1. WEEKLY INNOVATION REPORT APRIL
2012 • 13
Text Messaging Cyberpills Smart Car’s Animated Tweets McDonald’s Night Driver Exclusive Billboard
Proteus BioMed has created a tiny Smart Car Argentina recently With the help of Vancouver-based
chip that costs practically nothing to launched a Twitter-based ad agency Cossette, McDonald’s created
create. Lloyds Pharmacy in the U.K. campaign. By using Twitter’s built-in a billboard made exclusively for
will be launching a pill that has the keyboard shortcuts, they were able those driving at night. During the
chip imbedded in order to better to allow users to animate an ad by day, the billboard looks like a plain
track medicine taking patterns. The themselves. BBDO Argentina created white board, while at night it looks
chip is activated by stomach acids a series of images using Twitter’s 140 like a plain black one. But when a
and sends a low power electric character limit and then used the car passes at night and their
signal to record information such as background to tell users how to headlights hit the reflective
heart rate, activity and respiratory animate the ad. By pressing the “J” billboard, a message is displayed
rate. It can then send an SMS to the key, users can scroll through the that tells passersby that McDonald’s
patient,as well as their doctor, tweets, in turn animating the ad and is “Open All Night.” The execution is
should they forget to take their pills. providing a unique Twitter a fun way to get a message across in
How would you use Users can also run basic diagnostics How would you use Twitter experience. How would you rethink a time-sensitive way.
? microchips to better track
patient healthcare?
on a connected smartphone app. ? to advertise in a new and
creative way?
? traditional advertising to
reach a specific audience at
READ MORE READ MORE a specific time? READ MORE
Riding the Sound Waves Is It a Plane? Is It a Bird? No, It’s a Car. Backseat Vending Machines
Coogoo has modified a BMX bike into A company in the Netherlands has TaxiTreats is a vending machine
a music making and riding machine. recently launched the PAL-V ONE, a concept that will live in the back of
The wheels are the turntables, the production version flying car. The taxis. Designed by students from the
handlebars are crossfaders and the car has gyroplane blades fixed to the NYU Stern School of Business and
brakes are samplers. By riding the top of the vehicle that can be Universidad de Buenos Aires, the
bike, users can remix songs and extended and allow the car to take idea won the New York Economic
create new ones. The bike can also flight. Owners will have to find a Development Corporation’s Next Big
be wirelessly connected to the DJ runway to take off, and, once in the Idea competition. The team was
app Traktor, which allows users to air it can reach speeds of up to 112 granted $17,500 to get their project
create unique sounds by performing miles per hour and a maximum off the ground. The machines will
special tricks on the bike. The altitude of 4,000 feet. Owners will sell products such as over-the-
company has not yet given word on need a sport pilot license to operate counter pain relievers, gum, energy
whether the bike will be available the vehicle. The creators hope to drinks and snack bars. The goal is to
How would you modify an for purchase in the near future. sell the vehicle in the U.S. market What products would you get these machines installed in the
? everyday piece of equipment
to create a unique musical
? How would you modify the car
to bring new functionality ? for $300,000 USD. ? design to improve upon the
standard taxi cab ride?
new line of New York taxis right next
to the TV screens.
instrument? READ MORE READ MORE READ MORE
Friday, April 13, 2012