Chanel’s Vol De Jour not quite order of the day
We’re big Chanel fans at SoL, but can’t help feeling that Karl’s latest ‘Vol De Jour’ film, available via their iPhone app, falls a little short of the mark when it comes to creating interesting digital content. Why? Because frankly it’s dull. Beyond being able to see various pieces of the collection and getting a glimpse of Lara Stone in her smalls, it is of little value to the user, and therefore misses a major social opportunity. This is reflected in the low views and ratings on public broadcast sites and largely disparaging user comments. The experience is flat because it doesn’t embellish the brand and it leaves you wondering why Chanel doesn’t have more to say, which it certainly does. Cool bike though…
BMW launches free M Power iPhone application
BMW has launched the M Power iPhone app, the Bavarian automaker’s second free application to promote its brand. However, unlike its previous offering, this app is actually sort of useful.
The M Power app measures vehicle acceleration using your iPhone’s (or iPod Touch‘s) built-in accelerometer. After securing the iPhone (via a windshield mount or just tossing it in a cup holder), the app will measure 0-60 mph times other user-customizable speeds in mph or kph. The app will also measure forward and lateral G-forces for users who want to take a spin on a skidpad. Users can also unlock different skins on BMW’s Web site to customize the look and feel of the app.
Although branded with the BMW M badge, the M Power app will work for any car that you can fit an iPhone into. Unlike my favorite paid iPhone accelerometer-based speed computer, Dynolicious, BMW’s app doesn’t look like it will calculate your vehicle’s horsepower or torque. But at the low cost of “free,” the M Power app is a hard bargain to turn down.
(From CNET)
Mobile luxury
Luxury brands are finding themselves increasingly drawn towards mobile as an engagement platform, after all there are few technologies we have more intimate relationships with. Dolce & Gabbana and Hugo Boss have both recently launched a number of mobile campaign strategies, including coupons(!) – not a marketing tool you would previously have associated with the luxury sector. But now this type of retail promotion involves the shopper producing their iphone instead of a wad of crumpled paper from their pockets, which is a much more appealing route to discount.
Van Cleef & Arpels pick up mobile Grand Prix du Luxe award
Congratulations to Van Cleef & Arpels on their recent success at the Grand Prix du Luxe awards. The luxury brand picked up the much deserved award for best mobile application.
The application – ‘a day in Paris’, developed by Paris based Heaven Conseil – takes users on various journeys through Paris, detailing places to visit, restaurants and cafes and other notable recommendations.
leave a comment