#amyandaidan2013 (at St Andrews Anglican Church)
THE BEAUTY WITHIN
"What is inside counts more than what is on the outside
Intel and Toshiba’s web series THE BEAUTY INSIDE tells of a man who wakes up in a different body every day, with only his laptop to record his story. As the narrative develops, the subjects of love, identity and human connection come into play, and all involve viewers to be apart of the series by through Alex’s changing identity.
We learn of Alex’s many physical identities through his web cam recordings, which in turn features players who have engaged in an audition process through Facebook and Twitter. The Beauty Inside’s success lies within it’s originality to engage players as the central character. This originality won an Emmy for its innovation in Daytime programming which is a rarity with product endorsed narratives. However, this MPE is limited within it’s game rules and play due to it’s predetermined narrative.
The integrity of its message “the beauty within” loses authenticity when the integral meeting of the two central characters meet only upon a day that Alex is typically “attractive”.
The core message used to gratify all players is instantly defective. It’s disappointing the marketing strategies to attract a millenial demographic take precedence over the core message and unfortunately detracts from the remainder of the series.
"I’ve spent time being thin, I’ve spent time being fat, I’ve been pretty, been ugly, beautiful, weird, I had a stutter, had perfect hair. The one thing it taught me was that being good-looking opens doors, no matter who you are, they say it’s what’s on the inside that counts, it’s kind of hard to count when no one sees your insides"
Pereira & O’Dell
Pereira & O’Dell
August to September 2012
70 million views.
26 million interactions.
97% approval on Youtube.
66% lift in brand perception for Intel, 40% for Toshiba.
300% sales increase.
THE EXQUISITE FOREST
The Exquisite Forest
Tate Modern Museum - One year from July 23 2012
Launched in January 2010, Adidas Originals was one of the first fashion retail brands to utilize augmented reality as a brand experience to engage a younger demographic.
Five iconic Adidas Original shoes were designed with AR access barcodes transfixed on the shoe tongues. When scanned via webcam, the shoe acts as a tool itself to the augmented Adidas originals neighbourhood 3D city on screen. The cities contained 3 games each representing an element of the 2010 Spring/Summer campaign.
The games involved a past cross-promotion with Star Wars, Skateboarding, and a sound interaction DJ game. Points could be cashed in for AR trophies and AR snapshots connected to Twitter and Facebook posts.
Although the engagement level is limited, the campaign approach to invest in an emotional connection in these younger players present a unique introduction into the brand. It shows players they own more than just the shoes but a part of brand on the forefront of innovation.
Games released monthly in a 3 month span
DECODED BY JAY Z X BING
Advertising agency Droga5 had the unique task of teaming two major brands and creating a collaborative campaign that fuzed the two with a compatible and central purpose.
Beginning with Jay Z’s book Decoded, Droga5 drew the significance of his personal links to his hometown of Brooklyn and the New York area. Not only did they recreate each page from the book, but transformed each page as a part of the location’s environment.
The Decoded campaign generated value to the cultural significance of New York and its role in the history of Rap and Hip Hop. Introducing Bing-Maps as a tool to track and explore these locations, the targeted demographic of Gen Y players utilised Bing’s newly developed augmented reality technology.
Droga5 Art Director, Jon Kubik translated each page into a creative design solution from the inner linings of a Gucci jacket to plates at Jay Z’s own restaurant. The diverse range of mediums constructed an engaging yet consistent vision.
Droga5 (New York)
To increase Gen Y demographic brand awareness and Bing’s new mapping software new augmented-reality mapping technology
- Pages of Decoded implanted into story location relevant nodes.
- Integrated online game (Bing-Maps enabled) directed users to page locations.
- Page location clues released daily on Twitter, Facebook and radio.
- Players upload images of locations and participate as a contributor.
- Remote players use Bing-Maps AR technology to “walk the streets” and interact with the documented digital pages before hardcopy is released.
11.7% increase in visits
Entered the Global top 10 most visited websites for the first time
Decoded on bestsellers list for 19 weeks
Jay Z’s facebook followers grew by 1 million
1.1 billion global media impressions
Average player enagagment over 11 minutes
Campaign covered by major news outliets, cultural influencers and celebrities