11th Screen

Common sense, expert opinion, and the most fundamental best practices would tell us, of course it matters – the size of QR codes (especially in public spaces) directly impacts how many people see it, therefore how many people end up scanning it. But I wonder how accurate that really is.

Recently, I saw this huge billboard in the Denver Airport with three large QR codes on it.

I don’t know how much bigger they can get, particularly in relation to the overall real-estate of the “canvas.”

Then, conversely, I saw another huge print advertisement in a mall here in Dallas with a tiny QR code on it.

That’s it in the bottom left-hand corner. You might have to squint to see it.

Both advertisements were large and placed in high traffic venues, in high traffic areas, so the chances for noticing them on a daily basis is high. But guess how many people I saw scanning either of them?

1.

And that was me.

Now, in fairness, I was only in the vicinity for a few minutes. But in those few minutes, it was as if I was the only one who not only noticed the ad, but was actually interacting with it.

So, I think the size is a relevant question. Because the real questions still remain – Do people even notice QR codes (or Microsoft Tags) when they see them? Do they know what they are? Or know what to do with them?

I still don’t think the average person knows what they are or how to use them, so when they see them, they have no impact. Regardless of their size.

Now prominence is another thing. As a marketer or brand who’s implementing these types of codes, you’re not giving yourself any chance of succeeding when you place a tiny code in the bottom corner of an ad, where only the wheel of a stroller would notice it. Be that as it may, I think brands/marketers have alot of flexibility in size and prominence. As long as it’s big enough and can be seen within a reasonable line of sight, I would say that you’ve covered the size and prominence aspects. But there are bigger issues to solve around these codes.

I think the only way we can get the general person/consumer to become aware and adopt a new behavior (scanning these codes) is to add real value to the codes. “More information,” which seems to the “value” associated with most of the codes I’ve seen in the past year is not enough. There haven’t been many brands who have cracked this nut and as a result, probably not seeing the success they anticipated.

PSFK recently released a “Future of Mobile Tagging Report” and they key takeaways for me were:

1. There is potential in using these codes and even more, the codes becoming commonplace in our world.

2. Content, namely the content “behind the code” (the content that consumers see after they scan the code) is the only way these codes can take hold and succeed. That’s the value. And yes, “value” looks different for everyone. But it’s not about the size or the prominence or the design. (You can see the general sense of “value” when looking at these examples, even if you’re not the target audience. So, I don’t want to use this forum to debate “value.”)

If you haven’t seen the report, check it out. There are some solid examples of the wide range of uses with these codes.

I just wrote about a new technology called Sync that can “sync” two different devices with each other based on audio and can serve up customized experiences.

Today, I see that Honda has utilized this new technology, too. They just released a new commercial (“This Unpredictable Life”) and iPhone app (Honda Jazz) that can interact with it. First, the commercial:

And then the iPhone app:

They’re calling this “screen hopping technology,” but from what I can gather, it’s based on the same concept as the Sync technology that Grey’s Anatomy uses in their iPad app.

My takeaways from this – Honda is one of those brands that understands their brand(s), their stories, and their channels. They’ve always done a great job at connecting with consumers in unique and meaningful ways. Across many channels. Here is just another example.

And Apple continues to lead the way. Attention DOOH Networks: get a creative mind (preferably a storyteller) and an application programmer and let them come up with the best way to integrate with the other content in your network. I know it’s not that easy, but it seems like those two roles are becoming more and more essential each day.

“Are you ready to change the way you watch television?” asks the voice in the video.

“It can do way more than that,” I say.

See for yourself.

Yes, I am a fan of Grey’s Anatomy (the last couple of seasons, I thought it had jumped the shark, but last year’s finale put it back in my good graces), so today when I caught news of their new iPad app, I went to check it out. What I found was something that could not only drastically change the way we watch television, but how we interact with brands and each other, and ultimately the places and things around us.

The app has everything you’d expect out of it – exclusive content, social hooks, game elements. But the real game-changer is its Sync Technology. (Similar to the type of technology that Ford uses in their cars.)

Real quick 101 on the tech – it picks up on audio waves within a certain distance and then takes action based on the audio cues. Here, in this app, when watching any Grey’s Anatomy episode, you can “sync” the iPad with the show. And when that happens, the app serves up custom content (polls, tweets, behind-the-scenes footage, etc…) based on where you are in your viewing experience. It reacts, real-time, to what you’re watching and then serves up the most appropriate content. Just by listening.

In a car is one thing. There, the technology is taking action based on the driver’s commands, allowing the driver to eliminate all futzing required of their hands, and focus on the actual driving part. It’s highly effective at serving a utility. Watching and interacting with a TV show is something entirely different. Here, the technology is taking action based on a storyline, as told by many different characters. It’s literally deepening with every touch point. Here, it’s highly effective at enhancing the experience. It turns a fairly passive & non-personalized experience (even tweeting during a TV show can only go so deep) into an (inter)active & personalized experience that’s efficient and smart.

Can you imagine what kind of experience this could enable from any digital sign? It could turn a simple newscast that’s projected on screens in an office lobby into a personalized newsfeed. It could turn a lecture in a conference booth into a deep and interactive presentation. It could turn that short elevator ride into a fun game with others riding with you. The requirements are few and the benefits are many.

This is one of those technologies that can turn anything that is originally general into something uniquely specific. Devices conducive to mobility (when consumers are out and about) along with enabling technologies like Sync are changing what “OOH” means (and can do) right in front of our eyes. It’s always been seen as a mass awareness channel, but thanks to these sorts of technologies, there’s nothing stopping it from being a purposeful engagement channel. Always on.

Because it’s already happening.

When I started this OOH exploration, it was very black and white to me what it consisted of – it originated from a platform/device that you don’t have to own and you can’t turn it off. But the more and more we advance (in only 2 short years) – as consumers and technology – the more and more grey it’s becoming. The channel becomes more powerful when you can have a unique experience and we’re seeing that play out through technologies like Sync, and technologies that bridge the offline with the online, and technologies that can be controlled through simple gestures – it is becoming an active engagement channel, not something that houses a display that you simply can’t turn off. You can now “turn on” the experience that you want and it’s quite likely it will be different from the person standing right next to you.

Last year, I wrote about 3 different technologies that transcend “DOOH” and could advance the medium/channel in a profound way – basically alleviate the need for physical “screens.” This is another one of those technologies, but unlike the others, this one becomes more effective through a screen. At least right now.

We are, no doubt, in exciting times. As I’ve said before, technology is no longer a barrier. It’s about how we creatively push those technologies and use what’s at our disposal (networks of physical screens) to connect and drive deep experiences.

So, I think it’s an interesting question – “are you ready to change the way you watch TV?” But it seems pretty narrow. It’s not about “watching” anything. It’s about “experiencing” everything. And it has nothing to do with being in or out of your home.

Although one of my New Year’s resolutions was to cool it on the QR code posts, I saw something in the most recent edition of Wired that caught my eye.

Tag Heuer dipping their toes in the QR code water. My first reaction was a little bit surprised. This was the first time I’d seen a luxury brand utilize this type of technology. So, of course, I snapped the code and was taken to their mobile site:

There, I found a solid mobile-enabled/optimized experience, complete with image galleries, specs, videos, social & e-commerce hooks, as well as an option to stay updated via email.

No holes.

The interesting thing here was my expectation, both in the offline and the online worlds. In the offline world (the magazine ad), I didn’t expect a brand like Tag Heuer to use this type of technology. They have a loyal customer base, the brand speaks for itself, and since it isn’t exactly an impulse-shopping brand (for the majority of consumers), it doesn’t seem like they need to worry about connecting with people through this on-the-go, convenient technology.

But, you see, once I engaged, in the online world (where I was directed once I scanned the code), I expected the brand to deliver a top-notch experience, one reflective of their brand. And they did.

Here’s my takeaway – with new technologies emerging in and out of the home every day, consumer expectation is changing just as rapidly. It’s no longer a matter of whether or not brands use technologies like this to connect, it’s a matter of how they use technologies like this to connect.

Tag has a solid handle on their brand and as a result, any channel they use to extend their experience is going to be a benefit because they’re meeting expectations on the how.

I really didn’t know what to make of this when I saw it. I was in a rush and I caught a glimpse of something familiar on my way out the convenience store door (and it wasn’t the girl!) That tag.

Really?

The same thing that Bud Light just used?

I mean, I can see the value of using code and/or image recognition on your packaging to drive a deeper experience, but I find it interesting that Coors Light chose to do the same exact thing their biggest competitor – Bud Light – chose to do only a few months ago.

I stood for a split second in disbelief – the others in the store thought I was just staring at the display – then, I took a photo and went on my very way. I thought it was such a blatant rip-off that I didn’t want to snap the tag on the box or have anything to do with Coors Light, but the next time I found myself in a grocery store, I had to stop by the beer and see what it was all about.

I got a text message back, directing me to a site, and an option to receive more texts. So, now I’m in their communication stream. We’ll see what happens.

I thought I’d spend today’s Friday 4-1-1 reflecting a little deeper on this experience – because there are solid components here – instead of instantly shutting them off since I’d seen this before.

1. On the surface, all codes are created equal - the one thing that is different between all of the image and code-scanning technologies is whether or not you need a special app on your phone to engage with it. And really, you just need the app to read the image (i.e. Google Goggles) or code (i.e. QR code/MS Tag). They all open the door to the same content. I’ve found these image recognition technologies (SnapTag and JagTag) need a couple more clicks to access the content, but to me, it’s not an inconvenience in the experience. Question for Coors Light is why use the same exact technology (SnapTag) that Bud Light just used? I doubt there was such a huge wave of success from Bud Light’s campaign that they felt they needed to ride it?? I would have picked another one. Because they all do the same thing.

2. Codes are a key to unlocking multi-channel experiences – from the scan, I get instant access to:

• .com (digital)
• Facebook, Twitter (social)
• iPhone game app (mobile)
• Plus rich content like videos and sharable memes – the Ditka Cold Call to your friends is my favorite.
• And I’m in their communication stream via text message.

See the power of codes? More and more, marketers are realizing this low-cost technology can enable deeper brand experiences. And big brands like this don’t need to create special content for these extended experiences. They just need to drive people there.

Welcome the code. I just would have picked another one.

3. Do consumers care? – Consumers want value and ease. These codes have the potential to provide value by unlocking deeper content, be it more brand content or coupons, and some of them are easier to use than others. These SnapTags don’t require a smartphone or an app, they just require an awareness and desire from the consumer to interact with them. So, you can’t get any easier than it already is. I would just love to know how successful these are. Anyone know the “snap rate” for the Bud Light or Coors Light campaigns?

I would still recommend tags in addition to/replacement of URLs in a lot of cases because they provide instant access to the content, typically with only one click. It’s really more about consumer adoption at this point.

4. OOH has a definite place in the ecosystem - and more than that, has a definite place in code-based campaign ecosystems. And the OOH component doesn’t have to be “digital.” As we see here, with this static in-store display, they’re stopping consumers and making them aware. I think anyone who’s considering implementing a campaign like this should take note of the simple solutions used here. You can’t get any more lowfi, but in my opinion, it’s incredibly effective .

“Uh-huh” – so, if 2 major beer makers are using technologies like this, will all the others? I think it’s only a good thing – whether or not I agree with Coors Light’s choice – for these sorts of technologies that such big brands are using them. They enable a more focused, purposeful OOH component, and I think agencies will have more and more opportunities to show off creative executions in bringing these technologies to life. What we’ll see, I think, is a different way of thinking about “traditional OOH.”

“Duh” – I just don’t get the decision here. In fairness, I’m not involved in any of the brand/agency conversations, but you’d think someone would have raised this and really questioned using the same code technology. I think, more than anything, this shows how wide-open this space (code/image scanning) is, with no clear leader. And consumers haven’t tipped to one technology over another. There’s still a lot of experimentation going on.

At the heart, this is another good example of a multi-channel brand experience (and a pretty deep one at that). And for me, it all started with an OOH component.

It shows how important it is to stop people when they’re out and about and engage them in some way. Here it was through the image-scanning technology.

I just would have picked another one.

Dear Walgreens,

Thank you for using digital signage to connect me deeper with your brand. There I was stopped at a stop light and I looked over and saw your call-to-action. Then, in 7 seconds it was gone. But not to worry. I pulled in your parking lot just to get another glance at it. And while I didn’t need to go into your store, I sat there, in the parking lot, waiting for the CTA to come back. I learned about flu shots and 99 cent eggs and other random deals, and then I saw it again.

“Text APP to 21525 to get our free app”

Just that simple.

Now, I have exactly what the digital sign regularly says right in my own pocket. Plus barcode scanning prescription refills, photo niceties, and a store locator. Not to mention, text updates if I want them. I am truly connected.

I know, I know. You need content, or in this case an actual app to drive me to – to connect me – but you also know that they’re both important components in your engagement ecosystem. And because of this, you create them and utilize them. And you utilize the other components in your ecosystem – like the digital sign – to drive to them. You see the digital sign as a connector. And the app and texts as the engagement. Light engagement, yes, but enough to bring me into your store to buy stuff. And quite probably repeatedly. Well played.

I think many can learn from you and your ability to see the digital sign as a starting point and not an ending point. The experience can actually go deeper than the run-in with the digital sign. I know mine did.

Thanks for putting it out there big and bold, in your majestic red lights for all to see. Thanks for turning an otherwise digital-only sign into an interactive-enabling sign. It was a simple thing, but you did good.

Nice work.

I look forward to the experience.

I didn’t have a chance to go to CES this year, but did my best to monitor it from afar. One of the big headlines to me was the focus on the connectivity of cars. Cars and technology have always had a place at CES, but the advancements in technology along with the concept of mobility catapulted it to one of the headliners this year.

I was inspired by Audi’s CEO, Rupert Stadler’s, keynote that he gave last week. If you were there, or read the transcript, the theme was clearly connections, not the car. Specifically, he talked about technology that enables connections between the real and virtual worlds. “Ultimately, we see a world where the car is connected – to the world of the internet, to other cars, to the cloud, to traffic and weather data streams. It’s connected to technologies that increase safety and efficiency. All in all, the car of the future is part of the mobile world. In every sense of the word.”

As we’ve seen with consumer brands over the year, and now seeing with automobile makers, the concept that the places and things around us have the ability to be turned “on” and connected is more and more a reality, not just a fantasy. There are many technologies, from OnStar to MyTouch to Augmented Reality and Bluetooth and motion sensors, that are quickly becoming standard features with cars. They all enable different ways to make our experiences easier, safer, and more enjoyable. They ultimately make our lives better.

This is the same effect I see in this “new” OOH space. When the places and things around us can be turned into screens (via whatever technology is appropriate for the environment), and the people are a large part of the network, their lives can be made better – whether that be easier or safer or smarter or more efficient – because they’re connected. They’re connected to each other, to brands, to their past experiences, and in today’s mobile world, the connection is the thing. Not the place. Or the thing. Or even the technology.

Just as cars are adapting to this reality, will the digital signage and OOH space?

Wow. What a week. Do I say that every Friday? It’s felt like 5 weeks back from the break, not 5 days. As you can see, I’m making some changes to the blog. I haven’t been able to get it exactly where I want it, but over the next few days, it will be there. I hope you like the change. It’s really designed to reflect the depth of this space I’m calling the 11th Screen – a bit more robust, visual, and exploratory – and hopefully, it will be just as simple to get around (or simpler!).

I haven’t explored as much as I would have liked to on the Coke campaign that I posted about earlier in the week. A few people commented and gave me some insight on other components of the campaign (Kyle/Brian – thanks!) and I have been able to uncover a few more myself. But as I said, this is going to be an ongoing journey, so I expect the scope to be more filled out throughout the year. Since it’s all fresh, I thought it would be best to dedicate today’s Friday 4-1-1 to more of this Coke story.

1. Thanks to the guys at IndoorDIRECT, they clued me into a video that ran on their Restaurant Entertainment Network, specifically in Wendy’s (~200 locations).

As you can see by the video, they ran a complimentary ad (to the right of the video) advertising a special offer – obtained by texting in a short code. When texted in, consumers received a coupon for a $1 Frosty (Coke) Float.

They also received a link directing them back to the same mobile site I experienced from the “Secret” shortcode on my bottle. Smart, although I wouldn’t expect anything else from Coke, to utilize the same mobile property and create different initiatives to drive traffic to it. This is another example of how purposeful they are about touching consumers when they’re out and about, whether in a grocery store or quick serve restaurant, and enabling them a way to engage with the brand story.

And along with this whole promotion, Coke also included a nice piece of branded content by sending out the Polar Bear to give out Frostys at an LA Wendy’s to tie in the Frosty coupon offer as well. Thanks to Brian at IndoorDIRECT for bringing this to my attention, and kudos to the great work they did around this!

2. One of the best Out-of-Home experiences that I saw last year was Coke’s Happiness Machine. If you’re not familiar with it, it was a vending machine that they placed in a school (don’t know how set up it all really was?) and it delivered “doses of happiness.” See for yourself.

This is great because they took an object – a “thing” – around us and turned it into an engagement vehicle. It wasn’t digital. But it was highly interactive. Through good ol’ human touch. Thanks to Kyle for sending my way!

3. Although I can’t find this feature out there, I read about Studiocom and Hypnoticmedia partnering together to create an immersive website.

After two years of running its “Secret Formula” campaign in traditional media, The Coca-Cola Company discovered that its target consumers (18-35) weren’t hearing the message…Coke realized this was the perfect opportunity to both engage its audience in the digital realm and re-position the story behind the “secret.”…Studiocom filmed, developed and launched a highly-interactive, self-guided, video-driven web experience to show young consumers how Coke’s “secret” ingredients could make everyday moments better and serve as an anticdote to modern day woes. Innovative augmented reality features brought interactivity and engagement to a whole new level, allowing users to unlock additional video content using only printouts and their webcams.

Quite interesting that this campaign was recently “refreshed” and targeted to millennials, which brings me to the last thing I found….

4. Coke Targets Teens with Black Friday SCVNGR Promotion

Teens (Audience) + Coke (Brand) + SCVNGR (mobile) + Malls (OOH) = the type of engagement that makes sense because it’s a) centered around the idea of interacting with teens while they’re out and about b) supporting the brand’s story in a unique way and c) the thing that could make a memorable experience for this highly impressionable and influential target audience. And memorable experiences with a brand create trust and trust creates loyalty.

“Uh-huh” – as I’ve said before, in the end, it’s all about building trust-based relationships between brands and their target audience(s). In order to do this, I believe it’s imperative for brand’s to understand their story and the channels available to them. Once they understand those two fundamentals, they can only hope to utilize them to their fullest capability. Few brands do this well. Coke is one of the ones who do.

“Duh” – I have not uncovered 1 2D barcode (ie – QR Code) in this short journey and I haven’t come across any while I’ve organically experience Coke myself, in my personal, everyday life. And that kinda makes me happy. As you can see by all of the technologies that they’re already using – mobile SMS, mobile location-based SCVNGR, augmented reality, that good ol’ human touch – they’re driving consumers into the brand story just fine. If anyone’s seen a code-based implementation for Coke, I’d love to see it. I wonder if they ban them from their arsenal?

In one long week, I’ve been able to uncover a deep brand story that is being told through many channels, including OOH. The channel is powerful, for sure. It’s about understanding what you need to say, though, before getting to exactly how, or through what channel, you’re going to say it.

As always, I’d appreciate any thoughts you can send my way. Have a great weekend!

And is this it?

In an effort to dig in and really experience the brand, I’m going to take a few of my favorite brands and pay as much attention to them as I can. I want to understand how they’re engaging with consumers Out-of-Home and even beyond that, how they’re engaging consumers in the “offline” (non-digital) world. Not to get caught up in semantics here, but it’s important to differentiate the two. Here’s a quick grounder in my definitions:

Out-of-Home – any experience that occurs outside of the home that originates from a platform or device that the consumer doesn’t have to own.

11^th Screen – the experience that occurs between the offline and online worlds, regardless of the device or ownership.

What I’m looking for are examples of brands who are a) present in the offline and online worlds and b) how well they tell their story in and between the two. From the story comes real brand engagement, at least sustainable brand engagement. I believe that the Out-of-Home and offline spaces have great potential in the brand ecosystem, but they have a different definition in today’s world than they did in the past. Because of this, few brands really utilize them to their fullest potential.

So today, we’re going to start the first brand journey with one of my favorite brands – Coke. As a marketer, I stay abreast of what brands are doing (particularly in the digital world), but as a consumer, I’m not fanatical about any brands, so I ‘m not dialed into their every move on every channel. These exercises are truly going to be journeys for all of us. As we go through any of them this year and you know more about the brand/what they’re doing than I’m discovering, I’d love to know any/all of that information. It will only help complete the picture so we can more fully understand the depth and breadth of the brand and their story, and particularly what they’re doing across all of the channels.

So, for Coke, what’s the first thing that comes to your mind when you think about them and their brand story?

For me, it’s their “Secret” Formula and Happiness. Polar bears and that snappy jingle from way back when are up on the list, but they both play into the Happiness theme. I never really gave much thought to either of them until this weekend when I had an empty coke bottle in my hand.

And, I just happened to look on the inside of the wrapper and found a message along with a mobile short code.

So I had to text it in. And then the journey began.

After my text, I received a link to a mobile website where I was introduced to Dr. Pemberton, big and bold, front and center.

Not knowing who this character was, I had to follow him on Twitter and come to find out, he’s the inventor of Coca-Cola. So, I checked out his feed and saw good, constant engagement. But the more I read, the more I felt they were a little off in the nuances of their brand story, particular in the voice of Dr. Pemberton. I mean, he was born in 1830 and invented Coke in 1885 – two important components of the brand’s story – and the Twitter voice sounds like it’s a 2010 person writing for an 1800′s character. Not an 1800′s character writing for himself. The language and colloquialisms aren’t consistent with what I would expect to hear out of an 1800′s guy. Details like this are critical when writing any sort of narrative and it’s something that would make the Coke story sing a little bit more in my opinion.

Nevertheless, I journeyed on. From my mobile phone, I also subscribed for SMS updates so I could constantly be connected to the brand and this particular campaign. Shortly after subscribing, I was sent another text indicating that I would receive more clues each week (this tells me they have a solid content strategy, sending me consistent, purposeful weekly updates) + a link to the Coca-Cola YouTube channel. I clicked on the link, found an “Unlock the Secret Formula” video, so I played it. The video was short, compelling, filled with imagery (there’s Dr. Pemberton again), good score, and a series of questions:

• What is the secret formula?
• Who is Dr. Pemberton?
• Why would they want to steal it?
• Wouldn’t you like to know?

Then it was over and I didn’t know what to do next because I was faced with many more videos on the channel. I don’t like getting in this deep, searching through videos and feeds, on my mobile phone. So, I went online to explore more – in a format more enjoyable to me –  where I found the same video. But here on my computer, it was interactive. The bottles in the top right-hand corner are clickable (look for them and click if you feel so inclined).

I clicked on each of them and was directed to the following:

• Dr. Pemberton’s Twitter Feed
• Pemberton’s Medical Files (interesting, amusing documents that give more character to Dr. Pemberton, but don’t do much at answering the “secret formula” question)
• Ahh Giver Facebook App (send a friend a personalized message via grunting bear, but doesn’t do anything to answer and/or provide more clues to the story)
• Vault Live Security Feed (video feed where the camera is pointed at the vault – presumed to hold the “secret formula” – and ninjas, dogs, ghosts, robots all pass by during the feed, and then someone – perhaps the ninja? – ignites a smoke bomb, blocking our view of the vault, then the feed goes snowy. Did someone just steal the secret formula? Hmm.)
• 2 Guys/Secret Formula Video (another YouTube video, this one eluding to the fact that there only 2 guys who know the “secret formula” – what about Dr. Pemberton, making a 3rd? – and asking the question, “what would happen if something happened to one of the guys?” Well, you need not worry because “thankfully the formula is safe, (in the vault!) so is the rest of the world.” No more answers, but another clue – there are 3 people on earth who know the “secret formula.” Is it safe from ninjas in the vault, though? Don’t know.)
• Smile-izer website (microsite where you can create your own laugh and share with others, but no answers/clues)
• Perfect Serve City (another microsite where you can play a game, take personality test and/or a history quiz, even uncover ingredients, but not the real “secret” ingredients. Perhaps the best secret ingredients though – “energizing refreshment and happiness”)

While I might not have found the answer on the ingredients, I have learned more about a central character in this story – Dr. Pemberton himself – and have been able to experience and share Happiness with others. All key components in Coke’s story.

The experience up to this point has been immersive. I’ve engaged in an interactive, compelling experience. Imagine going through any of this on an interactive kiosk. Or a digital screen. What about getting a little bit more of a hint to the campaign at point-of-purchase?

I haven’t found any OOH components to this campaign, but from the digging I’ve done, it seems like there are plans to integrate more offline/real-world components into the experience. Out-of-Home is an ideal channel for a brand to engage consumers in an Alternate Reality Game (ARG) like this. It reaches them when they’re out and about in an already exploring mindset. It would just be critical that the story evolves in more bit-sized chunks because I wouldn’t have the ability, time, and probably even patience to go through everything above in one experience while I’m on the go.

But pretty quickly, you can already see how many channels they’ve used. Originating from one simple text message on a bottle in a grocery store. Mobile, digital, and social. Plus offline, via the packaging. (And I see, via some comments on YouTube, that the “Secret Formula” video is a broadcast commercial and currently running.) They could do a little bit better with the offline story, but we’ll have to see what/if anything else rolls out in the future.

It’s also important to recognize all of the different forms of content they’ve used. Video (and many different qualities/types), animation, games, quizzes, grunting bears, and Tweets. Not to mention everything else they’ve got going on in their marketing mix, outside of this one campaign experience.

Even in one sitting, consuming just about as much information I can about a brand, I am impressed with the thinking and execution behind such an engaging multi-channel experience. It sucked me into the brand via their story. Not through gimmicks or technology, but through a consistent, cohesive brand story.

I think that Coke is one of the brands who does it right. I like their advertising and communications approach. They’re dialed into their story and they leverage the power of social media in a productive way for their brand (in fact, they just completed their largest ever social media campaign - Expedition206 – it was quite a campaign.) They obviously have the size and the resources to market and engage on a massive scale.

This particular campaign is a great example of a brand using their story to engage consumers, through various channels and mediums, with many different forms of content, and to pass it on to others. Which really might be the true key – “Happiness” is to be shared. Coke knows this and even if they’re not willing to really gives us the answer to their “secret formula,” they’re enabling us to spread what they center their story around.

Happiness.

No doubt there will be much more to come on this journey.

Have you seen any of these? Did you find the experience engaging? Any other examples from this campaign? Would love to hear your thoughts!

I hope everyone is having a great holiday season as the new year fast approaches. I’ve spent some much-needed time with my family and actually have the rest of the week off to enjoy more time with them. Right now, their sleeping time is my catch-up time and I feel like I’m just wading through emails, tweets, and stories.

Tonight, I re-read a post from eMarketer that a colleague sent me – “Department Stores Take Digital Out-of-Home Marketing to New Heights” and there were a few interesting nuggets that stuck out to me. As a whole, and to someone who’s been pretty deep into this industry for the last year, there weren’t any surprises about the channel (“DOOH”). What I latched on to, though, were the consumer behaviors that continue to change with the introduction and adoption of emerging technologies like smartphones, iPads and video games.

A couple of weeks ago, I asked if we were in the middle of an Engagement Revolution, and tonight I’ll ask if we’re in the middle of the Interactive Generation. What do you think?

This eMarketer post provides some compelling information, probably the most is centered around interactivity and advertisements on the iPad. From the post -

And stores hope they will attract shoppers who have become used to colorful digital advertising on the internet, their mobile phones and increasingly on devices like the iPad, where bright colors and movement add interest and engagement according to studies like one from UM and Time Inc.

No brainer on bright colors and movement. This can be partly attributed to the technology, partly to the content, and partly to the simple human condition of recognizing movement over static. But it’s the “82% more likely to notice ads with interactive features” that I find fascinating. I mean, think about that – 8 out of 10 people are more likely to pay attention to an advertisement that includes some level of interactivity. Now how many of them actually interact is my next question, but this number is astronomical and quite encouraging to anyone who believes that the future of OOH/DOOH/digital signage is interactivity.

I’ve thought and had conversations with colleagues about mobile tablets affect on OOH/DOOH, specifically how they can be used with those installations to drive deeper brand experiences. But this study sheds light on another profound impact that tablets could have on the industry – not as a connection device, but as a behavior-changing device. If consumers react a certain way on tablets (and brands create advertisements a certain way), it seems like this, more than anything, can drive the need and acceptance for interactivity on anything outside of the home, on and off devices that consumers own.

Another point, not backed by data, but well made – Creating window displays powered up by digital technology, retailers aim to attract the attention of a generation of consumers who are increasingly accustomed to the on-demand, interactive, and technically advanced capabilities of smartphones and video games.

These non-OOH/DOOH technologies are already playing a large part in today’s generation, which is not made up of like-aged people, but of like-consumption consumers. Interactivity is all around, and technology is rapidly advancing. Along with both come the change in consumer expectations. I almost think it’s expected to see bright colors and movement – they’re table stakes – but consumers want the connection, and that connection happens through interactivity. Table stakes are soon not going to be enough because at the end of the day, regardless of the bright colors and movement, as long as brands are pushing a 1-way message, they can only accomplish so much.

Engagement and interactivity go hand-in-hand. They’re not based on demographics, they’re based on behaviors. And as we see here, they’re changing right in front of our eyes.

So what do you think? Do you think we’re in the middle of an Interactive Generation? And how much do you think these behaviors will affect the OOH/DOOH/digital signage channel?