MostContagious2012.pdf - Contagious Magazine

augMented Media /
layering content
and utility
California Milk Processor Board /
Time to Go to Bed
To increase milk consumption among Hispanic
children, the California Milk Processor
Board developed a campaign that used
Shazam for TV to add interactive content
to a traditional commercial. Time to Go to
Bed, created by Grupo Gallegos, Huntington
Beach, CA, featured an animated video
showing droplets of milk helping a young
boy get to sleep. The spot aired in the early
evening on two of the largest Spanish language
television networks, letting children
know that it’s time to go to bed while also
promoting a glass of milk and bedtime story.
Parents could tag the TV spot using
Shazam and receive a free download of
a children’s book which, of course, integrated
milk into the story. They could replay
the video, leave comments, and share it
with their friends on their social networks.
120,000 hard copy books were distributed
to paediatricians’ offices in California
and were also available digitally via Facebook,
where they were reported to be
downloaded at a rate of 110 books a day.
Featured in Contagious 33.
tinyurl.com/timetogotobed
Australian Defence Force / Mobile Medic
The Australian Defence Force won a bunch
of gongs this year for its inventive way of
recruiting medical students for its Defence
Force University Scholarship. Working with
George Patterson Y&R, Melbourne, it created
an augmented reality-based outdoor
campaign that put students’ skills to the
test.
A series of posters featured patients in
need of medical treatment. By pointing the
app at the ad, students could virtually diagnose
and treat the patients using tools such
as CT scans, X-ray scans, stethoscopes,
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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