November 27, 2004
GIFTMIXER3000 from Crispin Porter
Borders Books and Music has launched GIFTMIXER3000. The Borders Books and Music Giftmixer3000 is similar to an audio mixer but instead of bass and treble to come up with just the right sound, you mix the personality traits of the gift receiver to get just the right gift. There are five mixer controls from romantic to funny. As you make adjustments, Giftmixer3000 adds commentary. The Giftmixer was promoted via an e-mail that was sent out to millions of Borders e-mail subscribers. Created by Crispin Porter + Bogusky, the objective is to drive traffic to Borders online holiday catalog and the brick-and-mortar stores.
Posted by richard ting at November 27, 2004, 07:08 PM
November 23, 2004
Fallon's films on Amazon.com
Fallon Worldwide, the Minneapolis agency that wowed the advertising world with its short Internet films for BMW a few years ago, is back in the movie-making business. The agency recently unveiled a similar series of films it created for Seattle-based Amazon.com to help promote a lesser-known aspect of its business -- the sale of apparel and personal-care items. The films are accessible on the Amazon.com Web site. Using well-known Hollywood actors such as Minnie Driver, Chris Noth and Daryl Hannah and the production genius of Tony and Ridley Scott of RSA USA Inc., Fallon created five short films, ranging in length from four to seven minutes each, for the company.
"We used no paid media to drive customers there," said Rob Buchner, chief marketing officer for Fallon. "Amazon is a network unto itself. ... They have roughly 32 million registered customers. During the holiday season, many multiples of that will travel through their turnstiles."
Credits at the end of the films include not only the names of actors, but names of products featured in the films. Shoppers can click on the product names and be transported to an Amazon page that provides details and the option to buy the products. In the second film, Agent Orange, which is now playing, customers can buy items such as a Fossil Philippe Starck Watch for $95 or orange Converse Chuck Taylor shoes for $37.99. Amazon did not return calls seeking comment in time for publication.
"What we want is to get millions of people in a busy frame of mind to stop, pause and be left with a good entertainment impression and be enlightened to everything available at Amazon," Buchner said. "When people go the extra step to get involved with a piece of entertainment or communication and have a good experience, they will keep coming back for more." Since the first film debuted on Nov. 10, Amazon.com reported a double-digit increase in traffic to its site, Buchner said. In addition, products featured in the films enjoyed banner sales days, he said. The films are so popular, in fact, that viewers are downloading them.
"I do think it instantly helps remind people that Amazon is not just a bookseller," said Geoff Sass, director of interactive for Minneapolis-based Olson + Co. But Chris Cortilet, Interactive creative director for Periscope in Minneapolis, isn't sure the connection is that obvious. Cortilet points to a new ad campaign for Burger King and Fallon's BMW films project as the best of examples of how this medium can work.
Posted by richard ting at November 23, 2004, 12:51 AM
November 22, 2004
Bloom: Multimedia exhibition by Tronic Studio for AQUOS
Tronic was commissioned by curating agency Formavision to create a multimedia installation for Sharp Aquos. Opening Dec. 1st from 7-9pm at 137 Wooster Street.
Posted by chloe gottlieb at November 22, 2004, 12:27 AM
November 04, 2004
Halo 2 launch
AKQA launched a teaser campaign aimed at the millions of gamers waiting for the debut of Halo 2 on Nov. 9. Pre-orders for Xbox-exclusive title have passed 1.5 million in the United States alone, guaranteeing first-day revenues higher than any movie in history. Online ads direct gamers to the Halo 2 Web site and are running on IGN, Gamespy, UGO, and Gamespot with the message "Earth will never be the same." The Halo 2 site brings the user into the world of Halo from the perspective of the Covenant, the alien forces determined to wipeout humankind. Interestingly enough, the site is not in a language that any human would understand (and if they do, I'm frightened) and site navigation obeys "alien logic." The campaign launched across 19 countries in 17 languages and targets males between 15 and 30.
Posted by richard ting at November 04, 2004, 12:23 PM
November 02, 2004
Red Bull Copilot Air Race
Red Bull Copilot Air Race has launched. The site is an interactive sports experience that allows users to get close to flying without actually sitting in a cockpit. The second-edition Copilot features U.S. aerobatic champion pilot Kirby Chambliss as he navigates a twisting Red Bull Air Race course. The site offers multiple chapters to learn more about the man, machine, and course that make up the Red Bull Air Race. The race chapter contains eight different camera angles, a multi-plane course simulation, and various audio selections.
Posted by richard ting at November 02, 2004, 01:31 PM
November 01, 2004
Dove Interactive Billboard in Times Square
New Yorkers have been treated to an interactive billboard in Times Square serving as a public forum for people to debate, "What is beautiful?" Passersby can cast their vote via cell phone and a running tally appears in real-time on the billboard. So what does the billboard look like? It's an image of Irene Sinclair, a 96-year-old woman whose wrinkled face now graces a sixty-nine feet high and forty-four feet wide billboard above the Marriott Marquis. Viewers decide if she's "Wrinkled?" or "Wonderful?" as the ad questions: "Will society ever accept old can be beautiful?" The billboard is part of Unilever brand Dove's global campaign for real beauty, which challenges the stereotypical view of beauty. The "What is Beautiful" campaign was created by Ogilvy & Mather.