Sony Wimbledon 'Balls', Pottermore, Action for Happiness, Xbox Kinect Interactive and NAB 'Break-up' make up this week's Ignition 5

1. 5 27thJune 2011

2. C 1. Sony Wimbledon ‘Balls’ Sony's 2005 "Balls" commercial to promote the launch of Bravia has been remade only this time to promote its role as the official 3D partner of the Wimbledon tennis tournament. The remake promotes an online Tennis Ball Hunt with winners getting tickets to Wimbledon courtesy of Sony. Sony pays homage to its iconic 2005 ‘Balls’ ad by Fallon, with a Wimbledon-themed viral spot that sees hundreds of tennis balls bouncing down the streets of the leafy London suburb. Highlighting Sony's filming of the Wimbledon finals in 3D, the viral drives viewers to a website t o take part in a game to win one of five pairs of tickets to the 2011 Ladies Singles final.

3. 1. Sony Wimbledon ‘Balls’ http://www.youtube.com/watch?v=znreR0ShdGc

4. 2. Pottermore J.K. Rowling last week unveiled details on ‘Pottermore’, an interactive website which will allow Harry Potter fans to continue learning about the magical world of the teenage wizard. Users will be able to do things like be sorted into a house at Hogwarts and will find out how to cast spells and mix potions. A teaser campaign was used to launch the site. Fansites like ‘the Leaky Cauldron’ began supplying fans with sets of coordinates, which when entered into a site called secretstreetview.com , spelled out ‘Pottermore’. When typed into Google, fans were directed to a YouTube page which showed two owls announcing that something special would be happening at 12 noon on Thursday.

5. 2. Pottermore http://www.youtube.com/watch?v=p06n5hx9H0s&feature=youtu.be

6. C 3. Xbox Kinect Interactive Xbox NUads (natural user-interfaced ads) will begin showing up in video games and other downloadable content soon, and allow gamers to actually interface with advertisements that will respond to voice commands and gestures. Ways to engage include “tweet”, “more” to get more info, “schedule” to make an appointment and “near me” to find a local retailer. these formats allow you to turn an ad designed for national awareness into local trial. the ability to embed interactive ads in video games and streaming content is full of potential. Not only will advertisers be able to target certain demographics, but pre-sale numbers and estimates can tell them exactly how many people might be exposed to their product ads. this is a step toward Xbox Kinect becoming a full TV provider as well as the video streaming and free game forums they already host.

7. 3. Xbox Kinect Interactive http://wegotthiscovered.com/news/kinect-interactive-commericals-advertising-frontier/

8. 4. Action For Happiness One of the initiatives of David Cameron ‘s is to see the success of a nation measured not only by it’s economic output, but also by how happy it’s people are. Action for Happiness is a movement set up to build a happier society. It gives practical ideas to people to take more positive action in different areas of their lives. The idea is that these positive actions taken by individuals will have an impact on society as a whole.

9. 4. Action For Happiness http://www.actionforhappiness.org/

10. C 5. Cannes Lions – Grand Prix Award National Australia Bank’s ‘Break-up’ campaign has been recognised at the world’s biggest advertising and PR awards, the Cannes Lions, for changing perceptions of the bank and its rivals. The entry details how a tweet from an NAB employee ruing an impending decision that will hurt somebody’s feelings was picked up gleefully by competitors and the media, but was in fact an entrée to a full-blown campaign about how the bank was ‘breaking up’ with the other big banks. Beyond advertising in traditional media and online, the NAB advertised on yachts on Sydney Harbour and from banners on helicopters, and also established a ‘break-up’ blog where people could set up accounts on the spot. Mock ‘break-ups’ by NAB employees also piqued the public’s interest.

11. 5. Cannes Lions – Grand Prix Award http://www.youtube.com/watch?v=BDbvAEcP_2k