Stay at Home – But Make It Art

With people having to stay home and non-essential business being closed down, popular IRL experiences, museums, etc. aren’t in business. One museum, in particular, the Getty Museum, is engaging with their audience through a challenge they created on Twitter.

The Getty Museum challenged people to recreate a work of art using only people and/or objects found around their homes – and a lot of people accepted.

Why It’s Hot:

This is a great way to engage the community and create a “brand experience” from home. The Getty Museum is definitely considered high end and this is a great way to engage and give everyone the opportunity to be a part of something.

Source

Drink beer + shoot virtual deer = help protect wildlife

A great deal of funding for wildlife conservation in the US comes from fishing and hunting permits, but the number of people buying them is declining. It seems fewer members of the younger generations are interested in actually packing out into the woods and sitting in a tree in silence for hours in order to bag an elk for the winter. But what Busch understood was what those younger generations are still interested in is drinking beer at bars and pretending to hunt elk on an arcade screen.

So Busch (Anheuser-Busch) teamed up with the Big Buck Hunter arcade game to sell $5 virtual hunting permits that give buyers access to a secret (branded) level within the barroom game. The funds from the permits (matched by Busch) will go to wildlife conservation. Busch has positioned itself as a beer brand for those close to, and interested in protecting nature, so this campaign is an on-brand extension of that premise.

Alongside the permit sales, Busch is selling limited edition cans through December, with QR codes that give access to a similar AR hunting game on one’s phone.

The campaign just began, so it remains to be seen if it will actually generate a noteworthy amount of conservation funding. At the very least it should raise some awareness and brand recognition for Busch with the younger set.

Why it’s hot:

Sometimes the best way to get people to act for an important cause is to tap into their habits, desires, and interests, and make it fun, rather than appealing to an abstract sense of duty, which many people can easily dismiss as: “Not my problem”.

Also, everybody wins:

  1. Busch probably sells more beer with the curiosity created by the can design and offer of an AR game + gets a CSR halo.
  2. Big Buck Hunter gets more players and press, framing itself as more than just a late-night afterthought.
  3. Awareness and money gets raised for wildlife conservation at a time when it’s desperately needed.

Source: Fast Company

Augmented Reality Sells Sneakers For Nike

Nike built an augmented reality application called SNKRS for users to gain access to limited-edition sneakers available for purchase. The first sneaker to debut through the app was the Nike SB Dunk High Pro Momofuku, a collaboration with David Chang, creator and owner of the Momofuku restaurant group.

For a user to gain access to the shoe, they have to open the app and point their camera at the menu at Fuki East Village Momofuku in New York. People can still gain access to the shoes elsewhere, as an online menu works as well. Users need to look for a special ‘SNKRS’ label for the app to work properly. Once scanned, the shoes are unlocked and users have an opportunity to purchase a pair, as long as they’re in stock.

Right now, the SNRKS application only works on iOS phones, but Nike plans to release a version for Android soon.

Source: PSFK

Why It’s Hot

How do brands use augmented reality in a way that engages their core audience? What’s interesting about this is (1) the audience understanding — sneaker freaks DO care about insider, unique, unlocking-type tasks and (2) the localization factor + partnership factor. However, I have to wonder what the reach is on something like this — is it a lot of effort for a little engagement?

Red Bull’s Psychedelic BMX Video Cycles Through An Incredible Optical Illusion

Over the past few decades, BMX cycling has evolved from a niche activity for kids who wear jean jackets and listen to punk rock, to a marquee event at the X Games, to a bonafide Olympic sport. But despite all this, the freestyle form—with the jumps, ramps, and stunts—still holds plenty of outsider appeal.

This new video from Red Bull, featuring Scottish BMX pro Kriss Kyle, explains part of how and why Freestyle BMX remains so interesting. The video—called “Kaleidoscope”—transforms a fairly complex course into a giant optical illusion, and sets Kyle loose to ride through both the illusory effects that change around him, and the practical, but complicated, elements.

In addition to the video, Red Bull created a site where fans can learn more about the sport, Kyle, and, of course, Red Bull.

Source: FastCreate

 

Why This Is Hot?

It’s Red Bull’s DNA, and it’s very well done, which means it appeals to everybody, not just BMX fans.

 

 

Celebs Spotlight Domino’s’ High-Tech Ordering Options

In new TV spots, four celebrities are letting the world know that Domino’s’ pizza and other menu items can now be ordered by using emoji texting, tweeting, Samsung smart TV, smart watches and voice ordering through the Ford SYNC AppLink system or Dom.

Sarah Jane Hyland of “Modern Family” uses emoji texting; “Desperate Housewives” alum Eva Longoria uses her TV; Seattle Seahawks cornerback Richard Sherman uses Twitter; and Marvel movies star Clark Gregg uses his smart watch.

The ordering options, which are enabled by a technology suite called Domino’s AnyWare, are summarized on and accessible through links in a dedicated area on Domino’s’ site.

Source: MediaPost

 

Why is this hot?

Think about your decision journey. You are watching a movie at home, and the characters are eating pizza, or you are driving and you see a billboard of a delicious sub. That’s awareness and consideration, but not conversion. Until now!

Hershey Uses Tech To Get Consumers Down Grocery Aisle

hersheyIn a category where sales are mostly driven by impulse, Hershey is using technology to drive sales at the aisle.

Because people are really unpredictable when it comes to what they like or don’t like, and, therefore, what they buy or not, Hershey wanted to understand what really triggered sales.

To do so, they partnered with Affectiva, a company that created a unique technology that reads and analyzes human emotion from a single expression, which is mostly used for market research. However Hershey Co. had a different idea. The confectionary giant, working with tech firm Wild Blue Technologies, wanted to use the technology to drive consumers down the grocery aisle.

The company invited consumers to walk to the middle of the aisle, where they would find an Affectiva-powered kiosk prompting them to smile into the machine for a free sample.

The kiosk took up precious retail space, but retailers loved it because it drove foot traffic and loyalty, and for a brand like Hershey, giving up space was worth it if it meant means getting people down the aisle and driving just one potential sale. Retailers even offered to give us more space because of the idea.

 

Why this is hot

Technology is bringing sales back to marketers’ control, by driving people through the experience we design, in a way that feels natural, not force.

Mobile Ads Send Store Visits Up to 80% on First Day

As mobile adoption continues to grow, we see how consumers rely on their smart phones (and tablets) more and more. From on-the-go search and social interactions, to at-home-second screen usage, smartphones give marketers access to consumers’ minds and hearts like no other channel. And with the right message, mobile can deliver great results!

The 2015 “Mobile Audience Insights Report,” released today by NinthDecimal, found that store visits shot up to 80% during the first day a mobile ad was run by a retailer, then trailed off to 18% above average the next day before settling back to normal on day three (read the full article here).

 

Moreover, between Q2 and Q4 of last year, the average time a consumer spent with a mobile ad increased more than five seconds to nearly 29 seconds. Certain verticals (see below) blew that number out of the water: Entertainment companies averaged nearly 47 seconds, retailers clocked in at just over 38 seconds, and the QSR industry saw a 12 seconds increase.

These numbers are impressive, and they reinforce the significance of reaching out to our audience at the right moment, with the right message and at the right channel; and the importance of connecting the dots between channels/platforms (digital, mobile, social, TV, etc.), messaging strategy and media investment.

 

Why this is hot?

Digital = ROI, that’s why!