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Subway would have you think the wearables of the future will include a sweatshirt that orders pizza with the rub of a belly and a trucker hat that conveys your thoughts on the deliciousness of your meals.
The Internet of Things is migrating to our bodies and wearable tech had a large presence at SxSW 2014, with over 50 sessions and robust Twitter streams devoted to the topic. (My small Vine below alone brought about 37 interactions for the brand.)
Author’s Vine of Subway’s Eatovations booth in the Convention Center
But what does this mean for marketers? Well, before you run off to craft your new “wearables strategy”, refer first to your marketing objectives and strategy and decide if these shiny new tools make sense for your brand and KPIs.
What benefits will wearable tech offer for your customers and stakeholders? Can wearable tech improve the user/consumer experience? Or increase ease and frequency of transactions?
I attended a panel at SXSW wherein Coca-Cola, Visa and the PGA Tour talked about their wearable strategies. Visa wants to drive seamless transactions based on biometrics and gave the example of a person’s wearable ordering a Powerade after his tech has detected he’s worked out.
Coca-Cola and The PGA Tour had the philosophy of using wearables to create new content. Sloane Kelley, from the PGA Tour, gives golfers Google Glass to film “content the fans crave” with the goal of increasing fans’ connection both with the players and the sport.
As my day job focuses on helping brands and agencies learn how to create social video content that viewers will be compelled to share (and the benefits they’ll reap as a result), my interest was piqued!
This is exactly the approach brands need to take in their content strategies.
This ginger tom has a very particular preference when it comes to meal times, and can be seen using Meow Mix's new 'Cat Starter' app to vote for its favourite idea. A very cute (and internet-friendly) feline Vine from the popular cat food producer.
Godzilla waterskis, Tony Hawk floats and a blogger has a heart attack. Yep, it's just another bizarre week in Adland.
But which ads have been rising up the chart this week? Which commercials have been lighting up the Open Web?
Here are our fab five. Enjoy!
About a year ago, Pepsi Max ruined interactions with strangers forever thanks to their blockbuster ‘prankvert’ “Test Drive”. Teaming up with sadistic NASCAR racer Jeff Gordon, the brand set about scaring the living daylights out of an unsuspecting car salesman, racking up over 2 million shares in the process.
As with all overwhelming successes, the big-budget sequel was inevitable. “Test Drive 2” certainly does not disappoint in ambition, altogether abandoning the test drive conceit in favour of something a little more high-octane. Gordon’s acting is similarly scaled up, with him seemingly channeling a grungy side character from ‘True Detective’.
Having said that, “Test Drive 2” is remarkably cruel, even for a ‘prankvert’. Though it sets out to disprove the ‘Jeff Gordon Is A Lie’ conspiracy theories, I ended up seriously hoping the whole thing was fake. Because honestly, taxi ride conversation is awkward enough without having to worry about police chases.
Oakley counts down to big news, golfing gets a rock star makeover and Marty McFly's Hoverboard returns, all in this week's round-up of the top branded Instagram videos of the week.
More and more brands are joining the short-form revolution. However, with so much short-form content out there, sometimes it's difficult to sort the wheat from the chaff.
So if you crave the best of the best, you've come to the perfect place. Within one-and-a-half minutes, you’ll know this week's kings and queens of Instagram.
Dolce and Gabbana's new "luxury women's sunglass" are a thing of beauty, with individually crafted mosaics studding the frames. This Instagram vid showcases both process and product, making the finished object all the more desireable.
Imagine if instead of picking up your phone to talk to your mates, their faces appeared in the palm of your hand.
Rather than talking to some disconnected, metallic voice coming from your smartphone, you could actually see their mouths and ears protruding above your wrist.
Well, imagine no more. Thanks to the power of advertising, it all becomes a stark reality for one 'lucky' guy.
In the latest ad campaign from LG, "The Most Human Phone Ever", created by SuperHeroes, the tech brand takes the idea of your phone becoming an extension of your body one step further than most of us will probably be comfortable with.
It shows a guy getting the new LG smartphone as a birthday present. But this is no normal smartphone, this is the LG G Flex - 'the most human phone ever'.
What does that mean? Well, we soon find out, with our birthday boy being congratulated by a beardy mouth which appears on the heel of his hand. Admittedly, in the same position most of us would run around furiously shaking our hand and shouting "get it off me", but not our hero.
Thankfully, he's cool as a cucumber and not too freaked out by his new gift. It's his best friend's mouth, after all.
Besides, when his girlfriend calls him later, it's the perfect excuse to steal a kiss - even if he is snogging his own hand.
Only in AdLand. Anyway, the ad is well worth a watch, just don't be surprised if you find yourself suspiciously looking at your hand for the rest of the day.
Vine is hotter than a cat on a hot tin roof at the moment. However, with a wave of short-form content engulfing the Open Web, it's not always easy to find the pearls in the ocean. So if you're looking for quality inspiration, then look no further. Unruly rounds up the best 6 branded Vines every week.
In this week's post we have a nostalgic shocker from Spotify, driving tips from VW and a runaway breakfast...
So cancel all your plans for the next 36 seconds and enjoy!
Ah 1999, a year that saw the launch of such cultural icons as the Millennium Dome, Star Wars: The Phantom Menace, and Eminem's career-defining LP 'The Slim Shady'. The fact that it was 15 years ago (not to mention 'last century') might make a few of us feel a bit old, which the music service hammers home well in this simple Vine.
What do human flea collars, cats singing classic 80s hits and Germans smoking sausages all have in common?
Well, it may sound like a dream you once had after eating too much cheese before bed, but in fact they all feature in this month’s round-up of the Unruly Global Ads Chart. From the sublime to the completely ridiculous, the shortest month saw a lot of new brands walking tall in the top 20 of the Unruly Viral Video Chart.
However, leading the way at number one is an-all-too-familiar sight – a Budweiser Super Bowl ad. Edged out of top spot during January by Thinkmodo’s prankvert “Devil Baby Attack”, the alcohol brand’s cute Clydesdale campaign “Puppy Love” took the number one position at a canter during February thanks to a storming performance during Super Bowl Sunday.
The ad, featuring an unlikely friendship between a horse and a dog, added more than 1.16 million shares last month, securing the February title ahead of Learn For Life’s controversial PSA “Set Yourself Free” by a lot more than a long nose. It also helped Budweiser overtake Volkswagen to become the most successful social video brand in Super Bowl history.
Other Super Bowl spots to make into February’s top 20 include GoPro’s exhilarating “Red Bull Stratos”, Bud Light’s “Ian Up For Whatever”, Kia’s “The Truth”, Jaguar’s star-studded “Rendez-Vous” and Coca-Cola’s controversial “America Is Beautiful”.
Pepsi Max and NASCAR driver Jeff Gordon scored a mammoth social video hit last year with its brilliant Test Drive ad.
The commercial, which saw a heavily-disguised Gordon take a supposedly unsuspecting car salesman on the test drive from Hell, was one of the biggest video campaigns of the year, attracting 2.72 million shares...and counting.
But not everyone was a fan. Like Travis Okulski from auto blog Jalopnik, who wrote several scathing articles explaining why the ad was a complete fake.
However, Gordon and Pepsi were not prepared to take that lying down. So when were coming up with potential victims for the sequel, one name kept coming up.
With some help from his 'friends' and colleagues, they lured him to Charlotte, North Carolina, ostensibly to get a sneak peek at the new Corvette Z06. But when he gets in a taxi, he soon finds himself in the middle of a white knuckle police chase.
Suffice to say, he won't be crying fake this time around.
The ad has a long way to go the match the success of the original, but has already raced out of the blocks, attracting more than 150,000 in less than 24 hours. This one could run and run.
Cats sing 80s classics, Pharrell Williams wears a hat and a middle-aged German man bathes in muesli. Yes, it's just another week in Adland.
But which ads have been topping the Unruly Viral Video Chart over the last seven days?
Well, here are five picks. Enjoy!
Advertising based around hidden cameras is usually obsessed with tripping people up. Whether it’s catching people out or just plain terrifying them, it’s not often that this popular sub-genre ever tries to be humanity-affirming.
The sentimental appeals of charity SOS Mayday’s “Would you give your jacket to Johannes?” are plain to see, but the simple spot works, and has been shared over 300,000 times, because it makes a tangible relation between philanthropy and everyday acts of kindness. Few people could watch the ad without wondering how they would act in that situation (or even have acted in the past).
While there’s very little to spoil about SOS Mayday’s ad, it’s a charmingly simple set-up that I hope furthers their cause.