Google has expressly prohibited advertising on its Glass apps. However, some companies were smarter and started using Glass as a marketing tool. That's precisely what Kenneth Cole has tried recently. He claims to be the first one to use Glass to market its products.
The campaign is based on courtesy. Kenneth Cole has launched an app, that users can download and they will be asked to achieve a good deed and take a picture of it every single day during 21 days. This campaign promotes Kenneth Cole's new perfume Mankind and the first user who will achieve all the deeds will received a Mankind kit worth 1000$. Glass users have faced reluctance and mean behaviors as they tend to remain in their bubble but the aim of this app is to interact with other people and share. This is also a way to make the device more popular and user-friendly.
Kenneth Cole also mentioned that this campaign will help restore Glass image and is an answer to the two lists that Google has published : How Not To Be A Glasshole and Top 10 Myths About Glass.
According to Matt Karolian (Arnold Worldwide Agency), using Glass as a marketing tool will put a huge pressure on companies. Indeed, if the campaign is a failure, it would be displayed directly on users face and it will be even closer than it actually is through mobiles or Internet.
Marketing Guru think that prohibiting ads on Glass isn't such a bad idea as companies will have to be more creative and will thus avoid displaying the same banners as on mobile devices, without taking into account the new device's specificities.
However, Google has filed a patent in 2011 about measuring the attention of human eye. One of the potential uses would be to figure out if the user has turned his gaze on an ad (displayed in the real world), which would allow companies to calculate their return on investment.
Source : Clubic Pro, Focus Optique, Scoop.it
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