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Virtual Shopping from phones

As mobile phones and internet access from these devices gets faster, it’s no surprise that advertisers and consumers will start to interact more using them.

Perhaps this example in Japan is what we can expect in the near future. Called Chipuya Town (note site in Japanese), and modelled on the Shibuya shopping district of Tokyo, consumers earn currency by adding friends. This currency is known as Grooves and can be used to purchase accessories for your avatar, apartments and furniture etc.


What is most amazing to me is that Advertisers are paying $4,000 / month to advertise on in world billboards. Or for $8,000 a month, they can rent a virtual storefront including display of ads in and outside the store, hosting in-store promotions and even the hire of a truck to travel around the district handing out promotional material. The world was created by Japanese mobile tech company Media Grove.

Perspective: Whilst this is very Japanese, the main market being teenage girls, there are trends here that almost model the evolution of any new advertising medium. An area of interest is created where people congregate to consume or engage in it’s content. Then the area is developed with the help of advertising spend in return for opportunities to communicate to the congregated audience. I suspect it won’t be long before these worlds contain automated robotic avatar agents (let’s call them “Avaborgs”) that are programmed to market products and services. Do WOMMA ethics apply to Avaborgs? (grins)

Apple Consumer Generated Ad maker

I often use the George Masters advertisement in my presentations as one of the first examples of Consumer Generated Content.

Now here’s another IPOD ad, this time for the IPOD Touch product.

Which was covered by this NY Times article and at the time the article describes the number of Youtube views as 2,131 times.
Just to show that traditional media can still impact new media, that number is now has 273,992 times.

Nick Haley even got to re make his ad with TBWA and it will be broadcast during the world series this weekend!

Perspective: Fans often know your brand best, and this is another example of how they can also create world class promotional material.

Free talk and text

Blyk has just gone live in the UK and offers 217 mins free texts each month plus 43 mins of talk time. If you exceed the free amount you pay 10p/text and 15p/minute.

In return users are sent up to 6 MMS messages per day which are customised to their profile.


Blyk is invite only, either by responding to an ad, or requesting one from the website. Once in you can invite your friends.
To apply you must be between 16-24, live in Britain, have a MMS capable phone, and have an invite code.
There are plans for Blyk to rollout across Europe.

Doing a quick calculation means that in return for about 28 pounds worth of free calls and text, consumers will be sent up to 180 MMS messages. That works out at about 15p per message.

Perspective: Blyk is an interesting model and one which is sure to get lots of attention from consumers (both users and their parents) as well as marketeers who will enjoy the opportunity to target directly to a demographic that getting harder and harder to reach.