Digital badges can be interesting when the effort and competition make them valuable. Likewise, optional electronic check-in services are best when you get something of value in return (going beyond the proof that you checked-in). Perhaps, it is for this reason that I just haven’t been able to get into virtual gift giving and collection. But add some automation and simple engagement to make these gifts more dynamic, and I start to see the point. Gowalla and Nike seem to be taking this idea in interesting directions. I especially like the Gowalla feature that allows users to contribute to an item’s history before dropping it for someone else to find, and the possibilities for live sporting events.
In addition to other findings this month, which are continuations of previous subjects and included further below, the Chicago White Sox have created a virtual tour specifically targeted at its corporate partnerships for U.S. Cellular Field that is worth sharing. [Shameless plug: EYEPLY can merge physical and digital infrastructures, enhancing in-venue media networks using mobile augmented reality, advanced pointing search, and other location-based platforms. Check it out!]
Virtual Good Placements, Pick-ups, and Contributed History
Over the past month, there have been so many great examples of brands and researchers concepting, investing in, and testing technologies with marketing applications. Some seem to recognize the benefits of using these technologies to make consumers smarter, and perhaps others don’t know what they have—or, rather, how much more potent it could be if applied to sports.
How much more loyal and valuable could our audiences be if we gave them more information and ways to engage with their surroundings, shop, and play? To be clear, I’m talking about leveraging data and connections that would otherwise be hidden, and pushing them even further in-stadium to create more useful, visual experiences as well as new predictive models.
Location and Event-Based E-Ink Kiosks, AR Mobile Apps, and Scrapbooks: Smarter In Your Surroundings
I’ve previously shared examples of augmented reality technologies, as well as digital marketing solutions that have leveraged the cameras on our computers and mobile phones. However, since my last post I’ve been exposed to some interesting cases in which researchers and brands have been experimenting more with placing augmented reality in the hands of consumers via the lenses we already have on our electronic devices. It’s clear that while the chosen subjects in these examples are a bit of a reach, in terms of brand linkage, if we can tag live objects with real-time data and AR objects via the cameras in devices that we already carry around, there will be big benefits to bold sports brands and their consumers at live sporting events.
Similarly, on the topic of mobile lenses but not inclusive to augmented reality, I was alerted to the announcement of Microsoft Tag, a new 2D barcode creator and reader application. This technology has already taken off overseas but has yet to gain momentum in the States. This announcement could bode well for adoption and warrant further testing in stadiums.
Augmented Reality: Via Mobile, Laptop, and… Pendant Pico Projector? (Oh My)