Marco Tempest no es el mago que todos esperamos, no saca conejos de sombreros de copa o corta con una sierra asistentes femeninas en dos. Él no hace que la Estatua de la Libertad desaparezca de manera milagrosa. En cambio, este technoillusionista utiliza los dispositivos digitales en su engaño: iPods, Kinects, y la programación de las herramientas que estan mas fácilmente asociadas con un nuevo artista de los medios de comunicación. Cosa que efectivamente es.
Él es una figura muy popular en el circuito TEDTalk también, con las conversaciones anteriores sobre la magia y la narración de cuentos a través de realidad aumentada y otra en la que utiliza iPods como jugar a las cartas. Ahora está de vuelta con otra charla TED, pero esta vez se trata del misticismo científico Nikola Tesla, cuyo nombre todos sabemos de los “Doctor Who” Theme Song vídeos bobina de Tesla en YouTube.
En la charla, Tempestad utiliza una actualización digital en lo que se llama teatro de Tanagra, que fue muy popular en la primera parte del siglo pasado, donde el uso de espejos, una pequeña imagen de un actor que se proyecta en el escenario. En lugar de espejos Tempestad utiliza la asignación de proyección con imágenes proyectadas en un libro pop-up (y cara) para contar la historia de Tesla.
Se da a conocer las técnicas detrás de este mapeo de proyección interactiva en el vídeo que aquí os dejo..
1. Playstation Projection Mapping
I came across this on the Digital Buzz Blog. It’s projection mapping with a nice twist. Instead of being emblazoned across some big building this is done within a confined space, it’s very clever and all done in one take.
2. The Ikea Apartment
Underground/metro/train stations are all the rage for pulling off stunts from flashmobs, to a virtual shopping store to a subway piano and even Ikea themselves are no strangers to using such locations. This time around they whacked it up a notch by building a fully functioning apartment using Ikea products – and even stuck a few real people in there. It’s a bit ‘big brother’ but with less annoying people, and there’s no toilet, but I don’t think Ikea make toilet bowls.
3. Ikea Sleepover
I’m sure you’ve heard of this – there was a Facebook Page called ‘I Wanna Have a Sleepover in Ikea‘ set up over two years ago. Ikea took inspiration from it and gave 100 of their Facebook Fans a chance to win a sleepover in Ikea Essex. It’s almost like crowd sourcing marketing ideas, which is exactly what social media is great for. But for all the great idea’s there’s countless others that are just not worth pursuing. The trick is to find and act upon the right ones.
4. Mini Fan The Flame
Car companies are pushing the boat out with social media, maybe seeing social media as a path to replicating the real world communities that built up around the Harley Davidson or Jeep brands. It’s lead to some interesting developments as you’ll see in the next few points.
This Facebook Campaign from Mini allows fans to win a Mini by liking its page. That sounds pretty dull so far but the Mini you could win is attached to a rope, you will be given a shot of fire to burn through that rope – if the rope breaks, the Mini is yours.
While I’m talking about Mini they did a great little Facebook game called Mini Maps last summer that seemed to have gone un-noticed by many. The game used Google maps to allow players race anywhere in the world. You could build tracks, race friends or even race strangers. The game is still available here.
5. Chevy Sonic Lets Do This
The Chevy Sonic brand are trying to entice consumers to do something new and fork out a fortune on buy a new Chevy Sonic. They’ve done a bunch of stunts so far – thrown one out of a plane, did a kickflip in one and made a music video with Ok Go. But the one that stands out for me is this one, where online clicks helped pushed a Chevy Sonic – attached to a bungee cord – closer to a 100 foot drop. After 2.5 million clicks the car was pushed over the edge. Admittedly I would’ve preferred this to hit the ground or blow up at the push of a click but the public vote/click angle is a very cool move.
6. Fashion Industry Exposed
Without giving too much away, this made me laugh.
7. Reebok Crossfit
This is the worlds largest, and longest, 3D street art created in London at the end of last year for Reebok. It may also give you vertigo.
8. Frog Marketing
Finally I thought this was sufficiently odd for inclusion. A French restaurant had difficulty in overcoming the perception of French cuisine in Russia. It was seen as over priced with small portions and involved frogs. Upon this premise bloggers, journalists, radio DJ’s and food critics were all sent a frog in a container, which caused a bit of a stir online and in the media. The frog could be exchanged for a free meal which earned the restaurant a load of publicity in return. The VO gets a bit OTT towards the end, claiming to have changed the perception of French food forever, but lets forgive it for that.
TAKING BRAND EXPERIENCE TO DANGEROUS EXTREMES? THE CASE OF THE JWT/SHELL ”PEDESTRIAN GHOST CAMPAIGN’’
Experiential marketing is all about customer experience. It’s about the engagement and interaction with brands products and services using the human appeal for sensory experiences.
Experiences allow people to connect to a brand or a message which in turn allows them to make intelligent and informed purchasing decision, or as you will see in the following video, life saving decisions… at least that’s what Shell and JWT Ukraine had in mind when they launched ‘’The Pedestrian Ghost Campaign’’, but at what cost?
Being that speeding and pedestrian safety seems to be a big problem in Ukraine with the highest percentage of pedestrian collisions in Eastern Europe (56%), an ambient advertising in the form of human shaped balloon popping up right beside the speeding car was designed and implemented to educate motorist about the dark side of speeding.
What an experience and brand connection! I bet all the drivers senses where put to the test here. Imagine yourself speeding in the middle of the night when suddenly a ‘’Pedestrian’’ pops almost in front of you…
Take a look at the video and let us know what you think about this campaign:
For my part, even though the ‘’Experiential Theory’’ seems to be present at all levels (although in regards to brand association… it is still not clear how Shell made it’s presence clear during the whole thing… maybe another balloon popping out a few meters away saying: This scary moment brought to you by Shell!), I feel that this is way to dangerous and if I was JWT and Shell, I would be worried about the possibility of actually provoking that same accident the campaign is trying avoid, never mind the law suits that could follow…
And here is the video from our last action in Mestalla Stadium ( Barça-Valencia ), The biggest puppet projection in the world. In my opinion one of the most difficult challenge in terms of action and execution.
So September is the most stress month of the year for us. We are preparing Four different actions at the same time.
- Trident pointlessfun.- Shadow puppets next week in Valencia stadium a mix of stunt marketing and 3Dmapping of the camp ( yes in camp) will be the first time in the world that someone is going to create this!.. stay tune!..
- General Optica. Stores activation .- Using Interactive games , AR, Kinect and facil recognition systems in order to create a new consumer experience . Also the first time in Spain with this type of action.
- Trident Paintbillboard.- A stunt game that will encourage people to play with a gun By Internet or live.
- Reebook . Store activation.- A guerrilla mkt campaign looking for the new face for Reebook next AD.
And much more new media actions in the pitch. So i´m sorry for not update to much this week the blog.
The Yellow Driver of Team Hot Wheels breaks the world record for distance jump in a four-wheeled vehicle at the Indianapolis 500 on May 29th 2011. Watch as the Yellow Driver, Tanner Foust, drops 10 stories down 90 feet of orange track and soars 332 feet through the air.
To stay up to speed with the latest Team Hot Wheels news, visit http://facebook.com/HotWheels
check out this ten great guerrilla marketing campaigns from arround the world.
- Ambient Marketing
- Ambush Marketing
- Art Direction
- Augmented Reallity
- AV news
- Cannes Festival
- Customer experience
- Customer games
- Event Marketing
- Experiential Marketing
- Facial Recognition
- Guerrilla Marketing
- Guerrilla projection
- Guerrilla Stunt
- Interactive billboards
- Marketing & Strategies
- Marketing Redes Sociales
- Media planning
- Natural Branding
- Patch to purchase
- Point of Sales Dynamization
- Pop up retail
- Social Media
- Street Marketing
- Strong Ambient Marketing
- Stunt marketing
- viral Marketing
- Visual experience
- White papers
- Wild posting