot from Poland is very clever.
5. Alzheimer’s ‘Donate Your Timeline’
September 21st was World Alzheimer’s Day. To mark the occasion Alzheimer’s Disease International brought out an app that temporarily erased your Facebook Timeline. In other words, for one day, you’re entire (Facebook) memory was forgotten – which is something Alzheimer sufferer’s go through every day.
6. Fed Ex ‘Always First’
This is a student project for Fed Ex from the Miami Ad School. It’s not an ad as such but deserves to be. A simple message communicated in a very visual way.
NotFound.org is a campaign by Child Focus to help find missing children. The campaigns asks companies to donate their 404 pages to the organisation so they can advertise missing children. It’s a very interesting connection that’s taking a web page that most companies do nothing with.
8. Grey Poupon ‘Society of Good Taste’
Grey Poupon is a mustard brand in the USA. The brand launched a Facebook app that is only accessible by discerning people. If the app deems you to have poor taste in likes, comments, or not as educated as they like – you don’t get access to exclusive content.
9. CW Live Twitter Feed in a Magazine
This is a strange mix, a live Twitter feed on a small LED screen in a print magazine. The feed is pulling tweets about new CW TV shows starting this month. The brand is allowing both positive and negative tweets to be displayed, with only tweets featuring swear words not being displayed.
Watch the ad get ripped apart:
10. Harry’s Bottle Message
A bar in Singapore has come up with a very cool way of bringing single people together – using beer and QR codes. You buy a beer with a tag, scan it, attach a digital message to that tag and then send the beer to the person you want to talk to. They scan you tag and boom! A conversation begins. Since launching in August Harry’s have reported sales of beer amongst those using the app are double than those without.