- Communication Outside The Media Environment
- Gmail Public Trial “Inside of Gmail”
- We put an interesting person in a glass box in the centre of Moscow (e.g. journalist from a popular youth magazine Big City – co-promotion with the magazine)
- He’ll have to spend 3 days with access to Gmail only. He has never had Gmail before and will have to get a Gmail box and survive with the help of its features
- All his actions will be displayed on a big screen so that people in the streets could see how easy it is to use Gmail
- His e-mail address will be widely spread and anyone will be able to send him a mail and get one back
- After the 3-day trial is over we make a viral out of it
Augmented Reality Technology As A Communication Element Outside The Media Space
As an example let us consider using a QR-code as a product promotion element. The product in this case may be a new mobile operator tariff, may be the mobile operator itself, a phone, a camera or a smartphone, a retail or any other goods or services.
For the detailed consideration we will designate the advertising campaign as a crosspromotion of a mobile operator with a QR service and an “X” retail[The project work of K. Sapunova for 2009]. The promotion challenge is to replace a usual bar code for the product identification with the QR-code.
Usage of this code provides an opportunity of a message transfer. The size of the coded data is capable to contain not only an advertising message but the packaging information and a link to the Internet store of this chain.
Thus, it is possible to position a QR-code as a shopping optimizer: in a middle-sized retail chain shoppers are offered to use a new service which help to not just to reduce the time spent on everyday shopping, but also to make this process more convenient. So, the shopper can immediately get the information about the product he is interested in – by taking a photo of the new bar code he will be automatically offered to the product’s page with the price, expiry date and any other information. Making the purchase in two dimensions (physically at the store and adding the product in his electronic basket) the shopper knows the sum of his check before he gets to the checkout.
- Creating Audience Emotional Involvement In Advertising Communication Outside The Media SpaceLet us examine the class project of the Starbucks advertising campaign[The project work of K. Sapunova for 2009] as an example of the communication in the non-media space. It was based on a game demonstrating the capabilities of a non-standard medium in the previous chapter. This project is a combined BTL-action of two brands. The first one is the coffee shop chain mentioned above, and the second one can be a mobile communicator
The key element of the campaign is taking the game to the city streets. The game is a parkour marathon. It is a live immersion into the game which attracts the public eye to the action and also increases the audience involvement. The event programme also includes an introduction parkour seminar. A truck crane serves as the gear.
The first step of the action is playing the “Starbucks Quest” game on the communicator to introduce the device. It is held in the Starbucks shops everyday during a week before the marathon (the programme’s estimated time is an hour). Besides, the model trial will take place in the “Photo Hunt” contest during the marathon – the team coordinators will follow the tracers location by the communicators placed on the Starbucks tables and inform their photo hunters. In the freeze-frame point they can upload the photos in the contest bank. The return mechanics is also provided by the means of a lottery among the tasting participants questionnaires. Several of the communicators used in the action will become the winning prizes.