Google's Berlin lightshow comes to life

Google has set up its lightshow at the Berlin Festival of Lights that uses energy from people’s footsteps.
The installation, which measures 26 sqm, gives people a chance to capture their experience in the form of a GIF.
Pavegen is behind the activation which creates energy and data out of the kinetic energy of the footsteps. Google’s media agency OMD brokered the deal with Pavegen, and Fuse handled the activation.
The annual Berlin Festival of Lights runs until 15 October.
Via: Campaign Live

Proxama Partners with Google

Proxama PLC, the leading mobile proximity marketing experts, has worked closely with Google to launch the world’s first deployment of a Physical Web consumer engagement experience. The campaign launches in London in partnership with Exterion Media, Europe’s largest privately held Out of Home (OOH) advertising business, via Google’s Eddystone open beacon format.
The MyStop™ web experience from Proxama delivers real-time transport updates to London commuters and travellers’ mobiles, as well as contextually relevant advertising. The service will be available to passengers with the Chrome browser installed on both iPhone and Android, initially across London buses. Passengers can use the service to see real-time route updates and status as well as set a reminder notification as they approach their chosen stop, according to their exact location on the bus route.
Brands will be able to use the beacon network to engage and advertise to London travellers, through the MyStop progressive web app service. London travellers are a highly sought after demographic – during ‘dwell time’, when they are most responsive to relevant and timely content. Bus travel in London accounts for more than half of all bus journeys in the UK with 2.36bn trips in the capital.
Eddystone boosts the reach and capability of beacon campaigns because it enables any smartphone with the Chrome browser to interact with the Physical Web without the need to download an app. With 47% of all handsets shipping with Chrome, this approach enhances the scale of campaigns significantly, and with it the potential to increase the Return on Investment on mobile advertising campaigns.
“Proxama has long seen the potential in beacons for delivering great consumer experiences via mobile. The ability to deliver contextually relevant messages and content to specific demographics has been the Holy Grail for brands for many years.” said Jon Worley CEO of Proxama’s Marketing Division. “We’ve partnered with Google to ensure our TapPoint® platform supports Physical Web experiences, meaning brands will no longer have to worry about whether a consumer is using this app or that device – just that they are connected to the internet. Through Proxama, brands are now deploying beacon enabled campaigns to large numbers of consumers rapidly and without technical complexity. We expect further roll outs in London and the UK over the coming months across transport networks and high footfall destinations such as shopping malls, stadiums, city centres and events.”
“It’s clear that Eddystone and the Physical Web creates exciting engagement opportunities for brands to better engage with consumers on the move. We have enhanced our bus beacon network to support Eddystone and we’re excited to see how brands take advantage of this. Along with our recent Fox and Shazam Kung Fu Panda 3 campaign announcement, this is yet another indicator that 2016 will be the year beacon technology gains significant market traction.” said Mike Wood, Product Strategy and Innovation Director, Exterion Media.
Via: Outsmart 

Virgin America's Bus-Shelter Ad: 'Test Drive' Before Buying a Ticket

Travel often? Use Google Street View? Hell, maybe you’ll love Virgin America’s Seat View.

It’s exactly what it sounds like: You use the campaign to “stroll” through the Airbus A320 that flies out of all 22 destinations Virgin America serves. Nervous about the leg room in coach? Check out Main Cabin Select. Or wander right past the partitions into First Class, though sadly you won’t be able to try the built-in lumbar massagers.

The work results from the insight that some U.S. airlines use ad campaigns to highlight amenities that aren’t actually available on all flights, says Abby Lunardini, Virgin America’s vp of brand and communications.


“People have increasingly come to rely on Google Maps and Google Street View to explore their world,” says Google Maps Street View program manager Deanna Yick. “We hope launching this Street View imagery will help better inform travelers of what they can expect, and to see Virgin America’s award-winning cabins.”

Via: Ad week 

Google Paints Stunning Portraits of Disability Rights Heroes on Washington, D.C. Steps

In 1990, a group of disabled people pulled themselves up the steps at the U.S. Capital building to advocate for the Americans With Disabilities Act, protesting delays in an event that became known as the Capitol Crawl.

Now, a new outdoor ad campaign from Google and 72andSunny marks the 25th anniversary of the landmark legislation by featuring painted portraits of key figures in the disability rights movement on the steps of major cultural buildings in Washington, D.C.

The billboards featured a range of notable activists—like Claudia Gordon, the first deaf female African-American attorney in U.S. history, and Ed Roberts, a leader in the drive for the ADA as well as the movement more broadly—at buildings like Gallaudet University and the National Portrait Gallery, respectively. They also celebrated legislators like former U.S. Sen. Tom Harkin of Iowa and U.S. Rep. Patrick Kennedy of Rhode Island.

A quote accompanied each portrait. “This vital legislation will open the door to full participation by people with disabilities in our neighbourhoods, workplaces, our economy, and our American Dream,” reads Harkin’s, posted on steps in the Newseum.

The steps leading up to the Carnegie Library also feature a quote—sans portrait—from President George H.W. Bush, who signed the ADA into law.

72andSunny hired artist Darren Booth to illustrate the campaign. An accompanying website features more in-depth telling of each figure’s role in the movement, including, in most cases, video interviews with the subjects themselves. It also ties more directly back into the brand’s products, with a Google Map offering a “tour” of the locations that hosted the portraits.

Here are all the paintings and their locations:

Claudia Gordon at Gallaudet University

Tom Harkin at the Newseum

Patrick Kennedy at Woodrow Wilson Plaza

Justin Dart Jr. at Woodrow Wilson Plaza

Tia Nelis at the National Museum of American History

Kathy Martinez at the National Museum of American History

Ed Roberts at the National Portrait Gallery

Judy Heumann at the National Portrait Gallery

Tatyana McFadden at the National Portrait Gallery

Google’s Mobile Campaign is New York’s Own Scavenger Hunt

Google has unveiled a delightful ad campaign in the form of playful mini installations placed in outdoor spaces around New York City.
Located in well-known and familiar establishments like Katz’s Delicatessen and Top Of The Rock, the ads pose questions relating to their surroundings, accompanied by the Google mobile app logo.
The campaign was conceived by agency 72andSunny to promote the search engine giant’s revamped mobile app, and involved extensive collaboration with numerous organizations and companies to bring it to life.
Via: Design Taxi

JCDecaux Bills Brands for Google Street View Placements

In a move that some are calling “ingenious,” outdoor advertising firm JCDecaux sent out invoices to their largest Belgian clients for exposure on Google Street View.
The invoices were fake and accompanied by a framed picture of their billboard’s place on Google Street View. It was all part of a marketing ploy to get those companies to hear a pitch about JCDecaux’s new digital marketing opportunities.
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Via: PR Daily

Google Launches Project Tango to Build 3D Capable Smartphone

Google has developed early prototypes of smartphones that have the ability to sense 3D motion and geometry, and is calling on professional developers to “push the technology forward” and build user experiences on top of this platform.
The phone, which Google describes as “experimental devices intended only for the adventurous,” for now, is a five inch handset that runs Android and contains customised hardware and software designed to track the full 3D motion of the device, while simultaneously creating a map of the environment.
Google said the aim of this project, dubbed “Project Tango,” is to “give mobile devices a human-scale understanding of space and motion,” because “we are physical beings that live in a 3D world – yet our mobile devices assume that physical world ends at the boundaries of the screen”.
The sensors in the phone allow it to make over a quarter of a million 3D measurements every second, updating its position and orientation in real-time, combining the data into a single 3D model of the space around people.
The company said it has 200 prototype development kits and have allocated some devices for projects in the areas of indoor navigation and mapping, single and multiplayer games that use physical space, and new algorithms for processing sensor data.
The company said it expects to have distributed all its available units by 14 March this year.
Via: BrandRepublic

Google patents ad tech linking restaurant to taxi ride

Technology giant Google has patented a way of linking online ads to free or discounted taxi rides to the advertising restaurant, shop or entertainment venue.

The transport-linked ad service could encourage consumers to respond more often to location-based special offers, experts say.
Algorithms would work out the customer’s location, the best route and form of transport, Google says.
Gregory Roekens, chief technology officer at advertising company AMV BBDO, told the BBC: “This is trying to turn advertising into a utility and remove barriers for consumers. It’s a really interesting idea.”
Advertisers will mine huge databases recording people’s habits, likes and preferences so that ads can be highly targeted.
Combining this information with location data gleaned from wi-fi, cellular and GPS tracking will enable businesses to tailor their ads and special offers according to where people are, the time of day and their schedules.
The addition of free or cheap travel to the location will be the icing on the cake, Google hopes.
In August, Google’s venture capital arm invested $258m (£156m) in Uber, the San Francisco-based car hire network.
Mr Roekens believes Google is envisaging customers making use of such services when responding to mobile ads in future.
And given the company’s major investment in autonomous vehicle technology, the prospect of customers being ferried automatically to nearby business venues after responding to location-based ads on their smartphones does not seem too fanciful.
But this was still “several years away”, said Mr Roekens.

In future, customers could be driven to restaurants, bars, shops and venues by driverless cars.

“Travel takes a huge amount of people’s time,” he said. “So if people can use this time more productively and interactively while in the vehicle, there’s another opportunity for advertisers.”
Via: BBC

Google posters encourage mobile voice based search

In order to promote Google’s voice search capabilities, Posterscope executed a location-specific campaign featuring over 30 different pieces of copy and numerous different OOH formats.   Examples include sites with ‘latest scores’ copy appearing near football clubs, sites with ‘taxi numbers’ appearing near taxi ranks, and ‘train times’ appearing on cross tracks.

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