By Steve Mullins. Car sourcing. Honda is tasking drivers with steering a camera-equipped CR-Z hybrid around Europe for its Live Every Litre campaign. The roadsters will be followed by Swiss filmmaker Claudio Von Planta who will be toting his own camera. He will then knit together all the footage for a feature-length documentary.
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Honda makes cars, makes film
Supporting the brand with AR
By Simon Fuller. AR reality. Yuza Mobile is pretty big on augmented reality right now. The UK-based mobile tech outfit has just rolled out its SKAN – Private Label AR engine, allowing brands to enter the augmented world quickly and cost-effectively. And come spring, Yuza will be launching its SKAN AR browser, which will draw many AR channels into one common destination.
Although full details on SKAN AR have yet to be revealed, Yuza Mobile CEO Richard Skaife talked to brand-e about the philosophy behind the browser – and Yuza’s take on the fast-developing AR sector.
At home, online, with Ikea
Hej you. Ikea Germany has launched an online community, Hej – Your Home On The Internet, that enables inhabitants to build their dream home – or at least one for their avatars – online with the flat-pack retailer’s goods. And for those having problems putting that e-house together, well there will be plenty of tips available from other Hej-ers.
Getting the viral to do the job
By Simon Fuller. Viral veracity. Recently, we took a look at some of the branded virals that had appeared on the ad landscape in 2009, including those that really shook up the sector. But can we learn from what worked – and didn’t work?
Well, the Windows 7 launch party ad featuring that oh-so-corny bunch of ‘friends’ standing around the kitchen table, was either a creative disaster or a triumph for the pass-on factor.
Big Mac’s big film
By Steve Mullins. McFilm narrative. First of all, Dreaming In Mono is not at all what you’d expect from McDonald’s. Why, there doesn’t even appear to be a brand in sight. But it’s kosher enough.
So, what is it? It’s a 60-minute film chopped into seven episodes telling the story of conflict between two great winter sport rivals – one an athletic man-machine, the other a ‘free-thinking skier who challenges conventions’.
Case study: The pop-up car shop
By Simon Fuller. Retail Cubed. Pop-up stores were a highlight of last year’s festive season, with big names like Red Bull and Marmite setting up shop in London. One brand that made a splash in the capital – and elsewhere in Europe – was Japan’s Nissan, seeing a neat opportunity to promote its Cube model – then on the verge of being released – via a Cube Store.
Making Stupid creative with Diesel
By Steve Mullins. Smart campaign? Diesel is going global with its Be Stupid brand campaign. Much of what we’ve seen to date has been splashed on posters featuring beautiful people doing very Be Stupid things. But the brand is promising to go 360 on this, and we’re set to see Tee shirt giveaways, subway station dominations, Diesel store window takeovers and a few surprises leading consumers to ‘fun innovation and new discoveries’.
And the brand reckons Stupid is pretty clever.
Research: Mums hook up to Facebook, Twitter et al
Social mums. Women with children at home are more likely to use Facebook (60%), MySpace (42%) and Twitter (17%) than average adults (50%, 34.4%, 15.0%, respectively), according to a US survey conducted by the Retail Advertising and Marketing Association/BIGresearch.
