The Australian Defence Force used ‘medically diagnosable posters’ to recruit the best medical students in the country. The Mobile Medic app allowed the students to scan the poster and diagnose, using image recognition layered into an augmented reality framework, a series of patients using true-to-life techniques on real medical problems. If you were good enough, you were offered the chance to become a medic for the Australian Defence Force!
Harry’s Bar in Singapore introduced ‘Bottle Message’ to make it easy for shy locals to meet each other at the bar. QR code tags on the beer bottles let you enter a message when you installed the app and scanned the code. Once the message was written, the tag was flipped over, placed over another bottle and sent to the admired person. Turning a beer bottle into a new form of communication caused beer sales to double at the bar.
Heineken marked its 140-year anniversary with the launch of a light installation, inviting people across the globe to connect in celebration. 5,000 green Heineken bottles, each carrying an LED light inside, were used to create a digital video screen outside the Heineken Experience building in Amsterdam, which allowed people to share their own celebration messages via a dedicated tab on Heineken’s Facebook page.
Coca-Cola launched the interactive ‘Sing For Me Vending Machine’ this Christmas, which consisted of a digital touch screen where you could choose a Christmas carol, and two microphones so you and a friend could get in on the action. If you sang the chosen carol accurately, you won a free coke.
To promote its thermal HEATTECH collection, customers could convert their energy and redeem a piece of HEATTECH by playing a custom made game on the iPads present at any of the ‘heat spots’ located around London, in front of the flagship store using kinetic floor pads (when then powered digital screens in store), on the Uniqlo Facebook page, or on the mobile game, accessible through the QR code located on the heat spots and in store windows. The converted energy from all physical and online heat spots, as well as conversations around HEATTECH through Facebook and Twitter, was then calculated, transferred and showcased on the in-store screens.
Fantastic Delites created a new, experimental sampling installation to get new flavours in people’s hands. As part of their special research into human/snack behaviour, Fantastic Delites created a human mouse lab experiment to see how far people were willing to go on a human size running wheel, just to get a free packet of Fantastic Delites.
Kit Kat has taken its ‘Have a break, have a Kit Kat’ message to the streets of Amsterdam and made it relevant for today’s ever-connected consumer. ‘Free No Wi-Fi’ Zones were created throughout the downtown area using benches with WiFi jammers that block signals within a 5 metre radius.
To launch TNT – a quality series and movies TV channel – in the Netherlands, they created a sequel to the viral hit video “A Dramatic Surprise on a Quiet Square” which took place in Belgium. Once again the drama unfolded when the red button was pushed.
To celebrate the release of the new movie Wreck-It Ralph, Disney transformed an east London street into an ‘old-school’ computer game, featuring ‘pixelated’ sculptures of a London taxi, leaking water pipe, clouds, a post-box, and other objects. 8 bit Lane also showcased the world’s first “Blipp-able building” which, when ‘blipped’ appeared in 3D with an invite to play a game featuring Ralph.
Evian placed giant swings and a giant seesaw outside Canary Wharf Tube station for Londoners as part of Evian’s ‘Live-Young’ campaign, designed to beat the January blues. The installations also featured kinetically triggered snow machine which resulted in the snow falling more heavily the more participants played.
To celebrate the impending release of Skyfall on DVD, the appropriately named Bond Street station exit has been wrapped in Skyfall creative featuring James Bond himself, Daniel Craig. The new format ‘mega Digital Escalator Panel’ (DEP) and ticket giveaways are also being used throughout the station.