Audi TT promotion

Audi launched the new Audi TT and utilized Realise Studio to project this stunning, promotional piece up onto buildings. The combination of virtual windtunnel, beautiful colors and animation makes for an engaging piece.

Hoping for Phase 2

Fedex launched a new campaign that drives consumers to Fedex Stories, featuring online videos of FedEx employees telling stories how they have helped customers.

They want to create a global and, at the same time, personal brand image of their service offerings.

The stories are engaging, interesting enough to keep me around for a while and made me click on another one to find out more.
The Flash execution is sub-par, takes way too long to load and their abandonement rate must be extremely high.

I like the tagline “Shipping is Global yet Personal” but wish they would have offered the opportunity for consumers to share their experiences, maybe even talk about and connect with the FedEx employee featured in the videos.
How about a Phase 2?

Are we getting lazy?

Marketers face the same challenge than consumers: Too many choices, too many options, not enough time.
We still tend to throw our brand efforts on any platform imaginable and hope something will stick.
Instead of engaging with the Flickr audience, we upload a few product pictures and pray for a good outcome. The same thing is happening on YouTube, mobile applications and emerging media.

Mass reach is not that easy anymore: TV is still the weapon of choice but consumers don't receive all their messages on the couch anymore: They get them in bed, in the subway, at work, in the restroom (yes, that happens, too...) and wherever they find time to be distracted.

Broadcast companies no longer have the privilege of conveying messages to people sitting 10 feet away from the screen. They must now meet the marketplace on cell phones, online, and via other forms of mobile content.

Sure, passive consumers will be around. But the number of active consumers are increasing daily.

So, what to do?

Think about the platforms you want to utilize. It's not enough to get people there. You have to get them engaged. Be relevant. Immerse them into an experience. Experiential Marketing is not an option. It's the only way to go.