Dodge Ram
Aims / Objectives
The Dodge Ram adGlass campaign's main goal was to create large gesture recognition video wall's for the launch of the all new Dodge Ram. We achieved this by acquiring vacant retail storefronts inside popular shopping malls and installing Flow Media's HD gesture recognition adGlass system complete with dolby stereo sound. The gesture recognition feature provided an excellent consumer experience. As consumers passed the display it would ignite with the sound of the Dodge Engine roaring followed by an amazing customized video showcasing all of the latest features of the Dodge Ram.
Our display reached 10’s of thousands of viewers each day per location. The total consumer count at the end of the 2 month campaign for all 3 locations was estimated at over 2.5 million views including both foot and auto traffic.
Our secondary goal was to drive consumers to the Dodge Ram micro-site created by Flow Media, where consumers interact and learn more about the all new Dodge Ram directly on their mobile phones.
Additionally, micro-site viewers were able to enter and win an all expenses paid trip to the canadian rodeo finals in Edmonton Alberta. To facilitate this contest an interactive QR Code was strategically integrated into the adGlass display, auto-redirecting smart phone users to the contest entry web page. Ultimately, over 25,000 consumers scanned the QR code, entered the site, and entered to win the contest. The mobile micro-site and QR code combination was a valuable addition to the overall campaign success strategy.
Markets: Calgary and Edmonton
A total of 4 adGlass locations were executed simultaneously during the Dodge Ram Campaign. The most noticeable was at Cross Iron Mills Mall in Calgary. This location received tens of thousands of impressions per day. Three other very successful locations in Downtown Calgary and Downtown Edmonton received generous consumer attention likewise. These locations were positioned for effective foot and auto traffic and resulted in creating a Dodge Ram display that demanded consumer attention.
How we did it
Locations: Flow Media has established a network of viable locations across Canada which allows us to secure empty retail space as needed by our clients. We achieved this by building relationships with retail specialty leasing agents throughout the Country. Flow Media has also formed a strategic alliance with the specialty leasing managers at Ivanhoe Cambridge and Cadillac Fairview who manage the majority share of the malls across Canada.
Technology
Flow Media specializes in large format, digital advertising. For this application, we use a rear projection film that adheres to the window and is viewable in direct sunlight. We then shoot 6500 projected lumens through the film which creates a very vivid and bright display. Integrated with a powerful Content Management System to provide an interactive, manageable advertising solution with a variety of useful applications. We topped the display off with Flow Media's interactive gesture recognition software which enables the display to respond to consumer movements.
Who Was Involved?
The main partners involved in the execution of the campaign were Chrysler Canada, BBDO, and Flow Media.
Chrysler Canada was the primary client and chose Flow Media's adGlass to launch their all new Dodge Ram.
BBDO handled the media buy as well they supplied Dodge Ram creative.
Flow Media was the technology and creative services agency, managing the technical and creative execution of adGlass.
LATEST NEWS & UPDATES
05 Nov, 11
Stevens’s frontier-busting isn’t just restricted to airports. She’s also bringing her DIY media penchant to the streets. For a Rogers consumer wireless campaign launching this month, she led a partnership with Vancouver’s Flow Media to bring large-format HD video-screen tech Ad Glass to Canadian storefronts for the first time. ‘It’s never been done, there’s audio on it, it’s really going to capture the attention of people walking by,’ says Stevens. ‘It’s a way to get a downtown presence other than cluttered billboards.’ Source -Natasha stevens, Company OMD, Client Rogers Wireless.
Readmore: http://bit.ly/smZe6b
Social Gets Sci-Fi!
03 Nov, 11
Flow Media gets a review at tickyes.com.
Canadian company Flow Media has found the sweet spot between innovative technology and clever integrated marketing, creating large-scale interactive glass displays that tap into mobile technology and social media. Flow Media has developed adGlass™ technology, which essentially turns store fronts into giant touch screens, capable of connecting to users social networks, collecting consumer data and linking potential customers with more information about the product. Head over to: http://blog.tickyes.com/social-gets-sci-fi/ and have look.
TESTIMONIALS
Working with Flow Media has been nothing but an excellent experience. They are a professional, high energy company that seems to keep finding ways to reinvent the wheel. When we are looking for a new cutting edge medium to launch a product with, we call Flow. They truly take the time to focus and make sure our client is completely satisfied from start to finish. We’ve been working with Flow for the past 5 years. They’ve handled all of our experiential marketing events for the course of our strategic partnership. Their turnkey interactive adGlass displays truly engage consumers, and leaves them feeling a positive brand experience. I look forward to working with them for the next 5 years and hopefully beyond.
Source - Leanne Kezin
Company - Publicis
Client - Chrysler Canada
