Fw: Fwd: BMW logo branded on eyelids: How did they do that

[Mark Kohut]

Remember the windmill in the eyes in GR?

Scary this............
BMW logo branded on eyelids: How did they do that? [video]
BMW logo on your eyelids? Yes, at a theater in Germany, the company  ran an ad 
that never showed the BMW logo. Yet, afterward, when the  audience closed their 
eyes, the BMW logo appeared. How did BMW do it?
	*    
BMW  logo being cleaned in Munich, southern Germany. A ground-breaking ad  
tricks the eye into seeing the BMW logo behind a theater audience's  eyelids. 

   


    
By Matthew Humphries, Geek.com /          	December 17, 2010 
In order for advertising to work it needs to be memorable, as well as making us 
think about what  we just viewed or heard. With banner adverts everywhere, and 
TV adverts  repeating multiple times a day, we usually just turn off to the 
brands  and products advertisers want us to focus on.Skip to next paragraph 

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BMW managed to create an advert recently that everyone viewing it  will remember 
for a long time to come. It was shown at a movie theater  in Germany, and 
managed to leave viewers with an image of the BMW logo  on the back of their 
eyelids. How did they do that?
When you look  at the sun for a few seconds and then close your eyes you see a 
circular  dot as if projected on the back of your eyelids. BMW used the same  
technique, but instead of the sun it used a large flash unit, a big  version of 
the flash utilized on digital cameras. In front of the flash  unit was a 
hollowed out BMW logo, but the audience couldn’t see it as it  sat behind the 
screen they were viewing the advert on.
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While  the advert played out, a well-timed flash was triggered which left a  
lasting impression of the logo on viewer’s retinas. When asked to close  their 
eyes many were surprised to find they could see “BMW” painted on  the back’s of 
their eyelids.
A simple technique, but a very well executed and clever advertisement don’t you 
think?
Read more at Wired
Matthew’s Opinion
The  problem with advertising like this is it only works a few times. If  every 
advert did this you’d get people complaining and it would no  longer be 
memorable. There’s also the issue of whether some people may  have a bad 
reaction to the flash, such as those suffering from epilepsy.  Ultimately, it’s 
a “use sparingly” technique.
The best advertising, the stuff you remember, always takes a very different 
approach to the norm. For example, when the first Wario game appeared for the 
Wii, Nintendo setup a page on YouTube that got destroyed as the trailer for the 
game played.  In the UK, when the 3DO was a new console, the advertising agency 
in  charge of its promotion filled a popular gaming magazine (EDGE) with  
feathers. It caused a mess, and readers mostly complained, but you never  forgot 
the ad or the company that did it.
As we move more towards  connected gadgets and away from TV viewing, advertisers 
will have to  think of new ways to surprise us and get us to remember branding.  
While these one-shots are nice, I think utlimately there will be more  reliance 
on providing content around a brand or product such as a free  app, special 
offers downloaded to a smartphone or tablet, or offering  access to services by 
using your gadgets to achieve things.

Kevin Backstrom






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Mark Kohut (& Associates)
646-519-1956

Redburn Press
P.O. Box 8452
Pittsburgh, Pa. 15220
412-937-0906
646-519-1956


      
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