We all know incentives can help to convince people to respond to your message. There are many ways to do this and I love these creative ways brands have used to play with incentives. Here’s some examples I’ve come across.
The new Durex Performa condom contains the drug Benzocane, which is meant to give you “extra time”. This truly is great marketing.
RFID in shoes from Hampus Lemhag on Vimeo.
Great case study on using RFID tags in WESC shoes, by Hyper Island students. This technology (and even more NFC) really opens up a lot of posibilities for brands to let their customers engage with their favorite brand. Can’t wait to get this into a project of ours…
Heineken did it again! After de Paco and the I-cone bottle, Heineken comes with the third aluminium design bottle: The STR Bottle. This bottle glows in the dark. Even when the lights go out, you can always find your bottle of beer. In 2002, Heineken began a serie of designed bottles . It was a succes. The Paco was sold for four euros and for the the I-cone you had to pay 3.50. The STR bottle will cost you 3 euros. It’s a marketing strategy that works. People like gadgets and beer. The bottle has already been introduced in the United States and now it will be introduced in several clubs in Europe.
Brewer Heineken stands for (marketing) innovation. Heineken himself was an inventor. He invented a beer bottle that could also be used as a brick. His idea was that the bottle in poor countries could be recycled into houses. A marketing manager convinced Heineken that a brand must always focus on the product. He also told Heineken it’s not a good story to tell that someone drunk his house together. But an idea was born.
When a creative idea doesn’t work, it still can be a good idea. It can bring people to new ideas, that do work!
Rem Koolhaas developed an installation for Prada that changes to best suit it’s use, it can be flipped for it’s use as an art exibition, cinema and of course for showing Prada clothing.
Interesting about this project is that the approach resembles the way we use our digital domain, the internet. It transforms to suit the users needs. Ideo has collected a lot more examples that use the same approach, an interesting read.
Interesting thought, the makers of this short film looked at the surface instead of the media. This results in screens and surfaces that don’t demand your attention but are just ‘there’. So what would happen if we use these surfaces for communication or just plain fun? I really like this real life example used in the streets of Liverpool.
Ebooks provides us with a lot of new possibilities. Since it’s digital, it can enhanced with video, real time updates, discussions et cetera. This is a first demo of things to come.
The new Facebook places feature has marketeers experimenting with new ideas. I really like the Nike destroyer burito. Futher reading on the topic here.
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