As the weeks continue to fall away in the run up to the holiday season, we take a look back at the best marketing activations over the last seven days. From mobile-partnered DJ remix projects to record breaking 3D street art, through to luxury Jewellery inspired music videos and QR code haircuts.
HTC turns it up to ten
From an iconic album from Pearl Jam to an equally iconic film with Dudley Moore. It seems everyone loves the number Ten. This includes mobile manufacturer HTC, as they partner up with music and lifestyle media group The FADER, on a double-digit series of exclusive remixes from renowned hip hop artists and producers.
Proving once again that there is nothing new under the sun, the X Squared Remix Project will pair 10 rappers with 10 producers in order to develop 10 original tracks. A remarkably similar premise to Polaroid’s recent 10 days. 10 covers. 10 years project in collaboration with Toyko Police Club.
The project has been designed to highlight the audio qualities of the new HTC Rezound handset (which features the ever-popular Beats Audio) and the music and culture that helped inspire its creation.
Artists and DJs including Nick Catchdubs, Clams Casino, Casey Veggies, Don Trip and Schoolboy Q are all involved in the remix initiative, with HTC powering a mobile application for iOS and Android platforms which will provide free streaming of the 10 tracks, in addition to original artwork and exclusive wallpapers.
Reebok augments your street view
With all marketing eyeballs focused on the innovation of the moment, 3D projection mapping, it’s encouraging to see a brand such as Reebok turning its attention to a more handcrafted 3D activation. For all the bells and whistles that come with an all-singing, all-dancing projection map, the technical wizardry can often leave viewers with a sense of digital detachment. There is nothing very concrete to get a handle on, as opposed to Reebox’s latest initiative, which places its hands on concrete in a very literal sense.
In a partnership with fitness program company Crossfit, Reebok has turned a section of London’s Canary Wharf quayside into the world’s largest 3D street artwork.
It’s a clever use of perspective, which creates an awe inspiring visual treat - all without the aid of digital gimmickry. It also lets people become part of the action, as they interact with the image and share it via Facebook. There’s a certain amount of craftsmanship and social sharing here that you just don’t get from a beam of light on the side of a building.
The added luxury of music
With only 5% of the $184B jewellery market tied up with big brands, reports suggest a massive sway from non-branded to branded jewellery in the next three to five years. Naturally, the industry is anticipating a boom akin to the one luxury lifestyle brand Burberry is currently riding, and all eyes are bound to look towards points of differentiation that will lure in the otherwise predisposed mass market consumers.
Music, and its universal appeal - as proved by Burberry - is a core way to add emotional value, and a demographic stepping-stone, for luxury brands.
To this extent its no surprise to see luxury jewellery brand Cartier partnering up with atmospheric French group Air on a new music and video collaboration in order to promote the company’s iconic LOVE bracelet.
AIR and Cartier have developed an exclusive short film in collaboration with New York based video directors Waverly (the creative talent behind videos for groups such as LCD Soundsystem, Deathcab for Cutie and TV On The Radio) entitled Painted Love, which tells the story of an encounter between an artist and his muse.
The pairing continues the brand’s long-running commitment to working alongside visual artists and music creators, which was kick started proper back in 2008, when the brand teamed with Lou Reed, Fergie and Rihanna, among others.
QR code haircuts
Not content with placing QR codes on the buttocks of the Olympic Volleyball team, BetFair has taken the shears to a local football team (Bromley FC) shaving QR codes into their hair for their FA Cup game against Leyton Orient.
When scanned - that’s if you can actually manage to snap the fast moving players - the codes push people to the company’s mobile betting offering, enabling the to bet on the outcome of the match.
We’re not convinced that fans are going to spend half the game trying to take a photo of the back of a player's head – although there has to be less embarrassment attached to that act than attempting to snap a miniature code on the rear of a female volleyball player. That said it does see brands making a concerted move towards using QR codes to leverage in game interaction, and with a more robust incentive to scan there could be something in this personalised coding concept.
We anticipate a QR Code tattoo on Frankie Cocozza any day now…