Tag: experimental advertising

Augmented Reality In Social Applications

Post author By Shannon Swenson
Post date October 5, 2009
6 Comments on Augmented Reality In Social Applications

Game On

Augmented reality (AR) is a developing technology that overlays computer-generated graphics onto a real image or video. The most popular example of AR is the yellow First Down line on televised football games. We’ve also seen it in rotating billboard displays on soccer and baseball, and briefly, the trailing comet tail to help hockey fans keep their eye on the puck.

Zugara, an interactive agency, experimented with online augmented reality in a couple notable online applications. The Webcam Social Shopper is a virtual fitting room that lets people see themselves in clothing before they buy. It also uses motion capture so a person can navigate the online store by moving their hands rather than stepping up to the keyboard.

They followed up with Cannonballz, a game utilizing a person’s web camera and Facebook Connect so the player becomes part of the action.

Oddcast has a simple AR demo. Just print the unique badge and display it in front of your webcam to bring an animated rocker to life. SekaiCamera is making strides in mobile AR as well; this video from LOEWE Tokyo offers a glimpse.

Location-Based Social Captioning

Layar is a Dutch-made program that enables people to leave comments on images captured by their mobile device. The app uses 3D technology to gauge distances as well as the phone’s compass and GPS or cell tower triangulation. Then, computing all this information on the fly, the real image can be geotargeted so that other people can read the comments and post their own.

People have already demonstrated a desire to share their opinions specifically. Check the level of user engagement in places like Viddler in-play video comments, Yelp reviews and the tips, reviews & crowdsourcing features of contextual location-based apps like FourSquare, Gowalla, BrightKite, Navizon and Waze.

Social captioning seems like a natural evolution of AR. With advanced filtering and administrative control, I can imagine a number of recreational and commercial uses for this kind of application.

Ratings & reviews Restaurants, bars, local retail
Visitor attractions City walking tours, Architectural and historical tours, ghost & event tours, sports & convert venues
Real estate Listings, property details and contact info
Scavenger hunts For fun & education, geocaching
Amusement parks Maps, games and awards
Convention exhibition Product interaction, marketing challenges
Product testing & consumer feedback Large area or ticket items
TV/Film Scene caption games, reviews
Municipal services Emergency response, crime scene investigations, water & gas line mapping
And more… Education, healthcare, transportation, shipping, traffic & weather, social communities, I could go on.

Layar recently won the Vodafone Mobile Clicks start-up challenge with a €75.000 prize. Here is the presentation they used in their pitch.

To see who is experimenting and applying augmented reality to the real world, visit the AR Consortium.

Tags experimental advertising, media strategy, Mobile Advertising, social media strategy, UGC

Advertising

TWIP Bulletin 9/27/2008

The Weekly Interactive Producer Bulletin

September 21, 2008 to September 27, 2008

# 7Wario Land Shake It!
The Twittersphere lit up with this week linking to this clever YouTube channel.

http://www.youtube.com/experiencewii

# 6Lizzer Simplifies Content Aggregation
Lizzer has a private beta for its online publishing tool. Community managers, bloggers, extranet and web publishers can search Lizzer for links, pics and videos by subject and get simple embedding code. Check the demo at Lizzer.com

# 5Moximity Delivers Location-based Ads
Moximity delivers location-based offers through social media on mobile devices.

I used to co-office with the founders of Wayport and this was the original idea behind their network of hospitality & travel center hotspots. I guess they were just 10 years ahead of their time.

# 4UGC Helps Opex Scaling
@deckermarketing Posted an excellent article on user-generated content in terms of its operation expense scaling – a value proposition that is sure to please CFOs in tough economic times.

# 3Hack the Debate
TV & social media continue to converge. Current TV & Twitter partnered to show real-time feedback during the debates. Jeremiah found it distracting.

# 2Rapid Response Interactive Media
Alan Edget (@ACEdge) is an F500 social media strategist behind those clever FreeCreditReport.com ads (I love these; their funny & work well on TV & radio). He blogs about his attempt to create an algorithm that measures ROI on interactive media placement. The goal is to be able to rapidly respond to the market & change placements, kind of like options trading.

# 1 First Day of Autumn 2008
I see a few SEO companies are leveraging Google’s logo changes for fresh untargeted traffic. This is a clever ploy to prove their SEO mettle and generate a little buzz. Free and easy, this tactic is bound to become a meme. I built upon their accomplishments to develop the Quirky Holiday SEM Strategy.

BONUSDid you know that Google saved all their holiday and event logos for posterity? I love the preservation of campaigns. It’s a good practice for entertainment, history & long-tail traffic.

Tags account management, experimental advertising, media strategy, memes, Mobile Advertising, SEM, SEO, UGC

Advertising Buzz

“Quirky Holiday” SEM Strategy for Brand Awareness

Post author By Shannon Swenson
Post date September 24, 2008
4 Comments on “Quirky Holiday” SEM Strategy for Brand Awareness

How Brands Can Generate Big Awareness During Odd Holidays

Last week, as the world celebrated another Talk Like a Pirate Day, I thought of a slick SEM trick: Buy quirky holiday names for the sole purpose of brand awareness. Quirky holiday inventory has temporary demand spikes and low-competitive rates. This might be good opportunities to align your brand with fun, off-beat culture news and catch new visitors during idle leisure time browsing the net.

What Is a White Sale Strategy?
Retail stores sell specific merchandise at a deep discount for a short period of time.

White Sale Examples
Think K-Mart’s Blue Light Special and the Foley’s Red Apple Sale. John Deere pushes residential sales during their annual Deere Season campaign.

Woot.com (@woot) applies a reverse model online; there is always a deep discount sale, but the product changes. World Market explored a similar Adobe Air widget channel.

Retailers have long used White Sale strategies to dump excessive inventory and to gain a temporary competitive advantage. The Quirky Holiday SEM strategy is slightly different than a White Sale. Rather than promote a branded self-made sales event, Quirky Holiday SEM leverages universal interest and PR surrounding unusual events to generate brand awareness. The strategy lends itself to retail, but could be used for any type of brand promotion.

Awareness and low cost can justify the ROI of a Quirky Holiday SEM media plan. Traffic is not targeted, so click-throughs are a bonus, especially since keyword inventory would be relatively inexpensive.

Ideas for Quirky Holiday SEM Campaigns

Here are just a few of the strange, funny and odd holidays where corporate brands, campaigns and associations could apply this strategy.

Bifocals At The Monitor Liberation Day
December 1 Lenscrafters, eye doctors & Lasik surgeons, ergonomic companies, nonprofits for the prevention of eyestrain, monitor fatigue, eyesight health education & disease prevention, elder care.
Bathtub Party Day
December 5 Kohler, Whirlpool re-modelers (bathfitter.com already has a placement), plumbing companies, design centers, home builders, destination spas.
National Inane Answering Message Day
January 30 Manufacturers like Panasonic, Sony, Nokia, Samsung & Motorola, online retailers, VoIP carries Skype and Vonage, cable carriers, cell phone service providers, mobile marketing.
First Day of Autumn 2008
September 22 SEO companies are already leveraging Google’s holiday and event logos for fresh non targeted traffic. What a clever ploy to generate a little buzz and new unique visits against an odd keyword. So far, these are simple organic SEO results, but SEM could easily apply.

Hat tip to @PatrikAltoff who managed to attract hundreds of “autumn 08” visitors to Blogstorm on Sep 22, 2008.
Any Quirky Holiday
Hallmark could actually target traffic with Quirky Holiday SEM, assuming they had matching merchandise. A smaller print card company or e-card service could generate a significant portion of its revenue on this SEM traffic.