Augmented Reality is still quite new, but that hasn’t stopped some innovative agencies tapping into the technology to promote their client’s products.
First is the “Eminem Augmented Reality Competition” website which encourages fans to “spray art” on a 3D “E” and then submit it into a talent contest in the hope to win a whole bunch of prizes! The site was created by Outside Line and you can enter the competition here.
Next is this campaign from Wrigleys, promoting their new 5 Gum range. It features an Augmented Reality Music Mixer is programmed by tracking multi-points at a single time allowing you to mix tracks like a virtual DJ. The video below shows the mixer in action, and you can view the campaign site here.
Looking like a big brother to the iPhone, the CrunchPad tablet PC from Techcrunch is likely to shake up the tablet computing market.
At 18 mm thick, the tablet only works when connected to the internet. The device takes advantage of clever touch protocols that make for efficient and pleasant consuming of content. Rumoured to be priced at around US$300, the device could become a widely adopted method for reading online content.
As well as possibly becoming the classroom read / write pad, I can also envisage this device being the new way to browse online content while curled up in front of the fire place, as well as a kitchen helper displaying interactive recipe content.
Apple too are in the process of reinventing a tablet device, but it is likely to be released at a significant cost premium to the CrunchPad. See coverage from Wired here.
Below is a video that shows the CrunchPad in action.
Not all campaigns will be successful, but not having a brief, or having one that is “too brief” definitely increases the likelihood of failure.
The Brief is one of the most important stages of the marketing process, and yet many clients fail to see it’s importance, and either ignore it all together or pass this responsibility to the agency. Agency created briefs or “reverse briefs” can work well where the client / agency understand each other well, but there should still be some kind of approval step so that clarity of scope is understood.
Most agencies have a standard brief format which may vary slightly by media channel and should include at a minimum these sections
What are we delivering?
This describes what it is that is being built – i.e. Website, design document, TV commercial, Research etc
Who is the Primary Audience(s)
Clients of large brands usually have an abundance of material, which can often lead to the wrong execution.
Being specific is important. “30-45 year old men“, doesn’t provide the same brief as “30-45 year old single dads who are tech savy”
Tone and Image:
Describing how formal, informal, whether humour is acceptable and to what levels is a lot cheaper to fix here than after design concepts have been delivered.
Message to be communicated
That is, the Benefits, Features, Product / Service Value.
Budget and Schedule:
What is the investment, and timing
Process for delivering the work
How the work will happen
Social Media can often amplify the effectiveness of good campaigns, and potentially even result in a Social Media crisis.
Many agencies haven’t embraced social media, and therefore struggle to provide solid recommendations on how to leverage this conversational media.
So I thought I’d share four sections that I think should be incorporated into standard brief templates.
Clear calls to action
Whether it’s a print ad, sms message or a banner ad, planning what you want the audience to do with your message is often underdone.
Not everyone will respond to the message in the same way.
Who are the Influencers?
Right underneath the section describing the audience, should include some commentary on the key influencer’s both offline and online.
I’m not suggesting that you need to find these influencers, but knowledge of their behaviour, their needs and what motivates them is vital to being able to engage and then amplify the marketing message
How many positive conversations will this campaign deliver?
Answering this question will often change the actual execution of the campaign, because it’s not only about the buzz or volume of conversations, it’s the generation of positive comments across a range of online and offline channels. Making it easy for people to share your message is a key component. Sometimes it’s possible to integrate the sharing of the message with a value proposition.
How will we measure this campaign?
Finally, one of the most overlooked sections of a brief is to articulate the way the campaign will be measured.
Whilst digital agencies tend to focus on web traffic, or new email subscribers, there are an increasing array of ways to value the impact of marketing spend. Monitoring the volume and sentiment of conversations can help provide insight into what works best for the segment you are targetting. Wheteher to use unique identifiers to track the spread of information material is best considered at the brief stage.
Whilst briefs are meant to be brief, incorporating these sections into your brief template will improve the return on your marketing investment as well as an ability to capture learnings.
Here’s a comical look at how a brief can go horribly wrong
7-Eleven in Sweden has released an iPhone app, that no only includes a 7/11 store locator, but also includes coupons for free coffee and biscuits. Users key in their phone number and then the unique coupons (that are only valide once) are delivered to the iPhone. April’s free coffee coupons will be followed by free ice cream in May.
Stockholm-based digital agency Lonely Duck developed the application and it had 2500 downloads in it’s first week.
This is a great example of where a branded application provides value both in terms of the mapping function, but also via the mobile coupons.
Social data portability has been a hotly debated topic with a range of emerging standards competing for adoption.
Afterall, single signon to the web offers a great deal of immediate benefits for users.
Dataportability open standards group has been marketing the concept for a few years now, which supports the OpenID login standard and has been adopted by Yahoo, eBay, Photobucket, and Twitter, and MySpace. Google’s Friend Connect and Facebook’s Facebook Connect are both offering open API’s to developers who can integrate their own login details with one of these major players. Mashable has a good coverage of both of these tools here
Whilst this is interesting, it’s often not easy to visualise the possibilities of what Data Portability actually means for the end user.
This presentation from Razorfish looks at what might happen if Amazon and Itunes implemented Facebook Connect and cleverly paints a picture of how the experience of their sites would be enhanced.
I have no doubt that sharing of information between social networks will continue to be embraced, and as long as consumers feel safe that they are in control of their own information and relationships, then the privacy issues can be managed.
For business, allowing ease of signups, as well as potential access to the large amounts of personal information presents a great opportunitiy. So if you have a site that has a large database of users, it’s probably a good time to be considering integrating Facebook’s Facebook Connect and / or Google’s Friend Connect