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from facebook to facetime, pt 2 – 3 paradigmatic examples

In my last post, I introduced the idea of bridging physical and digital social media as part of your marketing campaigns/strategy. Today, I’d like to spend a moment detailing paradigmatic technologies (IMO) that are shaping the space in strange and exciting ways. I’ll avoid basic FourSquare games, flash mobs, and meet-ups, although these are good examples of the most well-known physical-digital applications. So without further ado…

#1 BarCast.TV

Barcast

Powered by LocaModa and using a network of internet-enabled LCD screens, BarCast allows users who are physically together (at a bar) to interact digitally by sharing messages and photos or by answering quiz questions. The system only requires mobile text messaging (SMS) capabilities for participation, allowing those without high-end smartphones to engage as well.

 

#2 NordicTrack, powered by Google Maps 

Nordic

Yes, really – “NordicTrack partnered with Google in providing an interactive experience that allows you to virtually run throughout the world.  In the process your treadmill will simulate the terrain by changing the incline, while you can visualize the experience through Google Maps….  You map out a route, either on streets or paths.  If Google has a street view you can actually watch as you are running down the street, otherwise you can get the satellite or terrain view…. I tried this intriguing feature and was able to run down a street in my locale and I could see my neighbor's homes.  Meanwhile the treadmill adjusted the incline as I ran up hills...  One last feature, if this isn't enough.  NordicTrack runs regular races where you can compete against other iFit users. Their last race had 2,000 participants.” (treadmill-rating-reviews.com).

#3 Amsterdam Square AR Flash Mob

 

Ar1
In Dam Square, Amsterdam, an AR flash mob attracted plenty of passers-by. Using free iPhone/Android apps, visitors could reveal hidden images and human statues in the Square (at right: the Beatles walk by). Using their built-in camera phone software, users could even take pictures of themselves with these virtual overlays. Thinking: could we create a virtual Disney World of characters outside of Disney World?

 

Ar2
Ar3


Each of these applications delivers a unique value:

  • BarCast enhances physical gathering with defined digital interactions (such as quizzes).
  • Nordictrack and Google enhance digital gathering by immersing users in ‘physical media.’
  • Like BarCast, the AR flash mob enhances physical interactions; unlike BarCast, the virtual world made available to participants is not limited to defined engagement options. (Our KANTAR colleagues have written about this aspect of 'gamification' and the research implications thereof.)

The keywords in the above bullets are immersion and engagement. When the novelty and ‘hype cycle’ of geo-location and AR subside, only those applications that truly add value to ‘gathering’ will survive. As a wise colleague of mine noted, “there has been a trend toward digitalization and a major shift to the ’virtual venues’ offered by technology… the successful apps of the future will be the ones which swing the pendulum closer to a harmony of physical and digital – we are looking for AUGMENTED reality, not VIRTUAL reality.” Nicely put.

(UPDATE 2/18/2011: we found one more example that perfectly matches Geo-location and AR capabilities... enjoy FourSquare in Hell!)

Posted by Omri Duek on February 18, 2011 at 12:51 PM | Email this post Permalink
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Comments

I've been saying for years that Gran Turismo (or any racing game) should connect with Google to gain the capability to race down your own (or any) street. Just need very accurate topography. Sounds like we're not too far off. :)

Posted by: David Weigner-Lodahl | Feb 18, 2011 1:30:23 PM

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