All posts in Technology

It’s a jungle out there…in 3D even

by admin on May 29, 2009 in Advertising, Alternative advertising, Branding campaigns, Technology with No comments

New York has often been called an urban jungle, but the History Channel and out-of-home media company Pearl Media have given that phrase a whole new meaning. In an effort to promote the May 31 debut of EXPEDITION: AFRICA, Pearl Media worked with the A&E owned network to bring the show to life for New Yorkers using selected storefronts they converted into little slices of the dark continent. In addition to 8 foot tall high-definition, large-format lenticular prints, the campaign also features four of the world’s largest 3D video screens (57″)! These drool-worthy technological wonders allow for 3D content to be shown in full HD without having to wear those ridiculous glasses the movies hand out (I guess that makes these screens jumbo-sized 3D HD LCDs…). But wait, there’s more! External speakers also draw pedestrians, playing audio from the 3D video as well as indigenous, ambient African sounds.

According to Pearl Media President, Joshua Cohen,

PEARL MEDIA prides itself on creating unique, jaw-dropping experiences for its clients and their consumers. The use of 3D technology provides the History Channel with a one-of-a-kind opportunity to have their brand leap out into the face of pedestrians in a way that has never before been seen on the street.

Horizon Media teamed up with History and Pearl Media to bring this 3D vision to 3D reality. Jason Smith, Horizon Group Out-of-Home Media Director, had this to say,

History’s exciting programming lineup, creative thinking, and visionary commitment to innovative marketing allows our agency, and in this case, our OOH group to collaborate with Pearl Media to bring to market a very synergistic, street level marketing element that not only tells people where and when to experience History’s programming, but also provides the consumer with a one of a kind encounter that is rewarding and memorable.

If you’re in NYC anytime through the end of June, check it out for yourself. Storefronts are located at 521 5th Avenue and in SOHO at 382 West Broadway.

People Are Beginning to Notice . . .

by admin on May 5, 2009 in Alternative advertising, DOmedia, News, Technology with No comments

. . . and we couldn’t be happier about it! Back in February, springwise.com, an Amsterdam-based independent innovation firm that scans the globe for the most promising new business ideas, featured DOmedia in a blog titled, “Helping media buyers find sellers of alternative advertising.”

Then just this month, springwise.com’s sister site, trendwatching.com , posted its May 2009 trend coverage titled, “Innovation Jubilation: 50+ new business ideas that defy doom and gloom.” DOmedia was included in the SELLSUMERS section featuring new ventures that help consumers make money instead of spend it.

2009 OBIE Award Winners Announced

by admin on April 21, 2009 in Advertising, Agencies, Alternative advertising, Billboards, News, Technology, Uncategorized with No comments

Congratulations to all of the recently-named OBIE Award winners, merit winners, and finalists! This year’s participants all showed a great deal of creativity in the out-of-home space, but a few of them in particular caught my eye.

McDonald’s had a strong advertising campaign, winning two separate awards for both their “Always Fresh Coffee” and “Fresh Daily Eggs” billboards. The first of the two shown high above Time’s Square, a spout continuously pouring fresh coffee into a cup several stories below (I wonder where all the coffee goes after making its big NYC debut . . . ). The second involved a large egg that cracked open at 6:00 a.m.–when they begin serving breakfast–to reveal an over-easy egg, but closed again at 11:00 a.m. when breakfast ends. Between the two billboards, Leo Burnett Chicago took home two “Individual Execution- Traditional Billboard” awards as well as recognition for their Special F/X.

Another interesting use of out-of-home came from BBDO New York & Proximity Canada for Gillette Fusion Power, which took home the OBIE Award for “Individual Execution- Street Furniture / Transit / Alternative.” As seen in the pic below, the agencies made creative use of a zamboni by attaching a larger-than-life Gillette razor to the back of it as it swept across the ice.

One of the more interactive campaigns came from Leo Burnett Toronto for James Ready Beer who vows to try to keep their prices at $1 a beer. To do so, they needed to lower billboard costs and decided to look to their consumers for help. By offering up their billboards, consumers became “celebrities for the day” by sending in pictures to be posted on the giant signs. Underneath the images read, “Thanks ____ for keeping J.R. a Buck.” Consumers and judges alike loved the campaign, awarding them “Best of Show” and “International.” Click here to see the YouTube video.

All of this year’s award winners show that creativity and innovation in the out-of-home advertising industry are still on the rise. To find more information on the rest of this year’s OBIE Award winners, go to the OAAA website at http://www.oaaa.org/awards/obieawards.aspx.

Wanna Get High in Amsterdam?

by admin on April 2, 2009 in Advertising, Alternative advertising, Branding campaigns, People, Technology with No comments

I’m, of course, talking about Sony Ericsson’s most recent out-of-home advertising campaign (what’d you think I was talking about?). Sony’s C905 model cell phone is out to show everyone its 8.1 mega pixel camera can hang with the best of digital cameras. And to prove it, they turned an Amsterdam bus shelter into a photo opp session, complete with a C905 camera and touchscreen.

People could then strike a pose for everyone nearby, and their picture would appear on a massive screen across the street, temporarily looking down on passers-by. I can only imagine the photo gallery from something like this . . . especially in a city like Amsterdam.

Go Big or Go Home

by admin on March 23, 2009 in Advertising, Alternative advertising, Branding campaigns, Events, News, Technology, Trends with No comments

Carnival Cruise Line has done it again. In the most recent phase of their newest marketing campaign–taglined “Fun for All, and All for Fun”–the company has introduced six massive, interactive aquariums around the country. The computer-animated aquariums will appear in vacant storefronts in Baltimore, Dallas, L.A., New York, Washington D.C., and Houston through the end of April.

Designed to interact with passersby, the fish and plant life react to motion as people walk past. Using their cell phones, pedestrians can go a step further by creating personalized fish by making various sounds into their phones and using the keypad to swim the fish around the aquarium. The fish even change in size and shape when consumers lead them to food! And don’t worry about having to leave your newly-made friend. Pedestrians can retrieve their fish by coming back later and using the same cell phone.

The interactive aquariums are only one part of Carnival’s impressive marketing campaign the past six months. They kicked it off in a huge way when they broke their first Guinness World Record. In downtown Dallas in late October, they dropped the world’s largest volleyballs, measuring 36 feet in diameter, into a crowd of 2,500+ people! Then in November, they broke yet another record in Philadelphia with the world’s largest pinata. The pinata, which rose over three stories, was filled with 2 tons of candy! Talk about a sweet tooth . . .