A lot can happen in 60 seconds. While a minute is typically portrayed as a “minute” amount of time to accomplish a task, Google wants to prove that every second is actually valuable. In a sense, the company’s new campaign is also a fun challenge for consumers — a way for them to show off what they can accomplish in such a short span of time.
Google has teamed up with a variety of talented individuals to launch the already buzz-worthy Magic Minute Project for Android Wear. The film version of the project consists of several different people completing a creative task within a minute. The following are a few examples.
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Rap, Board, Jump and More
Andrew Huang, a music and video producer, has a knack for producing songs with dense lyrics in a very small amount of time. Huang utilized the Magic Minute project to produce a 300-word rap song in just 60 seconds. That’s 5 words per second — certainly an impressive feat.
Bruna Kajiya is a world-champion Brazilian kiteboarder, and she is the first woman to fully complete and land the “double hand pass.” The last minute of kiteboarding is the most intense, as the kiteboarders attempt to do their most daring stunts to impress the judges. Kajiya is using her Magic Minute in the last minute of a competition to capture her most wild moves.
People who participate in parkour are familiar with time trials. These agile individuals time themselves and see which landscapes and structures they can bypass with their agility. In her Magic Minute, Kie Willis, famous parkour participant, set a route across urban rooftops and cleared quite a few of them, all while maintaining an impressively low heart rate.
From skateboarders to motorcyclists to turntablists, there are hundreds of other stunts and talents people are featuring through the Magic Minute Project. And so far, one thing is clear: a lot can happen in 60 seconds.
A Successful Marketing Campaign
From the looks of its website, Magic Minute does not serve a purpose other than marketing. However, Google has done an excellent job of attracting consumers to participate in its challenge, and even to Android Wear. If your video is particularly impressive, then you may even get a shout-out on the Magic Minute website, just like the participants above. What are you waiting for? Use your Android smartwatch and see what you can accomplish in just a minute.
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