When you pair super creative minds with super technology, you get something like this:
This was this year’s Cannes Outdoor Grand Prix winner.
This is not just cool for cool’s sake. This Mercedes car runs of F-cell technology, which produces 0 emissions. Basically, producing an “invisible” impact to the environment. This is a creative expression of that benefit.
These guys are at the forefront of using emerging technology to connect with consumers.
First, MINI created real-life "L.A. Story-inspired" talking billboards through the use of RFID.
Then, it created a real-life/virtual world game of chase through the use of augmented reality.
Now, it's taking a simple approach, yet just as unique as its other projects, with QR codes. Only to drive a different "Augmented Reality" experience.
How would you launch the all new, bigger MINI Countryman? How about a big QR code? Like bigger than anything in the ad.
Here’s the thing about MINI, from my perspective, nothing is a mistake. Or an afterthought. It’s all purposeful. Here, they didn’t just oh-by-the-way-stick-a-qr-code-in-the-bottom-corner-of-the-ad. They made it the ad.
And it works.
And for those who don’t know what this is, they give directions. And for those who don’t want to scan the code, they give another way to get to the information. And for anyone else – those who wouldn’t even want to take part in the complete experience – this campaign, this app, and ultimately this brand is probably not for you.
These guys are smart. They’ve gotten some insight that their target audience has a high propensity to engage through various mobile technologies – even more, that their target is not constrained by location, they like to be on the go, and are early adopters.
Can you imagine this out of the MINI owner? I can.
And to their credit, MINI goes full tilt.
I think there are many ways to connect with consumers when they’re out and about, not in front of their computers. More and more, this is a mobile world, and I’m not talking about a mobile-phone world (although we are) – mobility is a way of life. So, being able to connect with consumers while they’re on the go, in various ways – especially through enabling technologies like this – will become more and more critical for brands to figure out.
MINI’s making it easy for everyone else.
This is interactive out-of-home. Where experience masterpieces happen.
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Entrepreneur in Residence NUtech Ventures, Inc.