DraftFcb

Archive - 2012

December 17th

Google map game

Google map game

Ingress is Google's first full-fledged video game. Once the app is installed, players are attributed to one of two teams. Then, using Google Maps, the game displays the location of imaginary portals. When a player gets to one, they can strengthen its defences if it already belongs to their team or hack it to get control over it.

 

Why it matters

Although it is based on an interaction with the real world, this game doesn’t work through augmented reality. The issue now is that of repetitiveness. Is this game dynamic enough or should reality-based video games stay simple, so that you can play casually in your own time? What brands and products could profit from such a game? How could local businesses get get involve and benefit from the potential footfall?
 

Connectivity
Experience
Portugal
Media & Entertainment

QR advent calendar

QR advent calendar

Telecommunication company TMN launched a television Christmas campaign using QR codes. Once registered online, viewers can try to win several prizes (from smartphones to tablets) in an online advent calendar. The campaign is also promoted on three-dimensional billboards equipped with motion and sound detectors.

Why it matters

The use of QR codes in campaigns has received mixed reviews. The call to action through the TV ad is an acknowledgment that people use several screens at once. But are QR codes the best tool to bridge the gap between television and online? 
 
 

Connectivity
Portugal
Media & Entertainment

Pay-Per-Page

Pay-Per-Page

Total BooX is a new “Pay-as-you-go” model for e-books. The business model allows users to try a book without paying the full price up front. By signing up for the service, readers can pay for a percentage of each book they access as they read. Finishing a title will cost the same as having paid for the book beforehand.
 

Why it matters

The current business model for electronic publications is that people pay less for digital formats – but they still need to pay in full. The Total BooX service follows the insight that people just want to pay for what they really use. This may encourage readers to be more adventurous with their choices without any financial risk. What other digital goods could benefit from a similar model?
 

Authenticity
Germany
Instant Gratification
Media & Entertainment
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