Mobile phones have been more than just a means of communicating with friends for a while now. However now they’ve also become a channel with which companies can communicate with us. According to this article on Yahoo (http://finance.yahoo.com/news/SixtyTwo-Percent-of-Fortune-bw-2029362336.html?x=0&.v=1), 62% of fortune 50 companies are now using mobile communication to reach both their consumers and stakeholders.
The forms of mobile communication being used by these companies include the use of mobile applications, websites optimised for mobile phones and QR (quick response) codes. Having realised how easy it is for consumers to access information on their phones, companies are now trying to ensure that the information being accessed is about their company or brand. After all it makes sense to utilise a channel that consumers carry around with them everywhere.
Consider how many brands/companies we may have access to on a daily basis. Before leaving the house we might decide to check the status of the tube lines – for which there is TfL (Transport for London) mobile website. Waiting at the bus stop we might see an advert for a car, and in order to pass time decide to have a look at the website by scanning the QR code on the billboard advert. At work you decide to check up on the item you’re bidding on on eBay using their mobile application where there is a mobile version of the website. On the way home you remember that you’ve run out of bread. The solution to this doesn’t even require being near a computer as you can do your grocery shopping online via your mobile phone. Hence mobile communication offer companies the opportunity to talk to their consumers at any time of the day, serving as a constant reminder of their company or brand.
Target sends users of its mobile application a number of daily and weekly alerts notifying users of any deals in-store. Users who sign up to receive text alerts receive exclusive offers in the form of mobile barcodes via text which can be redeemed in-store. Users can also opt to be notified by email whenever your favourite items are on sale. This mobile application entices consumers with ‘online-onlies’ deals that keep users coming back to the application and shopping at Target.
Walgreens, an American online pharmacy takes another approach with its mobile application. Their application allows users to renew their prescriptions by taking a picture of the barcode on a bottle using their phone or by typing the prescription code. The prescription will then be ready to pick up in store. Normally the idea of buying medicine via phone wouldn’t sit too comfortably with me, however it seems that some precautions are being taken as users still have to go in-store to collect their medicine.
With these types of mobile communication becoming more popular can we except to see advertising campaigns taking place solely via mobile? Companies already conduct social media campaigns which rely to a degree on consumers accessing social media websites on their phones, so it wouldn’t be too big a change for campaigns to solely occur on mobile.
Monday, 21 February 2011
Friday, 18 February 2011
Lego and Augmented Reality
Brands have been using augmented reality for a while now in order to help their audiences better engage with their brands and keep them in a prominent position in their minds. Lego is currently using augmented reality as a persuasive tool at the point of sale.
Last year they introduced ‘digital boxes’ in all their stores worldwide or stores with big Lego sections. The digital boxes were actually augmented reality kiosks. Using a camera the kiosks scan the QR codes on Lego packaging and show a 3D model on the display screen of what the contents will look like when fully assembled.
If you don’t want to wait until you’re in a store, you can use a similar method at home. Lego has extended the use of augmented reality to its website, where users can use their webcams to view a 3D model of the product they’re interested in, simply by printing out one of the icons provided and holding it up to their webcam.
This is a clever idea from Lego because how often do we wish we could see what the product we’re considering buying would look like. It’s almost like holding the finished product in your hands, and once you’ve done that you’re more likely to buy it. Usually if you wanted to see what the toy would look like you’d have to search online for reviews by other buyers meaning that you may also come across negative reviews. By installing these kiosks in their stores, Lego is basically removing a possible hindrance or drawback in our decision making process and providing an incentive for buying a Lego product. What’s happening is that all the information that consumers require to make a decision is available in-store. There’s less of a need for advertising as these kiosks do the advertising for the brand.
I imagine that these kiosks would prove very effective in the lead up to Christmas as parents try to decide what presents to buy for their children. The kiosks would definitely be a big help when I buy model kits for my cousins as I’m often disappointed by the size of the finished model as it’s usually a lot smaller than I’d imagined.
However, these digital boxes show just how impatient we’ve become that we’re willing to ruin the best part of buying such kits – assembling the last part, stepping back and seeing the result of your hard work. Don’t these kiosks simply ruin the element of surprise? Or is there still a difference between seeing the product in 3D on a display screen than really seeing it?
Another idea that Lego is considering is combining their toys with interactive content as is explored in the video below:
The camera detects the Lego toys and projects interactive content onto the table that interacts with the toys. The idea of creative play becoming so virtual seems so fascinating and I disagree with the YouTube users who say that augmented reality removes a sense of creativity and imagination from playing with Lego’s products. If anything it’ll take our creativity and imagination to another level.
Monday, 14 February 2011
Lynx 'Keeping Keeley'
Last month Lynx launched the campaign ‘Keeping Keeley’ which involved a 15 minute interactive online video/game featuring page 3 model Keeley Hazell, Blake Harrison (Neil Sutherland, ‘Inbetweeners’) and comedian Mike Fielding, to promote the new ‘Lynx Twist’.
The campaign for the men’s fragrance is based on the idea that girls are easily bored and so guys need to remain interesting in order to keep a girl. The Lynx Twist keeps girls interested in the wearer because with just a twist of the can the fragrance changes from a citrus smell to a woodier smell which girls tantalised and intrigued.
The video is obviously targeted at young men aged 18-29. Not only does the video appeal to this age group because it’s available as a Facebook application and on Xbox Live, but it also utilises two things popular amongst this audience – the Inbetweeners and glamour models. Publicity for the campaign was gained by having Keeley pose in sexy pictures for the Metro Newspaper. Whilst watching the film I could tell that the target audience had been kept in mind whilst filming the film as there were a lot bikini and underwear scenes where viewers got close up camera shots of the girls’ chests.
The video is supposed to support the following TV advert for the product:
The Keeping Keeley video allows viewers to control the life of the main character –played by Blake Harrison- as he tries to keep Keeley interested in him. Every minute or so, a ‘twist moment’ occurs where the viewer chooses what the actor is going to do next out of the options given. Each decision could either result in losing Keeley or getting a step closer to spending the night with Keeley.
The game itself is fun and doesn’t take itself too seriously – much like Lynx’s brand personality. One of the funniest bits of the video occurred when I made the wrong choice and the main character ends up having to get waxed and screams in agony. However, the other option is equally funny as he pretends to be a male model and models a ‘hoodkini’ and really gets into the role. The game really manages to capture what the typical Inbetweeners viewer find funny and loves about the show – the geeky guy trying to impress a girl and look very stupid whilst doing so.
The intention is perhaps that guys will post facebook posts about how far they’ve managed to keep Keeley interested. It seems that the campaign has been successful as early figures have shown that 125,000 Facebook users have used the application, Lynx has over 40,000 more Facebook fans, and on Xbox over 150,000 peope have downloaded the Keeping Keeley campaign. (http://www.creativeshowcase.net/en/1/runnerup2.mxs?pos=3&month=201002)
Could Lynx’s success result in more brands using promo games and social media to get consumers interested in and engaging more with their brands. I think that this Lynx campaign has been such a success because the online video/game has acted as an extension of Lynx’s personality and what it stands for and means to consumers.
Sunday, 6 February 2011
Can Politics Succeed Online?
This week I read a book by McStay which discusses how mainstream digital advertising has become. It’s so mainstream that even politics has joined in. It’s interesting to see just how politicians plan to engage more with not just young internet users, but those of all ages, on a personal level as they attempt to enter their world.
Politics’ chances of succeeding in the online world seem slim considering the response of Second Life users when Democrat John Edwards joined Second Life. His virtual headquarters were vandalised and he responded with a blog post saying:
“Shortly before midnight (CST) on Monday, February 26, a group of republican Second Life users, some sporting “Bush ‘08″ tags, vandalized the John Edwards Second Life HQ. They plastered the area with Marxist/Lenninist posters and slogans, a feces spewing obscenity…..”
(and this is the bit that really makes me laugh, and makes Mr Edwards sound like a grumpy man who wasn’t quite prepared for the reaction he might have received online.)
“I witnessed this event, taking names and photos, including the owners of the pictures. I also kept and saved a copy of the chat log. I have filed an abuse report with Linden Labs, and am awaiting their investigation.”
Although I don’t agree with what happened to John Edwards’s virtual HQ, you can’t help but think ‘Well what did you expect?’ Maybe people don’t want you to ‘relate’ to them, especially when it’s obvious what you’re trying to do. Was this act of vandalism simply just Second Life users telling the politician that he didn’t belong in their virtual world and that they didn’t want him there?
The candidate who has however managed to successfully utilise the power of the internet was Obama – so much so that online bloggers have given him the title of the first ‘Social Media President’ in history. With the help of a digital agency, an online campaign was created that resulted in Obama’s online presence being felt on a number of social media websites such as on Flickr and Twitter and he even had his own blog. The videos on his YouTube channel received over 50 million views. Will future politicians be encouraged by Obama’s success online? Is this an indication of the kind of work that digital agencies will be receiving in the future?
I’m still not convinced about politics trying to speak to me online. It’s all good and well being the first cool president who’s online and tweeting, however I wonder whether 5 years from now this will still be a major deciding factor in who to vote for – if at all. I don’t know how seriously I’d take a politician who is ‘trying to relate to me’. It reminds me a bit of the embarrassing moment when your parent or teacher tries to sound ‘hip’ or cool. I think I’d prefer it or perhaps take politicians more seriously if they used the more conventional methods of communication.
For some reason, I don’t really like the idea of politics following me online. Aren’t social networking websites supposed to be about fun and friendships? With politics invading that personal space, social networking websites will be a bit too much like the real world. When I’m deciding who to vote for I know which websites I can go to find out the information I need, I’m just not convinced that I’ll ever be turning to Facebook or Flickr to decide on who gets my vote.
Or maybe I just need to get used to the idea.
“Television is no gimmick, and nobody will ever be elected to major office again without presenting themselves well on it.” (Television producer and Nixon campaign consultant Roger Ailes, 1968)
As right as Roger Ailes, may have been at the time of writing, it seems that his statement is no longer completely true. Now, he’d probably say that nobody will ever be elected to major office again without also presenting or advertising themselves well online too.
References:
http://www.searchmarketinggurus.com/search_marketing_gurus/2008/11/barack-obama-the-first-social-media-president.html
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