From Electricpig:

Honda’s new TV advert for “This Unpredictable Life’ will take augmented reality from the TV screen to your iPhone. Using “screen hopping” technology, this will be the world’s first app that allows characters from a commercial to transfer across another device with complete interaction

Augmented reality on a smartphone is nothing new. However, unlike previous attempts in the field which use augmented reality markers and QR codes, “This Unpredictable Life” app is constantly listening to the commercial. The “screen hopping” experience uses advanced audio recognition technology to sync the app with the advert’s soundtrack, “allowing the user to interact with what’s happening in the ad in real time”.

The ad breaks today.

Sounds like the Weakest Link voice-over guy also moon lights as a social media guru. Funny.

Via Jim.

So, when I did my usual weekend trawl of online football goodness, I came across this on one of my usual football feeding troughs.

Here’s the full version;

Straight away I had the urge to share this. I showed my flatmate who already had a youtube link of his own up his sleeve (goddamit) of some insane skills from a six year old French Algerian boy…

What’s the common denominator that turned them both into ‘spreadable media‘?

There was a narrative. A story. A hook. A deep understanding of what will get me excited and want to share with my peers. Are W&K now a PR agency?! If so, I’m sure they’d be pleased with their coverage for this.

Never mind, though what I thought was interesting was the accompanying ad spot from W&K towers for the same Nike 5 campaign released a week later

Although I like it and it certainly imbues all the brand qualities that I’m sure Nike would want to communicate, wouldn’t they have been better using the media spend on the initial Rooney nutmeg footage and just end on the swoosh after the megs? Would this not have just amplified the talkability even more of the campaign rather than another ad alongside another set of ads? Isn’t there an argument that the nutmeg would have gained even greater stand out because it is ‘content’ in a prime time ad slot (a talkable factor in itself) rather than on youtube (where my flatmates and I can guarantee to find this kind of material and waste away a Saturday morning)? Wouldn’t Nike want people to google/youtube their “ads”?!

The view counts on the two videos speak for themselves though I guess;

The ad; released on the 20th Feb; 5,995

The nutmeg; released on the 13th Feb; 200,000 + cumulative views

Needless to say, none of my football team-mates have seen the ad, but nearly all of them has passed on the Rooney nutmeg.

Either way, a cracking bit of skill whatever way you look at it or found it.

Of course, I’m not sure the Nike business model quite stacks up to producing all their boots in the same way though I pretty much manage to hoodwink myself every Saturday afternoon that they are at the moment when I pull on a pair and imagine the “craftsmanship” that has gone into my footwear and consequently will turn me into a world beater. Unfortunately, this dream is normally shattered after my first touch of  a ball.

Aaah, the power of a decent video and a decent story to create a bit of product theatre. Unfortunately when it comes to footy boots, I’m a sucker every time.