Honda TV ad to interact with iPhone app (By W+K)

Wieden + Kennedy London has recently unveiled a first of its kind interactive TV campaign for the new Honda Jazz called “This Unpredictable Life”, in which an iPhone app (iTunes link) is used to literally grab content from the ad (YouTube link) as it plays.

The campaign uses what is called “screen hopping” that works by having sound from the TV ad recognized by the iPhone App. The app then uses the predefined sound waves to know which character to display on screen at that moment, essentially giving the ability to interact with the TV ad in real time.

Once you have got the character, you can interact separately with each one away from the TV ad, by doing things like singing into the iPhone to make the characters dance.

Brilliant! (And I guess this is only the beggining..)

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Ad Age Insights: Shiny New Things for Digital Adopters

Check out this new whitepaper from Ad Age – Shiny New Things: What Digital Adopters Want, How to Reach Them and Why Every Marketer Should Pay Attention.

Key findings:

• Online voices of early adopters are not something you want to mess with
• Younger early adopters aren’t going to be dazzled by new technology just because it’s new: Products have to prove their usefulness to the group
• 53% of young women (Gen Y) identified themselves as early adopters. One researcher noted they are “the first to try new technologies, even before they become mainstream”
• Find those individuals who are going to be your advocates, and take the time to understand what makes them happy. Be upfront about missteps, and correct course quickly. There is nothing early adopters like more than to be heard by marketers.

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