NFC Tech Makes McDonald’s Happy Tables Interactive

McDonald’s has launched an NFC (Near Field Communication) effort in Singapore that turns dining tables into interactive racing tracks. NFC stickers have been placed underneath tables across the restaurant. After downloading the McParty Run App, diners can hold their NFC-equipped Android smartphones over the tables to play an interactive racing game.

NFC Tech Makes McDonald’s Happy Tables Interactive

NFC sticker tags under the tables act like sections of a slot-car racetrack. When kids hover their smartphones over the tables, the tables magically turn into McDonaldLand and their phones become go-karts.

Junior diners can zip around tables to collect burgers, harvest apple pies and fight bad guys like Hamburglar and Captain Crook. “All to help Ronald organise a party for the folks of McDonaldLand.”

So far, the “Happy Table” initiative is currently running in just one location as a pilot, but we can expect to see many more such initiatives.

NFC

Near Field Communication is a short-range high frequency wireless communication technology that enables the exchange of data between devices over about a 10 cm distance. Communication can be between enabled phone handsets or unpowered NFC chips, called “tags”.

VIRTUAL TO ACTUAL

With the growth of always-on ubiquitous internet access, and digitization – our actual and virtual lives are blending in to one.

 

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NYC Free Art Society Project Combines Street Art & Tech

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.

NYC Free Art Society Project Combines Street Art &  Tech

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

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.

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Kate Spade Brings “Window Shopping” to Life in NYC

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’.

Kate Spade Brings “Window Shopping” to Life in NYC

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.

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Jay-Z’s new album given away free to 1 million Samsung owners

On July 4th, Jay-Z’s new album Magna Carta Holy Grail was made available for download for free and in advance to one million Samsung owners, through an official Samsung-created app. Samsung paid $5 for each download.

Jay-Z’s new album given away free to 1 million Samsung owners

Galaxy S3, Galaxy Note 2 and Galaxy S4 owners were able to download the app and sign in through Twitter or Facebook. The album could then be played either through the app or downloaded in MP3 format directly to hard drives.

The album’s official release date was July 8th, giving a four day window of exclusivity to Samsung owners.

The effort, of course, generated massive buzz and was generally agreed to be a great concept. That said, there was also a great deal of criticism, about the poor functionality of the app, and accusations of spyware … which goes to show that without great execution even the best ideas can be compromised.

BRAND UTILITY

Rather than just interrupting consumers’ lives, brands are increasingly looking to provide useful services or applications that give people something they actually need – without demanding an immediate return.

For the same budget and energy expended on traditional advertising, many brands are instead creating things that are more tangible, useful and reusable, and that play a more integral part in the consumer’s life.

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Wi-Fi Posters Bring The World’s Oldest Medium Into The Digital Era

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.

Wi-Fi Posters Bring The Oldest Medium Into The Digital Era

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

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