There are a number of mobile-based efforts that stand a shot at bagging a Lion next week in Cannes. We asked our resident expert, Molly Garris, for her take on a few that have already picked up honors elsewhere.
iButterfly – Coupon Entertainment [Japan]
Normally, I’m not the biggest fan of Augmented Reality since it can be a bit clunky, but this is a fantastic concept to drive repeat engagement in retail. While they are offering up discounts, brands and retailers could also use the idea to bank loyalty rewards or provide product trials. iButterfly is on-trend with added gamification elements, creating a fun environment for collecting virtual coupons, or in this case, butterflies. This is work that moves people. I predict more iPhones will be swatting in campaigns to come.
Bolthouse Farms “Baby Carrot Crunch Cart Game” [USA]
Carrots? Powering an app?? This is a clever use of the phone’s microphone but the idea makes me lose my appetite. I mean, I can only eat so many baby carrots. Since I’m fairly competitive in nature, it’s really unfair to set me up to lose. I typically prefer game play that is less likely to induce nausea.
Museum of London “Streetmuseum” [UK]
What a great app for residents and tourists alike! I love the idea of layering the old on to the new to spark conversation and nostalgia. While the Instagrams and Video Vintage Makers make today’s content feel retro, it’s fantastic to explore truly dated imagery. It would be interesting to add an ‘I’ve done this button’ to track your progress but overall, beautiful work.
NIKE GPS “Run FWD” [Japan]
Brilliant idea that moves people .. literally! It’s one thing to run on your own with Nike+ but it’s so much more powerful to involve other runners. The team collaboration and social spirit that fuels this app makes repeat usage difficult to ignore – you wouldn’t want the team to fail on your behalf. What an exciting way to connect runners on a journey.
Zoo Records “Hidden Live” [Hong Kong]
In a society cluttered with free music downloads and behind the scenes clips, this campaign truly connects bands with engaged audiences. The label created exclusivity, similar to online private sales boutiques, offering interaction like the ability to chat with the bands and download the albums on the fly. Amazing work!
