Think you can run faster than a top U.S. marathoner?
Yeah, didn’t think so.
But it would be fun to at least try, right?
If you passed by New York City’s Columbus Circle subway station anytime over the last few weeks, then you might’ve had your big shot.
For the recent 2011 New York City Marathon run, Asics installed a 60-foot long video wall that challenged anyone passing by to a race. But not just any race. A race against one of the fastest men in the world, U.S. Olympic marathoner Ryan Hall. Take the challenge, and you’re up against a digital Ryan running a cheetah-like 4:46 mile pace across the video wall.
Lots of people took the Asics challenge. And lots of people lost. In fact, everybody lost. Even Ryan himself showed up and couldn’t beat his digital counterpart.
Check out this video to see the amazing out-of-home ad in full effect.
So, why does this ad work?
For starters, it’s huge. The 60-foot screen takes up an entire wall at a bustling NYC subway station. It’s also video, so it’s moving. And bright. And flashy. And grabs your attention, even if your head is buried in your iPhone (per usual). The ad is interactive beyond interactive. It dares you to do something, and not something that’s going to take a lot of time or thought. Not something that you’d have to do later when you get home. But something that you can do right now. Give the ad 10 seconds of your life at this very moment and you too, can play this game. Then you can tell everyone you raced an Olympic marathoner in the subway today. I mean, not everyone can say that, right?
The ad is inspirational. It’s fun. And it definitely got people talking.
To that I say: Winning, Asics. WINNING.
Has mobile shopping really arrived? I have to know.
So I’m pledging to buy every holiday gift this year using my smartphone, starting on Black Friday and ending on December 24.
Welcome to the Great Mobile Holiday Shopping Challenge.
Why am I doing this? Good question. The short answer is that I boasted to a room full of co-workers that I could do it. More importantly, it promises to be an incredible learning experience and a real-life opportunity to live the mobile shopping customer experience at the busiest, craziest time of year for retailers.
My holiday list is full of family, friends and even a fiancé, so this is no faint attempt. I’ll chronicle every step of the way, dishing on the good, the bad and the ugly of mobile shopping.
What I’ll share:
• Reviews of programs, sites and apps that purport to make mobile shopping easier
• Effectiveness of SMS programs for mobile shoppers
• Where branded and 3rd party apps fit in the mobile shopping experience
• How shopping experiences can differ based on device
• Debunk and confirm mobile shopping myths
• Mobile shopping best practices
Follow me at mobileshopping.tumblr.com. Join me as I accept challenges, examine mobile shopping myths and use every tool at my disposal to solve the challenge of holiday mobile shopping.
T3 is excited to be a part of the upcoming Texas Photo Roundup, a seminar and portfolio review for photographers on February 3, 2012 in Austin, TX.
Registration is now open. More information can be found here.
This event is sponsored by the American Society of Media Photographers Austin/San Antonio and the Austin Center for Photography (of which I’m very proud to be a founding member).
The morning event will be an interactive seminar, “Real World Marketing Strategies for Photographers”. The afternoon will find art buyers, creative directors and photo editors from Texas Monthly, EmDash, Wired, Men’s Health and other industry experts conducting one-on-one photographer portfolio reviews.
Attendance may be limited, so register early. I hope to see you there.
