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page3. EPIC HYDRATIONSchick‘s Youtube-campaign for HYDRO

12. DESPERADOS EXPERIENCEA Interactive Youtube Brandchannel Ad

COVERSTORIESp g

4. SPOTYFY IN A BOXA Prototype of an Internetradio with NFC-Control

5. ENJOY THE WEATHERB t W b it ith li W th F t

13. GOOGLE +1Google‘s next approach to conquer the social web

14. TASTES LIKE CHICKENP il‘ i l i d h t l d ith itCOVERSTORIESBurtons Website with live Weather Forecast

6. BE YOUR OWN SOUVENIRBarcelonas tourists to create 3D souvenirs of themselves

7 GOOGLE YOU AUTOCOMPLETE ME

Pril‘s social campaign and what people do with it

15. 3D HEADTRACKINGA new way to show 3D action on the iPad

16 THE FUTURE OF CAMERA7. GOOGLE, YOU AUTOCOMPLETE MEGoogle‘s app of text suggestions

8. 365 X IKEAOne IKEA spot a day

16. THE FUTURE OF CAMERAA concept of the possible next era of digital cameras

17. PLAYING WITH REALITYA Social game that incorporates live tweets into the gameplay

9. PEEL YOUR BOTTLEBurtons Website with live Weather Forecast

10. HOTELInternet films for a brand hotel

18. VENICE CONNECTEDVenice‘ Tourism office made its own streetview

19. BURBERRY GOES DIGITALBurberry‘s reatil strategy for the digital customer

11. A TOUCH OF WOODA short story about wood and what you can do with it

y gy g

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EPIC HYDRATION3

EPIC HYDRATION.Schick‘s Youtube campaign to

t HYDRO f h

COVERSTORIESpromote HYDROs freshness directly on your screen.

COVERSTORIESJust a nice example of a youtube brandchannel ad. The action starts on youtube with a nice video andleads the viewer on to Facebook. Badly, nothing morehappens on the Facebook page, neither on thewebsite.

If you activate your audience, you need to give a reason or present a surprising special, or in any wayre ard the engagement of the ser Other ise o ‘ ereward the engagement of the user. Otherwise you‘velost him.

Facebook: http://www.facebook.com/SchickMenAu?v=app_7146470109&ref=tsYoutube: http://www.youtube.com/SchickHydro

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SPOTIFY IN A BOX4

SPOTIFY IN A BOX.„Everyone is an artist“. E i f t

COVERSTORIESEveryone is a manufacturer, thanks to open-source, sharing and publishing. COVERSTORIESThis 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 similar to Grooveshark (my personal favorite) Simfyservice, similar to Grooveshark (my personal favorite), Simfyor 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 artistscombine 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 opportunitiesYour are the inventor. The modern web gives opportunities to create and to invent. And to innovate. The use of services and their combination often result in new ideas. Start with an idea, build a prototype, review, try again, finalize. Video: http://vimeo.com/21387481

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ENJOY THE WEATHER5

ENJOY THE WEATHER.Give your audience what it

t E if it‘ th

COVERSTORIESwants. Even if it‘s a weatherforecast. Those little giftsbuild a strong friendship.COVERSTORIESSnowboard manufacturer Burton took an interesting step towards user utility. With the relaunch of their website, it gives you clothes recommendations based on your local weather, you see hoodies and rain jackets or t-shirts and shorts on the homepage. It also gives you a weather p g g yforecast for the next three days, so that you can actually buy the windrunner in advance and get it delivered, right on time before the storm will hit your city.

Also notice the very prominent “Search and Destroy”-bar. B i d th f di it ki d f f ll l thBesieds the funny wording, it kind of fully replaces the category entry and shows that the instant search mentality has come to the masses.

E-Commerce is getting smarter by the day, and it wraps its head around the costumer Delivering direct value andhead around the costumer. Delivering direct value and adding a little easy to the costumers’ lives will overtake pushy and non-relevant offers.Source: http://www.adverblog.com/archives/004442.htm

Website: http://burton.com

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BE YOU OWN SOUVENIR6

BE YOU OWN SOUVENIR.Creating real goodies, having

l i ti

COVERSTORIESreal experiences, generatinglasting memories. Right in thetouristic center of Barcelona.COVERSTORIESWhat was the last souvenir you have taken home from your last vacation? Do you collect souvenirs at all? Maybe you would, if it was a personal and unique one. blablabLAB produced an installation called Be your p yown souvenir that allowed tourists to get a full 360-degree scan of themselves with openKinect. Like in rapid prototyping, the 3D-scan was printed out as a plastic model, showing the person itself.“A great project that changes the perspecti e of“A great project that changes the perspective of spectator-performer, artist-tourist creating a unique giveaway that any geek (and not only) would love.”

Working with innovative technologies and combiningWorking with innovative technologies and combining them to create an immersive experience for your audience, that gets involved and engaged to interact.Video: http://vimeo.com/21676294

Source: http://www.adverblog.com/archives/004441.htm

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GOOGLE YOU AUTOCOMPLETE ME7

GOOGLE, YOU AUTOCOMPLETE ME.Google‘s Lab is the place and

h ll 20 t

COVERSTORIESspace where all 20-procent-works start, come to live andget developed further.COVERSTORIESGoogle knows it all. Even knows what you want to type. Google launched an interesting tool that offers suggestions as you type: Google Scribe. A text completion service, that mankind still needs to get used to. And that need to get updated In difference to T9 that has been on mobileupdated. In difference to T9, that has been on mobile phones for years, you actually need more time at Scribe to evaluate the suggested word, if it fits the context.

Another Google product without a long living expectation? Maybe. Still, a nice goodie is the Scribe browser extension, that tries to autocomplete your text fields, comment boxes or other texts you type in in your browser.

Shipping out finished products is a strategy. Working with pp g p gy gprototypes and learning from reactions can be another.

Website: http://scribe.googlelabs.com/Source: http://www.googlewatchblog.de/2011/04/google-scribe-nun-auch-auf-deutsch/

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365 X IKEA8

365 X IKEA.A showcase of versatility. Not

l i t h i l

COVERSTORIESonly in a metaphorical way, but as a presentation ofproducts for every single day. COVERSTORIESIKEA is well know for a flexible and intelligent product-combining product range. And for sure, everyone knows that they have quite a wide (“wide” as in “massive”) product range. The emphasis that dutchagency Lemz Amsterdam created an interestingcampaign: showing everyday a new TV-spot withanother product. Resulting 365 spots.

The spots are generating high buzz and brandThe spots are generating high buzz and brand awareness throughout a full year. With short notice productions current topics are integrated so the spots stay relevant and surprising. Old Spice or Magnum have done similar video-campaigns on the internet. Th W b h i t fi d it t th TVThe Web-mechanism seems to find its way to the TV.

Video: http://www.youtube.com/watch?v=PNFOLmpWdBg&feature=player_embeddedSource: http://www.wuv.de/nachrichten/agenturen/lemz_amsterdam_kreiert_365_ikea_spots

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PEEL YOUR BOTTLE9

PEEL YOUR BOTTLE.Smirnoff‘s Caipiroshka bottles

d t b l d t l

COVERSTORIESneed to be peeled to releasethe full flavour.

COVERSTORIES"To launch the new formula of the flavors of Smirnoff Caipiroska, the Brazilian drink that is popular worldwide, we created bottles with the texture of the fruit for the flavors lemon, passion fruit and berries and a diagonal perforation, so that consumers could feel the unique experience of peeling a drink made of fruit. And we even sent the bottles in wooden crates to a select mailing list, just like the fruits are transported in large produce markets in Brazil."large produce markets in Brazil.

Source: http://www.thedieline.com/blog/2011/3/31/smirnoff-caipiroska-peelable-bottle.html

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HOTEL10

HOTEL.Interactive movies are known and expected from automotive

COVERSTORIESand expected from automotive brands. What would you expect from an hotel?

COVERSTORIESEven though Hotel Casa Camper is a brand hotel, you wouldn’t expect such an effort. Six directors and their teams shot six stories in 24 hours in the hotel, located in Barcelona. The Briefing: Free. No advertisement, no brand guidelines to follow.

Surrealism meet sex, computer graphics, magic, mystery and much more in a 50 minutes brand film, that doesn’t like one.

Why shouldn’t interactive techniques work for different industries? Hotels live by their stories of the peopleindustries? Hotels live by their stories of the people that come and go. Share those stories with the world.

Video: http://vimeo.com/20366419, http://vimeo.com/20364088Website: http://www.casacamper.com, http://www.hotelcasacamper.tv/

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A TOUCH OF WOOD11

A TOUCH OF WOOD.

COVERSTORIESCOVERSTORIES[Silence]

Storytelling and cinematic excellence lead to great creative work Give the customer enough space forcreative work. Give the customer enough space for imagination and interpretation to fill your brand and product with additional values and attributes.

Video: http://www.youtube.com/watch?v=C_CDLBTJD4MWebsite: http://www.nttdocomo.co.jp/product/concept_model/sh08c/Source: Anja, thx.

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DESPERADOS EXPERIENCE12

DESPERADOS EXPERIENCE.Desperados lets you dive intoth ith i

COVERSTORIESthe scenery with an engaginginteractive experience.

COVERSTORIESDesperados launched a new TV ad for its 2011 International Campaign (Agency : Dufresne-Corrigan-Scarlett). The digital part is done by MediaMonks andshows a further step of those interactive youtube ads, like TippEx.After a confirming age and location, the user can connect with facebook and share over several social channels. Furthermore a real interaction is integrated where the user is asked to trigger the next scenewhere the user is asked to trigger the next scene.

Nice example of video, interaction and social into one campaign ad. Platttorms are making it possible to be creative and combine and integrate several techniques.

Youtube: http://www.youtube.com/desperados, http://www.youtube.com/watch?v=961UJXWJkisSource: http://www.adverblog.com/archives/004445.htm

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GOOGLE +1 MORE GOOGLE13

GOOGLE +1 = MORE GOOGLE.Google‘s approach into the

i l ld F ll i

COVERSTORIESsocial world. FollowingFacebook‘s Like-Button, but with a pronouncable name.COVERSTORIESThe +1 button is shorthand for "this is pretty cool" or "you should check this out." Just like Facebook‘s„like“-Button, Google came with a button to promote your favored contents across your friends, to beprecise: your google contacts. It will be integrated intosearch results, search ads and as a plugin for externalwebsites.

Google hasn‘t been er s ccessf ll ith social appsGoogle hasn‘t been very successfull with social appsin the past. But has to come up with a killer app, tostand against Facebook and other social services, since they deliver valuable user data.

Website: http://www.google.com/+1/button/Youtube: http://www.youtube.com/watch?v=OAyUNI3_V2c

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TASTES LIKE CHICKEN14

TASTES LIKE CHICKEN.Be aware: If you go SocialM di it l

COVERSTORIESMedia, it means you leaveone-way communication.

COVERSTORIESGerman brand Henkel produced a crowdsourcingcampaign for their dish liquid Pril. I personally wouldask: „why?“. Anyway, the campaign was about to let users create a y y, p gnew etiquettte for the bottle. And with over 33.000 user-generated posts you could call it some kind ofsuccess. But of course, these mechanisms offer also a great stage for fun and others crazy stuff. Such as thecurrent lead design from Peter Breuer (Copywritercurrent lead design, from Peter Breuer (Copywriterfrom Hamburg): „Chickentaste“.

If you are asking customers, the answers might not match your view of things. The key is to listen and acty g yaccordingly and support the community. Otto hasshown how it works.Website: http://mein.pril.de/

Source: Michael. Thx. http://www.spiegel.de/netzwelt/web/0,1518,756532,00.htmlhttp://twitter.com/peterbreuer/status/56824611916095488

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3D HEADTRACKING15

3D HEADTRACKING.Real 3D experience with an iP d d ith t 3D l

COVERSTORIESiPad and without 3D glasses.

COVERSTORIESJeremie Francone and Laurence Nigay from the Laboratory of Informatics of Grenoble have developed a new technique for delivering interactive 3D to the iPad. The Idea is to simulate a 3D environment, by creating the according perspective based on the position of the viewer’s head. The iPad’s camera watches and tracks the head, the app renders the proper perspective.In difference to t pical 3D e periences this conceptIn difference to typical 3D experiences, this concept only works for the viewer himself, due to the indivuallycreated perspective. Still, it’s a clever idea.

Clever workaround to create a rich 3D userClever workaround to create a rich 3D user experience, without additional oder special hardware.

Youtube: http://www.youtube.com/watch?v=bBQQEcfkHoE

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THE FUTURE OF CAMERA16

THE FUTURE OF CAMERA.Digital Devices enhance and

S f th

COVERSTORIESconverge. So far, the camerahasn‘t been topic of greatinnovation, yet. Until now.COVERSTORIESSeattle-based design company Artefact come up witha very neat concept for a possible future model ofdigial cameras. The WVIL (Wireless Viewfinder Interchangeable Lens) tries to answer the question: “what’s next for camera design?”.The camera devices haven’t shown as much of a digital revolution as other products did. And it generally seems that the mobile phone is going to be your device on the go that cumulates all functions youdevice on the go, that cumulates all functions you need. Maybe there is another revolution coming.

Come up with a concept and a (virtual) prototype to watch for reactions and refine your idea, if necessary. y , yYou will get new insights and learn more about your idea, before you start with an unpredictable ending.Vimeo: http://vimeo.com/22134219

Source: http://www.readwriteweb.com/archives/future_of_the_camera.phpWebsite: http://www.artefactgroup.com/wvil/

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PLAYING WITH REALITY17

PLAYING WITH REALITY.The real world and the virtual

ld llid B t i h l

COVERSTORIESworld collide. But in wholedifferent way than you wouldhave thought.COVERSTORIESHere is an interesting idea: take 6 kids, a fundraisingplattform and passion. What you get is Tweetland. A video-game with currently 2 scenaries („Route 140“ and „Love City“) that integrate real-world tweets into the gameplay. Whaaaat?! Right. While you are playing objects are being generated based on tweets of people’s experiences in the real world.

Social gaming isn’t all that ne b t the integration andSocial gaming isn’t all that new, but the integration and live-interaction with social contents is. Could be a next possible step, to rapidly react on generated content and create new relevant assets.

Source: http://bit.ly/hBxA37Video: http://kck.st/gqatvq

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VENICE CONNECTED18

VENICE CONNECTED.While in Germany buildings

t bl d h l

COVERSTORIESget blurred, somewhere elseStreetview is a new valuableway to communicate & attract.COVERSTORIESGoogle scanned most of Italy, but hasn‘t attached their360°-camera onto a boat. But the Tourist Bureau didn‘tjust deliver a virtual map of the canals, but did manage to build a fully loaded site to literally organized yourstay in Venice from that site. Besides the maps it offersvarious tourist tips for points of interest where you areable to buy your entry card online (7 days in advance). Great. I want to go there, now.

Offer the customers an immersive experience and themost convenient way to interact and fulfill the needs.

Website: http://maps.veniceconnected.it/en, http://www.comune.venezia.it/flex/cm/pages/ServeBLOB.php/L/IT/IDPagina/23949Source: http://derstandard.at/1302745293768/Venedig-startet-Street-ViewYoutube: http://www.youtube.com/watch?v=9TQ0BCD763w

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BURBERRY GOES DIGITAL19

BURBERRY GOES DIGITAL."We want to connect with the

t i t th

COVERSTORIEScustomers in stores the same way we do elsewhere.“ Angela Ahrendts, CEOCOVERSTORIES„ China is home to the majority of the world’s most digitally powered consumers” and that’s why Burberry acquired over 57 retail stores in China, in 2010. Now the first flagship store opened in Beijing earlier this week, complete with the latest digital technology, such as touchscreens as big as full-length mirrors displaying special collections and staff will carry iPads to help customers order items that aren’t available in their store. It’s all part of a digital strategy that also wasstore. It s all part of a digital strategy that also was seen on their first Fashion Show in China. The runway show featured a mix of real and digital models, displayed by hologram, that interacted with one another.

Get to know your customers and use technology to engage them seamlessly, on- and/or offline.

Source: http://www.psfk.com/2011/04/burberry-stores-go-digital-in-china.htmlYoutube: http://www.youtube.com/watch?v=5LHuCQuK-7QYoutube: http://www.youtube.com/watch?v=A3sz2CzJ7Oo

Goran MinovEmerging Media ManagerMRM WorldwideGroßer Hasenpfad 44Großer Hasenpfad 4460589 Frankfurt am Main