DOOH + mobile + social is not always THE great formula

Digital billboard + mobile + social

I think this is a great formula. The holy grail, in fact.

This is where I see the real potential in truly using the places and things around us to engage. Not just through one, but all three.

ING recently created one such experience in Germany:

Here’s the thing – the problem right now is not whether or not the technology can do it. The real problem is cost and complexity. This is what prohibits scale. But you can even see how compelling something like this could be out in the real world, and then the reach it could potentially have in the virtual world. It’s a combination that could really spark engagement beyond an “experiential” level – something that we could see as a normal part of our everyday lives as we go about the real world around us.

Here’s the other thing, which to me, is more interesting. The tie-in between virtual basketball – regardless of how novel it is and how integrated the experience is – and ING is completely lost on me. They indicate that they wanted to “demonstrate how easy and efficient banking can be” with ING, but how that idea manifests itself through a virtual free throw is beyond me. I get that they wanted to reach a younger demo, but even still, is this demo going to remember ING is the one that brought this experience to them? It just seems too disconnected.

So, something like will get attention for sure. Right now, only a relative few might use it. I suspect it’s only a matter of time before more “non-technologically-curious” people would interact with something like this. But, the bigger concern should be to remain on brand. This, along with great technological integration like this, will be the true holy grail.

On brand communications/idea + integrated technology solution

This is where it’s at.

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