This week, New York’s Free Art Society launched an interactive art project in which mysterious yet beautiful hand-painted murals turned the City’s East Village into a giant, virtual and actual scavenger hunt.
The so-called 13 Portals project combines street art, technology, urban space and community. The incorporation of embedded QR codes in each mural adds a virtual dimension to the usually static experience that goes beyond the street and painted artwork.
Each mural QR code leads the player to a clue or adventure that needs to be completed in order to pass through to the next portal. Once passed, the winning keys will unlock the doorway to an experiential ‘theatrical happening’ event.
The use of mobile technology to change or enhance outdoor installations is a recent development, but one that holds a potential for art and commerce alike.
Gamification is the use of game thinking and game mechanics in a non-game context to engage users and consumers and solve problems.
It can be used to improve user and consumer engagement and ROI and for consumer insight.