Monday, May 9, 2011
This campaign is inspired. Fiat appropriated everyday street signs, so people could use their mobiles to scan, for example, a stop sign and information about the car's breaking system would appear on screen.
So the entire city became a hidden catalogue, just through the use of a simple app. called Street Evo. They took it further, and turned the campaign into a game, with hidden prizes behind certain signs.
Fiat effectively turned familiar objects into QR codes, that is, patterns that phones can scan to extract information. QR codes are increasingly included as response mechanisms in print or outdoor campaigns. But they often fall flat because a lot of people still don't have a clue what they are, or or how to use them.
By turning everyday road signs into codes, Fiat took away the barriers and the uncertainty around QR codes and generated massive participation in their campaign - in a week over a million signs were spotted.
In support of World Fair Trade Day, Ben & Jerry's have come up with an initiative to use the spare characters from people's Twitter updates with their permission.
You install a browser plugin from Chrome or Firefox, or bookmark the Fair Tweets mobile site and Ben & Jerry's algorithm will automatically populate the unused space in your message with World Fair Trade Day communication.
This is a smart media idea, which hardwires communication to personal networks. Although it could result in message overkill from heavy tweeters. It uses the permission of the tweeter, but not their followers, who are subjected to news they didn't sign up for.