This video of the “iPad Head Girl” walking around New York City is a new viral marketing campaign from Hearst, the company behind the new Cosmo For Guys publication that launches today on the iPad. Her expensive headwear features four iPads that show her head from different angles. But the best thing about this pricey hat is that when you’ve finished looking at her face, you can read her like a book. (Or magazine.)
Each device displays a video as the lady walks through a park in New York City. According to Michael Krivicka, the directive creator who worked on the viral with Thinkmodo, the only way she can see where she’s going is with a camera hidden in her purse that sends an image to the glasses she’s wearing underneath her iPad hat:
”Once the girl put on the “iPad head”, she was not able to see. And since she had to walk around the park, we had to figure out a way for her to see inside the iPad Head. So we hid a camera inside her purse that would feed live video into a pair of video glasses she was wearing inside the iPad Head. That allowed her to see where she was walking.”
After a bit of attention and a few strange looks, one guy figures out that the only way to interact with this lady is to touch her face, which launches the Comso For Guys magazine (wonder where else he tried touching first) Krivicka explains the analogy:
“The concept and analogy here is to show a guy ‘getting inside a girl’s head’ and sort of ‘reading her mind’ by flipping through the magazine pages on the iPad. The reason for that is: it is the first magazine for men that is written by women, so for the first time women are letting guys in on what they think.”
[via The Next Web].