Wow. Jaguar, Land Rover Make $1.6 Million Mobile Buy

Huge mobile marketing buy here and big news here from Jaguar / Land Rover. Interestingly they see the medium as not just awareness, but direct response. I'd agree completely. Even on a very basic mobile level it is super easy to interact and get information on basic information like weather/news and just as easy (and convenient) for appropriate branded messaging. I can't wait to see how this mobile marketing campaign comes to life in the marketplace. I'm also really curious about it's success.

Read the ad age article here >

The Mojave Experiment...

As most of you are probably aware, Windows Vista has taken a different approach to their campaign...It goes by the code name "Mojave." It targets "regular" (clueless?) people who have never laid eyes on Vista, then lets them "decide for themselves." At first, I was skeptical about the brand's need to disguise itself, but I've since warmed up to it. Branding needs a little alter ego action now and then.

Take a look at the site, if only to check out the video execution.

Your Tax Dollars at Work

The National Archives have created a really interesting interface to be able to peruse 1,200 historical documents and photographs from their "vault" of over 10BB records at www.digitalvaults.org. It's really slick and every artifact is tagged to allow good reference searching on a topic of interest (like the civil war, kennedy, etc).

What I find most compelling from a digital market perspective is how the National Archives is using the web, and very a non-traditional navigation architecture, to create a "Brand" for itself by developing a great immersive experience, not just creating a public service announcement that you might find in the back of a magazine. I just wish it had more video and web 2.0 functionality (there's no feedback or commentary or sharing capability for instance). But it does point out to me how the traditional "C-Frame" navigation and user experience architecture is slowly melting away.