BUS SHELTER BILLBOARDS BECKON PASSERSBY TO SMELL THEM
To support continued sales of BOSH! The Cookbook, the best-selling compilation of vegan recipes, HarperCollins has developed a series of scented transit ads around the UK. Designed to target commuters “at their point of hunger” while traveling back home, the ads emit the aroma and flavor of chocolate fudge cake. Insight behind the campaign found “that people experience a biological response when they are presented with the sight and smell of food that they enjoy; the release of the hormone ghrelin triggers a feeling of hunger.”
AI MAY CHANGE THE WAY WE WATCH SPORTS
The University of Washington, Google and Facebook are working together to develop AI technology that can turn the TV transmission of a regular sporting event into a 3D game. With this new system, footage that is captured by a single camera can automatically be transformed into a moving 3D reconstruction for viewers to enjoy in augmented reality. The AI uses a convolutional neural network that can estimate a depth map of the field and players; it is then combined with real 3D tracking data of players. It will definitely bring a new level of entertainment to sports watching.
ADIDAS INFLUENCES INFLUENCERS WITH OFFLINE CAMPAIGN
Adidas found a unique way to work with social media influencers during the recent launch of their Originals shoe line. Instead of sending shoes directly to the influencers in the hopes that they would be written about, Adidas designed and posted custom outdoor boards directly addressing each individual influencer in their neighborhood (8 in LA and 8 in NYC). Via the board, the influencers were instructed to head to a specified store to pick up a pair of Originals that would be waiting for them.