A colleague flicked me a link to Unilever's experiential marketing for its Lynx's Angels campaign.
This time the venue was closer to home, in Melbourne's Fed Square. Utilizing a giant screen and pre-recorded images superimposed with live feeds of commuters, Unilever gave us a dose of augment reality. The videos and interactions were apparently controlled by a video coordinator with a laptop.
With the event as the epicenter, marketers hope to generate viewership leveraging viral and traditional PR techniques to reach wider audiences through channels like YouTube. The foot traffic at Melbourne's Fed Square alone will not pay for the event.
It's been done successfully before, also in train stations, utilizing flash mobs.
T-mobile's flash mob dancing sequence received 29 million views on YouTube
A promotion for a Belgian TV show utilizing the sound of music sequence get over 30 million views
So will the Lynx campaign receive the same mass appeal, or will it be a flash in the pan controversial marketing that has been associated with the brand? Although the use of augmented reality gets top marks - clever editing and a better choice of live participants, would have rendered the video more marketable on YouTube.
Here is the video:
This time the venue was closer to home, in Melbourne's Fed Square. Utilizing a giant screen and pre-recorded images superimposed with live feeds of commuters, Unilever gave us a dose of augment reality. The videos and interactions were apparently controlled by a video coordinator with a laptop.
With the event as the epicenter, marketers hope to generate viewership leveraging viral and traditional PR techniques to reach wider audiences through channels like YouTube. The foot traffic at Melbourne's Fed Square alone will not pay for the event.
It's been done successfully before, also in train stations, utilizing flash mobs.
T-mobile's flash mob dancing sequence received 29 million views on YouTube
A promotion for a Belgian TV show utilizing the sound of music sequence get over 30 million views
So will the Lynx campaign receive the same mass appeal, or will it be a flash in the pan controversial marketing that has been associated with the brand? Although the use of augmented reality gets top marks - clever editing and a better choice of live participants, would have rendered the video more marketable on YouTube.
Here is the video:
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