If you’re a big summer concertgoer, you know there’s usually the big 3 events every year – Coachella on west coast (2 weeks to go!), Lollapalooza in the midwest and Bonnaroo on the east coast. I know there’s others, but these 3 usually generate alot of attention when they announce their lineups. Which brings me to Lollapalooza and the fun and social way they’re going about releasing their lineup this year – by one letter at a time.
They’re driving a great conversation on their Facebook Page and people are already blogging about who the potential headliners are. Even their own message boards are extremely active with fans guesses. Of course, given the release around April’s Fools Day, some people are questioning the accuracy of the suggested headliners, but that’s just driving more conversation and awareness around the puzzle itself.
Great, simple use of driving attention back to a pretty innovative way of announcing a festival lineup.
UPDATE: Agencyspy has more details on the promotion here.
About a month ago, I wrote an op-ed for Adweek entitled “2010: The Year of Augmented Reality“. What I was trying to convey in the op-ed is that while Mobile will be the key component of AR in the future, right now there are many different advertising and marketing channels that can actually utilize AR in creative and innovative ways. Though I won’t republish the article here (you can read it on Adweek’s site), I did want to include embedded video examples below of how channels such as Interactive Storefront Displays, Digital Billboards, Event Marketing and Point Of Purchase are currently using AR. Web, Mobile and Print get all the press but these examples show how brands should think of AR as being adaptable to pretty much any marketing or advertising channel. If interested in even more examples than below, check out the Facebook Augmented Reality Page which has just about every recent AR example out there. So, without further adieu…
POINT OF PURCHASE
POP might be the most advantageous channel for AR given that a well-planned and executed AR initiative can easily turn consumer purchase interest to intent in a matter of seconds. Kiosk format provides little to no barrier of entry for consumer.
Developed by Metaio
INTERACTIVE DIGITAL BILLBOARDS
Numerous brands could leverage the unique participatory interaction of an interactive billboard.
Developed by Chris O’Shea
Event Marketing, like point of purchase, is also a great channel for AR, given most consumers will likely already have interest in your brand. Though most of these executions are gimmicks, this channel is maturing.
Developed by Total Immersion
Developed by Metaio
INTERACTIVE STOREFRONT DISPLAYS
AR-based storefront displays can be used in myriad ways to help drive consumers into your store.
Developed by Simon & John
Developed by Jim George & Karolina Sobecka
MUSEUM / PUBLIC WORKS
The binoculars or viewing mechanism mimic how optical AR can function in the future. For now though, AR helps museums become interactive by making history come alive.
We Are Organized Chaos (WAOC) is Zugara’s (www.zugara.com) interactive marketing and advertising blog where we’ll be featuring some great projects and discussing upcoming trends in the digital world. Work — good and bad — will be critiqued. Hope you’ll enjoy reading our insights and thoughts on interactive.