News, advertising, cosmo for guys magazine, iPad, iPad head girl, mad men, marketing campaign, Media, NYC, smartmoviemaking, Technology, Thinkmodo, viral — August 2, 2011 14:46 — 2 Comments
Viral marketing campaign on iPad gets inside a girl’s head
Mad Men’s Don Draper would have surely
‘iPad Head Girl’ features a woman boxed in by four iPads to make a cube that projects video playback on all four sides.
Check out the video.
As she walks around NYC she certainly attracts plenty of attention, mainly from guys, but only one has the courage to sit next to her and make a pass — on this occasion he touches a projection of her face on the iPad and it launches the Cosmo For Guys app!
“The concept and analogy here is to show a guy ‘getting inside a girl’s head’ and sort of ‘reading her mind’ by flipping through the magazine pages on the iPad. The reason for that is: it is the first magazine for men that is written by women, so for the first time women are letting guys in on what they think,” says the viral’s creative director Michael Krivicka at the agency Thinkmodo.
The agency had the headgear custom designed and fabricated at Clockwork Apple.
”Once the girl put on the “iPad head”, she was not able to see. And since she had to walk around the park, we had to figure out a way for her to see inside the iPad Head. So we hid a camera inside her purse that would feed live video into a pair of video glasses she was wearing inside the iPad Head. That allowed her to see where she was walking,” explains Krivicka.
Smart, and it opens up all sorts of ideas/possibilities — not just for advertising lads’ mags.
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