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Turn charging your iPhone into entertainment

I love to see campaigns that find new ways to brand everyday actions. Charging a cell phone isn’t a very exciting task but Toyota has just launched a new app called “Plug-In Championship.” that looks to change that. They describe it as “the world’s first charging-based sports iPhone and Android app,” “Plug-In Championship” transforms cell phone charging into game play while promoting Toyota’s Prius PHV plug-in hybrid. Until now the action of plugging in the charger [of your phone] has only been carried out because you were in need, however, we redefined this action as an interaction for creating entertainment,”

There isn’t much work involved in playing the game as you simply download and launch the free app. When you launch the app you see a gauge that quickly moving up and down, and you have to insert the plug into the phone just as the gauge reaches its highest point which rewards you with one of 20 bursting of video. You can download the app here and try it for yourself.

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Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

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