Here’s a great example – From Digiday:
“TNT gave a dream brief to Breakfast, a tech-hacker marketing boutique of sorts, to help promote its new psychological crime show “Perception“: make something cool in a storefront space in New York City’s Herald Square.
Breakfast hatched what it’s calling a “real-time electromagnetic dot display,” an updated version of old signs in train stations with letters and numbers that flip over as they change. The twist: The display changes based on motions of those in front of it. When walking by, the sign displays mirror images of the people in front of it, reacting immediately to their movements. You wave, your dot-matrix doppelganger waves back. The movements knock away words, revealing clues to anagrams that the star of “Perception” uses to solve crimes. The idea is to physically involve participants in experiencing the plot of the show.”
A well-executed creative idea that’s perfectly aligned with changing consumer demands.
Goertz, a former client, reinvented the shoe buying experience. According to digitalbuzz: “How does a German online shoe store grab some attention in the real world? Well, a virtual shoe fitting installation makes sense right? Yep, here it is, the Virtual Shoe Fitting Store from Goertz, an Augmented Reality, Microsoft Kinect powered installation that is plugged into a giant screen, then rolled out as virtual shoe stores at central stations and shopping centres across Germany.
Using 3x Microsoft Kinects, a beefy computer and giant screen, this virtual shoe fitting station is basically an Augmented Reality Shoe Store, tracking 3D versions of their entire range of online shoes to your feet, allowing you to choose your favourite brands, flip through colours, sizes and then post to Facebook for feedback before buying on your mobile via a dynamic QR code that is displayed on screen.”
A good example how retailers can leave their static stores and create immersive product experiences.
Creativity says: “According to McCann Vice Chairman/Global Deputy Chief Creative Officer Andreas Dahlqvist, a key goal was to extend the life of the catalog in consumers’ homes. Its average lifespan is about two weeks, but with the digital offerings, content can be added and updated on a regular basis, making the catalog relevant year-round.
The print pages tease the additional materials with a smartphone icon that encourages shoppers to scan to see more. The app uses image recognition software from Metaio, and not QR codes, which makes it convenient to add further content to other pages in the future. With those, viewers may be alerted to new content via billboard callouts, for example, said McCann Associate Creative Director Koen Malfait.”
I’m dubious about that execution. In the age of ADD, it doesn’t seem likely people will engage with the catalog as envisioned. Personally, I would have left the catalog mostly alone. It’s a coffee table book, something you engage with as a still product. Aren’t we asking too much from people to pull out their phone constantly to engage with us?
Data will give us the answer. No matter, the advertising innovation train continues to speed up. Hold on tight, it will only get faster.