Gamification

Know your BHP from your Torques?  Your 18s from your 22s?  Your flames from your racing stripes?  Then get ready to design yourself a brand new Mustang and enter for your chance to win a one of a kind motor.  Mustang have built the ultimate car customiser and have challenged any and every petrol head to pen their dream car for a chance to turn that rendering into reality.  What do you think of my effort!

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Queensday, a day of celebration in Holland and if its one thing the Dutch seem to know how to do as well as anyone its party!  So much so that on Queensday those beautiful flowing canals in Amsterdam can quickly start flowing with something else…urine!  That’s where this crazy game comes in as it aims to help Dutch party goers take aim in a different way!

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When you think of Jeep what springs to mind?  For me its the great outdoors and the spirit of adventure.  But how do you make that relevant today?  How about a completely mobile location based game!  It”s a perfect fit from a brand perspective, harness the power of the smartphone and leverage the GPS/location based capabilities to get people out of urban environments and into the wilderness.  Very Jeep!  What I love about this campaign though is that Jeep didn’t sacrifice the essence of the brand for participation.  It would have been easy to place the rewards (explained in the video) in easy to reach places to increase the numbers but that wouldn’t have been very Jeep would it.

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The world has been waiting for a killer location based service and I think we’ve found it.  Its called Crash Corsage and essentially the app pulls in publicly available data from wedding planning sites such as The Knot and eWedding creating an ever changing list of nuptials just begging to be crashed!  Produced by R/GA’s Eric Schlakman the app is equal parts ingenius and devious and is bound to cause some mild panic amongst brides everywhere…especially with the added encouragement to ‘get involved’!

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You voted with your eyeballs and based on the ADZAG Google Analytics data we have a definitive list of the most interesting digital ideas of the last 12 months.  You may not agree with everything featured but this is a numbers game people and the numbers never ever lie…unless you’re Enron…or Bernie Madoff!

1. Disney Takes Over Time Square With Augmented Reality

2. Small Village Pins Every Facebook Fans Profile To Their Community Noticeboard!

Brand, mobile, augmented reality…you know the score.  Or do you?  This funky new campaign by Nike featured 50 real runners decked out in the sports brands new ‘Flash’ running jackets.  The runners, while being tracked via GPS, traversed the city of Vienna at night waiting for anyone playing a long to snap their photo.  As the cameras flash hit the runners jacket a number was revealed within the light reflective material.  The goal was simple, capture as many unique ‘Flash’ jackets as possible to win!

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I’ve been waiting for this campaign to break for the last couple of weeks after the Chief Creative Officer at Crispin Porter + Bogusky (Jeff Benjamin) revealed it at a recent conference in Sydney.  Domino’s Pizza Hero is as iPad game that simulates the process of making your pizza, from kneading the dough to spreading your base sauce and sprinkling on your preferred toppings.  When you are happy with what you’ve created simply send in the order and your pizza will be made and delivered!

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Another corker of a student idea, this time from the Institute of Design in Germany.  Its great to see unrestrained creativity like this, without the worry of brand guidelines, legal approval or even plain old relevance.  This idea by Christian Baur and Thimon Machatzke is centred around your social circle and challenges you to keep those friends literally in a circle around you…a circle of 2 meters!  If you can keep up the close proximity for 4 hours your next night out is covered by Fisherman’s Friend.  Great piece of creative thinking.

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Maybe one of the last bastions yet to be gamified has fallen…yup, pizza ingredients!  To continue its drive toward pure pizza transparency Dominos wanted to show consumers what ingredients they use and where exactly they come from.  Throwing away the rule book (labels on packaging!) Crispin Porter + Bogusky created the following interactive experience.  The results seem pretty impressive with over 140,000 people participating in just 2 weeks and delivering on average 21 minutes of engagement!

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I love Angry Birds, in-fact I once held the 820th highest score in the world for its Christmas 2010 seasonal edition.  Yup, definitely a claim to fame of mine!  Anyway, it turns out that the smart guys from Wunderman Buenos Aires’s have given our fvourite feathered friends steroids as Angry Birds can now be played on any website in the world!  The campaign looks to promote the awesome Nokia N8 and its gaming capability and can be experienced by clicking here, then dragging the gaming icons onto your browsers bookmark bar.  Once done you’ll be you’ll be shooting yellow birds and carving up water melons across the web in seconds!

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