Earlier today a friend sent me a link to the Bentley Inspirator, which is an iOS app that uses facial recognition to help determine and configure the Bentley you should purchase. For some reason I felt compelled to download it and try it out. Surely the Bentley app would know to put me into a Continental. It did not. It put me into that ugly ass new Bentley SUV the Bentayga, and it chose the color brown.
The app itself is pretty slick. Using the camera on your iPhone or iPad it tracks your expressions and eye movements as it shows you a series of photos and then determines which car is right for you. If you don’t want to use the facial recognition, you can use the touch version and physically make your choices.
Now, even though the app is pretty slick I think the reason it put me into the Bentayga, is because that is the only real choice. It looks as though this app is specifically promoting that product. The reason I say that is, after going back through the app several times, using the touch feature instead of the facial recognition feature, I always got the brown Bentayga. No matter what images I chose.
Its a well made app that links back to the Bentley site which also very well put together. The production value of the video components in the app are really well done, which you would expect from a brand like Bentley. And it is an engaging form of entertainment wrapped in advertising for a product that is geared to those that can afford it.
Interactive goes analog with the launch of the new Abraxas beer ad in Lima magazine. Produced for SAB Miller by Wunderman Phantasia PERU, the ad is deceptively simple. Turn the flashlight on, on your phone, or just use a strong light source to reveal a secret message by suing the light through the back of the ad. I love this because it encourages you to use your smartphone, but requires no app, QR code, or any other digital device. Nice, simple, effective.
In a world of skipping past commercials on TV and now on the web , agencies are having to get pretty clever to hold an audiences attention. Geico has launched a series of YouTube based ads that attempt to grab the audience attention and hold it by ending the spot right away. The “Unskippable” spots end with the actors freezing, and the action continuing on around them. Pretty fun stuff and definitely engaging enough to keep you watching to see what will happen.
When BMW announced the i Series cars a couple of years back I was all ears. As a former BMW owner, I can attest to the quality and design of their automobiles, so the i3 had me intrigued. Just last week I was on the phone to the local dealer asking if they would have a preview model anytime soon, since the car will be available in California early next year. Sadly they said no.
To support the launch of the i3 BMW has developed a very cool interactive campaign in the form of a fully immersive interactive film available for iOS and Android.
“Become Electric,” is an interactive experience shot in fully immersive 360 degrees that leads you through a unique story that reveals the car over time. As you head through the streets of a foreign city in a race against time the participant picks up a mysterious stranger and engages in a thrilling mission. The goal is to outrun the sinister “Shadows” that are pursuing you and deliver “The Key” as you help the world “Become Electric.” The game is true immersive entertainment, while advertising and promoting the new i3. The promotion for the car and it’s features are cleverly disguised in an immersive game.
Since BMW is launching the “i” series as a sub-brand I bet we see more of this kind of work from them in the future for the i3, and the i8 as well.
OK this is the kind of interactive advertising/marketing that I love. It’s more than just digital. It has a physical component that is tied to an iPad app, and website.
Audi built a one of a kind experiential event that was tied directly to an integrated campaign that allowed participants to drive 1/32 scale custom fabricated Audi slot cars on a 140 square foot hand built track. The track was placed in the heart of Toronto’s financial district where participants could use the world’s first iPad slot car controller that featured live in car camera feeds giving participants the feel of being inside the slot car itself. What a great idea. I hope Audi takes this on a tour of North American cities because I want to play.
Leo Burnett Madrid continues to innovate and push the boundaries for Fiat on a limited budget. The latest part of a continuing campaign for the Italian auto maker is a new iPhone application targeted at a more tech savvy crowd. To promote the new Fiat Punto, Leo Burnett developed an iPhone application that uses road signs like QR codes.
Working like a game, people are encouraged to capture the signs with the application, and when they do they receive specific information about the car. A stop sign for instance gives the user info about the new breaking system in the Punto. A curvy road sign will tell them about the intelligent headlight system on the car. As an even bigger incentive to participate, hundreds of prizes were attached to a number of the signs in designated areas. The first people to scan a specific sign won a prize.
Working with a small budget Leo Burnett and Fiat managed to create their largest ever outdoor campaign with over 1,000,000 traffic signs being spotted on week one. The application also directed people to their nearest Fiat dealer via the iPhone’s GPS which gave Fiat an 82% increase in test drives.Pretty impressive numbers when you think about it.
Since there introduction, I have seen some pretty cool iAds released for the iPhone and iPad. Ads that tell stories, link to deep dive microsites, allow you to play games, etc. This new iAd from Cooliris and InMobi is designed and built to deliver a shorter, sharper, more immersive 3D experience advertisement. This seems to me to be far more effective than some of the big budget, rich experience ads we’ve seen shown off by Apple so far. (like the toy story example)
I really like the fact that this ad can utilise the accelerometer before being expanded by an end user clicking on it. This allows you to develop some serious attention getting mechanics while the end user is looking at what ever is on a specific page. The potential for this is huge, depending on the product you are advertising. I’m really curious to see what kind of click through results they are getting with this, and I’m even more curious to see how many more ads like this we are going to see.