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.

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.

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.

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.

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.

Moblie Commerce Daily had a story about a new app that is a great bridge between the physical and the virtual. PixyMe takes the mobile user experience to pretty cool place.

PixyMe is an iPhone/iPod Touch app that uses image personalization. Users can send or share photos via the usual social media channels. The twist is that you can then have your image printed on a postcard and mailed with a stamp anywhere in the world. You don’t need a personal image – the app will integrate a name, word or short phrase into an object within a stock photo – making it look like the words were written in leaves or as fireworks in the sky. Click here to try it out with your name. At $1.99, PixyMe is consistently a best seller for Apple.

You’ve heard me say that successful apps can’t just make use of cool technology or look pretty. PixyMe is a perfect example of a smart app that fits a real-world need. How many times have you been on a trip and wanted (or promised) to send a postcard but you forgot?

The whole stamp/mailbox thing is such a hassle but everyone loves getting non-junk mail. And the personalization angle is great for family, friends or even as a business tool. A feature to remember contact groups – like friends, family, coworkers – would make reuse of the app even easier.

A good idea would be to offer discounts for bulk mailings – instead of sending one card, you could send the same image to multiple contacts. A feature to remember contact groups – like friends, family, coworkers – would make this easier and encourage use over and over. For example, I’d pay extra for the convenience of being able to mail out a holiday card if I missed the deadline to go the standard print route.

Some additional features ideas could be special offers that kick in based on holidays around the world, discounts for promoting PixyMe on Facebook, Blog or Twitter or maybe a sweepstakes for the most creative use of the PixyMe app.

A few trade stories this week about video ads suggest a opportunity for intelligent mobile user experience design.

MocoNews reported on a Google blog post about how the company is beginning to monetize the mobile version of the video site. Banner ads will show up on the home, search and browse pages of YouTube when accessed via mobile. Meanwhile, AllThingsDigital.com linked to an editorial about the hatred for pre-roll video as well as its effectiveness. If pre-roll ads are to become the norm, why not design the mobile video ad experience to be intelligent and adaptive?

Why not combine pre-roll with dynamic content tailored to the users? Not everyone needs to see the same pre-roll ad. I’d answer more questions to reveal demographic information in exchange for seeing less ads. If not less, I’d definitely prefer to see an ad of interest to me – like movie trailers - rather than the many makeup commercials I’ve been forced to endure before watching online videos recently.

I’ve recently seen Hulu offer short surveys in exchange for an ad free episode. The experience was hassle free.

Multiple pre-rolls could be created to serve different demographics – male teenagers see video game previews, new parents would get baby products, affluents would get luxury commercials, etc.

So why not give users ads that they want? Targetted ads will result in better ad spends and more purchasing.

Fast Company reported on a new promotion that might be a glimpse into the mobile design of smartphone commerce in the future – advertising that combines virtual goods and LBS to tap into on-the-spot purchases and promotions.

Location-based game start-up Booyah is introducing in-game, virtual goods placements, based on your real-time location. The Mobile User Experience Design will lead consumers right to the cash register of a “real” store selling real goods for very real cash.

The campaign stems from Booyah’s partnership with international clothing retailer H&M but this could apply to ANY consumer campaign – from liquor to cars to network television. This particular promotion pings mobile users near an H&M location on a piece of clothing or accessory that appears in Booyah’s MyTown location-based social game. Discounts and promotions reward the Booyah user that visits the actual store location.

Here are some ideas I have for additional location based campaigns. Again, any consumer campaign could benefit.

Users could be rewarded with free virtual goods if they spend a certain amount of time inside a retail location. The goods should have a high value perception and be unique to that store. If the user wore or showed off or used a virtual item in a social network, they could get real world discounts on that product line.

The biggest fans of a company – the ever valuable influencers – could receive limited edition virtual that are exclusive or awarded before general public release.

Feedback about the unique product could be analyzed and the most popular ones could turn into physical products.

Another way to engage users (and potentially spark a viral campaign) would be to give the consumers tools to design the next generation of virtual product ala crowdsourcing. Implement a voting aspect and social network exposure to build buzz. Winners could get a high value prize and their creations could turn into physical goods. Imagine a fashion oriented tween designing virtual fashion items and being rewarded for it.

Unique mobile user experiences and advertising seem to be made for each other – mobile is also a great bridge between the physical and the virtual. I’ll be watching the H&M campaign with interest.

Fierce Mobile Content reported that Amazon will be inviting software developers to build “active content” for the Kindle Store later this year. Although the “a” word wasn’t mentioned, it’s clear that Amazon is getting into the app game for their eReader.

It’s a great idea to leverage a developer community. An Advertising Age article has a good analysis on Kindle moving into apps. Some opinions seem short sighted though. For example, while people complain about the greyscale experience, it’s likely that Kindle will get a color display.

A separate Fierce Mobile article reports that Kindle services will represent 10 percent of Amazon.com’s total North American sales in five years. In addition to books, Amazon sells VHS, DVD, CDs, MP3s, computer software, video games, electronics, apparel, furniture, food, toys and so on and so on. What if a future version of Kindle supported all of these products? Talk about a ridiculous about of synergy.

With a Kindle and Amazon.com’s product lines, the possibilities are endless. What if you were reading on a Kindle and the main character is enjoying a tasty pizza? Suddenly, you’re presented an ad to order pizza. And if that had had a coupon? Even better. See my post about advertising on the Kindle.

Another possibility for eReader enhancement brings to mind Mad Libs – fill in the blank and create a story. The Ad Age post quotes Richard Schatzberger, director of creative technology at Bartle Bogle Hegarty, New York. He talks of “living books” where an author could program a story to tailor itself to the reader — a book that reflects the current weather, or is set in a reader’s city.

It will be interesting to see if apps catch fire for the Kindle or future versions of eReaders. But one thing is sure – combine classic “book” consumption with technology and get ready for spirited debates.

A recent study sited on textually.org revealed that more than half of consumers in 11 countries used their mobile phones while shopping in a store. Uses included comparison shopping, getting peer feedback, looking up product information and finding coupons.

I recently did exactly that. I was browsing a bookstore and picked up an interesting title. After looking up a great review on Amazon, I made the in-store purchase. Then I added other books to my Amazon cart to look up later.

This should bring a sigh of relief to traditional retailers as well as a call to action. Retailers need to explore how the physical in-store experience can be complemented and enhanced by mobile.

One great way to blend shopping and mobile is with visual searching. The Nokia Point & Find is a good example of how this could work. Forget about waiting around for a sales clerk. And what are the chances that a retail employee is knowledgeable about every single item in a store? It would be great to just snap a picture of an item or hold your device up to it and get instant information.

Large retailers could really benefit if they had their own app. For example, if you were at Best Buy, the app would provide information on the in-store product as well as suggesting additional purchases (a power cord, batteries, etc.), giving details of the warrantee program or outlining a special credit card offer.

The opportunity to access exclusive offers, coupons and discounts in-store with a mobile device would be great. Also, retailers should make spreading the word to your social network or an individual contact as easy as possible.

The next time you head out to shop, remember that your mobile is a great companion.

Just when you thought Google Street View couldn’t get more personal (Remember the UK controversy when Google captured images of men barfing on a sidewalk, emerging from a porn shop and getting arrested?) Fast Company reports that the search giant wants to populate billboards and ad-spaces in Street View with real-time ads.

For example, instead of showing a months-old photo of an advertisement for an out-of-date movie, the studio could pay Google to constantly update the virtual billboard with an image of their latest release. Cool, huh? 

Google describes Street View as “the last zoom layer on the map - when you’ve zoomed all the way in you find yourself virtually standing on the street. But the most exciting thing about Street View is all the amazing uses that our users and partners find for it.” Could real time advertising make the feature even more useful? I think so. 

Of course all virtual billboards would link for more information opening up a host of possibilities. The link could lead to highly targeted advertisement based on user profiles. A mom would see a mini van billboard, a mid-life crisis aged male would see a sports car promo. A “mood-based” feature would also be a possibility. Users could select what type of trip they are taking. A business trip would show coffee shops, an entertainment adventure could show mini golf or movie theaters. Key in “hungry” and restaurant advertisements appear. 

Last minute discounts would be another great feature. Perhaps you’re driving by a sold-out theater – an open discounted seat offer could pop up. Additionally, consumers love feedback. Augmented Reality could be used to link reviews and merchants to an ad. 

One industry concern is the issue of who actually owns virtual space in a media buy. If one company consistently buys the same billboard on a busy street, could their competitor acquire the virtual space and overlay in the street view? It will be interesting to watch this play out.