Honda Campaigns to Save the Drive-In Movie

There are 368 drive-in movie theaters left in America. These have outlasted VHS tapes, DVDs and downloads, but they may not survive the transition to digital-only movies. By the end of 2013, Hollywood will stop shipping out celluloid film reels – so to stay in business, drive-ins will have to buy digital projectors at a cost of $75,000 or more. Not many can afford this cost and may have to close.

Honda Campaigns to Save the Drive-In Movie

Honda’s new socially-fueled multimedia “Project Drive-In” campaign aims to give these outdoor venues a second chance. Says a Honda spokesman: “Cars and drive-in theaters go hand-in-hand, and it’s our mission to save this decades-old slice of Americana … We’re committed to helping the remaining drive-in theaters flourish with the move to digital projection.”

Honda will donate digital projectors to five theaters based on web and social voting; further donations will depend on the results of an Indiegogo crowd-funding campaign. This is a great, credible example of a brand getting behind a relevant cause and igniting a social movement.

CAUSE MARKETING

This generally involves the cooperative efforts of a for profit business and a non-profit organization for mutual benefit. These efforts must have an organic alignment to the sponsor brand, as today’s consumers recognize authenticity, and can spot campaigns that don’t have it.

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Beer Turnstile lets partygoers travel home free on Metro

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.   To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.   All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.  This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.   The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.

All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.

This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.

The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

BRAND UTILITY

Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

EVOLUTION OF SOCIAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are increasingly starting to blend into one.

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HP’s Giant Photoball is a Hit at Brazil’s Biggest Music Festival

Giant blow-up beach balls bouncing around the crowd are an inevitable part of many music festivals.  In a brilliantly simple idea, HP built a huge inflatable “photo ball,” which was fitted with an HD camera and a Wi-Fi receiver.

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The photo ball had its debut at Brazil’s biggest music event, Planeta Terra in Sao Paulo. As the ball bounced among the crowd, it took snapshots and video, which were transmitted live to the stage, and broadcast online to an audience of 3 million. Still images were uploaded immediately to HP’s Facebook fan page.

People could (and did) then tag themselves on Facebook. In addition, HP had a booth at the event where concert attendees could print out pictures of themselves taken by the photo ball.

In this clever example, HP took an existing behaviour and amplified it with technology in a way that enhanced the experience for both festival-goers and the online viewing audience.  It also paid off HP’s new ‘Making Memories Last’ brand positioning.

EVOLUTION OF SOCIAL

A move from static content to video interaction, text to picture, desktop to mobile and ever increasing scale offers new opportunities for consumers and marketers.

VIRTUAL TO ACTUAL

With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one.

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Wi-Fi Posters Bring The World’s Oldest Medium Into The Digital Era

With conventional poster campaigns becoming less and less likely to grab the attention of young moviegoers, South Korean film distributor CJE brought the world’s oldest ad medium into the smartphone era, by creating so-called ‘movie posters 2.0’: Wi-Fi Posters.

Wi-Fi Posters Bring The Oldest Medium Into The Digital Era

Traditional posters are transformed into wireless hotspots via technology embedded in or behind the billboard. This is automatically activated once a user nears the hotspot, prompting them to connect to the Wi-Fi network with the name of the movie being promoted. Once connected, the user can watch the movie trailer in HD, interact with other free content, and even buy tickets to the show itself.

During the campaign’s run, the movie’s main site saw a huge increase in traffic from wireless users, who stayed on the site five times longer than average. Ticket sales also recorded a significant uplift.

ONE SCREEN TO RULE THEM ALL

In 2013, mobile phones will overtake PCs as the most common Web access device. Increasingly many aspects of people’s virtual and physical lives can be controlled by mobile phone – effect-ively making it a “remote control” for life

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Vending machine billboard offers free shirts for tweets

A recent campaign in India for fashion brand Allen Solly saw a large billboard kitted out with 60 shirts and a mechanism that pushed each one forward a small amount every time people around the billboard tweeted the hashtag ‘#RainingSolly’. A large screen displayed their tweets, and the user who tweeted at the moment a shirt dropped could collect it for free.
Vending machine billboard offers free shirts for tweets

Brand mentions on social networks for free goods have already been leveraged by several other brands:

South African brand BOS Ice Tea created a Twitter powered vending machine in Cape Town, where a tweet with the hashtag #bostweet4t dispensed a free sample of BOS tea.

At a London pop-up store, Kellogg’s turned social media chatter into currency by allowing customers to pay for Special K Cracker Crisps (valued at $1) with a tweet of #tweetshop.

VIRTUAL TO ACTUAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are starting to blend into one.

ALTERNATE BRAND CURRENCIES

Increasingly brands are offering rewards for specified consumer actions such as Tweeting, or Liking. Adding novelty to the traditional value exchange can prompt consumers to think about the brand in a new way or make their encounter more memorable.

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Advertising Billboard provides Fresh Drinking Water

In Lima, Peru, the University of Engineering and Technology has teamed up with a media owner to create a billboard that captures moisture from the air and converts it into filtered drinking water.

Advertising Billboard provides Fresh Drinking Water

Lima is set in Peru’s coastal desert which receives almost no rainfall every year, causing a chronic shortage of potable water. Air humidity, on the other hand, hovers around 98 percent.

The water billboard – on the Pan-Am Highway – includes an air filter, condenser, carbon filter and tank. It captures 9,450 liters every three months, enough water for hundreds of families.

UTEC wanted to solve a real societal problem but also to inspire young applicants to its engineering program – and applications to UTEC have gone up 28 percent this year.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.

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KLM Must See Map combines social media with print

Travelling can be a difficult endeavor, especially when your guidebook is borrowed from a friend of a friend and the top 10 restaurants listed no longer exist.

KLM MUST SEE MAP

KLM Royal Dutch Airlines wants to help globetrotters out with its new social media campaign, ‘Must See Maps — made by friends’. The concept basically takes what travelers have done since before the internet existed – ask friends for recommendations – and gives it a digital and social twist.

How it works: on the Must See website, users create a map of their chosen destination, link this to their social media pages (Facebook, Twitter) and then ask friends and followers for tips on where to go. KLM will then print a physical copy of the map and mail it to the user … all for no monetary cost.

No such thing as a free map, though. What KLM gets in return is powerful friend to friend propagation, and valuable customer data for its Social and CRM efforts.

With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one.

VIRTUAL TO ACTUAL

Brands and designers are increasingly creating physical assets that enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile and tangible object alongside the digital.