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Throughout the ride, the taxi driver consulted the screen, taking directions on the best way to the airport. What was surprising was that the whole trip, second by second, was replicated in a 3-D version on the screen. The display told us everything we needed to know and provided a running commentary on everything we passed. Consequently, well before we spotted the red and white stripes, we knew that we'd soon be passing a KFC. The screen advised on the closet gas station and communicated information about the design of the airport. It even explained where our plane would be waiting. If you think my experience in Tokyo was mind-blowing then please take a seat, since this is just the beginning. Just imagine if the car was made aware of the people riding in it in order to tailor the message. So if children made up the majority of passengers, Toys "R" Us could be featured in the commercials, or it could even send special happy birthday messages when a tween turned nine and happened to be passing by McDonalds. In this chapter Martin Lindstrom takes a look at the new media picture we are about to face - and it's increasing influence on the way media planning is about to change forever when communicating to tweens. Click here to purchase BRANDchild online or click here to learn more about Martin Lindstrom or your complementary membership of DualBook. Articles for this Chapter
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