menu

Cadillac’s Cool Hunting iPad App

Cadillac’s Cool Hunting iPad App
Advertising

Cadlillac's iPad application was created in partnership with Cool Hunting and Front Ended.

Paloma M. Vazquez
  • 5 april 2010

BBH has just announced their first iPad application, the Cool Hunting app developed for Cadillac in partnership with Cool Hunting and Front Ended. The app offers a daily curation of design, culture and technology news, aligning with associated stories and aspects of Cadillac’s new CTS Coupe and CTS-V Coupe vehicles,  slated to release in mid-summer. The app was tailored for the iPad to explore the spaces between print and web, offline and online content.

Cadillac’s key goals were to build excitement for the vehicles’ release, and to garner handraisers for additional information. To that end, a library of design, technology and cultural content was selected to align with a number of stories and aspects of Cadillac vehicles.  This mash up allows the Cadillac brand to bring to life some of the more esoteric brand and design attributes of its vehicles with culturally-relevant content that its target audience is likelier to be engaged by than a press release with technical specs.

According to BBH,

The “creative ambition” was to create a groundbreaking experience for consuming content on the iPad – one that becomes multidimensional with articles, photos, and videos in ways that were never possible before on the web or in the mobile space. We also wanted to propose a new advertising model for publications for the device – one that avoids slapping display advertising on everything and instead envelops the most appropriate and desired content for people. So we’re putting the brand in right place in providing great content to people rather than distracting them from it.

In order to capitalize on the iPad’s advantages – larger screen size may invite users to spend more time with the device than on an iPhone, for instance – BBH’s goal was to incite users to interact with the design, as opposed to just looking at it.  To that end, BBH decided to take it a step further by changing the experience based on how you hold the device; the default article view will allow users to elect how they rather consume the content – vertically or horizontally. While that opens up new opportunities for users, it also requires that everything be designed twice – both for the landscape and the vertical layout.

The iPad’s novelty implies that many of the apps available for its Saturday launch will be testing ground for the developers and brands that will now need to wait and see what role the iPad takes in users’ lives – how they interact with it, how much time they spend on it, and what uses it is ultimately best suited for.

BBH Labs

Advertising
Trending

Editorial Roundtable: What A People-First Workplace Must Prioritize First

Work
Syndicated Yesterday

What Could The Highway Of The Future Look Like?

As technology for automated vehicles improves, there’s a sharper focus on building a ‘smarter’ infrastructure where they can thrive

Design Yesterday

Plastic Wind Trees Are Bringing Sustainable Power To Residential Homes

These French-made turbines are offering a small, aesthetically pleasing approach to affordable personal energy

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Home Yesterday

Dyson’s Wi-Fi Connected Fan Purifies, Cools & Heats The Air

The new luxury home appliance aims to be an all-in-one device for the connected home

Education Yesterday

Bringing Virtual Reality And Telepresence Robotics To E-Learning

This Learning Management System is embracing new technologies to reallocate teaching resources to where they should be going

Advertising Yesterday

Brewing Company Turns Car Emissions Into Ink

Tiger Beer has created a sustainable process to transform air pollution into supplies for street art

Design Yesterday

Space-Saving Sofa Has Extra Furniture Hidden Inside

Living in an apartment with limited space? This three-in-one bed transforms based on your needs

Culture Yesterday

Browser Extension Blocks Any Pages That Make You Unhappy

The software can detect your facial movements and prevent content that brings up negative emotions

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs august 25, 2016

PSFK’s Workplace Vision: How The Nurturing Of Seeds Will Come To Define The Onboarding Process

Our Future of Work vision is a service that allows companies to assemble and deliver welcome packets that are uniquely focused on the concept of growth

Automotive Yesterday

Reserve Your Parking Spot Before You Even Get Behind The Wheel

A new Ford app allows drivers to select and arrange for a space in a garage to be available at the end of their journey, so they can travel worry-free

Work Yesterday

PSFK’s Workplace Vision: The Desk Is Becoming An Ecosystem Of Satellite Workstations

Our Future of Work vision is an app that frees employees from the tyranny of a static desk

Food Yesterday

A Tiny Amount Of This Powder Could Block All The Bitterness In Food

A new substance made from mushrooms can bond with taste receptors on your tongue to overcome unpleasant flavors

Asia Yesterday

Whimsical Dental Clinic Design Aims To Calm Patient Fears

Cheerful colors and a nod to the comforts of home are design elements tactfully aimed to help people relax

Mobile Yesterday

Messenger Service Only Delivers You Updates Three Times A Day

Formal is a new app designed to help people ignore the constant stream of texts from their phone and focus on what's in front of them

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Design Yesterday

Movable Vacation House Constructed Using Concrete Boxes

The 4,000 square foot building is made up of modular frames so it can be relocated if needed due to coastline erosion

Design Yesterday

Redesigned Electric Fan Collapses For Easy Storage

Conbox can be kept in pieces and packed away when not in use

Ai Yesterday

LawyerBot Is Now Helping Homeless People Qualify For Government Housing

This robot helps people get out of parking tickets and provides free legal advice to those in need

No search results found.