Two quite different launch campaigns this week by phone companies for the newest HTC handsets. T-Mobile take an innovative approach using Google Goggles in the US, and Phones4u partner with New Look for their Facebook competition in the UK.
1. T-Mobile – HTC Sensation 4G launch
Now, here’s a blast from the past! Not the phone – obviously – or the new functions it offers, but rather the use of Google Goggles (which I had forgotten all about!) in the US ad campaign. Since it’s launch in 2009 it has been pretty quiet on the Google Goggles front – a simple ‘little’ tool which enables you to search based on pictures of landmarks, art, books, addresses or other objects taken directly from your mobile phone, and can even translate text (for example, from a menu in a different language) by taking a photo of it.
A little like QR codes, it seems that the marketing world have just not known how to use the tool, and are still experimenting (in very small numbers!) with how to make it work for them. This campaign for the new HTC Sensation 4G phone, however, seems like quite a clever use of the functionality.
People viewing any part of the integrated campaign – be that outdoor, TV or print – can take a picture using Google Goggles in order to access unique bonus content, such as music videos.
I love this idea of mobile interacting with other areas of a campaign, such as what Honda did with their Unpredictable Life app which allowed you to ‘catch’ characters from the TV ad and then interact with them on your phone. It will be interesting to see how many more brands start to use Google Goggles in this way after such a high-profile campaign.
2. Phones4u – HTC ChaCha/New Look Facebook Competition
Working with fashion retailers New Look, you need to ‘like’ the Phones4u page before entering the competition, which then requires you to add a password that can only be found on the back of changing room doors in New Look stores. Interesting idea to link offline with online in this way, and a great way of driving people to the Facebook page from stores – but what about the other way around? I went to the page expecting to find a competition, only to find that there was nothing I could do unless I had the password. Could have been worth looking at an alternative of some sort for users accessing the page (and therefore the competition) from a different route?
No mention of the competition anywhere on the main Phones4u site either – homepage or phone info pages………