What is the first word or image that pops into mind when you hear the brand name “Red Bull”? I used to imagine the hilarious cartoon advertisements that Red Bull occasionally broadcasts, but now after several global campaigns, Red Bull seems so much more than just an energy drink.
Compared to its competitors like Monster, Red Bull is a lifestyle. In its new commercial, there is a quote that truly defines Red Bull: “The only limit is the one you set yourself.” With that mantra, it challenges people to explore past their boundaries and constantly break their limitations.
It’s amazing how campaigns can truly change a person’s perception of a brand.
This past summer I had an amazing opportunity to study abroad in Seoul, South Korea at Ewha Womans University. While I was there, I took an Introduction to Advertising course with Dr. Marina Choi of Korea University (formerly a professor from University of Texas at Austin).
One of topics we covered in class included the integration of new technology into advertising. For instance, we touched base on augmented reality and the effects on consumers. Dr. Choi gave us many examples of products that focused on augmented reality, but one that really stuck out was a video about Project Glass from Google.
While I was browsing through Mashable, I came across this article about Project Glass being released this month. I admit, the idea of Project Glass seems incredibly cool in terms of serious innovations in technology; day-to-day consumers would have the ability to interact with a variety of applications with something as simple as voice activation. Despite all of the cool things you could potentially do with the glasses, I’m not sold.
I’m a firm disbeliever in blue-tooth headsets. I’m sure that it’s convenient when you’re driving 60mph on a highway while taking a business call, but when you’re walking around doing errands that are probably irrelevant to what you actually need to do while you’re “on call” doesn’t seem appropriate… ever. The Google glasses appears to be an upgrade to what the blue-tooth headsets do: walking around while talking to yourself. I’m sure the glasses are intended to let consumers interact more on their social networks and become “connected” with everyone around them. But honestly, do you really need to stop a conversation on your coffee date to check-in? And how many times are you going to serenade your friend while you’re Skyping with him/her on the rooftop?
If our future is headed off in a direction where we’re all going to wear headsets that basically disconnect us with reality, then Project Glass seems like just the product to do so.
Augmented reality seems great conceptually, but I prefer experiencing real life without constantly being connected to technology.
P.S. They look funny too.