As clicks on banners diminish, the challenge for agencies is to find new and interesting ways of engaging people in their different spaces. Recently there’s been a definite move towards taking an application / service and wrapping a creative experience around it.
I’ve picked out 3 new(ish) bits that I’ve spotted… all using services provided by Google.
1 – Google Wave
Launched on a wave of hype (geddit), with people scrambling on Twitter to get invites. Google Wave is meant to be a gamechanger. I got an invite. It’s not that great with only 5 people to talk to.
To show off the potential power of Wave – Joe Sabia (a person who may have a bit too much time on his hands) recreated Samuel L Jacksons’ epic Ezekiel 25:17 speech from Pulp Fiction.
Have a look at this:
2 – Google Maps
Next up is a nice hack of Google Maps. The Editors created a microsite where you whizz around London finding places of interest to them, unlocking content from the new album as you go along.
This kind of stuff used to be mindblowing but there were some interesting comments on Adverblog about it.
I very much like the idea of integrating real and virtual life. But to be honest, my feeling about this execution is “smart, cool, well done” but not “wow” in the sense that this kind of wise approach to digital tools should be the norm (and maybe it’s beginning to be the norm) and not the “wow” exception. What do you think?
I feel the same way. Nicely done, enjoyable, but lacks some of the wow.
However since 14th October, when the campaign went live, 35,000 people have engaged with the app. What’s more, each visitor has spent an average three and a half minutes interacting with it, dipping in and out of an average number of three tracks.
Have a look for yourself:
3 – YouTube
As Google continues to try and monetise YouTube, opportunities to do something a bit different are popping up regularly. To highlight what’s possible Google Creative Labs send out a doc called 87 Cool Things.
Spend some time looking through this. It’s bound to trigger some ideas:
87 cool things, even a few from us. (Google Docs link)
So there you have it.
I’ve written this pretty quickly so haven’t had time to fully expand on all the ideas, but if you’ve read this site a bit you’ll be used to that.
An hour after I posted this, Tom Ajello from Poke NY sent this link round Twitter.
Goolery: A Gallery of awesome Google-related projects from around the world