A new campaign from the brand whose sole mission is to make women's boobs look bigger than they really are, Wonderbra, is out with a new Digitas-created campaign. Print and outdoor ads, which debut tomorrow, will feature a fully clothed Adriana Cernanova. An app, entitled The Wonderbra Decoder, will detect a QR code on the ad and reveal what she is wearing underneath. All the usual social sharing options will be present as well.
Of the campaign, Wonderbra UK Marketing Manager Martina Alexander said, "We are showing Adriana in her clothes, including simple jeans and T-shirt, and through our new and unique app consumers can reveal the Wonderbra behind the look. It's really female friendly and links to the outfit which was important to us."
Martina, we're quite sure this app will be very male friendly as well.
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According to Nielsenwire, in 2011, shipments of smartphones surpassed shipments of PCs and by early 2012, about 50 percent of U.S. mobile subscribers owned a smartphone, accounting for more than 100 million units.
The growing mobile market presents unprecedented opportunities for marketers. According to Statcounter, since January 2009, web traffic originating from mobile phones has doubled every year - accounting for 11.09 percent of global access by mid 2012. In the US, 69 percent of mobile users access the internet on their phones daily, with 46 percent of smartphone owners going online several times a day.
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This Olympics-focused editorial series is written by Ronald Urbach, Chairman of law firm Davis & Gilbert LLP and the co-chair of the Advertising, Marketing & Promotions Practice Group at the firm.
The Olympics - I have been watching exciting events, fantastic competition and great stories. This week, I became the roving warrior, on the west coast in meetings. How was I going to stay connected to the Olympics? I became emotionally invested during Week One; I was not going to be happy merely reading the results online.
The good news of course is that we now live in a world where being away from a television no longer means having to miss the show. Most of us already carry in our pockets and handbags our principal communication device, our smartphone. But fewer of us are aware that our phone may soon be our principal entertainment and viewing device as well. Already for these Olympics, having a smartphone (and a cable subscription) means having the ability to watch all 302 competitions of all 32 Olympic sports, both as they happen in real time, and in many instances, on demand, in available taped programs.
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Today, Foursquare has announced a new feature that will allow local merchants to send updates to those who've check in frequently at the given establishment. Called Foursquare Local Updates, the service will automatically send messages, offers and/or photos when the person is within proximity. Messages can contain offers or they can simply be friendly welcome messages or urgings to stop in and check things out.
These messages will come in the form of updates to the stream next to check ins, tips and likes as opposed to arriving as a push notification.
This is the year of mobile, right? Oh wait, that was last year. No, it was the year before. Who really knows when "the year of mobile" will arrive or whether it's already here. One thing is clear though, mobile has risen to a level of prominence where it is both Cannes-worthy as well as ubiquitous enough to warrant a marketer's attention.
A new white paper from Urban Airship aims to help brands better connect with consumers using mobile push messaging. In the white paper, you will learn the seven rules of good push. From proper timing to relevancy to personalization to engagement, this white paper will educate agencies and brands on how to make the most of push messaging as an integral component of mobile marketing.
Download the white paper now.
To find creative talent, Saatchi & Saatchi Germany tried something a bit different. They created an iPhone app which allowed them to share their creative idea with a Mobile Creative Director. And just as creative were having fun with the app submitting creative ideas for judgement, up popped a message that Saatchi & Saatchi was hiring.
Looks like it was quite fun. Check out the case study video below. Is it just us of does Mr. Mobile Creative Director look like the Cannes Lion?
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The IAB and its IAB Mobile Marketing Center of Excellence will chair a first-ever all-day forum devoted to the topic of Creativity in Mobile Advertising during Cannes Lions International Festival of Creativity.
On Tuesday, June 19, IAB President and CEO Randall Rothenberg will lead the day's series of panels - six sessions in all, including a final roundtable that will spotlight The IAB Creative Showcase: Secrets of the Mobile Superstars. On stage discussion during this session will feature Colleen DeCourcy of Socialistic, Thomas Fellger of Iconmobile, and Per Holmkvist of Mobiento. They will share examples of the best mobile creative, and offer insights on how to take advantage of opportunities in mobile.
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Olive Mobile would like us all to know just how amazing their Infiniti JX tablet ad is. Using the gyroscope technology inside the iPad, they crafted a 360 degree interior experience of the vehicle without need for an app download they claim is a world first. It certainly might be an awesome experience but viewing the ad might also make you look like some gamer idiot trying to up his points while walking down the sidewalk.
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At the Appnation conference held during Internet Week in New York, a panel entitled Leveraging Apps (And the Mobile Web) to Drive Brand Preference and Engagement, discussed the various strategies and methods they have used for their brands.
Moderated by DraftFCB Mobile VP Jason Levy, the panel included Turner Senior User Experience Architect Klemens Wengert, Neo@Ogilvy Media and Innovation Director Sasha Xavier, Univision Interactive Content & Services VP Jose Hernandez and McCann Chief Technology Catalyst Lori Schwartz.
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During Internet Week, OMMA held its OMMA Mobile one day conference. In a panel entitled How Not to Waste Money on Mobile, moderator Shaun Quigly, VP Digital Practice Leader at Grunner was joined by Alexandre Mars, CEO of Phone Vally, Allison Owen, Digital Media Specialist at The Integer Group and Craig Weinberg, Mindshare Mobile Practice Lead.
For all the hoopla we've heard about mobile over the last ten years, we are still talking about how "this is the year of mobile!" Well after listening to this panel, it is clear, mobile has a long way to go before it becomes an "established" medium.
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