joojoo - Internet Device and more - (c) joojoo

This is not a specific product review, I just liked the catchy name of this device – JooJoo. The article is about bringing digital advertising or more precisely using Digital Marketing innovations to directly target a unique audience – In this case the net savvy homemaker or Stay-at-home-dad 2.0 who isn’t afraid to step into the kitchen.

Devices such as the Archos and now the upcoming joojoo allow for touch screen based Internet surfing and feed off a wifi network in the home. This makes them ideal for many uses, such as an all in one smart remote control, e-book readers, email client and even a portable movie player. One big advantage the joojoo will have is the generously sized display area and support for HD video

Digital Media- the essential ingredient:

A week ago, I was playing host to some friends who were invited over for a cock-tail night. Now while every one fantasizes about being the suave know-it-all barman in the Tom Cruise movie “cocktail”, in reality I was having a hard time memorizing bar jokes, much less gourmet cocktail recipes. After getting all that is needed for a successful cocktail party including the little toothpick umbrellas, it was time to brush up on exotic and (basic) cocktail recipes.

There was no way I would remember much, and you know what they say – Alcohol breeds innovation (ok strike that). So I had to look around the house for a solution.

Archos 5 - e-book reader and more

My Archos 5 came to the rescue. Quickly downloading a few megabytes of cocktail recipes and bar jokes and I was set. The next bit was to make it look like it belonged in the kitchen and in style.

Super gluing two magnets to the back of the device did the trick. I could now stick it to the refrigerator and it gave the open kitchen a hi-tech look! The party was a success, more of blur actually, but the Archos now has a permanent home on the kitchen refrigerator.

Whenever I’m feeling particularly adventurous, it’s easy to do a quick rundown of ingredients available and fire up a website such as Cooking By Numbers that is bookmarked on the Archos.

Targeted Digital Advertising and Marketing:

Amusing story, but where does this fit in with Digital Advertising and Marketing? The savvy Digital Advertising agency can see an opportunity in this. Here’s the recipe

1) Create a website such as cook by numbers, with some good banner space around to advertise relevant e-books from Amazon for cocktail recipes / Ethnic food with a “screen saver” or attract loop.

2) Create other value add flash applications such as electronic “post-its” so people can scribble with their fingers, a grocery to-do list.

3) Package two self adhesive magnets in a fancy pack with an info booklet on the above websites and other interesting applications.

Have a meeting with Internet Tablet manufactures and suggest an innovative Digital / Experiential (select appropriate catch phrase) marketing campaign for their product.

To complete the exercise, put up a banner on Facebook and start a fan page for Hi-tech Cocktail parties or Digital recipes for Ethnic cooking.

– This light hearted approach to Experiential Marketing is authored by: Clyde DeSouza
Real Vision Consultancy – Dubai, UAE.

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