So many brands have jumped on the ‘Augmented Reality bandwagon’ that it’s in danger of becoming old hat already. But every now again you see an execution where it all comes together brilliantly. This latest campaign by Lynx Excite is a case in point. What I like about it is the way they’ve seamlessly extended the big idea behind Fallen Angels and used AR to bring it to life, rather than relying on the technology to dictate the big idea. I also think AR works best when used in experiential environments like this as consumers get to enjoy the full virtual experience without having to overcome the usual barriers to entry, such as having to print out the AR code or switch on webcams.
This content was posted on the Lynx Effect Facebook page (managed by TMW) which already has over 200k social handraisers. It’s definitely worth a peek – not only is it a good example of how to produce engaging content to build and cultivate an active community but it also features plenty of Lynx girls in various forms of undress 😉
For more posts on Augmented Reality, feel free to click here.
CRM has been using Random Acts of Kindness (RAOK) for years to help build brand affinity, loyalty and advocacy. But traditionally it’s always been delivered on a one-to-one level either to reward the most valuable customers or to prevent attrition from high risk defectors. The best outcome in those days was that the recipient would remain loyal and sing the brand’s praises with a few mates down the pub! But now that we live in a more connected society there are infinitely more opportunities for these Random Acts of Kindness to reach a far wider audience. Nowadays you can cherry pick a few unsuspecting customers, offer some form of surprise and delight, document it and then amplify this by publishing or seeding this content in various social media platforms. The net effect is that a mass audience can see that you care about your customers and that the brand has a human side which can only do wonders to your brand equity.
The best example of this I can think of is Coke with their Happiness Vending Machine (see below) but if you want more inspiration then you must read this latest Trendwatching briefing. Not only does it highlight the growing importance of this trend but it also provides some useful and imaginative examples of how different brands have tried to apply it.
Thanks to Hebiflux for spotting this inspired campaign to raise awareness of cyberbullying. When you look at this Youtube clip you’ll wonder why no one has ever thought of doing this before. Pure genius.
Not only that but it’s also convinced me to stop leaving abusive comments on random Bebo profiles!
I came across a couple of interesting ambient ideas over Christmas (via Inspiration Room and Culturebuzz blog). Both ideas are classic examples of thinking outside the box (excuse the pun)! Just a shame they both thought of the same idea at the same time!
Here’s Mini’s ambient concept which dramatises the idea that if you were to buy a Mini for Christmas you’d have to ditch the box somewhere.
Then there’s Heineken where TBWA/Noboko have tried to capitalise on the successful walk-in fridge campaign from last year.
I reckon this is just an unlucky co-incidence rather than any act of plagiarism. What do you think?
I’ve heard of branded sheep before but branded flies must go down as one of the craziest, most inventive ambient stunts I’ve heard in a while. But this is exactly what a German book company called Eichborn did at the recent 2009 Frankfurt Book Fair – they attached little banners to a number of flies and then released them onto the unsuspecting public.
Flies are a nuisance at the best of times so strapping branded advertising messages to them could arguably be perceived as the most irritating form of advertising ever conceived. However, as a one-off stunt it’s a superb idea and seems an inspired way to get noticed in such a competitive environment where every exhibitor is vying for consumer attention. Pure genius.