out of the box :: The awesome world of digital

Audi bring scalextric to life through digital

Lovely activation to launch the new A3. The huge custom-built track allowed three people to race a scale model of the A3 round a scalextric track, all controlled by their iPad. The onboard cameras allowed the racers to see what it was like to actually sit behind the wheel and the video it created could then be shared on their social networks. I can’t believe something like this has not been done already?!? Nice execution.

Unlock the 007 in you

Coke Zero wanted a creative way to activate their sponsorship of this years biggest movie, 007 Skyfall. The idea was to challenge unsuspecting vending machine operators with a mission fit for a spy. People were told they had just 70 seconds to make it across the station to win tickets to the film. The mission was made all the more interesting by actors planted along the journey. These ranged from joggers blocking the escalator through to oranges being spilled in their path. I absolutely love this, as it’s a great way of leveraging sponsorship in a fun and creative way.

Everlasting Light rained down from the heavens

During The Black Keys final song at Osheaga 2012 this year, thousands of pixels rained down over the crowd. This accompanied the song ‘Everlasting Light’, and the crowd could grab them as they fell. It’s a really nice way of enhancing the moment, and a unique stunt that will get people talking. The LED rain was produced by Moment Factory in collaboration with Air France.

Nike Camp Victory shows us what’s fast

The more I see coming out of Nike at the moment, the more I can’t help feeling that they are currently leading brand innovation through experiences right now. Just last week, I stumbled on their house of innovation, and this week they have dropped their ‘Camp Victory’. This brand experience challenges people to partake in interactive installations that challenge them to be fast. There are other interactive things to get your hands on, like real-time data from athletes that you can manipulate and explore. What really strikes me though is the presentation on the video itself. Even for someone who was not able to attend, my take out is ‘Holy Shit! That looks cool!’. A great piece of content that once again shows Nike know how to do experiences.

Fantastic Delights - How far would you go?

It seems that brands are continually trying to trump each other on what a vending machine can do. First we saw Pepsi introduce their social vending machine, then just last month Rugbeer saw the worlds first vending machine that saw people tackling it. Now, Fantastic Delights (a snack food) are seeing how far people will go for a free snack. Starting out with sample tasks (push a button 100 times), the things they ask people to do get more and more ridiculous as the day goes on. What would you do for a free snack?

Coldplay unite fans with illuminating wrist bands

On their current global tour, Coldplay have been handing our free radio activated wristbands to their fans. During certain songs, the wristbands illuminate simultaneously, flashing and changing colour to the music. When looking out over the crowd, you really get a sense of togetherness. The bands are also free for fans to take away as souvenirs. The wrist bands, called Xylobands after the bands latest album look like a great way to enhance the live experience.

Coca Cola introduces the ‘Cheering Truck’ to Argentinian football

In a stroke of genius, Coca Cola have given fans of football across Argentina the opportunity to cheer their national team on without actually being there. The Coca Cola ‘Cheering Truck’ has been driving across Argentina recording the chants of fans with the purpose of playing them live in the world cup. It’s a great, unique way of engaging fans and getting them closer to the sport.

Streets - Share your happiness in 360

In my time, I have seen many ‘share your moment’ ideas. However, this clever take on it from Soap in Sydney is pretty cool. Using the same 360 degree camera technology made famous by the likes of The Matrix, people can step inside a circular camera track and record their summer fun. This then gets uploaded to YouTube for them to spread with their social networks. The site aggregates the videos, and it looks like there have been plenty created throughout the campaign. 

I think if I had but one criticism, it would be in the dressing around the image itself. Perhaps by tilting the lenses upwards, you wouldn’t be able to see the track? Or perhaps it could have been keyed out, adding people into a desired scenario? These builds alone, it’s a lovely execution and looks a hell of a lot of fun. Top work. 

The interactive & experimental pop-up cafe

Made for the World Design Capital 2012 in Helsinki, this pop-up cafe is not short on cool, fun ideas. People were invited to have fun by controlling tables and chairs from the website or through their mobile. Some really nice use of technology combined with real-world, human feedback makes for something that looks extremely cool to interact and play with. A great example of technology can be used as a vehicle for fun when used correctly.

Nike Film Room - A new way to learn with the pros

Sometimes an idea comes along that combines digital with a little magic that only a brand like Nike could pull off. The experiential area is like nothing I have seen before. Learn how to throw hoops like the pro’s using the latest in green screen technology. Kids replicated some of Basketballs biggest stars signature moves on a real court. The camera then isolated the player and analyzed their performance, step-by-step. At the end of the experience, they were given a custom poster of their performance, something tangible that they could hang on their wall when they got home. A fantastic piece of work that seamlessly brings in digital technology to really add benefit to the consumer. Nice work Nike.