Caught wind of this interesting concept from Bck which is inspired by gestural hand movements.
The two rings which are designed to be worn on the thumb (speaker) and pinkie finger (microphone) could also double up as a fashion accessory. Sensors in the rings would allow you to answer the call by simply flicking your fingers into the ‘phone’ position. Read more…
Yesterday I came across two Bluetooth billboard campaigns I remembered seeing a few years ago. They both share similar qualities using a bit of mystery to (hopefully) intrigue the consumer into interacting with the brand. However being in public areas they could easily be seen as being intrusive and offensive rather than creative and innovative. More detail about each of the campaigns below:
Schiesser “Mystery” Underwear Campaign:
First is the ‘Mystery’ billboard by underwear company Shiesser. The billboard features a sketched silhouette of a woman with the line “The prettiest things are hidden from view“.
Then when you activate your Bluetooth you get sent the Schiesser Showroom Application which displays a catalogue of models in lingerie, thus filling out the silhouette. Agency: Mindmatics
Big Brother “Big Brother is watching” Campaign:
Next is the Big Brother campaign in Australia to promote the launch of the new series on TV. Bluetooth transmitters were installed into 20 high footfall bus shelters around town. Two messages were sent to people nearby (as a .txt file).
The first message is targeted for the location, with something along the lines of “Im watching u. Ur at the (customised current location)”. The second message is received 30-40 seconds later with the big reveal, saying “Big Brother is back. 7 PM weeknights on TEN”.
The campaigns theme is based around the Big Brother slogan “Big Brother is watching” hence the stalker style message. Agency: Marketforce
Bluetooth Marketing (also known as Proximity Marketing) is distributing content via Bluetooth transmitters, usually in billboards, shop displays or hidden out of sight. You can send any type of file to a mobile, whether you can open it or not depends if it’s compatible with your handset. Files are usually video, audio, images and applications – the speed of Bluetooth means you can generally send 1mb files in seconds which makes it such a attractive method of mobile advertising. It is free to send and receive files and no personal information about the user is divulged. It works in exactly the same way as peer to peer Bluetooth, which means you can either accept of reject the file transfer.
So as you can see these could either be seen as smart bits of advertising…or two billboards sending random members of the public pictures of ladies in pants or stalker messages scaring them to death. Read more…
Check out this great interactive billboard by Honda and the mobile marketing agency Puca which launched last year in Wexford Steet, Dublin.
Passers-by can text the number displayed on the billboard to activate the poster which then starts releasing actual smoke from the cars exhaust pipes with the rear lights switching on too! The experience then continues by the user receiving a text with the link to the Honda mobile site (www.hondaireland.mobi), where they can then find out more about the car and find the nearest dealer for a test drive.
The Bluetooth enabled billboard also sent out ringtones to people nearby of the Honda Civic R engine roar. Nice! Although could to have been confined to the
It’s a really innovative installation and probably bloody expensive. I’m glad Honda had the courage to go all the way, this definitely sets an example for what can be done with outdoor and mobile.
Updated 06/10/09 : I’ve added the videos for each campaign
You have got to hand it to Nike and their agencies, time after time they produce some really innovative and engaging mobile marketing campaigns.
It seems like Nike totally trusts its agencies and lets the mobile experts there do what they do best. Campaigns have mobile at the center rather than a text call to action awkwardly shoe horned in at the end, because of this you get some fantastic, groundbreaking work.
Here are my favourite picks:
Nike launched a 23-story interactive billboard in times Square displaying customisable footwear from the Nike iD range.
You dial the number that appears on the billboard and use your phones keypad to start customising the on-screen shoe….in real time! You then get sent a text message with a link to download a wallpaper of your design or even buy it.
The beautiful thing about this is that it works on every phone, no apps, no software, just a simple phonecall. Brilliant.
Check out the larger image here or the video below:
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