(8 votes, average: 3.50 out of 5)
Here is something seriously cool. Honda has just unveiled an interactive TV campaign called “This Unpredictable Life” to launch the new Honda Jazz, and with that, an iPhone app that allows you to literally grab content from the ad as it plays.
The campaign was created by W+K London and uses whats called “screen hopping” that works by having sound from the TV ad recgonised by the iPhone App, so when pre defined sound waves are read, the app knows to display the same character that was on screen at that moment, essentially giving you the ability to interact with the TV ad in real time.
Screen hopping takes this a little further though, once you’ve got the character, you can interact separately with each one away from the TV ad, by doing things like singing into the iPhone to make characters dance. Give it a crack. Download this app and then watch the TV ad here.
coool…. but i don’t see the point? what do you do with the characters once you’ve collected them??
The ad is lovely and the “screen hopping” technology is cool (and Honda will undoubtedly get credit for being an early exponent of this technique) but I can’t help feeling that the app-portion of this campaign is a bit of a pointless bolt-on. The ad is based on a powerful insight about changing life-stages and the unpredictability that this brings for consumers but instead of creating an interactive experience around this, they have done so around the spot’s art direction. The new media equivalent of matching luggage?
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Very cool tech and some nice art direction.
That is awesome – never heard of screen hopping again – monetising this is going to be exciting and competitive amongst consumers, I believe.
I’ve downloaded the app.. clicked to watch it.. but can’t seem to catch the characters.. is there something else I need to do to activate it??
Cool technology, but I see one major flaw: consumers will need to download the respective app *before* they get to interact with the ad. How many % of consumers will actually pre-empt the fact that they’re going to watch an ad they want to interact with? I imagine it’s quite a low number.
Nonetheless, it is a very creative use of technology so kudos on that!
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[...] from The Digital Buzz blog: The campaign was created by W+K London and uses whats called “screen hopping” that works by [...]
This is the future of advertising. I’m sure there will be a lot more interaction in ads like this Honda one to encourage people to engage in the product.
[...] February 2011, Honda launched one of the most innovative social TV ads we’d ever seen. The ad, titled ‘This [...]