Honda Jazz "Screen-hopping"
Now this is inter and active. Honda, launching its animated campaign for its Honda Jazz model, will be the first to utilize a new technology called "screen-hopping." This television advertising campaign lets consumers interact with the TV commercial using an iPhone app.
This free app will allow the audience to engage with characters appearing in the TV ad, "This Unpredictable Life", by virtually snatching them from the commercial onto their mobile handset screen instantaneously.
Reminds me a little bit of Pokémon-- Gotta catch...'em...all....
Once transferred to their mobile device, users can interact with features of the individual characters: the dog, baby head and other somewhat bizarre creatures. Utilizing multi-faceted technology, Honda's audience can connect with and consume the campaign's media elements in a whole new way.
Leading the way with this inventive idea, ad agency Wieden+Kennedy has crossed a threshold to a vast digital world. Doors keep flying open and blowing my mind.
The campaign itself promotes a greater brand connection. Its message of making your (yes, talking to you) way through "This Unpredictable Life" demonstrates Honda's down-to-earth understanding of what its audience needs. I needed to watch the ad spot a few times to truly grasp what was being said and animated...and to get over the character's awful hairdo at a certain point. But I digress.
Screen-hopping is a trailblazing attribute. I'm not sure how many adults will want to engage with little animated characters on their phones, but its certainly an interesting concept and an entertaining campaign.
They should have made an app for Droid. Boo.