Let's Get Physical?


Projects that translate digital content into something physical (combining the ease of the former with the tangibility of the latter) are all the rage in the marketing world. They speak to some basic human needs for tactility and possession and are a reaction to the increasing virtuality of many people's lives.

While I love the whole idea of this Nike project and its modernisation of the age-old tradition of chalking messages on the Tour de France road, I'm not sure it is physical enough. If yours is one of the 100,000 messages, what is the likelihood of your seeing it? The race is, after all, nearly 2000 miles and three weeks long.

Obviously, a lot of these issues will have been addressed but, in the context of such a huge "tarmac "billboard", is it personal enough? Or is it simply physical?

Comments

Post a Comment

Popular posts from this blog

Make Marketing Amateur.

Image
"To me, an amateur photographer is one who is in love with taking pictures, a free soul who can photograph what he likes and who likes what he photographs." Erwin Blumenfeld (Popular Photography 1948)
Read more

A Closed Shave.

Image
You assumed I couldn't write another post about assumptions? This is the beautiful new hybrid razor or azor from King of Shaves that I recently picked up from their promotional bus. It's a company seeking to shake up a category and, as I am already a great fan of their shaving oil, I was intrigued to see if their promise that one could Shave Close, Longer, For Less would stand up. It did, but sadly it would force me to have a goatee, because I found all those areas that a goatee and moustache cover quite impossible to shave. However, they're definitely onto something because shaving the rest of my face with long smooth strokes was a revelation. Fast, soft and incredibly close. I'm not sure if my experience is typical, but if I shaved my legs I know what razor I'd use. If I'm right, I wonder if they'll start to think beyond their original assumptions and exploit another market in line with what the product does, rather than what they intended it to do. Many
Read more

Second Income Testimony

Image
 What other saying about SFI "The simplicity of the SFI system has helped me to develop a six- figure income coming right out of college. With its great team leaders on your side and simple automation, you can build a successful home-based business in no time at all!" C. Fuchs CO, USA   "I am not the type of person to fall into every get-rich quick scheme that comes my way. I take time and research an oranization before rushing headlong into something. I have been extremly impressed with SFI and even more impressed with the the opportunities that are presented. For once, I have found a creditable organization that is going to help me reach my goals and have the future that I only dreamed possible. " D. Romero TX, USA   "I joined SFI in September! This is the most well-established business I have ever been involved with. I am totally commited to SFI!
Read more