I’m blaming my lack of blogging of late on the lack of contagious ideas. But this iPhone app from ToyToyota caught my eye today. Cue cheesy Japanese demo.
Backseat driver lets kids enjoy driving from the back seat of their car via an iPhone game. Here’s the smart bit – the app uses GPS technology to mirror the route of the real car in which the player is riding. Score points by steering “My Car” left and right to follow “Papa Car’s” path and pick up objects. After you’ve gained some points, you can customise your car with your own designs.
Er, when’s the adult version coming out? Is it weird that I’d quite like it for road trips? Nope, didn’t think so.
My first project for Heinz is a digitally led campaign to get the nation cooking with Ketchup.
The problem? Heinz Tomato Ketchup is the nation’s best-loved sauce, but penetration is static.
The strategy? Get mums to use more Heinz Tomato Ketchup more often, by communicating the benefits of using the ‘only’ Ketchup as a cooking ingredient in classic homemade favourites. Because from Spaghetti Bolognese to Lasagna, Heinz Tomato Ketchup injects real tomato magic to classic homemade dishes.
The execution? An online video game that teaches mums the benefits of cooking with Ketchup, with fantastic prizes up for grabs. The competition challenges mums to discover the “secret ingredient” to classic homemade favourites.
The website at Heinz.co.uk/SecretIngredient, developed in partnership with creative production house unit9, hosts a number of interactive video recipes. The online game gives you the chance to cook-along with celebrity chef Paul Rankin, as he demonstrates how to cook the perfect recipes. Those who discover the “Secret Ingredient” are entered into a prize draw.
To create added talkability, the “Secret Ingredient” is teased within the media to entertain and intrigue mums. The campaign extends across a multitude of platforms, with Heinz.co.uk/SecretIngredient at the heart of the activity:
- A Facebook campaign at facebook.com/HeinzKetchupUK to engage fans with exclusive content and giveaways (this is Heinz’s first foray into Facebook).
- An exclusive blogger event with Paul Rankin and further blogger relations (via We are Social) to create buzz within social spaces.
- Heavyweight shopper marketing to disrupt shoppers in-store and online.
- A partnership with Bauer which spans Magic radio, Closer magazine, and Closer online.
But it doesn’t stop there. Heinz have gone so far as to change the name on the iconic bottle, to read “Your Secret Ingredient”.
One small step for digital, one giant leap of faith for Heinz.
First day back from holiday (Ibiffa!), and I’m bringing you a taste of Project Natal. It’s the X Box 360 controller-less gaming interface. Yes that’s right, controller-less! Hard to imagine (think Wii minus the controller), but this nifty little demo from Microsoft showcases it well. Not only does it recognize voices, it can also recognize faces and even facial expressions.
When the Wii entered our lives and living rooms, it completely transformed gaming into a rich and more social experience. Project Natal is another revolutionary development to the gaming industry. It starts to break down the barriers between generations (even more so than the Wii), and between gaming and entertainment.
Project Natal takes digital beyond the browser and into the real-world.
If the actual thing is even half as good as this cheesy looking demo, I’ll be after one. I wonder how much it will cost?!
Johnny Lee, hero to the Wii-jacking community, demos his amazing Wii Remote hacks. He transforms the £30 “wiimote” into a digital whiteboard, a touchscreen (think Tom Cruise moving computer files with his hands in Minority Report), and a head-mounted 3-D viewer. Simply amazing.
Electronic Arts has already unveiled a new Wii game designed by Steven Spielberg, ‘Bloom Blox’, which incorporates a similar technique using Lee’s head-tracking programme.
Check out the video as I can’t quite put my amazement into words. He gets a standing ovation (I almost joined in at my desk!).