It’s not always about the visuals. Once in a while there comes a campaign that reminds us that we have more senses to be delighted. While audio advertising had his glory days with radio, it now is starting to fade, increasingly becoming an underrated medium.
The Internet is now offering a new stage for audio experiences, and following the previous post on Arcade Fire’s music video, we now have the latest work from Fantasy Interactive: Porsche Bloodlines, a countdown site for the new Cayenne GTS.
The site is largely based on the concept of the commercial (click video above to play), highlighting the remarkable sounds produced by the historic Porsche models. The 3 week project developed in Flash, has also inner sections including downloads, wallpapers an a audio challenge.
Enjoy the site. With headphones, please.
There’s no typo in the post title, rest assured. If you come here often you should probably know who does this king of anagrams and subliminal stuff. Of course it’s my favorite band, Arcade Fire.
This time, for their single “Black mirror” (now you get the title?), we can toggle six different audio tracks while a fascinating video plays. For me, it was a bit strange to listen Win doing a solo track.
Extra tip: hit the space bar.
The integrated campaign picks the best of the viral from Wilkinson (i guess the previous success is paying off), and adds outdoor and more great awards. Even a space voyage if you register at the game site and find the promo codes.
Nestle is also asking consumers to share a video of their ultimate break. It seems though that they’re not having any luck, since there’s only the campaign commercial in the gallery.
If i had the time (which reminds me of my need for a true break) or the interest, i could dream of my teleportation to Namtso, the holy lake in Tibet. Oh, i wish it was that simple as eating a candy …
2008 is really shaping up with events in Portugal. After finding out that master designer Paula Scher from Pentagram, is scheduled to speak at ESAD the next 4th of May, today the gang from RIApt announced the first portuguese Flexcamp.
The conference about Adobe Flex and Adobe Air is heading to Portugal (at ISCTE) on the next February 19th, after a full year touring in the US.
- Serge Jespers, Adobe Systems
- Enrique Duvos, Adobe Systems
- Carlos Rovira, Flex and Flash integration
- JoÃ£o Fernandes, BlazeDS and LCDS
- JoÃ£o Saleiro, Connecting Flex to LAMP backend using AMFPHP
I’ve just twittered this one a few minutes ago, but it started to grow on me to deserve a full post.
With music being listened on MP3 portable devices and computers, much of the branding and packaging is lost. The chances to studios and artists to have a conversation with consumers are shifting from physical to digital (except for hard-core vinyl junkies). So what’s an artist to do?
Well, Mr extraordinary Lupe Fiasco did a “Cool” thing on his new album, using the last few seconds of “Fighters” to announce his blog at http://lupethefiasco.blogspot.com/. A excellent way to extend the album experience and stick a URL into a fan’s mind. As long it’s done with a selected track – preferably at the end -and not as a merchandising gimmick, people will notice.
For me, this was a first. Do you know of more artists promoting their URLs in innovative ways? (That is, besides the Nine Inch Nails ARG campaign).
Using Text-To-Speech technology, the site allows you to type a sentence, that is burped after a educational pre-roll video. Gross, isn’t it? I’ll guess you won’t even bother to try it. Not enough? You can burp-a-friend too.
If you’re really “twisted”, why don’t you search for “burp” on YouTube? Guaranteed to make you sick after the first 10 videos.
Blurring the digital lifestyle
The gap between offline and online has narrowed in 2007, blurring the difference between consumers and users. The so called web 2.0 has reached mainstream, with regular users adopting Rich Internet Applications like online word processors or flocking to virtual worlds. The convergent consumer created a online hub for work and entertainment that nurtured the growth of technologies that enabled the creation and distribuition of immersive experiences.
The digital lifestyle was also adopted by other platforms, with the iPhone becoming one of the main icons of convergence in 2007, a landmark in technology and a mobile device sales champion. Also in mobile, Google took a major step away from the desktop, with the Android platform, converging the interest of companies, developers and consumers. Other technologies, such as multi-touch devices, with research from PerceptivePixel for Microsoft Surface or the hack on the Wii remote, envisioned the need to integrate offline experiences with online.
Will it blend?
Even one of the most famous online videos of 2007 had convergence in mind, reminding us that the power of word-of-mouth is still the most effective forms of marketing and that advertising should be seen as a conversation igniter about products and services, and not a trespasser on consumers’ lives.
More consumer power
As consumers felt empowered, the need for defining their digital self grew stronger, with a louder online voice. Consumers are now brand ambassadors or become part of online communities, with social networks creating major buzz in 2007, Facebook beeing the rising star. With great power comes great responsibility, and new concerns arose regarding digital privacy, an important on the main online advertising deal of the year: Google buying DoubleClick.
Other online advertising moves were made by companies like Hitwise, aQuantitative, Nielsen or Compete, with innovations on services and metrics provided, questioning even more the obsolete model of traditional media. Google, despite too many product launches (Street View, Knols), etc, etc) has strengthened their lead on search advertising, and also bought RSS advertising network Feedburner. But there’s life beyond Mountain View, with Yahoo, Live.com and Ask.com showing that they’re still around, with some refreshing competition from niche search by Wikia, Spock or Mahalo).
A small, small world
Media convergence creates an apparently smaller world, that set stage to new forms of publishing like microblogging (Twitter) or tumblelogs (Tumblr), and promote a more imediate and objective communication. With the dividing line between online and offline-online blurring, more creative campaigns are set to connect these two realities: the promos for The Simpsons movie or the Year Zero ARG campaign for Nine Inch Nails were amongst the most memorable marketing moments of 2007.
Something to remember
Finally, in Portugal, a promising year in tech and new media events, with e-Mkt 2007, TakeOff and Barcamp in Coimbra, and a big November with Sapo Codebits plus the news of OFFF 2008 in Lisbon. In blogs, the launch of blog networks TubarÃ£o Esquilo and Prt.sc were a sign that Portuguese online media is shaping up, perhaps encouraged with the growing interest of brands on social media, as for instance with the Rexona blog. In fact, Rexona has also one of my favorite international campaigns at “Quien es Fermin”, joining “Good Things Should Never End” and “Get The Glass” at my top online marketing campaigns of 2007.
No 2008 predictions, please
I won’t do the usual 2008 predictions, despite my pretty good hints last year. Instead, I’ll ask you to reflect on this: more than blogeratti or geeks, it’s regular consumers that will set the trends, and they will keep visiting MySpace, wondering around on souvenir shops and eating Oreo pizzas. No matter how strange and un-convergent that seems to “us”.
This article will soon be available in Portuguese, at blog network Prt.sc