The number of both usefull and absolutely useless apps are growing every minute and every major brand with self-respect feel the need to take part.

I’m 100 % pro brand building apps when they are value adding and actually enhancing the brand experience, improving the pre- or post point of sales situation or just an usefull service aligned with the brand itself or the consumption situation etc..

In my opinion Ray-Ban (with help from a group of students at Berghs School of Communication in Stockholm) have succeeded in creating an app, which matches perfectly to the brand’s younger target group and creates value closely linked to the brand.

The released ‘Bright Light’ app lets users in on the sunniest spots in town and make it easy to get out of the darkness and besides telling you where to get the best tan during the day, the app also provides instructions to the most sun-soaked route available for users to get to their local sunny destination..

Nike have done it again - been creative about a product launch and thus deserves another post to be shared. The creative campaign was a combination of a street and online game, where 50 Nike runners in fully reflecting Vapor Flash Jackets were chased on Vienna’s dark streets and - thanks to a GPS data transferring app - online at the same time.

The game concept place the product/Jacket in perfect context displayed in use and created a fun challenge for the actual target group. As always credits should not only go to Nike, but also the agency - this time Jung von Matt / Neckar.

Ford Fiesta gave the agency Blue Hive the challenge to not only create attention and raise awareness about the new Fiesta, but also to come across with information about the new USPs, the features and improvements of the car.

The result was a cool engaging campign that utilized consumers’ love and eager to take and share photos. The idea was to partner with the viral photo sharing app Instagram to launch a new photography competition called Fiestagram to promote the new car.

The contest challenged Instagram photo-taking enthusiasts across Europe to upload photos in several categories inspired by the technologies and features of the new car - Participants could as always with Instagram easily share their photos on Facebook, Tumblr, Twitter etc.

Moreover, the best submissions were also appearing on live-billboards and real life photography galleries across Europe. The “feature” categories were: Starting, Hidden, Listening, Entry, Music and Shape and the winners of each are still shared on Ford Fiesta’s Facebook page.

The idea to make a photo contenst is not original in any way - Guess it has been a marketing tactic ever since the camera became a common household item, however the understanding of social and the execution have created results worth sharing.

Ford Fiesta. Fiestagram campaign from Blue Hive on Vimeo.

In 2011 advertisers became more and more curious and receptive to the possibilities by using QR codes in different communication situations. Although initially used to track parts in vehicle manufacturing, QR codes are now used over a much wider range of applications, including commercial tracking, entertainment, quick content delivery and transport ticketing, product marketing and in-store product labeling.

The QR codes can as many know within marketing also be used to integrate different media and platforms in the brand communication and be an easy and attention-demanding way to direct the target group to an essential landing page or certain app in the app store etc.

The following case from Heineken and Leo Burnett, Warsaw is brilliant in regard to take advantage of people’s curiosity and willingness to interact mixed with the brand messsage: “Open Your World”. In short the QR codes were simply used as an ice breaker and thus helped festival visitors meet new people:

During Christmas every foundation hope that you will think of the less fortunate and donate money to good causes and I have to admit that I personally could and should donate more to different relief organisations. However, I often get a little provoked or annoyed by the very aggressive volunteer collectors on the streets and the direct mails in my mailbox seldom gets any of my attention.

That’s why I like how eBay have found a way to donate, which is easy, fun and less insisting. To do this, eBay have launched and designed an interactive storefront in New York and San Francisco, where you scan the QR-codes of different toys with your mobile phone and then donate a toy to someone in need. The interactive store thereby invites passers-by to window shop for good and engage with true Christmas spirit.

If you’r not going to NY or SF this month you can also visit and donate here