The Ray-Ban ‘Bright Light' App Keeps Users Out of the Dark
Courtney Scharf — May 4, 2012 — Pop Culture
In a clever and tech-forward appvertising project, iconic sunglasses brand Ray-Ban has released ‘Bright Light,’ an app that lets users in on the sunniest spots in town. The app, available on iPhones, is a clever and useful add-on, irresistible to patio season lovers.
With a strong link to its product and universal likability, tying Mr. Sun directly into this campaign is a brilliant move by Ray-Ban. The accompanying promotion video is understated and comprehensive, perfect for the company’s younger target demographic.
In addition to telling you where to get the best tan, the ‘app also provides instructions to the most sun-soaked route available for users to get to their local sunny destination. Though perhaps not vampire-friendly, this app is sure to get more than a few downloads.
With a strong link to its product and universal likability, tying Mr. Sun directly into this campaign is a brilliant move by Ray-Ban. The accompanying promotion video is understated and comprehensive, perfect for the company’s younger target demographic.
In addition to telling you where to get the best tan, the ‘app also provides instructions to the most sun-soaked route available for users to get to their local sunny destination. Though perhaps not vampire-friendly, this app is sure to get more than a few downloads.
Trend Themes
1. Appvertising - Ray-Ban's 'Bright Light' app demonstrates how advertising can be more interactive and useful by offering a unique experience for its audience.
2. Location-based Services - With the help of location-based services, the 'Bright Light' app can provide users with personalized tips and directions to the sunniest spots in their vicinity - a potential disruptive innovation opportunity for travel and tourism industries.
3. Direct-to-consumer Marketing - The app creates a direct link between Ray-Ban and customers, bypassing traditional ad intermediaries and offering the brand a way to engage with customers in a more personalized and meaningful way.
Industry Implications
1. Accessories - The 'Bright Light' app is an example of how accessories brands can use technology to create complimentary digital products and services that add practical value to their customers' lives.
2. Hospitality - The 'Bright Light' app can be a potential game-changer for the travel and tourism industry, providing personalized and location-based recommendations to visitors who are looking to spend time under the sun.
3. Tech - The 'Bright Light' app demonstrates the potential of mobile technology and location-based services in creating engaging and useful branded content, potentially paving the way for further innovation in the tech and advertising industries.
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