As technology has progressed, advertising has changed quite
a bit. Companies still use
traditional methods like print and television, but the emergence of the
internet and social media has completely transformed the advertising world into
an industry with seemingly endless possibilities.
Stella Artois, a Belgian beer owned by Anheuser-Busch,
recently launched a holiday themed campaign that utilizes technology like
Google Street View, Maps, Places, Directions and Geocoding APIs. The “Holiday Carole” app, which people
can access through Facebook, sends actress Alice Eve to a house of your
choosing to deliver a “Christmas greeting” sponsored by Stella.
The acting is consistent from ad to ad, but the background
changes based on the address that gets typed in and uses real images of
anywhere that is covered by Google Street View. Users can also include a message, which when combined with
the background, add a very personal touch to what would otherwise be a fairly
standard advertisement.
Agencies around the world are constantly fighting to find
new ways to utilize the technology available to them, and this Stella campaign
offers a fresh way to keep viewers involved.
Questions:
1.
Do you think this will increase sales for
Stella?
2.
Who do you think is the target?
3.
Would seeing a personal touch on an ad make you
more likely to buy the product?
Why or why not?
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