BRANDING UNBOUND

The Accidental Innovator Returns: Nationwide Insurance Launches New Car-Buying iPhone App

For all the attention brands like Kraft and Bejamin Moore get for their iPhone apps - which they deserve - another brand innovator is going largely under the radar: Nationwide Insurance. 

First there was the iPhone app that stores all your insurance information and helps you collect information and document the crash scene in the event of an accident - the perfect example of an iPhone app intrinsically linked to the brand's value proposition - which I explore in my new book THE ON-DEMAND BRAND (AMACOM/Spring 2010).

And now, Nationwide is launching a new app called Cartopia, which is designed to make shopping for that new car - maybe after that last one's totalled - a lot easier. See the video above for more.

"Buying a new or used car can be overwhelming," says Sue McManus, associate vice president of interactive marketing for Nationwide, in a statement. "Everyone who shops for a car has specific things that are important to them in making a purchase decision. Cartopia allows users to review unbiased information about multiple cars on the car lot -- including things that may not be obvious to the naked eye like if a used car has been in an accident or damaged in a flood. It helps them lift the veil to make an informed decision about the car that's right for them."

In other words, Cartopia looks to reinforce the brand's On Your Side positioning.

And what's not to love about that?

Read more, here.

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First Ever M-Commerce Inside A Banner Ad Promotes Universal's 'Inglorious Basterds' DVD Release

Tarantino's getting a glorious new m-commerce initiative to promote the DVD release of his his latest film.

The basterd.

Universal Studios Home Entertainment  has launched a multi-platform campaign today for the DVD release of "Inglorious Basterds" that includes what the company calls the first ever test of mobile banner ads that enable consumers to purchase the DVD right from the ad, according to DM News.

Running on the Greystripe mobile ad network and created by ad firm Adgregate Markets, the ads enable consumers to enter a credit card number directly into the ads, combining what Adgregate CEO Henry Wong calls "the point of discovery with the point of purchase."

Nothing inglorious about that.

Read more, here.

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Google 'Goggles' Facial-Recognition Capabilties Delayed Over Privacy Concerns

Updated: A Google service that enables you to snap a photo of something - say a wine label or a place or a piece of artwork - and then search for information about the item has hit a serious snag in London, according to The Independent (by way of textually).

Apparently there was concern that you can snap a photo of a person and do the same kind of search - calling up info about the person on the spot. Name, biography, address, who knows what else. As UNBOUND reader "AF" tells us, the result is that the facial recognition technology that might have been included in such a solution has been delayed until safeguards could be in place.

The mobile marketing possibilities are amazing. The privacy implications, terrifying.

Read the Independent article, here

"AF: points to a CNET piece that may be more precise, here.

Thanks to "AF" for the info!

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Dairy Queen Launches iPhone App and Mobile Site

 But does DQ gets an A for effort?

Word's out today that Dairy Queen is launching an iPhone app and new mobile website experience to, among other things, provide nutritional information and store locations.

“We’re thrilled to see the growth in traffic from mobile users,” says Michael Keller, DQ’s Chief Marketing Officer, in a statement about the initiatives, which were developed with space150. “Our mobile users have different objectives than desktop users, and we wanted to make sure we make it easy to give them what they want.”

Apparently that's to find the nearest store. But while I think this is a nice start, it seems very basic. Build in couponing and other offers, and things can get interesting. I mean, even Der Wienerschnitzel has that.

What's interesting is that Dairy Queen has been on a digital tear over the last year, what with the iPhone app and mobile website, its own blog of all things, and also an advergame called Dairy Queen Deeqs, which enables consumers - mostly teens - to use characters that recall nuclear experiments gone wrong to win points toward food. 

While none of these initiatives is Burger King level, given DQ's position in the pantheon of fast food brands, these are not bad efforts at at time when declining to engage fast foodies in this manner could spell disaster.

Read more about the DQ's mobile initiatives, here.

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Lonely Planet Enters Mobile Augmented Reality Realm To Enhance Guides

Travel brand Lonely Planet has teamed with Mobilizy to bring augmented reality to, well, augment, content in the Lonely Planet Compass guides. Now useful information about your surroundings, nearby landmarks and other points of interest will overlay the view in your Android camera phone, according to reports in Wired.

That means an all new way to experience cities like Boston, San Francisco, New York, Seattle, and more. 

Sure, as AD AGE points out to day, augmented reality is getting seriously over-hyped. It usually involves a download (lame!), is usually pretty glitchy, and even the most widely touted experiences (Esquire's Augmented Reality Issue) are underwhelming.

But that doesn't mean AR isn't going to be big. And the right ways to use it - in my view, mostly mobile - could open up all new opportunities for marketers.

Read more about the Lonely Planet initiative, here.

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7-Eleven Stores Launch Mobile Marketing Test

Teens with a serious case of munchies may be saying "oh thank heaven" the next time they check their text messages, thanks to a new mobile marketing test from 7-Eleven.

Words out 200 7-Eleven stores are testing a mobile marketing campaign through the end of the month, whereby consumers like those snack-hungry teens can test a message to receive a text back for a free beverage at participating stores, according to Convenience Store News.

During the test, consumers can text "FAST" or "RAPIDO" ("fast" in Spanish) to "7259" - to receive the text coupon - which is good for Slurpees, Big Gulps, coffee and iced coffee. You have to imagine that the lure of free drinks will free up change for candy bars, chips and other snacks while the recipient is in-store.

"7-Eleven appeals to customers who are busy and on the go," Rita Bargerhuff, 7-Eleven vice president and chief marketing officer, tells the pub. "Our marketing programs try to reach them where they are – by radio and outdoor when they're in the car, at movies and sporting events, or online at Facebook, Twitter and slurpee.com. Mobile marketing is the next step to reach our target customers -- the millennials who don't go anywhere without their phones."

Well said - I can't wait to hear the results.

In the meantime, read more, here.

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Hard Rock International Launches 'Generation Mobile'

The Hard Rock Cafe is calling - with mobile offers, alerts and cafe locators.

It's all part of a new effort called "Generation Mobile" with which Hard Rock International hopes to forge more personal relationships with customers through that most personal of consumer devices.

The whole offers, updates and locators thing feels a little been-there-done that - but perhaps this is phase one to a larger offering that includes exclusive content from Hard Rock, including videos and what not of performers that you can't get anywhere else. Or even better, an easy way for individuals and parties to mingle at cafes through augmented reality and the like.

Still, this first effort, from Air2Web, at least gets Hard Rock on the mobile map. While it's a tiny step, at least it's something.

Read more, here.

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'Order Pizza' iPhone App Lets Users Order Pizza From Any Pizzeria

Let the intermediation begin.

On the heels of iPhone apps from the likes of Pizza Hut, users may soon find it easier to use a single iPhone app to order pizza from any participating pizzeria - including, it should be noted, mom-and-pop pizzerias.

"Order Pizza" is a new app from Order Mapper, Inc., which lets users order from tons of nearby pizzerias – or even their favorite neighborhood joint – in seconds.

“The Order Pizza app means faster, more convenient ordering for pizza lovers everywhere – from college kids who just need some sustenance fast, to busy parents juggling a hectic schedule,” says Jim Bricker, founder and CEO of Order Mapper, Inc., in a statement “And it means pizza restaurants and franchises of all sizes can get in on the mobile ordering action. The big pizza chains have the resources to develop their own mobile ordering solutions, but we’ve figured out a secure solution that’s universally compatible.”

What's interesting here is that it follows a model that I think could serve consumers well. Instead of an iPhone app for every pizzeria, or every fast food joint, I like the idea of a single app where I can order food from anywhere I like, after only entering my credit card information in one place.

Now this particular instance is probably a little too focused - my guess is the company realized pizza's a hot category that sees most of its business called in. But I prefer services like GoMobo, which sets up a similar, text-based solution for any participating restaurant, not just those from a specific category.

Still, GoMobo doesn't have an iPhone app yet, as far as I know. And pizza lovers with eclectic tastes might just want to order up that specialty pie or pies, here.

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Pepsi Plays Foursquare To Raise Money For 'CampInteractive' Youth Program

For every check-in on Foursquare through December 13, Pepsi is donating $0.04 to Bronx-based the CampInteractive youth mentoring program, which helps empower inner-city youth through technology skills. The result, Foursquare predicts, could put $10,000 or more in the hands of this charitable organization. 

In my new book, THE ON-DEMAND BRAND (Spring 2010, AMACOM Books), I talk to Foursquare founder Dennis Crowley about ways brands can make use of services like his, which connects people and places via mobile devices.

Read about Pepsi's Foursquare initiative, here.

And read more about the book, here.

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Bravo's 'Top Chef: Las Vegas' Finale Cooks Up 'Ultimate Viewing Party' Via Mobile, Other Platforms

Bravo's going all out for Wednesday's season six finale of "Top Chef: Las Vegas," with the "Ultimate Virtual Viewing Party."

According to the company, fans of the show can voice their opinions on who should win the reality cook-off  through Twitter, Facebook Connect, and live mobile chat. Bravo viewers will also get the chance to interact directly with their favorite “Top Chef” judges and chefs live, when they join the party by Twittering their comments during the finale or by following Twitter.com/BravoTV, and answering live viewer questions via mobile and online chats.

Bravo has also partnered with Salon.com as the exclusive sponsor of the event, with pre-event promotion across all NBCU sites, as well as branding across all event platforms – BravoTV.com, Facebook, Twitter, live mobile chat and m.BravoTV.com.  Salon.com will also create custom tweets to fans on BravoTV.com and on m.BravoTV.com.

As part of the party, fans will receive exclusive behind-the-scenes content from the “Top Chef” mobile fan club, and some fans may get answers to their sizzling questions directly from the chefs on BravoTV.com/TCparty and on their mobile phones by texting PARTY to 27286.

Fans can interact with their friends on Facebook Connect, where they can share their thoughts, post comments on all the drama and action seen in the final and have the chance to win signed “Top Chef” cookbooks, “Top Chef” board games and other great prizes.

"This social media event, which combines interactive elements on every platform to bring fans the ultimate viewing experience was first seen on Bravo and continues to add an extra element to fans by bringing the series off the TV screen and directly into the viewers’ homes," the company states in a release.

The first virtual viewing party held for “The Real Housewives of New York City” won the prestigious MMA Global Mobile Marketing Award in November.

This sounds like more "participation television" done right.

Read all about it, here.

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