A few days ago, I tweeted a critique by Ad Age TV editor Brian Steinberg that the new Apple iPhone Siri commercials, featuring Zooey Deschanel and Samuel L. Jackson, were "off brand," i.e. they projected an "elitist" image versus Apple's "1984" democratic legacy. Then I received posts that I was perhaps selling the spots shorts. Now Ad Age has confirmed that the ads are not only highly successful, but are actually reviving the brand. I like the fact that the original article and my post have sparked some interest, but I was wrong.
We are living and working in an exciting world of rapid productization. With a world clock of compressed time zones, innovative new products are launched to the public as fast as it takes to open a browser. Never before have we been able to be a part of future evolution like we are today. We are the guinea pigs of technology's bipolar characteristics in that we are constantly playing catch up to the next 2.0, 3.0, 4.0+ upgrades. We are all a part of a science project in a test tube known as the target audience.
National Geographic has done a beautiful job in bringing their brand to life through a wonderful AR experience. Audiences walk onto the marker in the middle of the mall and look up towards the big screen to see them selves surrounded with dinosaurs and astronauts.
Some cool things happening in digital advertising as well as more video interpretations of the future.
With a brand like Jordan, you expect amazing. The launch for the new Jordan Melo M8 shoe went beyond that. With incredible light projections onto water explosions, this event had Disney-esque production scale qualities.
It is very interesting how most "The future is going to be this..."presentations and videos are starting to all feel the same and center on common themes. Themes around cloud computing, always-on devices available everywhere, and convenient personalization of each person's world whether at work or play. The videos that deliver these stories are calming with a feeling of control, and peace of mind. Yet there are elements that are a little uncomfortable.
We spend an enormous amount of time and money branding ourselves to potential candidates. Yet for a lot of companies there is a syndrome in place that drastically affects the candidate's experience with the brand. And in a down economy, your candidate engagement strategies don't necessarily have to change, they just need to be firing on all cylinders.
So which should you develop, a mobile web campaign or a mobile app?
The answer to that is dictated by your overall objectives, needs, budget, and target audience's mobile behavior. Theoretically for B to C or B to B campaigns, the choice between the two shouldn't be approached as an either/or proposition, but as an integrated complimentary strategy. In a recent white paper published by the MMA, A Brand Marketer's Guide to the Mobile Web and Mobile Apps: Not an Either/or Proposition, they laid out some core fundamentals to help us all see through the brightness of all the shiny objects launched each day.
In my last post, I discussed how technology, specifically the iPad, is finding its way into hospitals and other healthcare settings nationwide - and in some cases, even becoming company sponsored. But along with the adoption and implementation of high tech devices and programs, often comes the problem of how to ensure staff members fully understand how to navigate and utilize the new technology to its fullest. Several factors often emerge as common roadblocks to an employee fully embracing new technologies.
Remember the days of good old pagers? Doctors sure do. They and other healthcare professionals have taken advantage of mobile technology for quite some time now. But, instead of the pager or cell phone, more recently, it’s the iPad that’s become increasingly popular for doctors to carry. Chilmark Research concludes that 22% of doctors within the United States use iPads.
Digital media is transforming the way we live, work, and of course communicate. As we adapt to newer behaviors that push what we see as truly innovative and "out there" into the main stream, Adobe has created an amazing virtual museum of digital media experimentation that showcases groundbreaking digital work from digital artists and innovators.