Flipped Over Flipbooks

Flipbooks are essentially a primitive form of animation and one of the earliest forms of what we know today as interactive media. The earliest flipbook appeared in the mid-1800’s and was later popularized in the early 1900’s by the Cracker Jack Company, which gave them away as the in-box prize. The so-called technology behind flipbooks is that they rely on the phenomenon of the eye to create the illusion of motion, known as the persistence of vision. The movie industry also relies on this illusion, which is why movies are typically run at 24 frames per second, since a frame rate less than 16 creates an obvious flicker of flashing images.

Even cooler than the handheld version of the flipbook, is how flipbook-like ads are being positioned in subways and train tunnels. When in Chicago, London or Boston, just to name a few, hop on the metro and check them out. As you pass through a dark tunnel, a light flashes onto series of images pasted to the wall and appears as if the succession of images is a moving motion picture. This is the same idea as the flipbook that you play using your thumb but much more entertaining.

From a planner’s perspective flipbooks probably mean innovation, even though it’s still a pretty retro idea. After over 100 years in existence, the flipbook is redefining itself to be more than a childhood novelty or a technology known to exist pre-motion picture. Flipbooks are back… and their simplicity makes them ever so popular in this age of high tech and overly interactive media. Planner’s can implement their advertising in flipbooks, which are now used as interactive brochures and for promotional giveaways. There’s even an online company called Flippies that have pitched flipbooks for companies like Wells Fargo and Puma.

And check out http://www.flip.com, a website that through a membership enables users to create collage/scrapbook-like flipbooks. The site resembles a cross between a blog, myspace-type social network and flickr, the photo-sharing network. Flip.com is a place where users can create a profile and then be as abstract or as real as they want, creating flipbooks from real life photos, animation, and/or drawings. And from a planner’s point of view, flip.com is probably an ideal place to advertise since users can also join clubs that feature an individual company’s take at flipbooks including Teen Vogue and Starbucks, which have accounts on the site.

But just like any trend, the use of flipbooks will probably only be embraced for a little while. People will eventually get bored with such a linear medium, which may begin to get played out if more than a few companies use the idea. Even in the train example, after a couple of times seeing the images, you will likely tune them out just like everything else.

Flipbooks have definitely evolved and are now much more than mere dancing stick figures on sticky note pads. But with the evolution of technology, do you think flipbooks have a chance or do people not want to take time to interact with such a linear novelty? Are flipbooks just another trend destined to fade out? Have you seen any advertising or promotional marketing that involved flipbooks? If so, do remember the brand? How, as a planner, would you use flipbooks in your advertising? For example, what kind of brands or products would flipbooks be best for?

Posted by guest author, Jessica Brown.

Comments

[Marcie Blagden]

If an advertiser was attempting to reach out to me, using a flipbook advertising gimmick would definitely do the trick. I LOVE flipbooks and would definitely take the time to flip through the book, even if I recognized it as being an advertisement. The flipbook method used in subway and train tunnels definitely appeals to me. I have never seen anything quite like that before and know that if I were to see a ‘flipbook’ advertisement outside my window I would be intrigued. It would be interesting to know if this new form of advertising helps or hinders brand recall. I cannot remember the brand that was being advertised in the subway video Jessica posted, but perhaps if I rode the subway multiple times a week the repetition would do the trick. From a strategic perspective buses and subways definitely offer a beneficial repetition component, in that the same people use the train/subway numerous times a week (or day).

I have been racking my brain trying to think of advertisements that I have seen that have used a flipbook tactic and the only one that I can recall at this moment is Target. I think it was last Christmas that they sent out coupon books which included little flipbooks that (if I recall correctly) were basically just red little carts running around aisles being filled with items. I remember thinking that it was a cool little addition but felt that it was missing something. A fun twist would have made them far more memorable. A great concept but (from my perspective) the creative team stopped just short of creating a real voice or of really resonating with the average Target consumer. But then again, I obviously didn’t do any of their consumer research so who knows!?!

I can think of many brands and products which would work nicely with the flipbook technique. I immediately think of active-equipment products and brands (think: running, biking, hiking, basketball, baseball, volleyball, etc.). Obviously the movement that all of those include would blend nicely with the interactive flipbook experience. I can also think of many pet products (Pedigree, Greenies, etc.) that could have a lot of fun with flipbooks. The possibilities are pretty endless, in fact, I think I might just try to incorporate a flipbook in a project I am working on for another class. So thanks Jessica!

[carolyn bee]

Flipbooks take me back to my elementary school days, and I was a little surprised to see this as a topic for discussion because it’s been so long since I’ve had any interaction with them. With that said, I think that flipbooks are a great medium that people will interact with because I think they are emotional products that people can connect with. I know I would pick up a flipbook and look at it even if it was an advertisement. Unfortunately, I think it’s a trend that will eventually fade out like it has once before.

In my opinion, flipbooks can only advertise specific products or brands. Like Marcie mentions in her post, the first thing that came to my mind, too, were brands that involved movement or actions such as sport brands. I went onto the flippies site and saw the Wells Fargo flipbook and there was a disconnect for me. Perhaps it was because the flipbook video was small, but it went from a stagecoach to a racecar driver all of a sudden. I think it would be difficult to get a message across via flipbook because you can only put so many images on there and you can only make a flipbook so thick.

The subway flipbook really caught my eye. I think that is a very original and neat idea, but I’m not sure how many people will actually notice these advertisements. From my own experience on subways, most of the riders are usually reading something, or zoning out on their ipods. Also, if you’re on a subway, it probably means that you’re in a heavily populated city, which means that there can be a lot of traffic in the cars, especially during rush hour. With so many people stuffed into one car, I doubt the advertisement will reach many people. Though I don’t see a brand using only flipbooks for advertising, I think flipbooks can be a refreshing break from the norm that consumers will be open to receiving.

[Jennifer Johnson]

In the age of fast-moving, high-tech advertising, I think flipbooks stand a chance against the competition because they create their own niche in the realm of advertising. While flipbooks may remind some of their childhood or a thing of the past, I think the novelty of this medium is what makes flipbooks stand out against billboards and print ads. While I have never seen a flipbook advertisement in person, the concept reminds me of the small billboards often seen in sports arenas that rotate its advertisements every five minutes or so. Throughout the span of the game, one would see all three advertisers displayed on the board numerous times. Although the advertisers don’t necessarily appeal to me, the rotating of the vertical panels out of the corner of my eye always catch my attention. The same could be said about the effect of a flipbook advertisement. The constant changing of the images would be enough to catch a consumer’s eye, because it would resemble a medium in which we all are so fond of: television. As far as products that would be best suited for this medium, flipbooks would require products that require very little instruction for use and products that could be incorporated into a story format, making the flipbook more believable and intriguing. Such products could include, but not limited to: household cleaning items, food, and apparel. As far as brands are concerned, flipbooks would be a medium that could work for any brand so long as the essence of the brand could be described in a few short sentences and have accompanying pictures alongside the copy.

[V. Stephens]

The case you mentioned in the metro using flashing light images sounds interesting and useful in advertising.
As for sticky pads etc. - no.
It would have to be digital with effects to be useful and credible.