The Article I found for this week's blog is about DUREX's new way to interact with its ads for Mobile/ TV synchronized viewing.
With a short film that follows a
mail boy delivering a package of condoms to an apartment block that seems to be
full of people having some fun… as the film shows you various couples getting a
little hot/steamy through windows .etc
But, if
you’ve got the app (ituens or googleplay) and then point your phone at the TV or computer
screen where the ad is playing, it automatically syncs to uncover the ads
alternative views on the second screen, so you can enjoy those other steamy
moments.
The tech
works by using the mobile device’s camera and microphone to sync the ad,
unlocking exclusive content and of course, the new Durex eComm store in which
it was actually an ad for… Kinda fun. What do you guys think?
Created by Havas Worldwide. I expect to see these new ‘Dual Experience’ ads and content become a much bigger trend in 2015 as brands start to explore new ways to tell stories with tech.
(source http://www.brandchannel.com/home/post/2014/11/27/141127-Durex-Interactive-Ad.aspx)
Explore Together: Durex Tests Bi-Media Ad for Mobile/TV Synchronized Viewing
Posted by Shirley Brady on November 27, 2014 03:45 PM
Last month Honda tested an interactive dual-narrative ad campaign to promote its "Type R" model at Halloween, inviting viewers to toggle between two versions of the same narrative with the click of a button.
Now Durex is ready to launch what it's calling the world’s first synchronized dual-screen ad, where users in the UK can experience another side to a TV commercial story by pointing the Durex Explore mobile app at the screen.
According to The Drum, the aim of the "Explore Together" campaign is to capture what the characters get up to in private, and direct viewers to the just-relaunched Durex website.
For the full, interactive experience, download the app onto your phone or tablet from the Apple or Google Play store and press the "Connect with film" icon. Point your device at this screen and play the film with the sound on to experience the other side of the commercial.
“The new advert is hugely exciting and having watched it come together from an idea to a finished campaign, it's clear that we're pushing the boundaries of what's possible in reaching and engaging our audience," stated Mark Pearson, UK brand director for Durex parent Reckitt Benckiser, of the brand's latest marketing push.
“At RB we are always looking to use exciting technologies and innovations, not only product related but in how we build our communication campaigns," he added. "There is huge further potential in this technology and we expect that other brands will follow Durex's lead in tapping into it."
The app is downloadable from Google Play and iTunes before the ad’s premier on UK TV (ITV2( during Ocean’s Thirteen on Friday, Nov. 28.
And in the spirit of urging everyone to have a safe and happy holiday, Durex UK tweeted today
No comments:
Post a Comment