Archive for April 17, 2009
Carnival Cruises Sleeping with the Fishes and Digital Out of Home
Ships and cruises have been buying up Digtal Signage and DOOH concepts recently, and perhaps, there has been no better friend to the Out of Home and Digital Out of Home sectors overall than the Carnival Cruises brand these days. AdAge covers one of their newer campaigns that highlights much of what was discussed in the previous post. Using Moblies to create you own fishes (and move them around) on a large digital display install on the street. Watch the video to get the details, but few key things that stuck out was:
1. They are NOT cutting their marketing budgets in this tough time: Smart – the campaigns they run now will help them not only in the short-term, but in the long-term as well. Case in point: P&G during the Depression, as discussed here and Bonita blog.
2. Integration of DS, Mobile and Web: Wont go into the DS, Mobile, Web (as well as Interactivity/Engagement) parts – read the previous post for that. But always like to stress the importance of Integration of media here.
3. “Fun” always helps to get “Eyes”!: The use of gaming concepts is starting to really take off; tho I find this particular campaign a bit crude. Still, Carnival has been light years ahead of the competition. There should be a lot of ops where mobile, and even, console game concepts and techniques can and will be used in DOOH to create some very good campaigns in the future.
Anyway, a near-perfect video in terms of relevancy with the previous post, and enjoy the fun Friday vid!
