2. MRM:LAB COVERSTORIES
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p g
page
3. RE:PUBLICA XI
The
The reunion of the internet people.
11. A STORY A DAY
The impressive lifestreaming project of Jonathan Harris.
COVERSTORIES
4. WORLD‘S BIGGEST PACMAN 12. AUDI‘S INTERACTIVE AD WITH Q3
Optimized for Internet Explorer 9. Using a Youtube brand channel as a campaign microsite.
5. PLEASURE HUNT 13.
13 HEINEKEN STAR PLAYER
Magnum‘s chocolate chase across the web. Media Multitaskers can bet live against eachother.
6. DEUS EX
A game with a realistic future vision
vision.
7. AUDI INTERNET TV
Audi‘s ad approach to internet tv.
8. ESA HACK
Hacking into ESA servers could have gone wrong.
9. BRING THE BILLBOARD TO LIFE
Interactive billboards for public health.
10. 5 GUM‘S TELLING STORIES
A sensory experience of a different kind.
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RE:PUBLICA
RE PUBLICA XI
The conference for blogs,
social media and the digital
i l di d th di it l
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society. That is re:publica XI.
The sixth re:publica took place from 13th to 15th April
at the Friedrichstadt Palast in Berlin. All participants
gathered there to listen and discuss the current state
of the internet. Every year the “reunion” gets bigger
and cumulates bloggers, social media geeks, SEO
specialists, App Developers, CEOs, journalists, privacy
advocates and wathcers of public responsibility, all
who are thinking together about the future of the
Internet.
All aspects of modern life are influenced by the
internet. Give the people the word who know about
and work with the dependencies and connections.
Listen.
Website: http://re-publica.de/11/
Source: http://www.spreeblick.com/2011/04/16/ruckblick-republica-2011/
Video: http://www.youtube.com/view_play_list?p=43237B8481C64670
5. MRM:LAB COVERSTORIES
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Schick‘s Youtube campaign to
promote HYDROs freshness
t HYDRO f h
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directly on your screen.
Just a nice example of a youtube brandchannel ad.
The action starts on youtube with a nice video and
leads the viewer on to Facebook. Badly, nothing more
happens on the Facebook page, neither on the
website.
If you activate your audience, you need to give a
reason or present a surprising special, or in any way
reward
re ard the engagement of the user. Other ise you‘ve
ser Otherwise o ‘ e
lost him.
Source: http://derstandard.at/1302745409873/HTML5-Game-Microsoft-laesst-User-Worlds-
Biggest-Pac-Man-erschaffen
WORLD S
WORLD’S BIGGEST PACMAN
PACMAN.
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WORLD’S BIGGEST PACMAN
PACMAN.
“Optimized for Internet
Explorer 9”. Who ever thought
E l 9” Wh th ht
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to read that again?
Pac-Man-maker Namco Bandai cooperated with
Microsoft to demonstrate HTML5 capabilities of the
new Internet Explorer 9. Over 1000 Pac-Man Level
have been created that can be played with the
browser.
Users can even created new levels themseves which
makes this the world’s biggest Pac-Man.
p.s. Site uses Google Analytics. Nice to see Microsoft
use Google products. ;)
Showcasing the possibilities in a whole different way
that carries your message around the globe and
creates a massive buzz. A press prelease probably
Website: http://worldsbiggestpacman.com/
wouldn‘t have had the same effect.
Source: http://bit.ly/dFJTbm
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„Everyone is an artist“.
Everyone i a manufacturer,
E is f t
COVERSTORIES
thanks to open-source,
sharing and publishing.
This video shows the concept of my final degree project
done at the Umeå Institute of Design: a device to listen to
Spotify at home.
Spotify, in case you don’t know, is an online music streaming
service,
service similar to Grooveshark (my personal favorite) Simfy
favorite),
or Pandora. The API lets you connect to the service and use
it in your own ways. For example by building your own online
streaming radio, like in this case. With the help of Arduino,
you can build physical interactions and connections, setup
WiFi or control LEDs very easily. Then you just need to
combine it with RFID tags, that mark specific tags, like artists
or music categories, and you’re done.Currently this prototype
still needs a computer, but the goal is now port the current
prototype to an ARM processor and get rid of the computer
so it becomes a completely standalone device.
Your are the inventor. The modern web gives opportunities
inventor
to create and to invent. And to innovate. The use of services
and their combination often result in new ideas. Start with an
Video: http://vimeo.com/21387481 idea, build a prototype, review, try again, finalize.
MAGNUM PLEASURE HUNT
HUNT.
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MAGNUM PLEASURE HUNT
HUNT.
The internet is a treasure
trove of pleasures. You just
t f l Y j t
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need to run, jump and fly
around to collect them.
Stockholm-based agency Lowe Brindfors has created a
full-flash experience for the Magnum ice-cream. In the
online game, you are controlling a woman who’s
running around through various (all customer websites
of Lowe Bringfors) websites, in order to collect the
yummy Magnum bits. In the end, the girl finally reaches
the ice-cream - new Magnum Temptation Hazelnut with
Bonbons. It’s more a webgame than campaign. You
don t
don’t even get a close product shot. Still, it makes you
wanna buy an ice-cream.
A campaign that bets on one card: viral. If you play it
right, social media and pr-effects can take your
campaign a long way.
Website: http://pleasurehunt.mymagnum.com
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DEUS EX IS THE FUTURE
A vision of bionic transplants.
Af t i t b i
futuristuc business modell.
d ll
COVERSTORIES
A story told so well, that it all
seems so real.
Frankly, I am blown away by this one. In the past video
games have been very creative when it came to
campaigns and trailers. The new release of „Deus Ex“
shows a video of a company that is part of the game
and offers bionic transplants. The trailer is so realistic
that you really have to think twice of it is a real company
commercial. For a second reality and fiction merge to
one experience. Even the website offers content that
extends the experience which ends with augmented
reality apps. Perfect fit.
Telling a good story requires consistence and touch
points to elongate the experience. Still a simple and
clear message is crucial.
Website: http://sarifindustries.com
Video: http://www.youtube.com/watch?v=ISYjO6AnmK0
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AUDI INTERNET TV
TV.
Audi will be the first advertiser
to
t run a video ad campaign on
id d i
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internet-connected TVs.
The campaign, negotiated by MediaCom and video-ad
network Smartclip, will make available an Audi channel
through connected TVs, with content similar to that on
the Audi.tv website. Internet-connected TV apps have
never carried pre-roll ads in the UK before.
Digital is coming to home entertainment. A new
marketing channel that will offer new possibilities in the
near f t re
future.
Source: http://bit.ly/jG5TEo
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ESA HACK
HACK.
Paris, we have a problem. It’s
called Ti K d
ll d TinKode.
COVERSTORIES A Romanian hacker, calling himself TinKode, gained
access to ESA servers with database passwords.
accounts for content systems, email addresses and
passwords of ESA staff as well as suppliers and
research institutions. The organisation has temporarily
disconnected all FTP-servers from the net, to analyze
the incident. After all, no harm has been done and it had
no effect on the internal network, as officials state.
Source: http://bit.ly/kbz7Au
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BRING THE BILLBOARD TO LIFE.
LIFE
Public health is an important
sector i our communitys.
t in it
COVERSTORIES
And it’s important to raise
awareness for it.
Canadian agency lg2 had the challenge to raise interest
in pursuing a career in public health. The idea is pretty
nice . They installed bus shelter billboard, where waiting
people were called to interact with it. By “pushing” on a
marked position they could make the heart beat again
with a notice to choose a career in public health and to
save lives.
Engage your audience in order to get you message
o r a dience o
across. Modern OoH media gets more digital and offers
various possibilities to involve the people.
Source: http://adsoftheworld.com/media/outdoor/asss_bring_the_billboard_to_life
Video: http://www.youtube.com/watch?v=SM-ESDxArlI
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5 GUM STORIES
Stimulating your senses in an
emersive and experimental
i d i t l
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way. Listen to the gum.
AMV BBDO, London, launched a campaign for
Wrigley's 5 Gum that aims to create a special sensory
experience for the next five years. The first experience
launched is the mobile game “The Nightjar”. The player
is alone in space and is challenged to escape using
only sound. The app uses 3D sound developed by
cross platform production company, Somethin' Else,
London. The whole game is built in 3D sound, it is very
immersive, and a very different model of game.
Every brand has key attributes that are essential for
differentiation and communication. New ideas have to
sticking to the core values in order to get one major
message across.
Source: http://www.contagiousmagazine.com/2011/04/wrigley_5_gum.php
Video: http://www.youtube.com/watch?v=gyO-09wsLR4
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Website:
http://number27.org/news.htm
htt // b 27 / ht
COVERSTORIES
l
A STORY A DAY
DAY.
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A STORY A DAY
DAY.
“I use stories as a technique
to
t organise th past” –
i the t”
COVERSTORIES
Jonathan Harris
When Jonathan Harris ( http://number27.org ), the co-
creator of We Feel Fine, turned 30, he began a simple
ritual of taking one photo a day and posting it to his
website before going to sleep, along with a short story.
He called this project, 'Today'. Exploring feelings and
life is a driving force for Harris.
There have been some lifestreaming projects before,
but in Harris’ case it resulted in a very special project.
“We’re all living li es that are so fragmented there’s
li ing lives fragmented…there’s
not that time to create stories, to make sense of that
experience.”
Creating stories is crucial to enter peoples minds and
hearts. It’s the chance to get closer to the people and
Website: http://number27.org/ establish a relationship.
Video: http://www.youtube.com/watch?v=AH7YxbuZQs8
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Q3
Website:
http://www.youtube.com/Audi
htt // t b /A di
COVERSTORIES
Q3
INTERACTIVE AD WITH Q3
Q3.
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INTERACTIVE AD WITH Q3
Interactive and video ad
served on A di‘ youtube
d Audi‘s t b
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brand channel.
It‘s always nice to see a brand using their plattforms
extensively and innovative. Such as Audi‘s new
campaign special for the Q3.
A masthead had led me to the Q3 special, where I was
p ,
given essential information about the car. additionally,
the brand site linked to the Youtube special. The brand
channel is more like a microsite that offers quit a lot of
videos about exterior and interior. Even a configurator
is included that you can share with your friends via
included,
Facebook or Twitter. We are still talking about a
Youtube brand channel. Nice.
Use existing plattforms and funcionality without having
gp y g
to invest in own infrastructure. Sometimes there is no
Website: http://www.youtube.com/AudiQ3 need for own microsite to celebrate and present your
products features.
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HEINEKEN STAR PLAYER.
PLAYER
Play mobile and anticipate the
outcome of live match moments
t f li t h t
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to score. Get in the social game.
The beautiful guys at AQKA developed an application
which can be played online, onFacebook and
especially on mobile. A true crossmedia app. The
players bet live on actions during Champions League
games. This campaign proves they have identified
current behaviors of media consumption and
succesfully intergrated into a multiplay multimedia
multitasking crosschannel game. Great stuff. What’s
your next bet?
Media consumption is changing constantly due to
technological innovations. Especially media
multitasking is an emerging trend that has not been
discovered really. Brands need to know their
Source: http://www.adverblog.com/archives/004482.htm#more
audience’s behavior and explore the potentials.
Video: http://youtu.be/2ENM0YAhoGY
