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.
Heineken has launched an iPhone multi-platform gaming application called “Heineken Star Player”. The game places you at the center of every UEFA championship game, where you take on your friends and the world by making game calls that build points and win you prizes. All of this is synced to the live game as it is being played out on TV in real-time.
Since the “Heineken Star Player” application syncs live with each UEFA game, each game is able to challenge you with decisions as they happen, like penalty kicks. will player X score and where top left? Center?The application takes advantage of the thinking that goes on as the game plays out, and puts your interaction with it in the palm of your hand. With approximately 86% of people who use mobile Internet, use their phones while watching TV, it’s easy to see the potential success of an application like this, and makes it a very powerful tool for the Heineken marketing machine.
Created by AKQA this application shows huge potential for other sporting events and games like AmericanFootball, NCAA Basketball, Major League Baseball, Hockey, NBA etc.
This kind of real-world digital integration could become a gold mine over the next year.