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digital moves

In Tokyo, an App Aims to Make the Physical Newspaper Relevant to Children

Posted by Sheila Shayon on January 29, 2013 12:58 PM

The Tokyo Newspaper, aka Tokyo Shimbun, and Dentsu Tokyo have created an augmented reality app that "translates" stories from the newspaper into a child-friendly format. Replete with cartoon-character commentary on stories, headlines (pop-ups) and child-friendly text, the app makes it easier for children to understand what's on the printed page.

The app, which was chosen recently by Ad Age as a Creativity Pick of the Day, provides opportunities for advertisers as well. Companies like yogurt-maker Meiji are placing interactive ads in the paper targeting children and their parents.

The move comes as newspapers worldwide search for new ways to sustain their printed product as readers, especially young ones, become accustomed to receiving their news in the digital space. But while the focus tends to be on attracting millennials and others crucial to the papers' survival, recruiting even younger readers is also a part of other newspapers' efforts.Continue reading...

digital moves

Dodge Dart Lowers Barrier to Entry for Millennials With Online Registry

Posted by Dale Buss on January 21, 2013 03:09 PM

Dodge Dart got beaten up a bit at the Detroit Auto Show, and partially by the company's own boss. Outspoken Chrysler CEO Sergio Marchionne said that the launch of the important nameplate hasn't "gone as well as I wanted" and acknowledged that sales of the car have been hurt so far by engine and transmission combinations that have left many buyers feeling the car is underpowered. 

But with a U.S. new-car market that prizes fuel economy in a package with decent amenities, Dart is still a new enough phenomenon that it's got a chance to compete better in a category crowded with worthy competitors including Toyota Corolla, Honda Civic, Ford Focus and Chevrolet Cruze. 

And here's a first step: Dodge has introduced "new rules" for buying a car with an innovative online Dodge Dart gift registry. The promotion combines crowdsourcing and pizzazz with millennial appeal, and aimed to be a game-changer for a car that sold only 25,000 units in its first calendar year.

The registry allows consumers to configure and customize a Dodge Dart and set a goal for the amount of money they need to fund it. It then itemizes components of a car — everything from seats to the engine — allowing friends, family or anyone else to sponsor them.Continue reading...

digital moves

Move Over, NikeFuel: Disney Launches MyMagic+ Wristband

Posted by Mark J. Miller on January 7, 2013 03:18 PM

Just as CES is getting underway in Las Vegas comes word that Disney is considering getting into the video-game-console market. UberGizmo reports that Disney has patented a gaming console that “will focus on providing a 3D augmented reality experience with its titles, similar to what the Nintendo 3DS does.”

While a video-game world of Disney is still a (new and improved) Fantasyland scenario, the estimated 30 million people that will pour through the gates of Disney World this year in Orlando will find themselves in a more game-like experience.

That's because Disney's digital marketing mavens are introducing a new method of payment and admission to ease navigating the park's attractions and venues: a bracelet called MyMagic+.Continue reading...

digital moves

Louis Vuitton Sashays Down the Digital Runway

Posted by Andrew Chan on January 4, 2013 10:09 AM

Louis Vuitton recaps its 2012 digital efforts, including live-streaming, Instagramming, photo-blogging, interacting and engaging in a chic video that serves as a runway for its mobile, social and online forays (watch below). The description: "As an innovative and creative fashion brand at the forefront of digital, Louis Vuitton aims to produce qualitative and diversified content, highlighting the different aspects of the House, its values, heritage and the Art of Travel."Continue reading...

digital moves

The New York Times Takes Digital Journalism to New Peak With Snow Fall

Posted by Mark J. Miller on December 21, 2012 01:13 PM

Journalists have long cursed the rise of digital as being the death of long-form journalism. Who has time to sit down and consume 20,000 words on one topic when there is a vast array of bite-sized stories to feast on? In this era of "tl;dr," how can one devote so much time to a single issue when there are slide shows to click through, polls to take, and endless YouTube videos of cute cats and other animal antics to enjoy?

While many news organizations use all manner of digital wizardry to create more engaged news consumers, the term applies much more perfectly with those who actually sit down and consume those long-form stories that require a paper to devote one reporter’s time and energy over an extended period, a luxury not many publications can make in these tightly budgeted times. 

The New York Times, though, is thankfully making the effort and taking a chance on some of its readers settling into their favorite chair with their e-readers and tablets and digesting a story that may take them a good hour to read and watch. The paper has partnered with Byliner.com, a site dedicated to bringing such content to readers, to create short e-books that will sell for $2.99 a pop.

The first project of this original series, “Snow Fall” was just released on NYTimes.com to great acclaim on social media and is based on an article that John Branch wrote for the Times. It beautifully, interactively and dynamically — yet horrifically — tells the story of 16 of America’s top skiers and snowboarders who got buried in an avalanche in Washington state last year and is reminiscent of The Perfect Storm and Into Thin Air.Continue reading...

digital moves

Nike Digital Moves: Nike+ FuelBand Invites Fans, Developers to Come Out and Play

Posted by Shirley Brady on December 10, 2012 03:26 PM

Nike is engaging its legions of devoted FuelBand-sporting devotees with NikeFuel Missions, billed as "the first game powered by your all-day activity."

The Facebook app goes live on Dec. 11th, picking up on its "Game On, World" theme by inviting fans of the almost one-year-old digital monitor to come and play: "In a world conquered by cold, you'll have to earn your way out with the help of Calvin Johnson, Alex Morgan, Allyson Felix and Neymar Jr. Do more with your Nike+ Fuelband. Advance your avatar. Stand out on the leaderboard."

Watch the "In a world..." movie-style trailer (complete with Inception-style soundtrack) and find out more about Nike's other new digital push, below.Continue reading...

digital moves

Domino’s Seeks Global Domination With Worldwide Half-Price Pizza Deal Today

Posted by Sheila Shayon on December 6, 2012 05:20 PM

Pizza lovers rejoice! Domino’s, world leader in pizza delivery, is offering 50% off all pizzas ordered online at menu price through Dec. 9.

And today (Dec. 6th), 52 countries are celebrating the second Global Domino’s Day by offering the same deal via Domino’s Pizza Facebook pages around the world, where an app directs them to their local Facebook page. Last year, 19 countries took part in the brand’s first-ever global offer with more than 500,000 people taking part, and this year, more than 90% of Domino’s stores worldwide are participating.

“Domino’s is proud of our global presence, and we’re thrilled to spend this one day bringing Domino’s fans from around the world together with this special offer,” said Dennis Maloney, Domino’s Pizza VP of multimedia marketing.Continue reading...

digital moves

McDonald's UK Tests Interactive Happy Meal Digital Play Zones

Posted by Dale Buss on December 6, 2012 03:18 PM

McDonald's U.K. seems relentless in its efforts to appeal to kids and their parents.

Lately, the chain's initiatives in that direction have included a healthier revamping of its Happy Meal for the London 2012 Summer Olympics and the rolling out of a carbonated juice drink for kids. Now, McDonald's in the British Isles is experimenting with interactive gesture-recognition technology to select stores (with high traffic from families) for a Happy Meal Digital Play zone.

The interactive installation combines a Wii-like experience with digital signage. Kids trigger games featuring McDonald's characters and other beloved characters (such as Bugs Bunny and Tweety Bird) to play games and get moving.Continue reading...

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