Unique Facebook Campaign: Grey Poupon

No doubt we're living in the digital age, where usually the more Facebook friends or fans as you have – the better... so it's refreshing to finally see one brand going against the grain.

Grey Poupon is a high-end mustard brand that uses the element of exclusivity to differentiate itself from competitors, with its quirky "The Society of Good Taste" – the world’s first discerning Facebook page.

All wannabe fans of Grey Poupon are required to apply for membership through its "The Society of Good Taste" app, where a clever algorithm screens each potential fan's Facebook profile to gauge their interests, friends, grammar, restaurant check ins, etc – then ultimately assigning a score that determines whether they are 'refined' enough to be a Grey Poupon fan.

If the algorithm detects poor taste in music or TXT speak, for example, membership would be rejected. What's more – any fans that try to 'Like' the page without going through this process, will be deleted.

If this sounds ridiculously elitist, that's the point.

Their unique positioning fits the brand's lineage of being synonymous with refined taste and premium quality – whilst creating talkability and buzz to curate a smaller, but more engaged fan base.

To find out whether you cut the mustard for its exclusive membership, visit www.societyofgoodtaste.com.

Innovative Floor Decals

Creative, humorous, eye catching, interactive and sometimes a little unexpected – the use of innovative floor decals are a successful tool for many brands to raise its brand and market awareness, as well as promoting product benefits.

For example, who doesn't imagine going on a holiday when faced with a photo realistic decal of a beach scene on their peak-hour train floor or ski slopes on a bus terminal floor (refer to images below)?

The other great things about decals are they are easily customisable in shape, size, finishes (they can even produce decals that use projections, LED and scents!) and placement areas – which can vary from supermarket aisles, sidewalks, outside store areas, shopping centres, train/bus stations, stairs, escalators... the possibilites are endless!

We at 31ST have created creative decals for our clients in the past, so if you want to know more about decals – we're happy to answer your questions  :-)

Otherwise check out some of our favourite innovative floor decal examples from around the world, that will get you thinking... Enjoy!

Innovative Augmented Reality Campaign

We at 31ST HQ love the wonders of technology and all things social media!

Which is why we were excited to come across the Australian Defence Force's 'Mobile Medic' – a highly innovative augmented reality mobile application, where users can interact with medically diagnosable outdoor posters.

'Mobile Medic' was culminated to recruit highly skilled medical students in Australia worthy of a Defence Force University Scholarship.

To find the best of the best, applicants were challenged to interact with posters on university campuses across Australia (using their mobile devices) – to virtually correctly diagnose, identify and treat real medical conditions.

Applicants simply point their iPhone or iPad at a 'Mobile Medic' poster of a patient, view an x-ray overlay, use a stethoscope to listen to the patient's heartbeat and view a virtual ultrasound before diagnosing and suggesting treatment options for the ailment and sharing their results on Facebook.

View the clip below to find out more.