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Over at adforum, Angela Natividad is conducting interviews in Cannes. Her first interview is with Paul Price, CEO of Creative Realities, a firm that focuses on "designing digital experiences that bridge the physical and virtual worlds." He is most proud of his recent work with the Macy's in Herald Square which consists of 20 different digital experiences. When Natividad asked Price which movies appropriately represent the near future of digital marketing, he was quick to point of it won't (and shouldn't) be Miniroty Report, the movie in which Tome Cruise - and everyone else - is razor targeted which a bombardment of location-based advertising. Over the next five years, Price says there will be an increase in digitally augmented retail fittings and fixtures that improve the store experience for shoppers.
Here's a fun one. To illustrate the Fiat Uno's great fuel economy, Leo Burnett Tailor Made in Brazil launched a campaign called If Pee Were Gas. The agency installed flow monitors of sorts in urinals. Based on the amount of pee dispensed by the urinal visitor, an image of the Uno on a flat screen mounted above the urinal would travel a certain distance. The more pee, the further the car would travel. Check out the case study video below.
We like this one. A new campaign for BMW aims to encourage PGA Tour golfers behind the wheel of a race-ready M model used "aroma advertising" and in-hotel floor graphics. The campaign comes from Baldwin&, Raleigh, for BMW Golf, the sports marketing arm of BMW of North America, Inc.
One hundred bottles of "15w-50" motor oil-scented men's cologne were given to PGA players finishing the Deutsche Bank Championship in Norton, Massachusetts over Labor Day weekend. The fragrance was selected to suggest the auto racing experience. Hang tags read: "Do you know what driving 195mph feels like? Well, this is how it smells. Get to the BMW Championship a little bit early to take one of our M cars out for a spin at the Autobahn Country Club."
Sorry but we're just not digging this Nestea Wonderful Machine, a retrofitted vending machine that allowed people to remotely remove a bottle from the machine. Apparently, the goal of the campaign was to "reinvent the genre of the claw machine."
Wait, what? The claw machine is a genre? Last we looked, it was just a device at cheesy amusement parks to try and win toys. OK, OK. So they're popular in malls in Israel where the campaign took place but this effort let people grab a bottle of Nestea from the machine over the internet. Which, of course, means they can't even drink the stuff once they've grabbed the bottle.
But we guess it's all OK because somehow winners were chosen and awarded a trip to Sri Lanka. So it's all good, right?
Blast Radius, MediaCom and The Media Merchants have developed interactive storefronts, one in Toronto and one in Vancouver, which allow passersby to go on an adventure to discover each of three new Tazo Teas Starbucks in promoting.
Commenting on the work which The Media Merchants usually do at empty retail locations, The Media Merchants National Account Executive Jordie Morrow said, "A vacant venue allows us to build a massive projection screen, as large as the window will allow, while taking advantage of significant foot traffic. Starbucks, on the other hand, wanted to make the most out of their key locations, in Vancouver and Toronto, and these two interactive storefronts are uniquely positioned on two of Starbucks' busiest locations."
The campaign will conclude February 26. You can view a video of the installations here.
Bruce Willis has signed a year-long deal with Trust Bank and will front the financial institution's ad campaign for the next year. Messaging will include the headline, "Trust is just like me, but a bank." How did Willis get the gig? Well, the previous frontman for the bank, weight-lifter Vladimir Turchinsky, unexpectedly died at the young age of 46. ANd the bank called WIllis.
Billboards carrying Willis' image will be placed in 170 cities across the country. Promotional and online efforts will be part of the campaign as well.
Unless you can find the word "versality" in the dictionary, it looks like a Benjamin Moore POP suffered a proofreading oversight. Writing on Dumb As A Blog, Susie Felber wrote, "What is Benjamin Moore's marketing department on? And do they need a new copywriter? 'Cause I am available." Well, BM, give Susie a call because it seems you need a better copywriter. Or at least a proofreader.
Does anyone really care what brand of drink you choose when you're in a gas station convenience store? Damn right someone cares! New Zealand's Primo cares so much they'll scare the shit out of you by transforming the quiet convenience store into a pulse-pounding nightclub.
However, if you choose the right brand, Primo, you'll be bathed in a soothing, Enya-like musical experience...which is great...except if you're the kind of person who prefers to be in the midst of nightclub mayhem all the time.
Nothing like calling attention to the unseen organisms that crawl all over our skin to get us to go out and buy some soap. That's what Young & Rubicam New York is doing for Protex Antibacterial soap.
And if the images weren't enough to make your skin crawl (sorry), there's the oh so thought provoking tagline, "The Things You Touch Stay With You"
Thank you, Y&R. We're going to go soak out hands in bleach now.
Now here's a store you don't expect to see at the mall. Like a steamroller crushing old-school Salvation Army bell ringers, The Red Cross has popped up a store in an upscale shopping center in Madrid. Created by Leo Burnett Madrid, the store contains pseudo books that contain bookmarks that remind people their contributions help make the story a happy one.
Many Spanish celebrities from Real Madrid's Álvaro Arbeloa and Ruben de la Red to gymnast Rafa Martinez to actor Miguel Hermoso showed up for the store opening. The store took in record breaking donations over its first weekend. It'll be up through the month of December.