Kenneth Cole has launched a Google Glass app for their “Man Up For Mankind Challenge” campaign, which challenges men to perform an act of kindness every day for three weeks. This campaign helps promote the brand’s new Mankind fragrance, and is the first time any brand used Google Glass for marketing.
Launched in partnership with ad agency Ready Set Rocket, this interesting stunt brings people to complete a series of simple, thoughtful tasks that range from “bring donuts to work for everyone” to “overtip a waitress or bartender.”
Participants can download the challenge app and share their day-to-day deeds on the Kenneth Cole challenge website. Those who complete all 21 tasks will be eligible to win a Mankind toolkit valued at $1,000.
Ready Set Rocket partner Aaron Harvey said Glass is the perfect medium to attract the cutting-edge technology fans who fit well with Mankind’s target audience. He also shared that this competition exemplifies how wearable technology can be more than just a gadget for the self-consumed, as it can be used to perform good-natured acts in the community.
While Google Glass can be used as an advertising technique for companies to promote specific products, the technology currently prevents developers to run in-app ads, so projects that direct people to purchase links cannot be set up.
“I think as brands continue to invest heavily in content marketing, it’s going to be really important for them to put themselves in different contexts of technology,” Harvey said. “It’s about figuring out how brand messaging and content marketing can integrate themselves off of the desktop and into more-progressive communication technology.”