Archive for April, 2010


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Mobile Marketer explored the new Rolex advertising campaign appearing in April’s W Magazine that lets consumers get information and deals from the brand, as well as enter for a chance to win $1,000.00. I like how print magazines are trying to integrate into relevant mobile user experiences.

Rolex

When I think of Rolex, I think luxury, quality and style. But I also think of an older demographic, that sticks to print. So I’m glad to see Rolex taking a step in a fresh and innovative direction. If print becomes more interactive in various ways, it could become even more interesting than a purely digital magazine. (see my previous post about a video player embedded in an issue of Entertainment Weekly) Hopefully, other luxury brands will follow and increase mobilized print ads in consumer publications.

The ad itself relies on pure image recognition. The way it works is that readers can snap a photo of the ad, send the pic to an email address and get more information as well as an entry into the cash sweepstakes.

Moving forward, print publications could offer readers a companion mobile app to make the interactive experience even easier. A magazine app could just require the user view the ads and use image recognition via the users device as opposed to emailing it. This would also allow the magazine to harvest valuable demographic info. Finding out exactly who is reading the ads would be a great pitch to attract new advertisers not previously considered.

Making print ads interactive (regardless of the method) is a good way to inject print magazines with more life and prop up the whole publishing industry.




InteractiveTV today had a post about an outdoor advertising campaign that uses shoppers own faces for a gigantic DVD promotion. It’s a high exposure campaign showcasing unique user experience design. And it’s a perfect fit for mobile.

Morphing

Inwindow Outdoor, a company that does digital storefront and mall advertising, launched the interactive augmented reality display at Los Angeles’ The Grove, to promote the Blu-ray release of “Avatar.” The display is a free-standing structure of multiple digital screens. Using technology developed exclusively for this project, shoppers faces are morphed into the wide-eyed blue creatures from the film. Once the morph is complete, users can enter their email address via touch screen, in order to be sent a video of their transformation, along with information on where to purchase the Blu-ray disc of the movie.

Down the road, this will be able to happen via a mobile. Imagine getting a message from a friend with their facial expression (or their kids or boss or pets) mapped to a branded character. This is a great way to build a buzz for any animated or costumed character-driven film – think Iron Man or Shrek. Send it to yourself, friends and family and some transformations are sure to go viral when they hit the social networks.

The display was introduced last Friday and set to run for a month – if you’re in L.A., check it out.




Mobile Marketer had a feature on Jumptap, a company who delivers mobile ads revamped their mobile ad network. Jumptap is taking mobile ad personalization to a new level. They’re giving consumers the ability to tell brands what they want, when they want it. Mobile users will be given the ability to manage their own profiles for a more personalized brand experience.

Jumptap Revamp

This is the key to the future of advertising – letting the consumer specify what they want and delivering relevant ads. As I’ve mentioned in previous posts addressing ad personalization, why not target consumers with a product they are likely to buy?

In addition to serving the consumers, this gives advertisers the ability to serve better ads. Targeted spots will be more enjoyed and appreciated when they’re given to the perfect audience.

Additionally, consumers can reveal demographic information in exchange for special offers, coupons, deals, or less ads. In return, advertisers get valuable stats on their audience and consumers get even better results from their mobile user experience.




iPhone apps are everywhere – now they might be in your pile of birthday or holiday gifts. And what would be easier to give for a last minute gift? Textually.org has a post on the new gifting program for apps – a really smart use of design to enhance the mobile user experience through word-of-mouth marketing.iPhone Gifts

The ability to gift an app will not only increase purchasing by viral recommendation, but it gives consumers a way introduce reluctant friends, relatives or coworkers to specific apps they like. And more obscure/unique apps have a greater chance of catching fire this way – what consumer would turn down the chance to download a freebie accompanied by a recommendation from someone they trust.

A New York Times article also points out that app gifting is good news for developers. Apple provides a limited number of promo codes that can limit getting products to the reviewer community. And developers can identify evangelists, people most likely to spread the word, and seed that community with apps.

I’d like to see the gift-giving ability extended to in-app purchases so additional levels or content could be given to other users. Also, for multiple gift purchases, users should be able to get a deal or discount. A shared wishlist would accompany gifting very well.

The new “Gift This App” option is alongside the “Add To Wishlist” and “Share Via Facebook” menu items in the dropdown that appears next to the price of any app.