This very innovative campaign from Zon Multimedia promotes a new cell phone network by allowing consumers to take part in a virtual audition for an opera show. You use your cellphone to interact with a web page.
The "Mobile" (read with an Italian accent, so something like móbilé) campaign starts by asking you to enter your name and phone number. Then a movie starts and a casting director tells you that you have a chance at being a star, and to audition, all you have to do is answer your phone and sing.
A few seconds after, your phone actually starts to ring in real life, and when you answer, the director tells you the casting has started and prompts you to sing. You can then edit your voice with some cool effects in real time and send it to your friends.
In the end, the campaign functions as a pretty cool interaction between a ‘normal’ website and the consumer.
Check out another opera-focused ad from Zon Multimedia above.
Interactive Virtual Auditions
Zon Multimedia 'Mobile' Campaign
Trend Themes
1. Interactive Virtual Auditions - The trend of using interactive virtual auditions via mobile phones to engage consumers and promote products or services.
2. Real-time Voice Editing - The trend for real-time voice editing in virtual auditions or other interactive experiences through mobile phones.
3. Web and Mobile Integration - The trend of integrating web and mobile technologies to create interactive experiences that engage consumers and promote products or services.
Industry Implications
1. Entertainment - The entertainment industry can leverage interactive virtual auditions and real-time voice editing to discover new talent and engage audiences.
2. Marketing and Advertising - The marketing and advertising industry can use web and mobile integration to create engaging campaigns that promote products or services.
3. Telecommunications - The telecommunications industry can leverage interactive virtual auditions to promote their products and services and engage their audience in a unique way.