Disruptive CMO Marketing

5 Best 3D Video Projection Mapping Magic - It will blow you away

What is "3D Mapping Projection"? It projects specially manipulated content onto 3D surfaces such that the illusion of depth, objects and light appears. It is an illusion using standard projectors.

Ok, I am a fan of these and have applied some of these on a smaller scale at our brand activations.

Here are a few of my favorites:

Lexus CT, projected on the Roosevelt Hotel in Los Angeles

 

Target: Kaleidoscopic Fashion Spectacular at the Standard Hotel NYC

 

3D Projection mapping in the city of Sugarland, Texas for New Years Eve 2010

 

3D video mapping can also be done indoors. Here is The Living Room by MR Beam. They created a unique physical 3D video-mapping experience by turning a white living room into a spacious 360° projection area.
This technique allowed them to take control of all colors, patterns and textures of the furniture, wallpapers and carpet. All done with 2 projectors.

 

Nokia Lumia Live ft deadmau5 lights up London with amazing 4D projection

Launch of Nokia Lumia 800 with Windows phone in London. I was scheduled to attend but had a last minute cancellation. Bummer.

 

Marketing concept testing for new product development

Concept testing allows you to take some of the risk out of new product development by assessing consumer reactions to a fundamental idea or design at its early stage. The objective is to identify which new ideas have the most potential and are worthy of further development.

Here is a video on the well known example of how New Coke failed with consumers:

 

It is clear from this video that the full brand experience is an important part of concept testing.

One of the objectives of concept testing is to forecast the likely sales take-off in year one, to estimate the repeat purchasing levels and to clarify the profile of potential users.

Concept testing and product testing are particularly suited to the online medium because a wide variety of visual and audio stimuli can be displayed and evaluated. By using images and sound files to provide a ‘near-real-world’ test environment, online testing provides you with actionable information about how your concept is perceived by your target audience, and how it compares with others on the market. Even at the pre-concept level, online testing enables large numbers of potential concept ideas to be prioritised and reduced to a manageable number that can be taken to the next step in development and research.

Benefits of concept testing online    
* Cost effectiveness - No need for expensive, physical prototype construction or fieldwork costs.    
* Reduced development cycle - Allows you to bring your product to market sooner.    
* Interactivity - Respondents can interact with high quality images or logos if required.    
* Speed of turnaround - Questionnaire can be distributed and results collected in real-time.    
* Richness of responses - Results show that people tend to be more honest and responses are ‘richer’ in content when completed online.    
* Reduced bias - There is no interviewer bias online.    
* Respondent convenience - Respondents can complete the questionnaire when and where it suits them. They can suspend the interview and come back to it later. This has a positive impact on response rates.    
* Geographical reach - For nation-wide and multi-country research, respondents can be located anywhere.    
* Automated questionnaire delivery - Exact skip and flow control and accurate rotations when multiple concepts are being shown.    
* Time and click-based interaction data - Respondent’s behaviour and level of interaction with each of the concepts can be monitored.    
* Online reporting - real-time results can be provided via our online Snapshot software, allowing percentages and simple cross-tabs to be produced whilst the study is ‘in field’.    
* Verbatim responses - Responses to open-ended questions can be provided directly to the client.    
* Evaluation control - Respondents view concepts from a consistent position and in the required order.    
* Flexibility - Variations on a concept can be tested without incurring significant costs.

For information on how to write a proper Product Concept click here

How to make creative decisions for high tech products

In general it is already difficult to make consistent great creative decisions. I believe in a number of ways to ensure this happens:

1. Provide ownership and autonomy to the leaders of the creative projects
This allows for a vision to come through without it being watered down. It allows for a cohesive piece to be developed

2. Involve a number of different people in making important decisions.
This is not contrary to #1  but rather a feedback mechanism. No one has all the answers and there are so many different scenarios that are possible that it is necessary to expose creative work to a wide variety of people. It is still up to the leaders to decide what to do with the information.

3. Ensure various processes are being used to evaluate the work.

4 ways to win in the high tech world

New Innovative Media Companies You Need to Know

It is sometimes difficult to keep up with all the innovative new companies that help you with marketing your brand. Here are a few that I have come across that are worthwhile collaborating with.

 

SpotXchange

SpotXchange is a top global video marketplace, and they operate a bit differently than some of the other video ad networks in the marketplace. They run a "wired" network, which means that all of their pub partners are integrated into their backbone, thereby giving their advertisers greater inventory control, more precise targeting, and more efficient media.

Poptent

Poptent is an innovative resource that connects creative people from all around the world via a social network and brands that have a need for quality video assets. Video is the most relevant and innovative way to set your brand apart. By leveraging technology and an expertise in crowdsourcing, Poptent is able to deliver incredible results in a reduced timeframe and at a fraction of the cost of the traditional channels. In fact, we have done assignments for some of the biggest brands in the marketplace today.

Zooppa

Zooppa is the world's leading crowdsourced advertising platform

Optaros

They offer customer portal, private event retailing, online community and commerce offerings. Optaros has brought these solutions to companies such as Rue La La, Wal-Mart, Bloomingdales, Macy's.

Junaio

They are a global leader in augmented reality technology. Over the past ten years, they have worked with world's most recognized brands.

Focus

Think “Twitter for Business.” That pretty much sums it up.

Fullscreen

Fullscreen is a digital media company powered by the creativity and distribution of people. They create and distribute original content and brand activations with online influencers.

Zuberance

Zuberance's mission is to enable companies to harness the power of Word of Mouth (WOM) and social media to drive measurable increases in advocacy and sales. We do this by providing an award-winning WOM/social media marketing platform - the Zuberance Advocate Platform - that makes it easy for marketers to systematically identify and energize authentic Brand Advocates at scale plus track advocacy results in real time.

Jovoto

A global platform to enable creative excellence through mass collaboration. Their creative technology platform and community organizing processes, enable their unique collaborative approach yielding valuable ideas, insights and communications. It is what makes jovoto unique enabling them to work with talented creatives to take on the most challenging creative briefs.