 August 14, 2008
 Courage...Branded by NikeTagged as: O.P.E.N., creative, engaging, on-demand, retailPosted by: Dennis Bajec
This video micro-site gives me the chills. Especially when you see the likes of MJ, Arthur Ashe, Prefontaine, & Oscar Pristorious all in the same video. The levels of engagement are neatly defined as Watch. Discover. Discuss. At any time in the experience you can play the video starting at the point each athlete appears in the commercial. Nike sells the concept of competition like no other brand. August 8, 2008
 Let the (digital) games begin!Tagged as: O.P.E.N., creative, digital millennials, engaging, iCitizen, mobile, networked, new consumer journey, on-demand, personal, retail, social web, technology, trendsPosted by: Dan Shust
Here are my podium picks: Bronze Medal: McDonalds "The Lost Ring" In March 50 bloggers received a mysterious package in the mail. It contained an Olympic poster and a ball of string that, when unraveled, revealed a web address. Thus began “The Lost Ring” an Alternate Reality Game (or ARG) that is currently being played in 7 languages across 100 countries. The players work together to hunt for clues to solve an ancient Olympic mystery. Immersive gameplay leads them to websites, blog posts, wikis, podcasts and even Twitter. 4 million people and counting have visited the launch site. Silver Medal: Lenovo "Voices of the Olympic Games" In an attempt to bring attention to a variety of less mainstream Olympic sports, Lenovo has given laptops and Flip video cameras to 100 athletes. (No other compensation is being provided.) Their only direction was to tell the rest of the world about their Olympic experience. Their blog posts are revealing, touching and sometimes humorous. Mainstream media will blast us with Phelps, LeBron, Kobe and Torres, but Lenovo's athlete bloggers allow us to partake in the "common" Olympian's experience. Gold Medal: NBC - Digital Coverage In 2006 NBC streamed one hockey game live form the Turin Winter Olympics. This year the network will stream over 2200 hours of live coverage and 3600 hours of on demand video will ultimately be available. Their custom video player is ground breaking, allowing the user to enjoy such features as closed captioning, expert commentary even for less popular events, integrated trivia, picture-in-picture and a "control room" view in which you can enjoy up to 4 live events simultaneously. NBC's coverage also includes a robust mobile web site, text messaging, e-mail alerts and mobile video. So, there are my “Digital Olympics” medal winners. Each effort is game changing in its own way, but just imagine if they were all on the same team. When you do, you can almost see the future… July 22, 2008
Sent to NYC to experience the future firsthand at MOMA’s Design and the Elastic Mind, let me begin by saying that reportage is rarely more exhilarating. An exploration of (as the show’s superb catalog would have it) “…one of design’s most fundamental roles: the translation of scientific and technological revolutions into approachable objects that change people’s lives and, as a consequence, the world,” the show was both provocative and practical, optimistic and urgent, sci-fi clunky and simply ravishing, nano and macro—this latter spectrum in particular requiring a certain mental elasticity to span. As digital marketers, we also know that one of design’s most fundamental roles is the translation of basic human requirements into viable commercial experiences. Usability and digital ethnography help us build a matrix of intelligibility and desirability behind every web site, mobisode and digital POS system. Until now, the human body has had paltry interaction with brands’ digital interfaces and environments. So addictive and liberating is the iPhone “pinch” (an example of gestural computing), it’s tempting to think of it as having given rise to a new species of computer-literature humans: those with opposable thumbs! (Lest we forget, this is the distinguishing feature of primates and that which permits the use of tools.) Typing with thumbs on PDAs doesn’t count: here the thumb acts as just another index finger—on its own, doing the same basic act of button-pressing. One installation at Design and the Elastic Mind, entitled “Shadow Monsters” and part of “Not Your Usual Interfaces”, invited greater bodily involvement with the digital universe. A magic lantern show-meets-performance art installation, its responsive design embellished certain physical movements of the participants with sinister appendages (accompanied by monster growls and such), making Monsters one of the indisputable hits of the show. See me on the left, my muscle-flex gesture suddenly met with snapping tentacles (while trying to capture the shot, of course.) Saw-toothed hands kept many people performing way past the point of there being any point. Except, of course, complete captivation by the phantasmagorical world of inner demons unleashed. (Talk about Engaging.) Responsive design is a trend we’ll be monitoring because it pushes basic usability insights to ever more intuitive and imaginative heights. Moreover, the retail possibilities are myriad. What if… (cue my favorite part of futuring) changing rooms offered fantasy backgrounds and accouterments? Trying on lingerie would trigger the projection of a five-star hotel suite; prom dresses would prompt tiaras, red carpets, popping paparazzi light bulbs, James Bond escorts. When it comes to digital brand experiences, it’s about time the (rest of the) body showed up, don’t you think? July 20, 2008
Radiohead Opens Up a House of CardsTagged as: O.P.E.N., creative, digital millennials, engaging, iCitizen, technology, trendsPosted by: Dan Shust
They created the video by acquiring real-time data via a 3D scanning system from Geometric Informatics, and a Velodyne LIDAR. High tech stuff indeed, but what happened next is what makes this video experience truly cool and O.P.E.N. The band released the entire data set of the video for free to anyone who wants it. The data can be explored interactively or, by using freely available software, you can create your own version of the video. Of course, a YouTube group has been started for people to display, discuss and share their work. Performing artists like NIN, and RadioHead understand the power of The OPEN Brand. Who's next? July 17, 2008
What do you think of your new iPhone?Tagged as: engaging, mobile, networkedPosted by: Dennis Bajec
The question has been already been asked several times so I think it may be time to provide some answers. Despite some day-one hiccups (Five hours in line outside the Apple store, Apple’s systems going down multiple times, not being able to activate in-store as planned, that kind of thing), YES, it was worth it. Unfortunately, the in-store experience was slow and very un-Apple. Some guy named Chuck opened the box and was the first to handle my phone robbing me of this very important step in the Apple purchase process, thanks a lot AT&T. However, after this blip it got much better. I was impressed at how easily all of my old data ported over to the new device—once I got my own hands on the phone. Like the original iPhone, the new one continues to be much more than a phone or a PDA. I’m sure I’m showing my true gadget-geekiness here, but I find that not only do I always have it with me, but I keep it "on" more than any other personal electronic device I’ve ever owned. For those of you who know my technology addiction, you know what a big deal that is. And it’s not just for me--for mapping bike routes, getting directions to my son’s football camp, posting to tumblr or getting new music. Each time I'm in a client meeting, I dream up new uses and ideas for how we can improve life for consumers with a custom iPhone application. The opportunity that this device is providing will be looked backed on as significant as the development of the public internet. I now dream in gesture-based controls, highly saturated icons with rounded corners and, yes, really slick maps with pins dropping into place indicating my favorite restaurants, shops and clubs. I admit it, I’m in love. But I’ll end with a couple things still have on my wish list: Overall these are all minor issues compared to what this device does so well—balancing/blending the virtual and physical worlds and at the same time improving both. July 10, 2008
 The 2008 Summer Olympics, brought to you by MicrosoftTagged as: engaging, mobile, technologyPosted by: Chris Berk The Summer Olympics are only 28 days away. Soon much of the world will be keeping itself updated on the events by visiting the official Olympic site. While all eyes will be on China and how it hosts this world event, another drama will be unfolding on the web site. The site is making use of Microsoft’s new Silverlight technology for showing live and recorded video throughout the Olympics. This is significant in that visitors must download and install the Silverlight plug-in in order to view video, or at least view it in its best quality. Microsoft’s goal is clear – to gain ground on the more ubiquitous Flash Player (Adobe’s plug-in for video and rich content) by making the content available only in Silverlight. While the Flash versus Silverlight debate has been brewing for sometime now, it is clear that this move by Microsoft will intensify efforts by both companies to assert their technology as best for rich content and video on the internet. The stakes are high as they try to ensure that their technology becomes the de facto standard for the Web 2.0 world and beyond. The winner will not only sell a whole bunch of development toolkits and supporting technologies. They will also directly influence how we receive digital content in the future (and think beyond the browser – both companies have already penned deals with various mobile providers to use their technology). We’ll have to wait and see whether the Olympics provide Silverlight the boost that it needs to gain ground on Flash. Until then, just enjoy the competition. July 8, 2008
Location, Location, LocationTagged as: digital millennials, engaging, iCitizen, mobile, new consumer journey, retail, technology, trendsPosted by: Dan Shust Well, it is a very big week for a lot Apple fanboys (and girls) out there. The new 3G iPhone hits the stores on Friday. The faithful will start queuing up anytime now (if they haven’t already). Sure, the new iPhone is a bit sleeker and a lot faster, but that isn’t what makes it an important new device. What makes the new iPhone significant is that it STILL delivers the absolute best mobile phone user experience available—and the addition of a built-in GPS makes the iPhone truly location aware. The next generation of location-based applications currently being developed for the iPhone (and yes, other mobile devices) is going to blow minds and change the way we interact with each other. Friendspotting/meetups, citizen reporting, fitness tracking, impromptu group buys and location based ratings/reviews/tagging…it’s only the beginning. Mark your calendar. July 11th ushers in the “Location Aware Era.” Where are you? July 8, 2008
 Twittering Your Way to PopularityTagged as: engaging, iCitizen, mobile, technologyPosted by: Molly Metzger My first date with Twitter was intoxicating – I could get lost for days in an online party with the brightest minds in the industry -- Kawasaki, Armano, Pulver, Scoble. (Not familiar with twitter? Twitter in Plain English). Twitter tapped that collectivism motivation buried deep (very deep!) within me and I became a part of the in-crowd. People started to follow me! I’m popular! But my twitter binge took a toll on my day job. My 5 step program now includes limiting my twitter use to events, daily check-ins and killing time waiting at the bus stop. But here’s what I’ve discovered: Twittering at an event, like iCitizen, packs all that tasty collectivism goodness into a portable, 100 calorie pack. At a conference, following and contributing to the backchannel transforms me from a passive observer into an active participant. It’s a social lubricant, opening doors to face-to-face introductions I might never have had. I’m more engaged when I am sharing my opinion. I’m popular! I’m often asked how Twitter applies to brands. Here’s one idea: Consider how microblogging might transform local event sponsorship. What if your Major League (or little league) sponsorship banner included a call-to-action for fans to join the real-time conversation via their mobile phone? What if your brand could harness the shared passions of a group of raving fans (or parents)? As mobile technology evolves making location-based services the norm, it will become even easier for everyone to participate. You’ll be popular – and make others feel popular too! Concerned with staffing you own digital party? I know plenty of marketing-types who will gladly work for a cold beer, a free ticket to the ball park and a chance to share an opinion. Call me!
June 18, 2008
Defined as “the desire to retreat into imaginative entertainment rather than deal with the stress, tedium, and daily problems of the mundane world,” escapism manifests itself in increasingly diverse and technologically sophisticated ways. Your tennis Wii is your Thing 1 and your new Flip video camera Thing 2. Your political tell-alls on Kindle are Thing 1 and your bachelorette mobile blogging on Kyte Thing 2. One could argue that escapism is in many respects the turbine engine of the social web. Amateur digital creativity put in the service of fun abounds, so OPEN brands focused on improving the Engaging consumer experience confront a staggeringly high escapist entertainment threshold. Consumers are geared up for web sites and social media campaigns that are aesthetically, functionally, narratively, socially and sensorially rich enough to make them feel teleported. Deliriously lost in the moment’s challenge. A part of the (thickening) plot. As if they were getting away--with it! What would the Things do? Probably borrow from the unrepentantly escapist fare of video games or ARGs, whose protocols and pleasures are moving into the mainstream while undergoing quite a reappraisal (read: redemption) these days. Recall Steven Berlin Johnson’s argument for video games’ cognitive benefits in Everything Bad is Good for You. And tune in to the High Priestess of Alternate Reality Games Jane McGonigal, who convinced the SXSW crowd in March that ARGs meet all four criteria of happiness: they give you satisfying work to do; are designed for you to be successful; enable you, in multiplayer games, to spend time with people you like; and give you a chance to be a part of something bigger than yourself. Now that’s escapism of a higher order. Engaging brands: man your joysticks. June 16, 2008
I'm sure it wasn't written by committee. And the budget was probably tragically low. But the message and the graphics, together, have inspired me in a big way. You? |
|
Escapism
© 2008 Resource Interactive LLC