Tag Archives: Funship Island

Have you embraced immersive marketing?

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ambrielle3.jpg

Forrester Research analyst Shar VanBoskirk recently asked whether the future of marketing might be “immersive marketing,” or creating an all-encompassing brand experience across any channel where the consumer lives. The answer is a definitive yes.

My employer Avenue A | Razorfish completed a Digital Consumer Behavior Study in 2007 that examined consumers’ media consumption habits. The study found that consumers are snacking on niche content across the entire digital world to interact with consumer brands, whether reading blogs or sampling videos.

The implication is that marketers cannot afford to simply design better websites or banner ads in isolation. Instead, we need to design immersive brand experiences for the “everywhere consumer” — across websites, search, banner ads, blogs, and mobile devices.

So who knows how to do that?

Continue reading →

Have you embraced immersive marketing?

Posted on by
Reply

ambrielle3.jpg

Forrester Research analyst Shar VanBoskirk recently asked whether the future of marketing might be “immersive marketing,” or creating an all-encompassing brand experience across any channel where the consumer lives. The answer is a definitive yes.

My employer Avenue A | Razorfish completed a Digital Consumer Behavior Study in 2007 that examined consumers’ media consumption habits. The study found that consumers are snacking on niche content across the entire digital world to interact with consumer brands, whether reading blogs or sampling videos.

The implication is that marketers cannot afford to simply design better websites or banner ads in isolation. Instead, we need to design immersive brand experiences for the “everywhere consumer” — across websites, search, banner ads, blogs, and mobile devices.

So who knows how to do that?

Continue reading →

Carnival calling

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Carnival Cruise Lines once again shows why it’s the travel industry’s most savvy marketer. In July 2007, Carnival worked with my employer Avenue A | Razorfish to launched Funship Island, an immersive world where you can get a virtual taste of a real Carnival vacation experience, such as sliding down the iconic Twister slide on the Lido deck. Now Carnival is bringing the vacation experience to Times Square through an innovative mobile marketing campaign appearing on the Times Square JumboTron starting 5 November 2007.

Each time a commercial for Carnival runs on the billboard, pedestrians see a short code with a playful call to action, such as “Text the word ‘cruise’ to 445566 to receive a mini-vacation wall paper.” Pedestrians can send the text message and receive a link to download the wallpaper image of, say, a glorious vacation beach on their mobile devices.

The campaign runs through 1 January 2008. The campaign was developed by the Avenue A | Razorfish Ft. Lauderdale office, which also helped Carnival launch the travel industry’s first social networking destination, CarnivalConnections.

Carnival calling

Posted on by
Reply

carnival-cruise-lines-lg.jpg

Carnival Cruise Lines once again shows why it’s the travel industry’s most savvy marketer. In July 2007, Carnival worked with my employer Avenue A | Razorfish to launched Funship Island, an immersive world where you can get a virtual taste of a real Carnival vacation experience, such as sliding down the iconic Twister slide on the Lido deck. Now Carnival is bringing the vacation experience to Times Square through an innovative mobile marketing campaign appearing on the Times Square JumboTron starting 5 November 2007.

Each time a commercial for Carnival runs on the billboard, pedestrians see a short code with a playful call to action, such as “Text the word ‘cruise’ to 445566 to receive a mini-vacation wall paper.” Pedestrians can send the text message and receive a link to download the wallpaper image of, say, a glorious vacation beach on their mobile devices.

The campaign runs through 1 January 2008. The campaign was developed by the Avenue A | Razorfish Ft. Lauderdale office, which also helped Carnival launch the travel industry’s first social networking destination, CarnivalConnections.