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.
Kate Spade has collaborated with online retail site Ebay to launch touch screen e-commerce window shops at four locations across New York City. These play on the age old concept of ‘window shopping’.
Shoppers can browse the 30-piece ”Saturday” collection then make a purchase via Paypal (online payment site) on the giant touch-screen window. They can do this any time of the day or night. After picking the items they want, shoppers receive a text message to their phone asking where and when they want their pieces delivered. It can be as quickly as an hour, the next day, week – whenever they want.
The Kate Spade “Saturday” collection is the ‘younger, cooler sister’ of its origin brand Kate Spade New York. Its launch combines high street browsing with an innovative e-commerce function – arguably exactly what retailers need to do in order to leverage the new world of so-called “Omnichannel”.
VIRTUAL TO ACTUAL
With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one. Brands and designers are increasingly creating physical assets that enhance or embody the virtual digital lifestyle so consumers can enjoy a tactile and tangible object alongside the digital.
With conventional poster campaigns becoming less and less likely to grab the attention of young moviegoers, South Korean film distributor CJE brought the world’s oldest ad medium into the smartphone era, by creating so-called ‘movie posters 2.0’: Wi-Fi Posters.
Traditional posters are transformed into wireless hotspots via technology embedded in or behind the billboard. This is automatically activated once a user nears the hotspot, prompting them to connect to the Wi-Fi network with the name of the movie being promoted.Once connected, the user can watch the movie trailer in HD, interact with other free content, and even buy tickets to the show itself.
During the campaign’s run, the movie’s main site saw a huge increase in traffic from wireless users, who stayed on the site five times longer than average. Ticket sales also recorded a significant uplift.
ONE SCREEN TO RULE THEM ALL
In 2013, mobile phones will overtake PCs as the most common Web access device. Increasingly many aspects of people’s virtual and physical lives can be controlled by mobile phone – effect-ively making it a “remote control” for life
Hackney Council in London came up with a clever Christmas campaign last month that allowed passers-by to “order” a fresh snowfall straight from their phones. This was the flagship of the Make Hackney Sparkle campaign, an event held during the festive season.
Posters were put up on Rivington Street in London that encouraged pedestrians to check-in using Foursquare or dial a private number, but were not told what was going to happen after they did so. Those that dared to dial were rewarded with (real) falling snow-flakes and the song “Let It Snow” by Dean Martin on their phone.
The stunt was made possible with unique software and electronics, along with five snow cannons that were placed on the roof of various buildings on the street. Hackney Council was pleased with the ecstatic reactions, noticing that “hipsters smiled, average dates became magical and Christmas wishes came true.”
The biggest shift in consumer behavior is guided by smart phones and all they enable – be it social, local or mobile. Time and location based media are growing. An array of (often free) MOBILE apps are available to leverage digital maps and social recommendations to real world locale.
VIRTUAL TO ACTUAL
With the advent of always-on and ubiquitous internet access, and ever-increasing digitization – our actual and virtual lives are starting to blend in to one.