The New IKEA Catalog’s Virtual Experience

The decline of print newspapers and magazines is no surprise, in fact, it is very very old news. Although some older, more established publications had a little extra time to transition over to digital, for most other publications, market share shifted drastically depending on how quickly and aggressively they transformed to cater to a more mobile demographic. However, this is still old news.

IKEA’s new 2013 catalogue is brand new news. Why? Augmented Reality.

IKEA’s new catalogue was released yesterday along with a new update for their mobile app, IKEA Catalog. The new catalogue will feature several pages and items (designated with a smartphone icon on the top right) where consumers will be able to experience furniture items and designs in a whole new light using augmented reality. Through the app, consumers can simply point their smartphone camera at a designated item and view videos, interact with 3D models, and enjoy additional styles and layouts.

IKEA’s new update to the app is still not commerce-enabled. Instead, IKEA hopes that combining their catalog with augmented reality will only enhance the experience and inspire their consumers. However, it seems reasonable to assume that IKEA will enable a commerce-enabled version soon, especially if they see a strong increase in mobile catalog usage.

Mommy Mobile Games

In the current mobile world it’s not rare to see children as young as 10, or adults as old as 60, with their eyes locked on their respective screens. Even my mom has developed her own habit, as she can’t go a day without unlocking a new level of Candy Crush or Angry Birds.

Alamo Rent A Car believes they can take of advantage of this with their own mobile app development. In an attempt to increase brand awareness, Alamo’s digital partners will release four hashtag-based games that are meant to be played during family vacations. The campaign is set to target mothers, with Alamo planning on reaching this group through partnerships with mommy bloggers who have some clout in the blogosphere and Twitter world.

Users can play Alamoding, PixPursuit, Snap Family and Alamovie, all of which involve either different vacation photos, or, in the case of Alamovie, a video to capture memorable moments. Use of ‘#AlamoGames2Go’ enters users into weekly competitions as well as a $5,000 Grand Prize.

Via 
[AdWeek]

‘Mudvertising’ the filthiest way to get your brand noticed

When you think of a marketing event, you may think of a run, party, or booth. Did using mud ever come to mind? Most likely not. However, the concept of mudvertising is becoming a popular form of marketing among top brands such as Reebok, Miller Lite, and Advil. Brands will host events like Tough Mudder where contestants raise between $50-$200 to compete in a race through literal mud. At the end of the race, participants will have the option to receive products from the sponsors. For example, Advil may pass out samples to soothe a runner’s sore muscles while Miller Lite may be offering a cold one to quench their thirst. The primary goal of this competition is not to win but to simply get as filthy as possible in a pool of mud with your friends while having an incredible and memorable experience. Last year, the three largest mudvertising events hosted nearly 2 million people. Reebok is now the prime sponsor for the Spartan Race which is now called the Reebok Spartan race. Reebok has partnered with this event and is in the process of coming out with a new line of apparel and shoes specifically tailored to this event.

[Via AdWeek] 

What's your favorite color? Opel ADAM has it!

European auto maker Opel was looking to promote their new ADAM model, which comes in 60,000 exterior and 80,000 interior color combinations. To demonstrate the plethora of options while attracting a young demographic, Opel parked their car outside a popular bar in Copenhagen Denmark. Patron's & pedestrian's attention were quickly drawn to the once plain white car once the music, along with 3D projection mapping began. Informational pamphlets were distributed to interested consumers directing them to Opel's site where they had the option to choose the color combination that suited their taste. What’s your favorite color combination?

1993, Can You Hear Me Now?

Try asking someone where the nearest telephone booth is. Chances are they’ll give you a clueless smile and offer you their iPhone. Droga5 restored the telephone booth’s use in a new campaign for the New Museum’s exhibit “NYC 1993: Experimental Jet Set, Trash, and No Star.” Dial 1-855-FOR-1993 from any of the 5,000 pay phones in Manhattan and you’ll receive a recorded lesson on the history of the block you’re calling from and the tenants who lived there. This interactive campaign perfectly compliments the exhibit and gives Manhattanitesan an excuse to put down their smart phone and pick up a smarter phone. 

[Via The Denver Egoist]

"Slowmercial" Targets YOU (Most Likely)

I am one of the 80% of people who records shows in order to bypass the annoying/tiring/un-clever commercials that pollute my TV viewing time. But this phenomenon has posed a major problem for commercial advertisers as their ads are going unwatched; their money going to waste. DDB Brussels figured out a way to showcase the new Volkswagen bug convertible and capture the attention of serial fast-forwarders with the “slowmercial.” The movement of the bug’s top going down in front of a sunset is relatively static so that the message is conveyed like a print ad when the commercial is fast-forwarded. DDB Brussels’ ingenious commercial is sure to be the first of many since it claims to “have up to 50% more impact than an ordinary TV commercial” by reaching both live and delayed viewers. 

[Via PSFK]

#EvenIfYouShouldnt

To market Mikado candy (or prove that chocolate really is irresistible) French agency Buzzman developed the "Resistance Test." People were planted in the audience to approach the Mikado dispensary and press a red button releasing a box of Mikado. But instead of walking away with candy in hand, they were engulfed by a trap door and dropped into a crazy (pre-taped) situation. Each execution was offbeat and funny to capture viewers' attention and test their resistance! The tests were paired with average individuals getting the candy successfully. Now if you'll excuse me I'm off to the market to buy some....errr....groceries?

[Via The Minneapolis Egotist]

Coke Zero Secret Taste Test

Blind taste tests are nothing new. But what if the participants don’t know that they’re participating in anything but a standard flight? Coca-Cola, a company known and celebrated for their experiential campaigns, wanted to prove that Coke Zero offers the same taste as its big brother. Flight attendants distributed Coke Zero to all passengers but gave people the option to switch to classic Coke if they preferred. For those that requested regular Coke, attendants secretly placed a Coke Zero inside the original cup. As everyone was enjoying their respective drinks a video started and asked the audience’s classic Coke to open up their cups and take a look. This lighthearted stunt reveals that Coke Zero cuts calories, not taste. Not only does this activation prove its point, but the strategic change of venue increases the message’s impact and provides a captive audience. 

[Via Creative Guerrilla Marketing] 

Share Good to Get Good (Mac & Cheese)

Whenever I see a massive PR stunt I feel a pang of jealousy. Why am I never lucky enough to experience a guerrilla event to brighten my lackluster afternoon? Annie’s Homegrown Inc., a Berkeley-based company who practices organic farming to produce organic goods, wanted to create brand awareness while showcasing their core values. A larger-than-life box of Annie’s mac and cheese requested people to “tweet something good to see something good.” And boy did they follow through with their word. A giant bunny serving macaroni, multiple magicians engaging with the growing crowd, and a band jamming in the town square combined to #ShareGood. By distributing samples of mac and cheese to everyone, Annie’s was able to start new relationships with people that might have passed them by in a crowded grocery store isle. And if you have ever had Annie’s you know this is a true present.    

A Very Experiential Chinese New Years

This past weekend was the celebration of the Chinese New Year Festival in San Francisco's Chinatown. A number of well-known brands chose to take part as a great way to connect with thousands of their target consumers in a highly interactive environment. Below are some examples of both guerrilla and experiential tactics that were used by Coca Cola, McDonald's and Toyota.

Coca-Cola, the world's largest soda company, went big this [Chinese New] year. Coca-Cola's booth included a giant coke bottle equipped with a touch display slot machine. Crowds of people lined up to take a turn while others gathered to watch the fun. Everybody left a winner with a free sample of their favorite soda in hand. Coca-Cola was able to capture the reactions and made quite an impression at the festival. 

McDonald's, everyone's favorite fast food/guilty pleasure, made their presence known. McDonald's famous Ronald McDonald made a guest appearance. Street teams distributed gift cards ranging from $2-$5 to eager kids lined up for their chance to score a complimentary happy meal and a pic with Ronald McDonald. A shining example of instant digital integration, patrons' pictures were uploaded onsite to McDonald's Facebook (with their backdrop and watermark attached and all!).

Toyota painted the town red - the Chinese color of good fortune and joy. Toyota's Corolla and Camry featured large displays showing the Chinese versions of their commercials. For a more interactive booth, Toyota included an augmented reality game enticing consumers to engage with friends and family. By constructing an original and interactive booth, Toyota took advantage of the opportunity to reach out to new consumers and enlighten them about their newest products.