This weeks digital campaign chatter #13

1. Intel – Museum of me

If you are one of the few people not to have tried out Intel’s latest Facebook-linked ‘campaign’ this last week, I would suggest that you give it a go. This beautiful piece was created in order to promote their core i5 processors, and seems to have spread on Facebook faster than anything that I have seen for a while.

Why? Well, because it taps into people’s own profiles in order to create a dedicated ‘museum’ of their life on the social network, and people love nothing more than seeing themselves, their friends and everything they like within something that has been created just for them. Nothing like a healthy bit of narcissism!

As a friend pointed out to me, there is nothing new or amazing about the technology they have used to extract and use the information from Facebook – the idea itself is not even new. However, the way it has been so beautifully put together in order to replicate the feeling of a modern museum, is quite stunning. A real pleasure to watch.

Although you can’t share your actual museum link with your network, by creating one you will automatically post several snapshots from it onto your profile for all to see.

I’m not quite sure how well the overall campaign actually promotes the i5 processors it is supposed to promote (I had to do some digging in order to find out what, if anything, it was supposed to be promoting!), but I love it all the same.

2. Topshop – Wish you were at Topshop?

More and more retailers are linking their in-store marketing activities to digital these days, and vice-versa. Topshop have shown an interesting example of this over the past few days by having a team of stylists and photographers in a few of their flagship stores across the UK, giving customers a makeover (using their products of course) and then taking a picture of the results (using an ipad2) which can be shared via Facebook with the tagline ‘Wish you were at Topshop?’.

It all appears to be linked to a drive to capture more email addresses via a simple ‘leave your email address for a chance to win £1000’ Facebook competition, although I’m hoping that there is more to it than simple data-capture. Their page already has some pretty impressive numbers, with well on the way to 1.5 million ‘likes’ even with very little in the way of innovative activity. That’s some serious brand loyalty for you!

3. McDonald’s – Digital signage ‘Ping Pong’

Love them or hate them, you’ve got to hand it to McDonalds for creating such a buzz around their latest campaign, which included an interactive digital sign outside a restaurant in Sweden, allowing people to literally ‘play for food’.

Using a phones geolocation to determine if you are in the ‘play zone’ (rather than having to download an app) you can choose 1 of 3 food or drink items to win should you be able to keep the game of billboard ping pong going for 30 seconds or more.

I imagine we’ll be seeing lots more use of interactive digital signage in the not-so-distant future – perhaps including this addition of instant rewards and/or vouchers. It really seems to have opened up lots of interesting avenues to explore, and I’m all for exploration and innovation – bring it on!


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