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18 October 2011: American Express has announced it is teaming up with Billboard in order to launch a new Facebook channel designed to connect with fans and offer special tickets as well as interactive features. Any content on the AmEx Entertainment channel will also be available through the magazine’s Facebook page.

The channel hopes to attract fans by offering access to exclusive content, such as concert tickets, ahead of the public. Any users who ‘Like’ the page will be able to subscribe to a status feed that will feature real-time updates on upcoming offers as well as music news and content from Billboard. Fans will also be able to participate, submit questions for artists, and vote in online competitions, with the chance to win prizes such as tickets and backstage passes.

IKEA App Customizes Your Bedroom

17 October 2011: IKEA has created an interactive app on YouTube that renders a personalized 3D mockup of a bedroom based on the user’s Facebook data.

The YouTube video begins as an advert within a typical YouTube video, and then the app takes control and the user can login with their Facebook account. The app then generates a personalized bedroom based on the user’s Facebook data and living situation, incorporating clickable IKEA items, and pulling images from their photo albums to populate frames hanging on the walls.

An IKEA survey showed that over 2 million people live their lives at home, and they felt that each person’s bedroom should reflect their personality, taste and lifestyle. In reaction to this, IKEA UK created the personalized 3D bedroom app is part of their ‘Go Happy To Bed’ advertising campaign.

Connecting Experiences with NFC

11 October 2011: The Museum of London, working in tandem with Nokia, is one of the first public organizations to introduce near-field communication (NFC) technology to their venues with the purpose of enhancing the experiences of visiting guests.

Catering to a wide range of smartphone models, visitors to the museum simply need to tap their phone on sensor tags located throughout the exhibits to gain access to a variety of information and functions. Users can receive vouchers for the museum’s shops and cafes, book tickets for future exhibitions, receive more information about exhibits, join the Museum’s Friends scheme, and purchase prints of work on display.The Museum has also integrated social networking such as Facebook and Twitter so that experiences can be shared easily online.

Dancing Babies are Back!

7 October 2011: You may remember the dancing babies from Evian’s campaign back in 2009. It involved a short video of a troupe of roller skating infants breakdancing and doing the odd bit of fancy footwork. It’s comfortable to say it caught the attention of viewers around the world, with the video garnering over 47 million views online.

Now Evian is tapping into brand recognition and touch screens with their newest campaign rolling out at interactive bus shelters. The screens present a headless baby on the shirt of a model, which when touched starts to dance and play music. According to passer-bys it’s nigh irresistible to touch the screen and find out what happens, and (luckily) people seem to enjoy it once they do. Feedback from users on the street have been positive, with the 5 active screens receiving over 23,000 activations in just 4 weeks.

Ritz-Carlton Warmly Welcomes Digital

Source: tiptoptens.com

6 October 2011: The Ritz-Carlton is probably best known for its customer service and one-on-one interaction, but the luxury hotel chain is embracing digital in a big way and plans to change the relationship that consumers have with its brand through their new campaign “Let Us Stay with You”. This is the first time digital efforts have accounted for a majority of the hotelier’s marketing budget.

“Digital is a really important place where consumers are exploring their travel options. So being part of that conversation is really important to us,” said Clayton Ruebensaal, VP-marketing. “People are daydreaming from their desks. That’s what we’re trying to take advantage of.” Typically the Ritz-Carlton has a focus on connecting with guests so that they’ll want to come back again and again, but with the “Let Us Stay with You” campaign they are flipping their focus, and running with the concept of the hotel experience staying on with their guests.

“Let Us Stay With You,” will be the company’s most comprehensive campaign to date. In addition to print and digital ads, a film will run on in-room TVs and the hotel’s redesigned website. The campaign will also be integrated into Facebook, Twitter and Foursquare communications, as well as a mobile application.

Turning Test Drives into a Game

4 October 2011: Ford have come up with an innovative way to boost their social media presence by offering rather unconventional test drives of their 2012 Focus model. On the surface, Ford have set up an obstacle course for drivers to demonstrate their handling ability of the new Ford Focus. However, the test cars are equipped with telemetry technology (essentially wireless data transmission) which turns the data from the test drive in to a real-life computer game. Drivers score points depending on how they navigate and handle the course, and sound effects are added in real time to enhance the effect of being in a video game. The experience is captured in personalized drive videos which drivers can then share online.

Laptops No Longer

Source: neattorama.com

03 October 2011: According to data from Boingo Wireless, just over a year ago laptop computers accounted for two thirds of wireless airport connections, but by May 2011 smartphones and tablets collectively held 59% of connections (the champions within this sector being Apple’s iPhone and iPad devices).

Consider that back in June 2007 iPhone connections alone were only at 1%, and compare this to June 2011 where they had risen to an outstanding 42.1%. This is just another indicator of the rise and dominance of mobile internet devices. Boingo’s VP Dawn Callahan noted in a statement that “since the launch of the iPhone in June 2007, we’ve seen a marked growth trend for non-laptop devices, but the exponential growth in iPhones and iPads in the last year pushed mobile devices past laptops, showcasing just how disruptive the trend is.”

Porsche Goes Flying

28 September 2011: Porsche has teamed up with a number of airlines to print 2D QR barcodes on the back of airplane tickets. When first-class and business-class passengers scan these codes they will gain access to promotional information including videos and the opportunity to request test drives at any local Porsche dealer.

While there appears to be a fair amount of debate raging as to just how effective QR codes are as a marketing device and whether consumers will bother to scan, let alone even notice them, the use of QR codes is a trend worth tracking. Luckily for Porsche, statistics show that of those who do use QR codes, most are male (60.5% of code scanning audience) within the age bracket of 18-34 (53.4%) and have a household income of $100k or more (36.1%).

Reinventing Street Advertising

Source: news.com.au

27 September 2011: Outdoor advertising corporation JCDecaux, is set to reinvent street advertising in Australia with the use of new interactive advertising. It will invite consumers to try out smartphone apps on screens in the street, order goods after-hours by tapping a transparent shop window screen, and view stock on an enormous 2.7m-long touch sensitive tablet at shopping centres. This interactive advertising will also open up a new world of viral online marketing campaigns for street advertisers by letting people share product likes and dislikes with friends on social networks, all while sitting at a bus shelter, or walking down the street.

JCDecaux Australia chief executive Steve O’Connor said the coming breed of near field communication (NFC, which allows data exchange between two devices in close proximity) will also be adding a new dimension to interactive advertising by allowing people to simply tap their phone on adverts to download product information or media. For example if NFC tags were embedded in advert displays, users with a tap of their phone, could stream music or adverts, download program content, or enter into a competition.

The 5 Digital Senses

Source: bangkokdailyphotos.blogspotcom

26 September 2011: Fast Company‘s Kaihan Krippendorff shares some advice shared by Bill Rogers, founder of Ektron – a website that is flourishing impressively – on how to listen and influence online.

Krippendorff states that great influencers are great listeners, “deep listeners”. He goes on to say that “listening for context is a fundamental requisite of influence, yet websites mostly ignore it. When you step into a store, the sales person picks up on clues about your dress, how you got there, how rushed you are, to make an educated guess as to how to move you toward a sale. But log on to that same store’s website and they have no clue as to any of these factors.”

Ektron’s mantra if you will, is that online companies should listen with the following five digital senses:

1. Past online behavior: What websites has the customer visited and what purchases have they made?
2. Environment/physical location: Are users reaching you with a mobile phone while standing in line in an airport, or are they sitting leisurely at home in front of a desktop?
3. Traffic source/keywords: What site did they come from, and what keywords did they search for to get to your site?
4. Customer data from inside your ERP system: Have they visited you before and, if so, what do you know about them (e.g., age, address, frequency of visits)?
5. Social networks: Who are they connected with online and what do they share or talk about?

In this day and age it seems that few websites listen to all five of these senses, to actively do so would require tapping into multiple sources of information and “weaving together a holistic picture of your visitor”. But if they did manage this they would have a much higher chance of tapping into that perfect message and connecting with the visitor in such a way as to move them from being simply a visitor to being a loyal customer.

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