Here is an interesting little game from BMW Guggenheim Lab. The game Public/Private explores the way we view the world around us and asks how often we seek out private space, or look for public engagement. It takes about 60 seconds to go through and allows you to share your results with the rest of the world via your favorite social media outlet. As of five minutes ago, I was the only person in the Kansas City area that had participated.
Intel has always done a really solid job of promoting their brand and products. Intel is also a company that is heavily invested in digital convergence marketing tools, tying physical and digital spaces together quite well. One of their latest campaigns is “Push” an old school arcade game tied to a social media campaign, attached to a game where the grand prize is a new Ultrabook.
It’s a fairly simple concept. You connect with Facebook or Twitter and get in line. When your turn comes up, your name in 3D block letters is pulled by a robotic arm and placed on the table. Then those letters are pushed forward in the stack. If your name is the one to push it off stage, you win. The game plays out in real-time, streamed to the web.
The Smileage app for Volkswagen while a very cool marketing tool, has the potential to be one of those apps that floods social media like Facebook and Twitter. It has the potential to be an app that gets blocked by everyone that hates apps like this. With that said though, the video sure makes it look fun, and I do like the idea of an app that lets you record your road trip in a social fashion.
Powered by Google Maps and developed in partnership with Deutsch LA, The The Smileage app syncs your phone with your car, can connect in multiple drivers, allowing them to combine, photos, milage, checkins, comments fist bumps, and more. All of this helps to calculate your Smileage score. Click here to pre-register.
Over the last 18 months there has been an explosion of projection mapping events for the launch of new products, service announcements, pure advertising, and integrated marketing campaigns. There have been so many, that they almost feel as though they have lost their excitement factor, and innovation. I think that is why I really like the “Snake The Planet” project from MPU.
MPU (Mobile Projection Unit) is a collective working on taking mobile interactive projections out into the urban landscape. The foundation of their work is to use urban architecture to generate and drive the interactive experience.
Working with C++ and Objective-C using OpenFrameworks MPU developed software that uses a live camera feed built on the OpenCV (computer vision) library. This was used to analyze building surfaces and surface distortions which were converted into 2D interpretations of architectural elements. These elements were then converted into game levels which could be played with a standard game controller. By scanning building facades and determining features such as windows, doors, pipes and signs the MPU system is able to feed these into projected imagery as interactive elements in the form of geometry, boundaries or obstacles.
The entire system currently runs on a laptop, with a camera and projector connected to it. All of the gear is being driven from a battery and inverter housed entirely within van they are using to drive around.
Anyone that plays Scrabble or Words with Friends will love this promotion for the new Scrabble Trickster game from Mattel.
To promote the new game, Mattel teamed up with Duval Guillaume Modem to create Twitter Scrabble, which functions as a social way to promote the game via Twitter. Twitter Scrabble is simple, you arrange letters to form a tweet with the highest score possible, and post it. When you are done you are entered into the daily contest to win a copy of Scrabble Trickster.
The cool thing about this promotion is the fact that it will probably survive long after the promotion for the game is over. It is a simple idea with deep hooks into the game playing psyche, and the scrabble fan base.
In Hornstull, Sweden, Bonnier Properties is building a new shopping center with the noise and mess that usually goes with major construction. In order to soften the impact of the construction on the surrounding neighborhoods and people, Bonnier has developed an interactive art installation with hooks to social networks.
In a construction tunnel they installed projectors, speakers and kinect sensors that created a virtual, interactive forest. The sensors registered the people passing by the projection surfaces, which made the forest grow and change over time. If you stopped and interacted directly with the kinect inputs your actions were passed directly to Facebook, Twitter and Google+ which acted as in-points to the forest which help create additional content.
Over the last twelve to eighteen months, KLM airlines have really increased their digital marketing presence by embracing social media, web applications, and apps for mobile and tablet devices. All of their campaigns have been hooked directly back to the experience of using KLM for your travel and have been linked directly to the global brand experience.
The KLM Passport App, is a really solid branded app that turns people’s journeys into inspiring scrapbooks and movies that can be shared with friends and family directly and via social networks. When you are using the application you can choose a theme, select your favorite photos and videos, GEO tag content and build out a personalised holiday movie all hosted inside of a KLM passport.
This is a really simple idea with relevant impact across their brand space, because it is tied directly to the experience of traveling with KLM.