Right Brain, Left Brain Blog

107 posts categorized "Mobile"

23 August 2016

3 different things brands can learn from Pokemon Go

Pokemon go

When Satochi Tajiri first created the Pokemon concept in 1995, and released the first two Gameboy video games (red and green) a year later, he would never have envisioned middle-aged bureaucrats running round London (and every other city in the world) trying to catch them all just 20 years later.

Pokemon Go is rapidly becoming the most successful mobile app of all time. It took just 13 hours to hit the top of the US sales charts, and after a global frenzy of anticipation cut that to just 3 hours for the German charts. It’s lucrative too, topping $2 million of revenue per day in the US market, according to Yahoo.

There are lots brands can learn from Pokemon Go, but here are some you may not have considered…

Lesson 1: Reality trumps quality every time

Remember when reality TV came on the scene? “Proper” TV people bashed it, claiming a lack of production values, wit, etc. But people lapped it up anyway.

Why? Because it broke free of the studio and embraced the rough and ready unpredictability of the real world. It was closer to us and, therefore, more relevant. Pokemon Go has done the same.

In spite of its success, it’s considered a poor game by any objective measure. A Guardian review summarised it as “not a good game, but a great experience”.

The fact that it exists in the world around us, not just on our screens, means, like reality TV, that quality doesn’t matter. Take your campaigns out of their media spaces and into the world around them, and the same will apply for you.

Continue reading "3 different things brands can learn from Pokemon Go" »

15 July 2016

Innovative Ad of the Week: Entertainment One 'The BFG Dream Jar Trail' (UK)

Bfg

To promote the upcoming movie remake of Roald Dahl's 'The BFG', Entertainment One has launched a experiential campaign which uses Google's Nearby Notifications beacon technology to bring six-foot "dream jars" to life. 

A total of 50 "dream jars" have been dotted around London in an initiative which plays on the concept that the BFG bottles dreams and blows them into childrens' bedrooms. The six-foot jars contain the childhood dreams of a range of celebrities including film director Steven Spielberg and actor Mark Rylance. 

Adding a new layer to the campaign through the help of Zenith by using Google's beacon tech, which launched last month, Android users (with Bluetooth switched on) that pass by one of the activations are notified that they are in close proximity (within 15 metres) to one of the real-life jars. If a user clicks through, they are given more information about the jars, the installation and the film. IPhone users can access the same content through Google Maps or Google Now. 

Continue reading "Innovative Ad of the Week: Entertainment One 'The BFG Dream Jar Trail' (UK)" »

10 June 2016

Innovative Ad of the Week: Bombay Sapphire ‘Free the Spirit’ (Germany)

Bombay 1

BBDO Düsseldorf has put the spotlight on Bombay Sapphire with the world’s first holographic message in a bottle – a new innovation that lets the Spirit speak for itself.

With more and more gin brands entering the market, it’s getting harder for brands to stay visible and stay on top of barkeepers’ minds, said the agency. As such, it has cast the spotlight on the Bombay Sapphire to engage the gatekeepers to its consumers – the barkeepers – with a limited edition pack that carries a holographic message in a bottle.

Continue reading "Innovative Ad of the Week: Bombay Sapphire ‘Free the Spirit’ (Germany)" »

09 March 2016

Why 2016 is finally the right time for VR

There is a lot of talk around the resurgence of virtual reality (VR) as a viable medium for brands, but why now?

There are essentially three things behind the second-coming of VR…

Firstly, the unstoppable rise of the smartphone. In no time at all, smartphones have become the most important piece of technology in our lives. They are central to pretty much everything we do and they represent the perfect entry point for VR. Forecasts predict that the number of smartphone users will jump to 6.1 billion by 2020 (from 2.6 billion in 2014); that’s a massive audience capable of viewing and engaging with VR content.

Secondly, readily available fast Internet – both mobile and hardwired – means the delivery infrastructure is there and that more people have quick and easy access to online content. Furthermore, with companies increasingly competing on price – especially over mobile networks – the cost continues to come down. This is the gateway to the VR world.

Finally, our always-on culture, driven by the above factors, means there is an exponentially growing need for content. Lots of it. And this content – whether it’s bite-sized or long-form – needs to be engaging. With content becoming more visual – Facebook’s success speaks volumes to this – VR offers a way for content creators to take engagement to the next level.

Continue reading "Why 2016 is finally the right time for VR" »

08 January 2016

Online Ad of the Week: Booking.com ‘Best 2016 ever’ (US & UK)

Booking

Booking.com has launched a new campaign, entitled ‘Best 2016 Ever’, that aims to remove the doom and gloom of New Year’s resolutions and encourage people to turn their New Year’s resolutions into reservations.

The idea is that everyone should make reservations not resolutions, in order to actually live their dreams. At the heart of the new campaign is a tool that does just this; the Resolution Translator is a mobile-first interactive service that translates tedious resolutions into affirming travel-based goals. For example, why would you want to just lose weight, when you can lose weight and then commit to showing off your hot new bod in Costa Rica?

Created by Wieden+Kennedy Amsterdam, the campaign also includes a 30-second movie-style trailer TVC that depicts the epic travel possibilities 2016 holds, along with online and social executions. All of which drives to www.best2016ever.com and encourages people to take action with the Resolution Translator.

Continue reading "Online Ad of the Week: Booking.com ‘Best 2016 ever’ (US & UK)" »

06 January 2016

7 mobile marketing trends to watch out for

Smartphones have really defined the term “mobile” in its truest sense. The growth of these devices have made it much more easy and convenient to search for products and shop on the internet. In response to the recent increase in m-commerce, Syncline have identified seven top mobile marketing trends to watch out for in 2016. Check them out in the infographic below:

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12 October 2015

Five reasons why mobile video is the smart way to engage your audience

Mobile video

Programmatic video ad sales in EU-5 are expected to soar 63.5% to reach €369 million by the end of 2015, according to Emarketer. There’s no doubt that programmatic video is fast becoming mainstream and smart brands are using it to reach their audience across every screen, but this begs the question why the uptake of mobile video advertising has been relatively slow.

The main factor has been a lack of confidence in targeting and measurement through mobile. But times are changing, and the following five facts arguably make mobile video the most important audience engagement channel for brands.

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04 August 2015

Mobile ad spend trends from around the world

Mobile advertising can operate through SMS advertising, apps, mobile websites or even mobile search. Through all of these methods, brands are gaining brand awareness, customer loyalty and, ultimately, conversions.

According to the GWI Device Summary, 31% of all web pages are now being served to mobile, a whole 39% increase from last year. These numbers are growing at a staggering rate with predictions that mobile will not only catch up with desktops but overtake them in the near future. But how does this affect businesses’ ad spend around the world?

Five countries, Russia, China, USA, Brazil and UK, were examined with ad-spending statistics provided by eMarketer to demonstrate the growth of mobile advertising and how different countries approach this in regards of advertising.

Emarketer

Continue reading "Mobile ad spend trends from around the world" »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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