Two campaigns caught my eye today that I wanted to capture and share as examples of the sheer brilliance of interactive marketing. The first is a campaign in display advertising from Agency Republic. The technique is to target “parents in routine and manual occupations” to reduce smoking in that audience. Click through the image of the child to see the brief and walkthrough of how it worked, following a parent’s web use if the initial messages were ignored. The campaign was runner up in September’s creative showcase awards.
The second campaign is an interactive billboard – I’ve mentioned before how display advertising is showing signs of life, but this takes it to whole new level. A digital dog interacts with people that merely walk by the window. Here is how it works:
People on the sidewalk are monitored by an IR camera in openFrameworks. In oF each individual person is isolated and assigned a unique id for the duration of their interaction. Each persons’ position and gesture information is continually sent to Unity3d via OSC networking protocol. In Unity, an artificial intelligence system representing the dog forms relationships with the individuals. He chooses which person to pay attention to, is able to move towards them or back away, responds to their gestures and initiates gestures of his own. Based on the interaction he gets excited or bored, friendly or aggressive, which is reflected in his behavior.
Just trust me, the video says it much better. Spotted via neatorama.