I started writing this post a month ago, but stopped as I did not have access to the Internet while in Brazil, so pardon the taste of yesterday’s news here.
Unlike Bernie, I don’t have a teenager daughter, so I have just a very fuzzy idea about what The Twilight Saga is all about. But it doesn’t take a Roger Ebert or Peter Travers to know that it’s at least as popular in Brazil as it is in Canada and the US: its second installment ranked as the top box office in Brazil this year. Taking the subway in São Paulo 2 weeks before the opening of New Moon, it was hard to miss this eye-catching, vending-machine-like, err, device:
Here are some more pictures, in case Twilight is your thing:
The main feature was the embedded camera, that allowed you to take a picture of yourself and edit it to transform yourself into a werewolf or a vampire. Your picture then became part of the gallery for all to see. No, I did not try it, or at least that’s what I claim 🙂 . It actually looked a lot like a very big version of an iPhone app, except that you could not shake it to start over. You could also watch movie trailers and download an app to your cell via Bluetooth.
The company behind it was a Brazilian “digital interaction agency”, Ginga. I know the explanation above is as clear as mud, so here’s their own video showing how it works:
How effective is this new media outlet? Hard to tell. But they used a 1.0 version of their displays for the first movie of the series, back in December 2008, and Ginga claims the following:
This solution was integrated with the whole digital campaign: website, banners, and a strong community created for the fans in Brazil.
Over 4.5 million people reached by the subway campaign over a month.
One of the top 10 box-offices in 2008 in Brazil.
Over 180,000 content downloads via Bluetooth.
Not too shabby, eh? Here’s the video of their first version (which, by the way, looks much more impressive than the second one):
P.S.: If you see me blogging next time about Hannah Montana, it’s a sign that the end of the world is coming.