Proximity BBDO

Summary:

6 real claw machines can be controlled and played on from your browser. Pepsi Max combines bytes and atoms. If you’re passionate about something, max it. That is what Pepsi Max is all about. That and gaming of course. And how do you go about maxing a game that everyone is passionate about? You think bytes (as in ‘internet’). You think atoms (as in ‘real world’). You grab a soldering iron and connect both.

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Full post:

MAX YOUR THOUGHTS
Take 6 real claw machines, hook ‘m up to the internet and start playing. Unique codes can be stripped from the Pepsi Max bottles and used to add up for extra gaming credits. The lucky ones can win some cool prizes or grab a ticket for the final during which one plays with an 8 meter tall claw machine containing really huge prizes! Each finalist will be able to grab a huge bear and possibly win sunjets.be trips to Malta or Tenerife, or take home 50″ plasma’s and other cool Panasonic stuff.

OLDSKOOL CAMPAIGNING
The campaign is kick-starts with traditional online media. Bannering and an enticing e-mail to a database of Pepsi Max aficionados

SOCIAL MEDIA CUM
Today, more than 2.1 million belgian citizens are an active member of Facebook. So we integrated the power of Facebook Connect to make the game easily portable over the users contact network. Everyone registering with Facebook credentials, receives give-away codes for friends. Everytime anyone plays or wins it shows up in their friends newsfeed. How’s that for viral?

Frankly, a huge amount of users can freely access the website but only 6 can play simultaneously. Of course these users don’t want to be sitting ducks while waiting for a claw machines to become available. Statistics are put up to check when the site is very busy, a concept we introduced with, and was essential to, the Internet Is Mine case. Also, the claw machines Twitter when one of the slots is available.

KICK-ASS DESIGN
Phase 1: First wireframes were made in Powerpoint. They served as a basic feature-spec for the full website.

Phase 2: After being loosely briefed on the campaign’s concept and features, several paper sketches were made to serve as a rough guide. The concept at this stage was “a carnival or arcade, but maxed out!”.

Phase 3: Taking the best sketches into Photoshop, we created a digital painting that would serve as a moodboard and colour guide. This piece was also shown to the client in order to get the go-ahead for the look-and-feel for the rest of the website. You’ll also notice the (not-so) subtle use of Pepsi’s 3 main colours, creating a symbolic link between the logo and the site.

Phase 4: Using photos of the real grabber machines as reference, 3d models of the six cabinets, as well as a large “hero”-crane – a reference to the real-life final phase of the competition. The models were created and rendered in 3ds max 2008.

Phase 5: After all 3d models were animated and rendered, all assets were composited in Adobe After Effects and Photoshop. The mist was painted by hand.

Phase 6: After the final compositing of the scene, everything was then taken into Adobe Flash, where it was animated and integrated with the rest of the UI, which was also designed in Photoshop.

SOME HARDCORE GEEKNESS
Basically the client, your pc at home, simply browses to the webpage loading the Flash application. Through the Flash application the Socket Server receives the data of the logged in user and pushes that info to an Application Server on the same layer. The Application Server is there just to check the user data. N00bs would refer to this step as “checking with the database”. Furthermore the Socket Server just relays feedback between the claw machine and the UI. To put it straight, the Socket Server is the connection between the client and the claw machines at our offices. If a connection is established then that triggers the Socket Server and extracts one credit. Whenever a client is logged and ready to play, the Socket Server checks whether the user still has available credits to play the game. Credits can be added by entering game-codes found on Pepsi Max bottles and cans.

So, the Application Server feedbacks on the user-request and talks back to the Socket Server. Finishing this simple cycle the Socket Server pings to one of the 6 computers hooked to a claw machine. Each one of these computers is linked to a claw machine through 6, USB interface, micro-controllers talking to one of 6, physical, claw machines.

The micro-controllers allow users to address the physical controls of the claw machines. The connection between the two buttons to navigate and the coin collector are intercepted and thus hijacked by the USB interface of the micro-controllers. The micro-controllers send the claw machines the same electrical signals normally send by the original connections of the physical buttons.

The bears in the claw machines are stuffed with an RFID-tag. If a user manages to catch and lift a bear, the bear is dropped into a slide passing an RFID-chip reader. Once the reader is triggered a signal is passed on back to the Socket Server. The Socket Server then checks that tag with the linked prize in the DB inside the Application Server. When the match is made the UI displays to the user what prize he, or she, has won.

By the way, Proximity BBDO is looking for more ambitious developers willing to enforce our team and start create more of these wicked web-apps and games. Anyone with an interest can apply here.

Check out more of our geekness at Adnerds.be and check the conversation at #pepsimax, #twapero and #proximitybbdo

The basic idea of this site is that a brand exists entirely in people’s heads. Therefore, whatever it is they say a brand is, is what it is. Mostly every marketeer or strategist’ goal is to change the customers perception of the evangelised brand he/she tries to boost, but knowing what the current perception is is sometimes a very dirty and rough job.

BrandTags is a UserGeneratedContent – site that gathers tags related to brands, very interesting and above, handy. Here are a few of our clients listed with their mmost remarkable tags.

DODGE: ram – truck – car – trucks – tough
ING: bank – money – insurance – orange – lion – direct
VOLVO: safe – car – safety – sweden – cars – reliable
P&G: soap – shampoo – evil (well we’re working on it, guess this tag was caused by a baby swallowing some washing powder )- toothpaste
M&M (Masterfoods): chocolate – candy – yummy – yum – peanuts
Siemens: semen – german – phone – sperm (hmmn, weird equation though not less interesting for most marketeers :p ) – electronics – technology – mobile

*note that off course this is a “global perception” of the brand! Sometimes (or may I say mostly? It depends from brand to brand let’s say) the perception of a brand varies on the local, social, culture,… influence.

Dig your brand at BRANDTAGS.net

Social networks are attracting marketers’ attention for a reason. eMarketer estimated that by the end of 2007, 38% of all US internet users age 3 and older, or 72 million people, will have used social networking at least once a month. By 2011, nearly 105 million people will use social networking regularly, and that’s just in the US. Yet a one-size-fits-all mentality could ruin business for social networks.

The long term financial viability of even the largest social media sites depends heavily on the ability to develop targeted advertising techniques. Though the temptation for some marketers may be to look at the large audience of a social networking site and launch a mass branding campaign. That strategy fails to take advantage of the engagement possibilities. The opportunity is to find your brand fan or your most likely brand prospects and have some relevant communication with them. It’s about engaging with people in your inner circle and trying to radiate out from there, rather than throwing a net out and fishing for folks.

At the annual Word-of-Mouth (WOM) conference in Las Vegas yesterday it was said that marketers have spent $ 1 billion on WOM in 2006. “It’s starting to be recognized as an established industry”, said one of the executors of the research. Still, the discipline accounted for just 0,4% of the share in the $ 254 billion marketing-services category.

Since it has become measurable, it is taking off, because “only what gets measured, gets bought”.

Other research (Nielsen): 78% of respondents trusted “recommendations from consumers,” a total 15 percentage points higher than the second-most credible source, newspapers.

“When you compare word-of-mouth as a strategy [to other methods], trusting a friend or influential person is the most determining factor when someone decides to purchase a product,” he said.

 How can this be useful to us: WOM – the entire e-marketing world can be – in one way or another – linked to WOM (viral marketing, website marketing, UGC, consumer interaction/retention, forums, e-mail, …)

In het vorige nummer van ‘The Journal of database marketing & customer strategy management’ stond een schitterend artikel over Touchpoint Planning.

Een thema dat -als ik het goed begrijp- de werelden van above-the-line en van 1-to-1 én die van media planning en CRM metrics bij mekaar zou moeten brengen. De auteur – Angus Jenkinson, een engelse prof- begon met wat reclame geschiedenis… 

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