September 10 2009

Maybe I'm a little odd-most people that know me would say that is an understatement -:) However, I love the media business (which is why I'm co-authoring a book. Shameless plug here, more on that later) and soak up new + innovative strategies like a sponge, so here are a few samples that may actually rise above the clutter.

Campaign for the new ABC Drama 'Flash Forward':

The show is based on a novel by Robert J. Sawyer and follows the aftermath of a global event in which everyone on the planet passes out for two minutes. During the collective blackout, everyone sees a vision of their future.

The cast includes Joseph Fiennes, Sonya Walger, John Cho, Courtney B. Vance and Christine Woods. David S. Goyer ("Batman Begins") and Brannon Braga ("24," "Star Trek: Voyager") created the show.

Ads were created in ad spaces that target a techno-geek audience; Wired, Popular Mechanics, gaming magazines and jointhemosiac.com.(http://www.jointhemosaic.com/site/index.html#/MAP)

When fanboys hold the pics up to a webcam, they'll be able to see a 3D ad for 'FlashForward'. Run your mouse over the pictures, and they'll turn into clips from the show. ABC Entertainment is calling this 'augmented reality' - would you ever spend over 10 minutes with a print ad? Didn't think so. In my humble opinion ( a phrase I've started borrowing from a friend of mine) this is what media innovation is all about. Taking what really could be considered flat and static (print ad) + making it interactive and engaging. Nice job ABC.

E! Entertainment TV Pushes Headlines Via Clear Channel Billboards:

The campaign that began on Labor Day, runs for eight weeks on 125 digital display boards in 9 top media markets. Electronic display gives the net much more flexibility and options when using this out of home media to promote feature news stories. Upload copy and artwork with the click of a mouse, no printing costs and creative change on the fly. And according to Clear Channel, the boards reach an aggregate daily circulation of 10 million. Here again is an example of taking a flat media like out of home and presenting messages on it in an exciting and attractive way.

Media really can be fun, exciting, unique and innovative. Even sexy. Just have to keep thinking beyond the traditional. At least that's what I'm all about -;)