Jameson Whiskey Texts Targets On N.Y. Streets

A very innovative way to use OOH in real-time to engage the user. Other than the cost of the mobile projector and the people manning it, this is seems like a low cost solution. While the CD talks about this being the first of its kind in Advertising, it really was done much earlier and better by these people. Anyway, here is the article and visual.


Insert live text messages directed at passersby into projected outdoor billboards and you've got an innovative new campaign created by Omnicom's TBWA/Chiat/Day New York on behalf of Pernod Ricard's Jameson Irish Whiskey.

The traveling ad show was set to launch in New York City Friday night, at high foot-traffic locations in Chelsea, the Lower East Side, Brooklyn's Williamsburg--and a fourth site still undetermined as of late Friday afternoon when Marketing Daily spoke with TBWA/Chiat/Day Creative Director James Cheung.

The projected ad moves from place to place in search of Jameson's target audience, Cheung explained. For instance, if the Knicks had been playing basketball at Madison Square Garden, that neighborhood could have been a target.

Once in place, the ad is projected onto a wall and a person begins typing real-time text messages aimed at specific people passing and then responding to their reactions (such as "Yes, you, in the blue shirt"). The projections are provided by event marketing agency City Eventions with--at least for launch night--the texting handled by Cheung himself.

As he awaited his debut on the streets, Cheung called the live ads a combination of "chatroom, out-of-home and conversation piece," adding that he was unaware of "anyone else who has done this before."

The conversational wall projections will move on to Los Angeles on Dec. 19, while projected ads without the live messages also begin this month in Boston, Chicago, Denver and Minneapolis. Jameson has also launched a new radio ad in 20 markets, and a trade campaign highlighting that the brand is "Defying the Economic Downturn." Jameson cited AC Nielsen figures showing dollar sales up 33% in the six-month period ending mid-October.

Right in our(one's) backyard

An Art Director in my group has just shown the big boys how its done.  Sean Fournier has a new album out, called, "Oh My."  Sure he has a Facebook page and, yeah, he has a mySpace page.  Oh and the album is free.  Sean took the distribution to the next level and pumped it out through a Peer-to-Peer network.  Much like Limewire and the such, Frostwire is on the radar of many.  In fact, over the weekend, Frostwire handled 25, 000 downloads of his album.  Incredible and a strong use of the internets.  See the pr release here.

Mr. Wolff is trippin'

I am pulling this quote from CNET because it illustrates why most of media elders don't get it. I believe the term, "can't see the forest through the trees," applies here. Within 5 to 10 years these "cretins" are the audience, the user. In fact, they're here right now. We just haven't given them a proper forum. They have strong opinions and equally strong brand preferences. They may not be buying big ticket items but they are buying an ass-load of shoes. To paraphrase David Ogilvy, "The consumer isn't a moron; she's your daughter."

Michael Wolff, whose new, lascivious Rupert Murdoch bio The Man Who Owns The News has taken the New York media industry by storm, stirred up some social-networking class warfare in an interview Monday with BusinessWeek's Jon Fine.

"If you're on MySpace now, you're a (expletive) cretin. And you're not only a (expletive) cretin, but you're poor," said Wolff, whose previous book Burn Rate chronicled dot-com excess in the late '90s and who openly attests to hating the word "blog."

"Nobody who has beyond an eighth grade level of education is on MySpace. It is for backwards people," added Wolff, who is also the founder of Newser.

Jaffe Juice

OK, so I am hooked.  Saw him speak the other night and he made so much damn sense.  Good thing he has a blog, so I can stalk him from a comfortable distance, 25' or more.  If you are remotely interested in where Marketing and Communications is heading, go here.  He has a new term called, "Conversational Marketing."  I like it and I think it makes total sense.

Info Crack

Welcome to the new information crack. SiloBreaker is an insane aggregator site. "More than a news aggregator, Silobreaker provides relevance by looking at the data it finds like a person does. It recognises people, companies, topics, places and keywords; understands how they relate to each other in the news flow, and puts them in context for the user."

Yes, I know its not a new ad channel but you are researching your next campaign or push, this is your first stop. This site will provide the context for anything.

Mobile Stars in Adidas 360° Campaign

New campaign run by AdMob. To publicize the launch of its new ‘Team Signature’ line of shoes, Adidas ran an integrated campaign which featured some of the biggest NBA stars teaching young players the value of playing as a team. The campaign included TV, in-store, print, online, and mobile components. 5 million hits in the first week. Whoooo. See the rest of the article here.

Arm & Hammer's Essentials

It's up and running, www.armandhammeressentials.com and its beautiful. Big thanks to Michael and team for seeing through this site supporting a new A and H product launch. Go and buy ass-loads of it in your local market! Feel good about your self and feel good about the environment.

Smaato

Smaato has developed an innovative mobile advertising platform that enables dynamic response advertising for mobile phones. Call and event-driven mobile advertisements are embedded in personalized and contextually relevant content.

Pinch Media

the only advertising company for the iPhone that sits down with developers and helps them determine when advertising makes sense, and when it doesn’t.

New Content from The Vans Warped Tour for Trojan

New PSA my group has produced for Trojan. We have this and 16 other PSA's from loads of fun bands I have never heard of on the Vans Warped Tour. I am not an old fart at 41 but this makes me feel like one. :-) Much thanks to all the bands for pitching in for a good cause.

Musestorm

MuseStorm a single platform or engine that you can use to produce, manage, analyze and deliver widgets across viral and social environments.  iPhone, facebook, mySpace, you name it.  A very simple interface that takes the complexity out of multi-environment social placements.

Media

Grabbed from MediaPost, "In steps, mediaFORGE - which built apps for Mitt Romney and PetSmart charities - is trying to solve the problem by marrying old new media distribution with new new media formats (say that five times fast). Its rich-media ad unit displays and distributes fully functional widgets. The banner ad behaves like a widget, and the widget behaves more like an ad.

Overstock.com testing showed the new IAB-compliant ad unit ran the retailer's widget that pulled in daily special product offerings. Viewers could play with the Overstock catalog in the banner just as they would in a stand-alone widget, but those who clicked through on the richer media to the site became even richer prospects.

Mixercast widget

Ringside

Ringside

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© Emily Forgot 2004-2008

© Emily Forgot 2004-2008

Blogged with the Flock Browser

yellowpapermould

yellowpapermould

Blogged with the Flock Browser

pat, pat, pat

Well, well.  A little pat on the back is needed here.  An integrated, multi-channel campaign for Carnival Cruise Lines' Fun Ship Island.  Using display ads, search, PR, blogging, viral tagging, outdoor billboards, print and a mobile campaign in Times Square, the campaign drove 220 million online impressions and a butt-load of traffic to www.funshipisland.com

Big thanks to my crack team at Avenue A | Razorfish for pulling it off.  WººT!

Open Files: Nine Digital Trends for the Future

Open Files: Nine Digital Trends for the Future

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Widgets, Kungfu Panda Widgets

Nice application of widget by Interpolls and DreamWorks.  Through a series of questions the widget recommends which character from the movie you should train with.  Apparently, I need to train with Master Mantis.  The brand interaction and engagement is smooth and clocks in at just over a minute.  The social/viral aspect is pretty clean too.

Mobile Marketing Guidelines 2008

Hot off the presses, bitches.  Get it now and please, practice safe mobile marketing.

SnapTell

A fun new mobile app. that gets around a lot of the hurdles of mobile marketing. Their motto is snap.send.get.  Relying on image recognition technology, the user snaps a photo of the required image, mms's it to an address at snaptell.com and within a minute you have a reply in your inbox with messaging or an offer from the advertiser.  Its in beta with Rolling Stone and Men's Health trying out programs.

MUTO is out!

MUTO is out!

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Data Portability: Facebook, Google and MySpace

Data Portability: Facebook, Google and MySpace

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Thank you Sprint

big thanks to Sprint for supporting this 2D barcode scanner format.  Not wildly supported in the states but massively supported around the world(Japan, Korea, China, Europe, etc.) this little sucker unlocks a world of possibilities for us interactive folks.  Go here for the Sprint update and see below for my previous post on Smartpox.

Get your Android on

Ok, this is a bit geeky but come on, its cool.  Be the first on your block to contribute to Google's open source mobile platform.