The Top 5 Executions of Creative Technology in 2005

Overview
The creative use of technology as the "core" of an advertising campaign is often overlooked, but often the reason that campaign succeeds. Ultimately, if the technology isn't new and useful, the campaign is going to get lost as yet another idea done again.

The following five executions are best in class examples of creative technology done right.

This is the Google Maps page showing a satellite photo of my house.

5. Google Maps
maps.google.com
Google seems to be taking over the world, but what it did with creating a smart mapping service was dead-on. People have loved (and still do use) such services as MapQuest and Yahoo Maps, but Goggle combined everything. Zoom in, zoom out, satellite photos, neighbors -- Google nailed it.

You find a location, and Google's already serving up not just ads, but ad-sponsored recommendations that actually provide value! Google tackled the world, and, through Google Maps, is selling valuable insight.

WIN - Google Maps wins #5 because it hits upon something we all want, that we should have had a long time ago, and doesn't just nail it now -- it does it as a way to drive new revenue with sponsorship fees from those featured in location reviews.

In one window, I can shop for songs, and download free podcasts.

4. iTunes 4.9
www.apple.com/itunes
Apple's been trying to take over the world, much like Google, even when it was bailed out by Microsoft. The release of iTunes 4.9, however, signalled a whole new practice. With 4.9, iTunes makes it easy for users to find podcasts.

Really, version 4.9 makes it simple for people to find most anything, and that's what makes Apple genius. They spent a ton of cash making sure their software became the required download, and the standard by which users found their media. Sure, they've been spending cash driving folks to look to them to supply media, but iTunes 4.9 made them even smarter by earning cash to find the media as well.

WIN - Apple wins twice -- once because it's so simple to buy from iTunes at any time, and again because you get so used to buying from Apple, you only want to buy through Apple. Why go through other unknown systems when iTunes sets you up with everything you need? You can find the free stuff, and you can also get the stuff you have to pay for using the same tool.

FREE MUSIC! And it works for you. Genius.

3. Pandora.com
www.pandora.com
Pandora brings tears to my eyes because it provides free music. You listen to full-length songs for free. The thing is, you start out explaining what you like, and the service uses smart technology to provide best choices to service your needs.

Pandora could be *tremendously* off at first, but if you keep listening, you get great music simply by not going away. More importantly, you hear things you'd have never considered. Just go to the web site, start listening, and listen to ad-free music for hours.

WIN - Pandora could care less if you ever subscribe, but you sure as hell find a ton of artists that you've never heard of, that you want to buy! The moment you go to buy them, you're taken to the Apple store or Amazon.com. The user wins, Pandora wins, and nobody loses royalties.

Skydive, play paintball, dance in nightclubs, and more... all on Wells Fargo's dime!

2. Stagecoach Island
Take a happening video game, and combine it with an oldschool bank. Yeah, not something that could happen. But it did.

Stagecoach Island was, perhaps, the most amazing impossibility that happened! Wells Fargo invested in a video game, and overnight created a whole new way of connecting with the younger audience that was timid (at best) with connecting with a bank. If anything, Stagecoach Island proved that big steps are required to make small investments.

Because, when working with our young people, isn't it small investments that grow into our own futures?

WIN - Wells Fargo wins for connecting to their target market using the media approproate for their market. They knew their audience was online in virtual games, so they built it, and the clients showed up like a virtual Field of Dreams.

One desktop, o ne little application, millions of vacations.

1. Ding!
www.southwest.com/ding
The single most bold and brilliant investment this year!

DING!

Sure, there were so many commercials. Sure, so many brilliant print ads. SURE, so many brilliant everythings.

But the only reason Southwest is huge is because they have huge guts, and have set aside cash to say, "You know what? People who REALLY can travel need to be able to travel with great prices RIGHT NOW!"

Ding!

Southwest has invested in everything. Better online experience. Better in person experience. People actually listening. It also built an application that sends that familiar "ding" sound (when the seatbelt light is shut off) as a branded notice that Southwest is offering you immediate travel discounts.

Really, the downloadable application called "Ding!" is the summation of what Southwest is as a company, and the perfect example that great marketing, great business principles, and gutsy investing can pay off big time.