Check out this video of a Nike Pro advertisement, a custom box with a Nike Pro t-shirt inside that fills with smoke, clears, and then fills with smoke again, which represents the the key benefit of Nike Pro apparel: that it whisks aways sweat. Cool!
Five San Francisco bus stops have been equipped with “Got Milk?” advertisements that utilize a scent of chocolate chip cookies to trigger an emotional response to the ads. Scents have been used in magazine ads for perfume and cologne, for many years, but this is apparently the first application of scent for outdoor advertising. [via Strange New Products and Neatorama]
Related scent technology previously reported on SHARKRIDE! here.
There’s a must-read article on Campfire Media, the innovative advertising shop that is pioneering branded entertainment for viral marketing campaigns, in this month’s Fast Company. Movies and television shows already offer product placement opportunities for brands (a la Ford in Casino Royale), so why not create (as Campfire is doing) more compelling and immersive (and effective) entertainment experiences that are sponsored by brands?
The experiences Campfire create could be even richer and more dynamic. Imagine participating in a game where you actually have to participate in a heist, and then evade law enforcement in an Aston Martin in a simulated car chase, for example (a video game on steroids). Simply passively watching such things happen in a movie, if such an active and real entertainment opportunity existed, would be merely an artsy experience like watching plays. For more color on this, and to read my developing vision for next-generation entertainment, click here.
HAPPY THANKSGIVING!
Check out this advertisement for Mexico travel with live models inside a trailer with transparent walls! Inside there’s sand, palm trees and women in bikinis! The actors play beach volleyball, and give each other massages etc.! [thanks, Software Development Manager]
[UPDATE 12-31-06: Check out this YouTube video below.]
An Atlanta condominium development project has deployed 100 mannequins to market its condominium residences, and symbolize the revitalization of its neighborhood. Check out the pictures and videos. [thanks, Ilya]
An interactive display in Lisbon’s airport advertises the N-90 in a way reminiscent of Minority Report: When passengers approach, the display swivels for optimal viewing, and captures and displays a photographic image of the passenger. It’s only a matter of time before such installations utilize biometric 3-D facial scanning technology to accurately determine your name etc. [thanks, David Polinchock]
Related interactive displays previously on SHARKRIDE –
Ralph Lauren interactive window
Billboard with Bluetooth podcast download
About two years ago when I was researching potential business opportunities in China, I was most fired up about the idea of starting a marketing company that would offer restaurant, beauty supply, food products etc. discount coupons. My sources on the ground in China said that it wouldn’t work because the “Chinese are not used to it,” which is precisely why I was enthused about the opportunity — it’s a novel concept!
The real value would have been in collecting consumer data – via online forms, and there could even be small store fronts, where consumers could fill out questionnaires about purchasing behavior and preferences, and in exchange receive discount coupons. There is virtually no direct mail in China. Credit card penetration is extremely low. Consumer credit reporting is in its infancy. So, I think the opportunity to develop a consumer database in China is huge.
BTW, CellFire is an interesting company in America to watch – you can download coupons onto your cellphone. Also, I just checked up on my friends at Chompz, an In-N-Out delivery service for Stanford students I wrote about here, and they are still going strong, and have expanded into offering restaurant coupons.
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This week, I had dinner at the Fish Market in Palo Alto, and received a coupon envelop that guarantees I will have to go back soon, because the coupon inside the envelop is good for at least $10, and potentially up to $100 off! Of course, they don’t tell you what the distribution is of $10 – $100 coupons inside, and you don’t know how much the coupon is worth until your server opens it after your next meal, but that’s what’s brilliant about the concept. I could see a promotion like this working for a number of firms, including supermarkets, retail outlets like Gap etc.
[UPDATE 12-2-06: I went to the Fish Market tonight with hopes of redeeming the coupon, even though it expired 2 days ago. They originally told me that they would not honor it, but when the bill came, they generously gave me a discount above and beyond the stated coupon discount of $12 (I think the waitress overheard me say that I would write about it on SharkRide.com! Or, she just liked me.).]
Speaking of branded entertainment…
Check out this M&M’s Flash game. [via neatorama]
I was up in San Francisco today for the Red Bull Air Race, and Blue Angels exhibition. Someday soon I hope to have the capability to post video on the site – I captured some good footage, but in the meantime here’s some YouTube footage of a prior Air Race.
The Red Bull Air Race is really an amazing experience to watch live, and an incredible and very innovative brand building effort. The Jumbo-Trons, soundtrack, and commentary really add to the experience. They also had booths where you could play flight simulators, so you can experience the thrill of piloting a high performance aircraft through a Red Bull race course.
Something I’ve been thinking about for quite some time is the potential to assist brands create innovative branded entertainment at live events. For example, at hockey or arena football games etc., they have the dance cam, a half-time show etc., and I think there’s a lot of untapped potential here. For example, imagine seeing this girl and other circus de soleil caliber performers at basketball game halftimes, as a show presented by [choose your brand]. Or, there could be a team of fans playing against a “professional” team (of women in bikinis) in bouncy bounce volleyball, as a competition presented by [choose your beer]! Remember closely following the Bud Bowl during Super Bowl game commercial breaks? Now imagine watching during halftime — instead of generic commercials — real live branded entertainment from the venue! It would be great for brands and fans and sports franchises.
