1. S R M O A Mobile Magic THE BRAND EXPERIENCE AGENCY THE PLAY
ISSUE 02 || JUNE 2012 REPORT A brief study on the changing
landscape of experiential marketing. SPONSORSHIP RETAIL MOBILE
ONLINE ACTIVATION Featuring Wi-Fiction storytelling, social media
powered helium balloons and shooting virtual basketball hoops with
smartphones
2. A ACTIVATION S SPONSORSHIP R RETAIL M MOBILE O ONLINE Hello
Following the successful launch of the PLAY Report our guest
editor, Jenna Setford, Head of Digital at PLAY, brings you a
promising and insightful read with this second issue Mobile Magic,
which you are probably (and befittingly enough) viewing on your
mobile device right about now. What can only be described as a
remarkable groundswell, the worldwide adoption and almost complete
penetration of smartphones has marketers shifting in their seats.
Trend reports left and centre preach mobile marketing, its
importance to brand building and the need for a standalone budget.
Despite this, mobile continues to be the most imbalanced medium
when it comes to ad spending versus time spent, at 1% compared to
23%, according to Google. Faced with the shifting role and
definition of mobile in the lives of consumers, mobile marketers
need to embrace the opportunities available, understand the
collossal impact mobile is having on the way consumers are
interacting with brands and incorporate mobile appropriately into
the strategy and business model, not simply as an add-on, but as a
robust platform and communication channel. In this issue we explore
an array of examples where mobile has enhanced various digital and
live experiences. PLAY hopes to create a conversation that goes
beyond the water cooler and inspires you and your business to
recognise the value proposition of mobile. Nokia launches the Lumia
800 with a spectacular light and sound 4D installation. E-mart
drives consumers instore using 3D QR codes, which can only be read
when the sun casts a shadow. Social media powered helium balloons
lift Strike Bowlings Manager into the air to promote the launch of
a new bar. Wi -Fi connection at the Melbourne Writers Festival
enables concise storytelling with a twist. STRIKE BOWLING BAR
LAUNCH ING-DIBA FREE THROW BILLBOARD E-MART SHADOW QR CODES NOKIA
LUMIA 800 LAUNCH MELBOURNE WRITERS FESTIVAL WI-FICTION Smartphones
are transformed into virtual basketballs; ING DiBa uses AR to
engage with German basketbal audience.
3. MOBILE MAGIC MOBILE STATS Penetration 52% 2nd PREDICTED
SMARTPHONE USERS BY THE END OF 2012 (Source: ourmobileplanet.com)
AUSTRALIA COMPARED TO THE WORLD FOR SMARTPHONE PENETRATION (Source:
ourmobileplanet.com) SMARTPHONE PENETRATION IN AUSTRALIA (Source:
Kantar World Panel ComTech survey) 12.2 million 18% 54% 62% 53% 39%
30% 38% 13-17 18-24 25-34 35-44 45-54 55-64 65+ PENETRATION OF
SMARTPHONES BY AGE GROUP (Source: Go-Globe.com) FEMALES VS MALES
OWNING SMART PHONES 42% 51% 8.8 million 90% 18-29 SLEEP WITH THEIR
MOBILE PHONE (Source: Digital Buzz blog) VS 53% WEATHER 61% 40% 54%
NEWS 20% SPORTS 36% 28% SITES FOR DOWNLOADING 36% APPLICATIONS 54%
SOCIAL NETWORKING 65% WEBITES VISITED ON A WEEKLY BASIS (Source:
Telstra Smartphone Index/Nielsen) A S R M O
4. A S R M O LOCATIONS WHERE PEOPLE USE THEIR SMARTPHONE
(Source: www.ourmobileplanet.com) ONLINE RETAIL TEXT MESSAGES
SPORTS INFO NEWS/MUSIC WHAT PEOPLE ARE USING THEIR SMART PHONES FOR
(Source: Mashable.com) PHOTOS EMAIL MAPS SEARCH GAMES SOCIAL
NETWORKING/BLOG 90% 86% 58% 47% 60% FROM HOME PUBLIC TRANSPORT AS A
PASSENGER FROM WORK IN THE TOILET 17% 13% 56% 54% 23% WHILE DRIVING
IN A MEETING WHILE IN A BED WHILE WATCHING TV WHILE COOKING 26% 70%
MOBILE SHOPPING (Source: Google Engage) PURCHASE ON THEIR PHONE
IN-STORE WHILE SHOPPING Did you know? 1 in 3 smartphone consumers
cite mobile as their preferred method of shopping (Source:
Mashable) All-Time Top Paid iPhone Apps 1. Angry Birds 2. Fruit
Ninja 3. Doodle Jump 4. Cut the Rope 5. WhatsApp Messenger 6. Angry
Birds Seasons 7. Tiny Wings 8. TETRIS 9. Plants vs. Zombies 10.
Angry Birds Rio. (Source: gizmodo.com) MOBILE MAGIC MOBILE STATS
Consumption
5. MOBILE MAGIC WI-FICTION: WORLDS FIRST LITERACY INNOVATION
Wi-Fi connection brings short stories to mobile devices At the
Melbourne Writers Festival 2011, the worlds first digital literacy
innovation was born. The award-winning Wi-Fiction campaign used an
unconventional play on Wi-Fi labels to bring the Festival to a new,
younger audience. Various short stories were created and made
accessible to the public dwelling around Federation Square: the
epicentre of the festival and Australias biggest Wi-Fi hotspot.
When people used their smart phones or tablet devices to access the
free Wi-Fi connection, their screens instantly displayed a list of
the fictional Wi-Fi channel. To the viewer, it seemed as though the
list of channels had secretly conspired to tell a unique story.
This unique form of storytelling was made possible through an
invention called the Router Writer, a box containing six wireless
routers that was on location during the weeklong festival. Over
65,000 people passed through Fed Square and were exposed to the 20
different Wi-Fiction stories over the duration of the festival.
Consequently, the campaign was awarded two Yellow Pencils at the
D&AD Awards in the Mobile Campaigns & Mobile Advertising
and Writing for Mobile Marketing categories in April this year.
WATER AID DOTORG S M O PERSPECTIVE Engaging a younger audience who
are skeptical of marketing is a challenge in itself. Using
something as simple as Wi-Fi labels something everybody has to see
proved to be an effective way of engaging with the target audience
directly in a creative and fresh way. A WATCH ON YOUTUBE R
6. MOBILE MAGIC S R M O NOKIA LUMIA 800 PRODUCT LAUNCH Nokia
Creates Powerful 4D Installation To launch the new Lumia 800, Nokia
brought together music producer deadmau5 and the worlds most
advanced 4D technology to create a live light and sound
installation. It was designed to generate hype around the product.
The free light and music performance took place in November 2011
with Londons Millbank tower staging the event. Large-scale
projection mapping was used to create an optical display arousing
the viewers senses. For this to be achieved the full length of the
120 metres building was transformed into a blank canvas, with all
780 windows being covered in vinyl. The projectors that were
stationed 300 metres away on the opposite side of the Thames beamed
colourful 3D imagery. Londons skyline was transformed, as large
butterflies flew, tiles fell off the building and a giant popped
her eye through the cracks of the building to gaze at all the
commotion, culminating in a rotational image of the Lumia 800.
Grammy nominee Deadmau5 performed two new tracks that were
specifically created to sync with the light installations. The
music added the fourth dimension to the performance. It is
estimated that an audience of 15,000 gathered to watch the unique
spectacle. WATCH THE VIDEO A ON YOUTUBE PERSPECTIVE Playing on the
idea of never-before-seen footage was a key element in the success
of this campaign. Combining the technology display with brand new
exclusive tracks by deadmau5 allowed the installation to reflect
the Lumia 8000 advanced, innovative and entertaining.
7. MOBILE MAGIC A S R M O MAGNUM PLEASURE HUNT TRANSFORMED INTO
ARG Online game extended to real world In a truly engaging online
experience, players of The Pleasure Seeker game were invited to
take a journey across the Internet in search of the ultimate
pleasure. Due to popular demand the online experience created for
Streets Magnum evolved into one of the most popular real-time
virtual gaming challenges. Online, players could navigate the
pleasure seeker through a replica of 20 well-known websites,
collecting cranberries along the way. The ultimate pleasure at the
conclusion was the new Magnum Temptation Fruit. In 2012, round two
of the campaign was launched and the seeker returned, this time
taking a journey through NYC, Paris and Rio de Janeiro. The gaming
experience in Amsterdam however, became a real-time augmented
reality game with the use of a smart phone on the streets. Once the
app was downloaded from the app store, the user was ready to play.
Commencing at 2pm on April 22 pleasure seekers had to find and
capture 150 chocolate bonbons that were hidden in 9 streets of the
city. Users were encouraged to participate in the fun with a trip
to NYC up for grabs. The campaign successfully reached 85 million
unique users and won an accolade of awards including the FWA: Site
of the Day and a CLIO. WATCH THE VIDEO PERSPECTIVE By creating a
user-friendly and addictive branded game in which the consumer was
the hero, Magnum allowed users to completely immerse themselves in
the game. This, combined with standout graphics and imagery pushed
boundaries in the digital world, resulting in an award-winning
campaign. ON YOUTUBE WHAT IS AR? Abbreviated as AR, Augmented
Reality is where a real scene viewed by the user is replicated as a
virtual scene, but features additional information or elements.
These elements enhance the user's sensory perception of the virtual
world and enable real-time interaction for the user.
8. MOBILE MAGIC S R M E-MART USE SHADOW QR CODES 3D QR codes
only readable when sun casts shadow E-Mart, one of the largest
retailers in South Korea has created a unique form of outdoor
advertising using QR codes. The retail giant saw a weakness that
had the potential to be transformed into an opportunity. Lunchtime
sales were declining with next to no customers in their stores
between 12.00pm and 1.00pm. As a result they created a unique
experience only available within these hours. Titled the Sunny
Sale, it involved an outdoor three dimensional QR code that could
only be read with a smart phone when the sun cast a shadow between
the hours of 12.00pm and 1.00pm. It was strategically placed in
thirteen locations around Seoul. Anyone who scanned the code was
automatically taken to the Sunny Sale mobile home page. Here they
were rewarded with a US$12 coupon with which they could purchased
items from the mobile application. Over 12,000 coupons were
redeemed. The QR codes were rolled out to 36 locations. In February
E-Mart memberships increased by 58 percent. There was a 25%
increase in sales in the E-Mart mall during these hours and
intensive media coverage of the experience. WATCH THE VIDEO A O ON
YOUTUBE PERSPECTIVE Utilising the popularity of QR in South Korea,
this campaign found a unique, intelligent and simple way to
leverage a single hour of slow sales. Combining a natural force
like sunlight with something digital created unprecedented hype.
The limited availability of the offer was not only an excellent
incentive for loyal customers to save money, but a unique
interactive opportunity.
9. MOBILE MAGIC A A S R M O NET-A-PORTER (NAP) ENGAGES THROUGH
AR Net-A-Porter creates shopping experience with AR window High end
online fashion retailer (NAP) has taken window-shopping to a new
level. In January 2012, NAP created an AR shop window to promote
the launch of KARL by Karl Lagerfeld, a line that would be
exclusive to the online store. It was rolled out globally across
storefront windows in Paris, New York, London, Munich and Sydney.
Ahead of time, customers had been encouraged to download the KARL
app onto their iPhone or iPad. This meant they could point their
device at various parts of the storefront image to activate an
augmented reality shopping experience. Participants were encouraged
to search for five silhouettes of Karls head to potentially win
prize money to spend online. The app was used to scan images of
Karls head to gain a sneak preview of the collection and be the
first to purchase when it went live. NAP employees were on site
handing out leather gloves and collars (signature items from the
collection) to the first fifty arrivals to arouse excitement and
attendance. Goodie bags and t-shirts where handed out to latecomers
to keep people engaged and attending. WATCH ON YOUTUBE PERSPECTIVE
Technology is allowing us to shop 24/7 without the need for shop
staff or physical resources. Playing on this, NAP brought the idea
of window shopping to life with the ease, speed and mobility of a
smartphone or tablet, allowing the target market to have exclusive
access to purchase and strategically driving immediate sales.
10. MOBILE MAGIC A A S R M O STRIKE BOWLING CREATE STUNT TO
PROMOTE NEW BAR Man given the ability to fly through the power of
social media interactions To promote a new Strike Bowling Bar
located in the CBD in April of this year, a stunt was created by
encouraging members of the public to interact online in real-time
via their mobile phones. They were immediately rewarded for their
contribution by adding one squirt for man. In Melbourne Central
Shopping Centre, the Social Media Manager of Strike Bowling
patiently and nervously waited eight hours as passers by looked on
and were invited to tweet, like, and photograph the scenario with
the use of their mobiles. For each and every form of interaction
that occurred through social media, a squirt of helium was pushed
into one of the balloons, which were attached to the manager,
giving him the (harness-assisted) ability to fly. It was also
streamed on Facebook where online viewers could participate by
liking the page and adding helium to the balloons. Thousands of
pictures, tweets and shares occurred during the 8 hour stunt, which
finally allowed for lift off, 40 feet into the air. WATCH THE VIDEO
PERSPECTIVE Social media is no longer just a digital platform; in
this case, it is being used to create physical movement. Marketers
need to explore social media further, and allow this to become a
valuable digital asset. Furthermore, social media and mobile is now
working hand in hand, with brands needing to explore this
relationship further and push boundaries.
11. MOBILE MAGIC A S R M O STREET ART AUGMENTED REALITY APP
Proposed campaign for Absolut to bring invisible art to the streets
with AR Absolut Inspire is a movement proposed by Iris Gaveric and
Daniel Otterbein for the Future Lions, an annual competition run by
digital agency AKQA. The competition encourages participation from
students all over the world to celebrate innovation by promoting a
product in a way that couldnt have been done five years ago.
Proposed for global brand Absolut, the movement involves an
Augmented Reality (AR) street art app for smart phones. It is
designed to bring art to anywhere in the world only visible to the
viewer looking through the AR screen/ window. The premise is to
encourage users to create without any limitations. The proposed
campaign utilises Google Street View to offer 5 easy steps to
joining Iris and Daniels revolution; download the app, find a wall,
select a brush, add some colour and then start the artwork. Works
created can be shared on Facebook with an option to buy a unique
bottle of vodka with your creations on the label. The winner of the
competition will be announced at the Cannes Lions International
Festival of creativity this June. WATCH THE VIDEO PERSPECTIVE In a
world of social networking, consumers like to feel empowered and
want to feel as though they have contributed to something big.
Absolut is playing on this insight exceptionally, allowing users to
create and be a part of a network, where they have contributed
their art. Utilising Google Street View is a simple and effective
means in executing the campaign.
12. MOBILE MAGIC A S R M O FREE THROW BILLBOARD ING-DiBa
connects with younger generation through interactive mobile
activation To connect and engage with the younger age group
attending games,ING-DiBa, as the official sponsor of the German
Basketball Federation, collaborated with mobile computing experts
and engineers to create an interactive experience, transforming the
participants smart phone into a virtual basketball. ING-DiBas team
of experts were able to capture data tracking users hand motions as
the 2,823 participants shot hoops. This was translated into speed
and displayed accurately as a live 3D clip on the LCD billboard.
Location-based services were used so that passers by and
participants could log in directly to the billboard via ING-DiBas
mobile site. A message would display automatically on their
Facebook wall, instantly sharing the experience. Friends could
watch a live stream of the event through a specially installed
micro-site. Remote viewers could cheer on their favourite players
through the like command. This was displayed visually and
acoustically from the billboard. The campaign successfully achieved
21,493 impressions, with 7,981 likes from participants friends and
only 1 broken phone. WATCH THE VIDEO PERSPECTIVE By using
'physical' gestures controlled by mobile and integrating them with
an interactive screen, ING- DiBa created a very addictive and
exciting experience not just for the users but for onlookers.
Consequently, the idea had facilitated the merge of mobile website,
iphone gestures, interactive boards and social networks into one
simple solution.
13. WHO WE ARE PLAY is a communication agency that specialises
in Brand Experience Marketing. We activate brands, leverage
sponsorships, create events and branded environments, and maximise
every connection through mobile and digital amplification. We are
known for our strategic, accountable and business centric approach.
Our clients understand that we deliver sales, differentiate their
brand and products, and build loyalty across consumer, trade and
internal audiences. WHAT MAKES US DIFFERENT We are experiential
thinkers. We place the customer experience at the centre of what we
do. This enables us to identify channel neutral, high impact
marketing opportunities for our clients and ensures a relevant and
meaningful dialogue with consumers. WE HAVE AN EXPERIENTIAL MIND
AND A DIGITAL SPIRIT Consumers don't differentiate between a
digital and real life experience with a brand. Neither do we. We
fuse our strategic, creative, digital and activation capabilities
into a seamless experience, delivering against defined business
objectives. WE CAN HELP If you have marketing or business
challenges that require a non-traditional approach, get in touch
with us. For business enquiries please contact: Johannes
Weissenbaeck // Founder & Director
[email protected] GET IN TOUCH WITH US T: +61 2
8199 9900 F: +61 2 9281 8125 OFFICE ADDRESS Level 1, 91 Campbell
Street, Surry Hills NSW 2010 Australia POSTAL ADDRESS PO Box 1073
Darlinghurst NSW 1300 Australia VISIT THE WEBSITE FOR CASE
STUDIES