This video shows off the new Prius iPhone Campaign where users can download an app, create drawings on the fly and add content live to the massive screens in Times Square. There have been similar campaigns created with bluetooth, but nothing of this scale, location or prominence.
The iPhone App has 4 different modes, with the most interesting being this one! It’s been live in Times Square over the last few days! (via Ogilvy Blog) Created by Saatchi & Saatch LA.
The logistics of this is staggering. Well done to the person sitting around a boardroom table who was brave enough to suggest a concept many people would have brushed aside as impossible to achieve!
And where will this technology take us in the future? Innovative advertising agencies can now use the very consumers they’re targeting to build their creative – on the fly and ever changing. Gob-smacking!
[...] Prius iPhone App Controls Times Square 29/10/2009 via digitalbuzzblog.com [...]
Congratulations to Saatxhi for getting this project going.
But, honestly, where’s the connection with the consumer in this? Looks like you draw a single object and then it appears behind the car as it drives. If this is the full experience that seems a weak level of engagement. Why not allow everyone anywhere to create a drawn world together and allow them to view it via live webcams? The Prius should be about the world, and people cominb together to make a difference one car at a time. Where is that level of connection in this?
The technology available on the Time Square signs mixed with the technology behind the iPhone can allow for near limitless of flexibility expression. This seems like a good first step in the process but doesn’t connect back to the Prius brand in a significant enough way to warrant the media spend of a TS takeover.
(written from my iPhone in Times Square so please excuse any grammatical or spelling errors)
Check the onedotzero work by wieden + kennedy – http://www.vimeo.com/6523068