Archive for July, 2009
555 KUBIK: An Insane Example of 3D Projection Technology
The 555 KUBIK project by Urbanscreen utilized 3D projection technology to create what looks like a living and breathing building. The video below simply blew me away in terms of the Projection capabilities / technologies that are available in the current market. Quite amazing! and obviously relevant in terms of its potential in the Digital Out of Home and Out of Home media worlds.
Augmented Reality: My Kind of Reality
Augmented Reality (AR) campaigns have been popping up at a steady pace in the past year, whether they are ad / branding campaigns, apps, and even business cards; in fact, “rampant pace” may actually be the better way of putting it.
The first AR I witness and tried out was General Electric’s “Plug Into the Smart Grid” campaign where it immediately caught my attention, and I started to think it was one of the best thing created ever since the invention of sliced bread!
Being a natural fan of tech, this reaction was quite expected; especially considering how well the technology worked, but when the professional hat came on, I also realized the vast possibilities of advertising and marketing that was attached to this new technology, whether it be in the online, mobile, and indeed, in the out of home and digital out of home worlds. In fact, Augmented Reality could be one of the rare, “once in a blue moon” options that can really tie all these medias together. That is indeed a feat in itself.
There are 2 main components needed to pull off an Augmented Reality campaign:
1) The computer generated map (I believe a process called “Chroma-Keying”)
2) A digital display with a camera that can read the Chroma-Key, and a computer that can process and display the outcome / resulting 3D visual of the Key.
In staying on the theme of this particular blog, the 1st component could be delivered by mobile devices or simple handouts (whether by Point-of-Purchase, or street teams, etc.) The 2nd component also seems very viable in terms of the digital signage world as well (whether they are digital signage with webcams / media players with the necessary programs installed, or kiosks built for these specific purposes).
So far, Augmented Reality campaigns have been mostly delivered by web and mobile medias (and a bit by OOH media), but as stated above, there is no reason to think that this technology cannot be fully integrated into the digital out of home media space, and provide brands and agencies with a new and fresh way to capture and engage the consumers to develop lasting and memorable campaigns in addition to creating interesting content. Entertainment, product demos, branding, sweepstakes are some of the things that come to mind.
Of course, with many things in the DOOH, it will take some time and investment, but the ROI may just be all worth it. Until that day comes, here are some inspirations:
BMW’s Mini Cooper AR campaign
Transformers Movie AR Campaign
Experience The Enterprise – Star Trek Augmented Reality
United States Postal Service AR Campaign
*Update*
Coraline (Movie) Out of Home / Digtial Out of Home AR Campaign (thanks to @stephenrandall!)
YrWall: Interactive Digital Graffiti Wall
Graffitti jacked from yrwall.com
It’s Friday, and time to close out the week with something fun, yet relevant and interesting; YR Wall.
This blog is all for Digital screens that people can interact with as interaction generally results in better engagement and more impressions for the money. YR wall, though they seem to market themselves to the graffiti / art crowd more than anything; with such technology, the real monetization probably lies in using it for consumer marketing. Nike ID on a big screen where people can color in their own versions; something like that comes into mind. Anyway, another cool tech and have a cool weekend!
LocaModa Teams Up with Viacom for Another “Ridiculously” Fun Time Square Campaign
via "Prof. Karolow" 
One of the newer LocaModa creations comes to us via the new Stride Gum campaign on Time Square.
The concept combines the factors of web and mobile media, as well as user created / submitted content (LocaModa’s flagship concepts) in order to get the brand out there. JustOOH’s readers know the eternal love affair with the web, mobile (tech) and Time Square stated here.
A more deeper description by “Prof. Karolow,” a LM insider:
Another first for LocaModa this week, as we’ve connected Viacom’s iconic framed MTV screen in Times Square to the web, enabling user generated photos and text messages to be submitted (via phone or web), moderated in real time, and displayed for 5 minutes an hour (on the half hour). Users are notified by text or email when their messages are approved and have gone live.
More importantly, the campaign should be measurable as well considering the abilities to track web and mobile traffic/submissions, as well as the immense traffic going through Time Square daily.
The formula?: Web Traffic (uniques) + Web & Mobile Submissions + (daily Time Square traffic (around 1.5 mil to 750: wow!) / A certain percentage) = Great and fun campaign.
Good Motion Graphics Speak a Thousand Words
The need for Audio, or no need for audio; that has been the question of debate for a while for the insiders in the Digital Out of Home sector probably since the advent of it. This issue was even discussed here previously in the “Bring on the Noise!” post, where Paul Flanigan of Experiate.net wrote a excellent reply in his post on this issue as well. In general, let’s just say that the issue of “Audio” is all “relative” to say the least. The demand (or the requirement) of audio content in digital signage / networks is likely to derive more from the fact that agencies and brands demand them; especially those who are used to more traditional media vehicles such as broadcast television. On a side note: this is probably why 30 second spots are also still around in the DOOH space as well, but that’s another issue / post.
The point is; it is definitely possible to capture eyes or Impressions just with high quality motion graphics or video content without the use of audio. The top huncho of ArtisanLive sent a link to their YouTube page a while ago, and there are some good examples of this concept. Following are two strong example:
Concord “nCAPSULE” Attractor Loop
Heineken – Experiential Digital Signage Award Winner
Disclaimer: No speakers were injured in the making of this post.
