This is an interesting idea by Budweiser. the hotter the weather, the better the beer promotion. If it gets really, really hot, you get the bud for free. Otherwise, you get 1€ or 2€ off. The mobile app tells you which rebate is on. (See Adverblog for Screenshots of the app!)
Here is the commercial related to it (enjoy the „old spice“ style of the video):
This is an interesting example of how you can leverage a location based service like foursquare to make your billboard ads more engaging: every time you check in at the billboard location, a dispenser – part of the „interactive“ billboard – releases some GranataPet dogfood.
Of course, you could have chosen SMS or Bluetooth as a way to interact with the billboard. But in that case, there wouldn’t have been any connection with the social network of the target audience. Using foursquare, the dog owners could inform not only their foursquare friends, but also their facebook friends and their twitter followers of the new way to access GranataPet dogfood…
Nice little idea – I just wonder, why they had to produce a dedicated app. Would be so much easier for users if they could just checkin use their existing Facebook/Foursquare checkins…
Mashable features the top 10 apps to watch for 2011. While some don’t seem to be too interesting for me and some to be just „me too“ apps that need to proove that they offer never seen additional value, one looked rather interesting to me: GetGlue
It let’s you checkin into Movies, Books, Shows, etc.
Somehow people got used to „checking in“ to things. And they also got used to sharing experiences. Weird concept though, that you check into a book. But the social aspect is great, because (as with foursquare) you can leave tips, comments, see who also checked in to that particular medium, etc. Does this need to be a „mobile“ app? Think not, as there does not seem to be any location aspect to it.
It also seems to be a cool recommendation engine. I wonder what else people will get the chance to check into? Meals, drinks? And who has the time to constantly update their checkin status for every single detail of life? I already keep forgetting to check in with foursquare all the time.
This seems to be an interesting way to enrich plain advertising.
I just wonder, whether or not people will really „goggle“ print ads? They must be really interested in the messaging, the product, etc.
But once „goggles“ has a real content benefit, it will be easier for Google to stick some context relevant advertising next to the goggled content.
OK, it‘ s a bit of a strong title. Yet – the latest rumour states that Adidas cancelled their $10 Million contract – due to the harsh „quality“ controls by Apple.
The reason according to businessinsider:
Adidas supposedly pulled its $10+ million ad campaign from the iAd program because Apple CEO Steve Jobs was being too much of a control freak. According to one industry exec, Adidas decided to cancel its iAds after Apple rejected its creative concept for the third time.
The fact that there are such high standards for quality should generally be regarded as a good thing. Once users acknoledge the fact that iAd adverts are of good quality, acceptance – and hence clickrates – of these ads should increase. Leading to higher revenues for Apple and for the App publishers.
But what good is such a quality control mechanism if you upset all the advertisers? Adidas is apparently not the first company – Chanel already stopped their iAd ambitions, too, according to some sources.
Apple is a company with extremely high standards, which is the reason for their success (heck, I am writing this on a MacBook). But if they want to pull in other companies into their iAd System, they should consider, that they are dealing with clients – not suppliers (or employees). Especially, because there are also some other issues advertisers dislike:
In addition to Apple’s unusual control over the ad creation process, advertisers complain about the lack of control over and visibility into where their ads appear, lack of third-party ad serving tools, and other issues. Apple plans to open up the process once it’s more comfortable with the program, but it appears some advertisers have lost their patience.
Mobile advertising is one of the next (if not current) big things. With many strong competitors and antitrust investigations pending (what’s the latest status on that, by the way?), can Apple really afford to be this drastic?