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Innovation Invasion

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TAKE THE FOLLOWING MEDIA OVERKILL QUIZ: According to Fast Company magazine, which of the following are really real advertising “innovations”? 1) Print ads attached to electric outlets in airports; 2) Parking Stripe advertising, a vinyl ad strip with embedded electronics that speaks to you as you get out of your car; 3) Interactive TV that allows you to click a button on your TV remote during a car ad if you want a salesman to bring a Hyundai to your house for a test drive; 4) Wizmark, a product that allows advertisers to promote their products with sound and visuals when “activated” in bathroom urinals?

Time’s up. Here’s the answers (but you’re ahead of me already, aren’t you, you bright spark, you?): they’re all for real. Yes, even Wizmark. As their ad copy says, “a new marketing idea so wild, it’s brilliant!”

It’s called “experience advertising,” ads that are “creative, strange, and three-dimensional.” It also doesn't hurt that most of these “innovations,” like ads on the inside of bathroom stall doors and videos beamed at you while you’re getting your teeth cleaned, are directed at captive audiences.

EnVision Marketing Group of Little Rock, Arkansas, recently announced their “innovation” of the first advertising on grocery store conveyor belts. Apparently, marketers won’t rest until every square inch of available blank space is encrusted with ads like barnacles on the Titanic, little Pac-Men gobbling up the visual landscape. Or like Ricky Bobby’s Wonder Bread uniform.

As advertising flattens into the world of lighted browser screens, the only thing left may be to jump out in unexpected places like Inspector Clouseau’s crazed manservant Kato attacking him ever day to keep him alert. And, I might add, in a perpetual state of paranoia.

Virginia-based marketing firm RedPeg calls this “emotional touch point marketing.” That’s what I would call it, too, if you replace “emotional” with “insidious” and “marketing” with “mind-numbing, creeping soul-squashing.”

It’s only one small step from those omnipresent inflatable “sky dancers” that you see at every apartment complex and fast-food restaurant opening. It pulls your attention, but then, so does a python eating a chihiaua.

What’s next, neon billboards on golf courses? All the better to reach those affluent executives! There are already video ad screens mounted in golf carts, so that’s not really a stretch. Ads etched inside your contact lenses? Sign me up! Jingles distributed through bone conduction, plugged directly into your skull?

Stay tuned. There may be a Wizmark in your future.

Posted by Loyd at August 21, 2006 09:15 AM

Comments


Where are they going to advertise next? On eggs? Oops. http://www.eggfusion.com/

Posted by: Dylanbloom [TypeKey Profile Page] at September 18, 2006 12:29 PM


Oh my, the emotional touchpoint of wizmark. The image of Kato (said in Sellar's insane accent) is much more descriptive of the trend than 'emotional touchpoint.'

Posted by: aliceb [TypeKey Profile Page] at August 23, 2006 09:15 AM


I can't even think about wizmark. I leave it to the GenNexters to deal with. But I could watch drumhead all day! Wahoo!

Posted by: clare [TypeKey Profile Page] at August 22, 2006 05:07 PM


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Recent Comments
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