MRM:LAB Coverstories 2011 #7

MRM:LAB COVERSTORIES
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p g
page
3. EPIC HYDRATION
Schick‘s Youtube-campaign for HYDRO
12. DESPERADOS EXPERIENCE
A Interactive Youtube Brandchannel Ad

4. SPOTYFY IN A BOX 13. GOOGLE +1

COVERSTORIES
A Prototype of an Internetradio with NFC-Control Google‘s next approach to conquer the social web

5. ENJOY THE WEATHER 14. TASTES LIKE CHICKEN
Burtons W b it with li W th F
B t Website ith live Weather Forecast
t Pril‘s
P il‘ social campaign and what people d with it
i l i d h t l do ith

6. BE YOUR OWN SOUVENIR 15. 3D HEADTRACKING
Barcelonas tourists to create 3D souvenirs of themselves A new way to show 3D action on the iPad

7.
7 GOOGLE,
GOOGLE YOU AUTOCOMPLETE ME 16.
16 THE FUTURE OF CAMERA
Google‘s app of text suggestions A concept of the possible next era of digital cameras

8. 365 X IKEA 17. PLAYING WITH REALITY
One IKEA spot a day A Social game that incorporates live tweets into the gameplay

9. PEEL YOUR BOTTLE 18. VENICE CONNECTED
Burtons Website with live Weather Forecast Venice‘ Tourism office made its own streetview

10. HOTEL 19. BURBERRY GOES DIGITAL
Internet films for a brand hotel Burberry‘s reatil strategy for the digital customer
y gy g

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

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EPIC HYDRATION.
HYDRATION
Schick‘s Youtube campaign to
promote HYDROs freshness
t HYDRO f h

COVERSTORIES
directly on your screen.

Just a nice example of a youtube brandchannel ad.
The action starts on youtube with a nice video and
leads the viewer on to Facebook. Badly, nothing more
happens on the Facebook page, neither on the
website.

If you activate your audience, you need to give a
reason or present a surprising special, or in any way
reward
re ard the engagement of the user. Other ise you‘ve
ser Otherwise o ‘ e
lost him.

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

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

COVERSTORIES
thanks to open-source,
sharing and publishing.
This 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,
service similar to Grooveshark (my personal favorite) Simfy
favorite),
or 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 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 opportunities
inventor
to create and to invent. And to innovate. The use of services
and their combination often result in new ideas. Start with an
Video: http://vimeo.com/21387481 idea, build a prototype, review, try again, finalize.

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ENJOY THE WEATHER
WEATHER.
Give your audience what it
wants. E
t Even if it‘ a weather
it‘s th

COVERSTORIES
forecast. Those little gifts
build a strong friendship.
Snowboard 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 g
p g gives y a weather
you
forecast 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.
Besieds the f
B i d th funny wording, it kind of fully replaces th
di ki d f f ll l 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 and
costumer.
adding a little easy to the costumers’ lives will overtake
Source: http://www.adverblog.com/archives/004442.htm pushy and non-relevant offers.
Website: http://burton.com

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BE YOU OWN SOUVENIR
SOUVENIR.
Creating real goodies, having
real experiences, generating
l i ti

COVERSTORIES
lasting memories. Right in the
touristic center of Barcelona.
What 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 y
own 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 perspective of
perspecti e
spectator-performer, artist-tourist creating a unique
giveaway that any geek (and not only) would love.”

Working with innovative technologies and combining
them to create an immersive experience for your
Video: http://vimeo.com/21676294 audience, that gets involved and engaged to interact.
Source: http://www.adverblog.com/archives/004441.htm

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GOOGLE,
GOOGLE YOU AUTOCOMPLETE ME
ME.
Google‘s Lab is the place and
space where all 20
h ll 20-procent-
t

COVERSTORIES
works start, come to live and
get developed further.
Google 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.
updated In difference to T9 that has been on mobile
T9,
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 p
pp g products is a strategy. Working with
gy g
prototypes 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 IKEA
IKEA.
A showcase of versatility. Not
only i a metaphorical way,
l in t h i l

COVERSTORIES
but as a presentation of
products for every single day.
IKEA 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 dutch
agency Lemz Amsterdam created an interesting
campaign: showing everyday a new TV-spot with
another product. Resulting 365 spots.

The 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.
The Web-mechanism seems t fi d it way t th TV
Th W b h i to find its to the TV.
Video: http://www.youtube.com/watch?v=PNFOLmpWdBg&feature=player_embedded
Source: http://www.wuv.de/nachrichten/agenturen/lemz_amsterdam_kreiert_365_ikea_spots

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PEEL YOUR BOTTLE.
BOTTLE
Smirnoff‘s Caipiroshka bottles
need t b peeled t release
d to be l d to l

COVERSTORIES
the full flavour.

"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."
Brazil.

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

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HOTEL.
HOTEL
Interactive movies are known
and expected from automotive
brands. What would you

COVERSTORIES
expect from an hotel?
Even 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 people
that come and go. Share those stories with the world.
Video: http://vimeo.com/20366419, http://vimeo.com/20364088
Website: http://www.casacamper.com, http://www.hotelcasacamper.tv/

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A TOUCH OF WOOD.
WOOD

COVERSTORIES [Silence]

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

Video: http://www.youtube.com/watch?v=C_CDLBTJD4M
Website: http://www.nttdocomo.co.jp/product/concept_model/sh08c/
Source: Anja, thx.

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DESPERADOS EXPERIENCE
EXPERIENCE.
Desperados lets you dive into
the
th scenery with an engaging
ith i

COVERSTORIES
interactive experience.

Desperados launched a new TV ad for its 2011
International Campaign (Agency : Dufresne-Corrigan-
Scarlett). The digital part is done by MediaMonks and
shows 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 scene
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=961UJXWJkis
Source: http://www.adverblog.com/archives/004445.htm

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GOOGLE +1 = MORE GOOGLE
GOOGLE.
Google‘s approach into the
social world. F ll i
i l ld Following

COVERSTORIES
Facebook‘s Like-Button, but
with a pronouncable name.
The +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 be
precise: your google contacts. It will be integrated into
search results, search ads and as a plugin for external
websites.

Google hasn‘t been very s ccessf ll with social apps
er successfull ith
in the past. But has to come up with a killer app, to
stand 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 CHICKEN
CHICKEN.
Be aware: If you go Social
Media,
M di it means you l leave

COVERSTORIES
one-way communication.

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

If you are asking customers, the answers might not
match your view of things. The key is to listen and act
y g y
accordingly and support the community. Otto has
Website: http://mein.pril.de/ shown how it works.
Source: Michael. Thx.
http://www.spiegel.de/netzwelt/web/0,1518,756532,00.html
http://twitter.com/peterbreuer/status/56824611916095488

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3D HEADTRACKING
HEADTRACKING.
Real 3D experience with an
iPad d ith t
iP d and without 3D glasses.
l

COVERSTORIES Jeremie 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 concept
typical experiences,
only works for the viewer himself, due to the indivually
created perspective. Still, it’s a clever idea.

Clever 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 CAMERA
CAMERA.
Digital Devices enhance and
converge. S f th camera
So far, the

COVERSTORIES
hasn‘t been topic of great
innovation, yet. Until now.
Seattle-based design company Artefact come up with
a very neat concept for a possible future model of
digial 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 you
go
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 , y
You will get new insights and learn more about your
Vimeo: http://vimeo.com/22134219 idea, before you start with an unpredictable ending.
Source: http://www.readwriteweb.com/archives/future_of_the_camera.php
Website: http://www.artefactgroup.com/wvil/

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PLAYING WITH REALITY
REALITY.
The real world and the virtual
world collide. B t i whole
ld llid But in h l

COVERSTORIES
different way than you would
have thought.
Here is an interesting idea: take 6 kids, a fundraising
plattform 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 new, but the integration and
ne b t
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/hBxA37
Video: http://kck.st/gqatvq

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VENICE CONNECTED
CONNECTED.
While in Germany buildings
get bl
t blurred, somewhere else
d h l

COVERSTORIES
Streetview is a new valuable
way to communicate & attract.
Google scanned most of Italy, but hasn‘t attached their
360°-camera onto a boat. But the Tourist Bureau didn‘t
just deliver a virtual map of the canals, but did manage
to build a fully loaded site to literally organized your
stay in Venice from that site. Besides the maps it offers
various tourist tips for points of interest where you are
able to buy your entry card online (7 days in advance).
Great. I want to go there, now.

Offer the customers an immersive experience and the
most 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/23949
Source: http://derstandard.at/1302745293768/Venedig-startet-Street-View
Youtube: http://www.youtube.com/watch?v=9TQ0BCD763w

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BURBERRY GOES DIGITAL
DIGITAL.
"We want to connect with the
customers in stores the same
t i t th

COVERSTORIES
way we do elsewhere.“ Angela
Ahrendts, CEO
„ 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 was
It’s
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.

Source: http://www.psfk.com/2011/04/burberry-stores-go-digital-in-china.html Get to know your customers and use technology to
Youtube: http://www.youtube.com/watch?v=5LHuCQuK-7Q engage them seamlessly, on- and/or offline.
Youtube: http://www.youtube.com/watch?v=A3sz2CzJ7Oo

Goran Minov
Emerging Media Manager
MRM Worldwide
Großer Hasenpfad 44
60589 Frankfurt am Main

MRM:LAB Coverstories 2011 #7

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