The 'Eye on the Prize' Pits Man Against Machine in an Epic Battle
Alexander Lam — May 29, 2013 — Marketing
References: youtube & creativecriminals
Promoting the Samsung Galaxy S4, German ad agency Heimat created a staring contest between man and machine called 'Eye on the Prize.' Competitors were given the chance to win a Samsung Galaxy S4 by staring at it for an hour. Since the cellphone has a Smart Pause function, the phone can recognize when you are looking at it. A display with a timer was set up where competitors could stare at the phone and attempt to win it.
Though the challenge may seem fairly simple, Heimat threw in some obstacles to increase the level of difficulty. Actors were introduced to distract competitors and tempt them to take their eyes off the prize. From simple things like an arguing couple to more elaborate scenes like a crashing motorcycle, the distractions got harder and harder. If a competitor failed, they were given coupons according to how long they stared at the phone.
Though the challenge may seem fairly simple, Heimat threw in some obstacles to increase the level of difficulty. Actors were introduced to distract competitors and tempt them to take their eyes off the prize. From simple things like an arguing couple to more elaborate scenes like a crashing motorcycle, the distractions got harder and harder. If a competitor failed, they were given coupons according to how long they stared at the phone.
Trend Themes
1. Staring Contest Advertising - Opportunity for brands to create unique and engaging ad campaigns by incorporating interactive staring contests.
2. Smartphone Gamification - Potential for companies to leverage smartphone features and gamification to create immersive and captivating experiences for consumers.
3. Innovative Brand Promotions - Rise of creative and unconventional brand promotions that challenge consumers and generate buzz.
Industry Implications
1. Marketing and Advertising - Disruptive innovation opportunity for marketers to develop innovative campaigns that capture consumer attention and create memorable experiences.
2. Mobile Technology - Opportunity for mobile technology companies to explore new ways of engaging consumers through gamification and unique smartphone functionalities.
3. Retail and Consumer Electronics - Potential for retailers and consumer electronics companies to drive sales and brand awareness by incorporating interactive promotions and competitions.
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