Beer Turnstile lets partygoers travel home free on Metro

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.

Carnival in Rio is exuberant and outrageous. With two million people attending each day, Rio becomes a place where anything goes and alcohol flows. Drink-driving incidents increase by 50% during the period.   To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.   All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.  This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.   The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

To live up to their ‘Don’t Drink and Drive’ effort, Antarctica Beer decided to help carnivalgoers get home safely after drinking. To do this they created the ‘Beer Turnstile’ at metro stations which accepted (presumably empty) Antarctica beer cans as tickets.

All passengers had to do was scan the bar code on the beer can, and the turnstile unlocked. All the beer cans collected were then donated for recycling.

This effective campaign took advantage of a potentially dangerous behavior, and leveraged innovative technology to provide brand utility and promote safety.

The Beer Turnstile received an average of a thousand passengers an hour and the number of drunk drivers caught went down by 43%.

BRAND UTILITY

Rather than just inter-rupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

EVOLUTION OF SOCIAL

With the advent of always-on, ubiquitous internet access, and digitization, our actual and virtual lives are increasingly starting to blend into one.

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Beyond the Browser: Minority Report, Flipboard, Murakami

Minority Report
As my colleague Chris Paul notes: “finally”… Facial recognition software now allows ads in Tokyo to see faces of viewers and tailor the ads displayed. Very cool (or scary).

Response to social magazine iPad app Flipboard overwhelms start-up
Flipboard, the personalised, social magazine iPad app launched earlier this week, has created such an overwhelming response the company has had to enforce an invitation only system while it works to solve capacity problems.

Novelist Ryu Murakami plans to release his latest novel exclusively for digital bookworms through Apple Inc.’s iPad ahead of the print version. Mr. Murakami, the acclaimed author of over 15 novels including “Coin Locker Babies” and “In the Miso Soup”, replaced the publishers with a software company to help develop the e-book titled “A Singing Whale,” or “Utau Kujira” in Japanese. The digital package will include video content and set to music composed by Academy Award winning composer Ryuichi Sakamoto, according to the Japanese business daily Nikkei. The newspaper reports the e-book will cost 1,500 yen ($17) and will be ready to download pending Apple’s approval. Apple Japan and Mr. Murakami did not respond to requests for comment at the time of publication.
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Digital Out Of Home: Delta and Digitas

A digital out-of-home campaign aimed at increasing awareness of Delta Airline’s flight schedule in the New York City area accomplished its task – by a measure of more than 28%. From February to mid June, the airline and its ad agency, Digitas, ran a campaign using both DOOH and traditional media. Edison Research, which surveyed consumers prior to the launch and during it, also found that business travelers’ perception of Delta’s international schedule increased by 26% and overall awareness by 15% (via Digital Sign Today).

How Delta Microtargets Business Travelers
When Delta Airlines wanted to reach business travelers just in the New York area last spring, it decided to test the idea of microtargeting with place-based media. So it teamed up with out-of-home vertical SeeSaw Networks to create multiple 15-second spots customized to a wide array of venues across five different digital out-of-home vendors.

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Twitter: Street

The Twitter name “@arjanelfassed” is not only the Twitter account of one Arjan El Fassed; it’s also the name of an actual location, “@ arjanelfassed tweetstreet,” which is now a street in a Palestinian refuge camp. The Dutch website Jouw Eigen Straatnam charges $146 for each of 200 street names in the Askar camp and gives the proceeds to the Palestinian Child Care Society (PCCS), according to Al Fassed, to fund “cultural and expressive after-school activities” for the up to 1,000 children in the camp at its youth center. Part of the program’s allure, he says, is that the corresponding street signs are temporary. “Since a refugee camp by definition should not remain permanent, selling street names of the camp is a creative way to connect people and support these children after school,” said Arjan El Fassed. “Naming the street to my Twitter account is a symbolic way to connect both online and offline with the children of Askar.”
@arjanelfassed
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Social Media/ OoH: Crandon Wants to be your Facebook Friend

Town Uses Billboard to Promote Facebook Page
“Sadly, no one talks about billboards much any longer”, opines Steve Hall, “So why are we talking about the lowly billboard today? Social media, of course. After all, social media is the only thing anyone cares about these days, right? It’s big news when a billboard is used to promote a Facebook page which is exactly what Northern Wisconson’s Forest County Chamber of Commerce recently did. Located just south of Lakewood on HWY 32, travelers from Milwaukee and Chicago heading north will see the board which carries an invitation from the Crandon Chamber to ‘Become a friend of Crandon’ on Facebook.”

crandon facebook billboard

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(Lack of) Branding: Harris Tweed, Hyundai

Harris Tweed manufacturer cuts Scottish branding from US campaign
The largest manufacturer of Harris Tweed has removed all references of Scotland from its marketing campaign in the US due to fears that the Scottish government‘s release of the Lockerbie bomber could lead to a sales boycott by American consumers. Harris Tweed Hebrides plans to focus on the brand’s island heritage and has removed all references to Scotland and Scottish imagery from its promotional material ahead of the launch of its fashion collection in New York next month.

harris tweed

When construction began on a new subway station just outside Hyundai Card and Hyundai Capital‘s headquarters here, marketers at the South Korean financial-services company wanted to grab as much of the ad space as they could. They got it all, as well as the space in three adjacent stations and most of it in four of the 16 trains serving the new line subway line. The three-year deal cost $2.2 million. Once they had their new display space, the marketers made an unusual decision: They would leave it largely blank. Inside the stations, giant wall signs are all white, except for a small icon that symbolizes one of the company’s services, such as a car for car loans, plus a small company logo.
hyundai seoul subway
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Blue Moon Beer “Artfully Crafting” Billboards

I am always a bit of a sucker for out of home “installations” or “ambient” media (call it what you will). It seems that Blue Moon Beer are playing up their art affiliations and “Artfully Crafted” tagline with this Manhattan billboard, cunningly designed to look like a brick wall adorned with paintings. The frames are real and look to have been stuck on over the bill. I wonder if they picked the odd location (28th/ Broadway next to the subway) to be at street level?

photo[1]

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photo[2]

Let’s not forget that Blue Moon is not only beloved of artists, but also policemen (as served at the recent Beer Summit).

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OoH: Prius Flowers, Digital Driver

Toyota plants big Prius flowerscapes next to California freeways
The 2010 Toyota Prius is being promoted with flowers—up to 180,000 of them, to be exact. The automaker is creating nine “harmony floralscapes.” The first, which used 20,000 flowers, was unveiled this week alongside the Pasadena Freeway in downtown Los Angeles. Greenroad Media has found a way to recreate images using its “Living Pixel” technology and living flowers. In this case, what looks to be an orange Prius sits within a sun, using 60 feet of flowers. The floralscapes are required to be non-commercial in nature, so the designs are meant to capture the essence of Saatchi & Saatchi L.A.‘s “Harmony Between Man, Nature and Machine” campaign for the Prius. Seven floralscapes, in a number of different designs, will be planted in L.A. Two will pop up in San Francisco. Only organic and reusable materials were used for the project, as well as non-potable water and solar electricity.

prius flower

Toyota devoted a chunk of its marketing budget for the 2010 Prius to experiments with non-traditional ways of using traditional media. The resulting programs have been more art installation with environmental and interconnectivity than “Buy Prius Now.”
Veronis Suhler Stevenson has become the latest to forecast a comparatively brisk future for out-of-home media, and for that much of the credit goes to digital. The increase in digital billboards, video advertising networks (VANs) and alternative ambient advertising, which is included in digital estimates, has driven much of the growth of the OOH industry the past few years, and it will continue to do so at least through 2013. The media investment banking firm forecasts that out-of-home ad revenue will post a 4.9 percent compound annual growth rate from 2008 to 2013, compared to a 3.3 percent decline for traditional advertising.
digital ooh billboard
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