During our regular perusal of news from the world of digital signage we came across an interesting story about Audi’s latest digital signage campaign.
The campaign has been set up to launch Audi’s new A7 Coupe and is currently being showcased on one of the most desirable digital screens in the world in Times Square, New York. The campaign focuses on the new product’s ‘bold design’ and continues the theme by nominating seven locations in New York that Audi believe demonstrate ‘bold design’.
The ideas is that passers-by can ‘check-in’ to the screen through Facebook Places or Foursquare and have their profile picture displayed, they don’t receive any discounts but they do get to see their face on the big screen. They can also access a mini guide to the city’s ‘bold design’ locations, via a QR Code or SMS, to find out more information about them, or how to find them.
Finally, users can nominate their own examples of ‘bold design’ via Twitter using the hashtag #bolddesign. The campaign is a step in the right direction to begin interacting with users but we can’t help but notice that a lot more could have been done and the campaign could have been much more effective using ScreachML.
Firstly, Audi could have used a platform that would have maximised on interactions. As it stands, the process for interacting seems a little fragmented. To enjoy the full experience that Audi are selling you need to use either Facebook Places or Foursquare (for checking in), Twitter (to nominate your own bold designs) and either a QR Code or SMS to access the mini guide. Wouldn’t so many different platforms discourage passers-by from interacting with the full experience, with them instead perhaps just indulging in one or two of the experiences?
The experience with the most potential for interaction is the #bolddesign nominations on Twitter. However, on inspection of the hash tag, it’s been used a mere 14 times (some of which is @audi). Is Twitter the best platform for this kind of interaction? Surely the best way to maximise on Twitter would be to shown a live stream of the hashtag on the big screen? According to an eMarketer campaign published in February 2011, only 8.7% of Americans are on Twitter – the number that are active users could be even less.
Our ScreachML allows content designers, creatives and developers to create interactive content where a user can control the content using their smartphone with ease. Even someone with the most basic technical knowledge can quickly get started and begin to create interactive experiences with digital screens. We provide the tools and the way for the user to access the content, allowing them to put the technology to best use.
Using ScreachML, Audi could create their own personalised app that allows users to interact with their digital signage campaign using their smartphone. Using Screach’s various ‘experiences’, or even building more of their own, Audi could amalgamate all of the different aspects of this campaign into one simple and effective app.
Using Screach, passers-by could ‘check-in’ and see their face on the big screen – and why not reward them for doing so? They could vote on their favourite of Audi’s bold design locations and even nominate and vote on each other’s suggestions in real time. According to data released by the Nielsen Company in December 2010, almost 30% of Americans own a smartphone, almost four times the amount using Twitter.
All that passers-by would need to do would be to download the app for free, enter a unique code and begin interacting with all of Audi’s campaign content. Screach pulls through their profile image from Facebook so they don’t even have to upload an image. Not only that but they could also interact with each other, how awesome would it be for Audi to incorporate a game into their campaign? Users could play an Audi A7 racing game, or similar, against each other on the 15,000 square foot screen for all to see in Times Square. It would be an excellent chance for Audi to showcase their new product and would give users a chance to directly interact with that product. The leader board could be available for all to see and the overall winner could receive gifts, discounts or even better, an Audi A7 Coupe.
With an estimated 1.6 million people walking through Times Square every day, and 30% of them using smartphones, Audi could potentially interact with around 480,000 people each day. Not only that, but using the Screach App they’d be able to profile each interaction to find out more about their consumers.
Using ScreachML to create their own fully branded app would allow passers-by to interact with each aspect of their digital signage campaign with one simple step. People in Times Square are on the move, make it quick and easy for them to be a part of the campaign.
What do you think about Audi’s campaign? What do you think of our suggestions for improvement?