Archive

Archive for March, 2010

Interactive ads

March 29, 2010 1 comment

Trying to find an example of an interactive ad I came across  several ads like the “Lookbook“, an application from Facebook created to promote the 1969 Premium Jeans GAP Collection that enables people to find the perfect denim match. You have to rollover to find out the look you want by combining different tops and bottoms.

The Lookbook by GAP

Another interactive ad I found was one from Nikon displayed at a Seoul subway station which had life-like images of paparazzi trying to take the best celebrity picture.  When people passed by the ad flashing camera lights were set off.  Then people could follow the red carpet all the way out of the station and into a mall – directly into the store where they could find and purchase the new D700.

D700 by Nikon

One ad that surprised me was one that tried to get people to join the health club chain, Fitness First. This ad was displayed at a Rotterdam bus stop featuring people’s body weight in bright lights while they were waiting the bus. Personally, this ad goes a little too far to try to get people to go to the gym because most women do not feel comfortable with their body weight so I imagine they would not be comfortable especially if their body weight suddenly appeared while waiting the bus and everyone else around could see it.

Fitness First

After seeing a couple of examples I found that offline interactive ads were more interesting than online interactive ads. If you have other examples especially for online ads please share them!

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Following celebrities

March 28, 2010 1 comment

Following up companies that provide location-based services to people and businesses, I found an article about Foursquare at Mashable.com that said how Foursquare is now enabling people to follow celebrities. At first I thought that this was a little strange because I was picturing celebrities like Brad Pitt telling where they were but then I realized that the article referred to celebrities from shows such as the Jersey Shore, the Hills, among others. I guess it makes sense for these “reality-show celebrities” then.

Foursquare has developed marketing deals with MTV and VH1 that include a new Foursquare feature that allows users to follow people without a reciprocal friendship. So, if for some reason you want to follow Jersey Shore’s DJ Pauly D, you can see where he is checking in and follow him.

Also, MTV and VH1 fans can earn special badges on Foursquare. And celebrities can also leave tips about their favorite venues. I guess this will benefit somes businesses and also celebrities. 

It is interesting to see how Foursquare is creating new features to keep its audience engage especially if they recently added almost 100,000 users in 10 days.

Personally, I won’t be following these “celebrities” anytime soon…would you?

Categories: Week 9 Tags: , ,

New technology for shoppers

March 5, 2010 2 comments

One of the trends for mobile advertising for 2010 is the development of shopping applications such as price comparison, user product reviews, etc that will modify in-store shopping experience.

There are several mobile applications that consumers can use to make their shopping more efficient, productive and enjoyable.  For example: mobile price comparison applications such as ShopSavvy and Red Laser that allow shoppers compare prices at a store against other nearby stores and online retailers. If you are undecided to buy something there are also crowdsourcing tools like BazaarVoice’s MobileVoice that help you get outside opinions and feedback. One mobile application that combines price comparison and reviews is ScanLife. So, next time you are in a store and want to see if you are getting a good deal, just scan on the product. Also, it allows shoppers stand outside a store, point their phones at a merchandise they like in the window and buy it. 

Then, there are  mobile coupons such as Zavers and Yowza.  Another similar product is called Presence by IBM that allow shoppers who sign up be detected when they enter a store enabling it to offer real-time mobile coupons.

Beyond privacy concerns, retailers recognize other potential problems. It the phone for some reason gives bad information then consumers will most likely be annoyed hence reliability will be an important factor to consider. Also, there are stores that cannot yet afford such technology.  On the other hand, marketers could leverage on this new technology to deliver more effective personalized messaging derived from prior purchase decisions.

Not Just Twitter and Facebook

March 4, 2010 2 comments

When we hear about social media we usually hear about Facebook and Twitter however there are other social media sites that are capturing the market. Brightkite with more than 2 million users is one of them.

Brightkite is a location-based social networking site that is available on mobile devices. It is a system that allows people to keep up with friends and places. Moreover, it lets people see where all their friends are and discover places in their neighborhood. For advertising, Brightskite constructs a geo-fence around a specific location and only targets people checking in within that area.

Source: http://www.flickr.com/photos/bouldair/2516100039/

According to the article: “Brightkite Launches Ultra-targeted Advertising Solution after Successful Pilots with a Range of Brands” published on newsblaze.com, the system targets according to a wide range of significant criteria including:

  • Location and Place
  • Demographics
  • Behavior and Activity
  • Conversational Context
  • Time of Day
  • Weather
  • Media Usage

In addition to these criteria, Brightkite provides three types of time relevance to their campaigns:

  • Historical
  • Current
  • Future

Here are some examples of companies that are developing local promotions:

  1. Gap offered local customers a mobile coupon for 15 percent off for in-store purchases at new Gap stores.
  2. Ben & Jerry’s gave their customers who were close to their retail locations offers such as $1 ice cream Bars.
  3. Brightkite users visiting Las Vegas received discounted hotel rooms from Trump International Hotel and 50 percent off tickets to Cirque du Soleil shows.

I believe that besides being seeing as a little intrusive system, Brightkite could leverage on its local advertising to enhance user shopping experience by offering products/services relevant to their needs. Plus, Brightkite’s ultra-targeted campaigns can help marketers to minimize wastage and communicate to local audiences more effectively.