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:

The JWT/SHELL Pedestrian Ghost 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…

Daniel Arenas Tello

La gente del MIT acaba de descubrir el gen que actua sobre la capacidad de empatía e influencia en las personas. Si alguna vez te has preguntado porque en la historía a habido grandes personajes que han sido capacez de influenciar a millones de personas, como Hitler, Steve Jobs o Esperanza aguirre, ahora ya sabes que es lo que este tipo de personas tenían. Un gen el AcCoAs que ha sido localizado y sintetizado en el laboratorio del MIT el cual ahora podrá ser inyectado en las personas y por tanto mejorar su capacidad de influenciar.

La noticia si bien ha pasado muy desapercibida, puede ser seguramente el hallazgo que permita a los autores del mismo los Doctores M.Porter y P.Kotler un novel o mejor dicho el novel del siglo.

And with a lot of inspiration..

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Mobile Marketing is clearly becoming one of the most dynamic and exiting channel to use when designing your Blended Marketing Strategy, from the QR codes to 2D tags, it’s a whole new world of possibilities opening up to reach your audience through a device that is being carried by more and more people: the Smartphone.

As seen in Juan Pablo’s previous post “Blended Marketing is the new “buzz word”, integrating both internet marketing and traditional marketing strategies together will maximise your reach of audience and gain greater exposure, needless to say that Mobile marketing is fast becoming  as important as internet marketing and big brands such as Toyota and Nissan have already started integrating creative mobile marketing concepts.

Interestingly enough, two different tagging technologies seem to be competing for brand attention: QR Codes and SnapTag technology, a 2-D mobile bar code technology from SpyderLynk, a Denver based mobile marketing technology provider.

Toyota recently launched their interactive SnapTag bar code: The“ToyoTag”across all its marketing in order to allow fun and quick access to sales promotions, videos, safety tips and other information about the brand.   They are being used in newspaper adds to direct attention to more information or videos, they are being placed at auto shows or in car brochures.

Nissan will be using QR Codes massively as well; it recently announced it would use QR Codes on window stickers on all its 2012 range of vehicles allowing the consumer to access: vehicle information, image gallery, incentive offers and much more.

The last example of Mobile Marketing is blended with a promotional street activity.  Ocean Spray’s  summer Road Show has brand ambassadors with Ocean Spray’s SnapTag on the back of their T-Shirts, snapping it can reward you with a free beverage, recipes that incorporate the beverage and other goodies.

The possibilities offered by mobile marketing technology are endless and SnapTags and QR codes are the perfect companion to accompany your traditional marketing efforts, particularly in the Experiential/Ambient arena.

Do you agree?  What other campaigns have you noticed?  Would you use it in your marketing strategy?

Text by Daniel Arenas Tello

3 D Mapping Billboard

3 D mapping is a hot trend and every brand wants to surf the trend.

They are still huge exterior displays affair that takes entire buildings and blocks, powerful and state of the art technology and of course…important budgets that only big brands can afford.

Brands such as ADIDAS came through with 3D sessions complete with its own DJ and musical display, RALPH LAUREN felt they needed to get into the craze and projected their own classy and unique brand personality on to building Façades, façades, façades…

But where and how will 3D Mapping evolve?  Folks at ACCESS AGENCY would say: AWAY FROM BUILDING FAÇADES AND INTO BILLBOARDS!

Take a look at this upcoming 3D Mapping Billboard for Mini by ACCESS AGENCY.  The concept breathes novelty and freshness.  It’s apparently not operational yet as it will be launching the new Mini Model in early 2012.

Can’t wait to see the results…

What do you think?  Is this “Augmented Reality” disguised as 3D Mapping?

Daniel Arenas Tello

We are on Holidays from today to the 15 th! Enjoy the summer as we will !!

Two days ago, in a Rome concert packed with people because of St. John and the beatification of John Paul II, 1,500 of those present were dressed in the clothes of the girl above. Intercepted by some youths in possession of Fresh Air Blower well have taken part in a kind of photographic collection of faces “invested” by a powerful jet of air.

Una mezcla de acción de street tradicional vía smapling de producto con un toque de locura inspirado directamente de mi here Remi Gaillard. sin duda sorprende para ser Bruselas no?… mirad el video lo mejor..

So thanks a lot to all the friends in all the world.

We had been two days down … ONLINE AGAIN!!!