The “A-ha!” moment for cell phone marketing - and capturing the attention of the 82.4% of Americans who own them - may be right in front of us. Not so long ago, Stephanie referenced an AdAge article that said more than “86.1% still use mobile devices primarily for talk.” I know I fit into that group of people. I use my cell phone to talk and, even more importantly, to text. This could be seen as some discouraging news for those looking to create a “mobile boom.”
A study by Pew Internet found 85% of 18-29 year-olds text message, while only 31% of the same age group access the internet from their mobile phone. Think it’s just us Millenials? 65% of 30-49 year-olds text message and only 22% access the internet from their phone. So, what does this mean?
I’ve recently discovered Google. Now, before I have a million “What?!”, and “You’re kidding, right?” responses, let me clarify. I have discovered Google for my cell phone, and it has quickly become one of my favorite things. The service is GoogleSMS, and it’s free.
With GoogleSMS, I can not only find the nearest Target, but can get driving directions to the nearest one and find out what the weather will be like on my way there. I can look up the definition of a haiku, or even find out how to say “knee” in Spanish for the times my mind draws a blank. (It’s rodilla for those of you who were wondering.)
All I have to do is text message my inquiry and send it off to 466453 (or GOOGLE) and wait about 5 seconds for a text message with the answer. Then at the end of each message it gives a Tip, such as what to text if you want movie show times, stock quotes, etc.
Two days ago, I discovered that Atlanta Perimeter Mall lets you search the mall for an item and check to see if it’s in stock. Once you find what you’re looking for you fill out a short form, choose if you want the store to hold it for you, and have them notify you by email or text message. In the text message it even tells you who to ask for when you get there. Both of these are not without their occasional glitches, but overall, it’s a great service.
Still not convinced this could be the beginning path for mobile marketing? I love watching the news in the elevator. Yesterday I saw a blurb that the Grand Canyon is now offering audio tours by cell phone. At certain stops, you dial a number and a ranger voice recording gives a two-minute description of the site. Yes, it uses your cell phone minutes, but you could always visit on a Saturday or Sunday. I’m sure they could find a way to bring in sponsors, and at the end of each “tour” message, have a “Brought to you by” moment.
What strikes me most about these services is that they are getting a message out there by mobile phones using their purpose - calling and texting! Maybe instead of dreaming of using a phone as a computer right away (something I will do when a hologram screen can be projected to save having to squint at a tiny screen), maybe we should go back to basics and figure out a way to use what we already have to take advantage of this technology today; so when the time comes when not having a mobile site is unthinkable, GoogleSMS and Grand Canyon cell phone tours will be a fond memory of how the mobile boom all started. In the meantime, I think I’ll text Google for directions to the Grand Canyon.
While attaining my bachelor’s degree, I often took some of my classes online. In fact, if there was an online class available to me I signed up for it. The online classes I took consisted of reading the text book, completing assignments and using a discussion board to communicate with fellow classmates. However, what was missing was actual face to face interaction with the teacher and other students.
I recently discovered an article that showcased a university that has created a virtual classroom within Second Life. Below is a screen shot of the classroom that was developed by San Jose State University. These virtual classrooms are being created so that students taking online courses can still get what’s missing from not physically being at school.
This got me thinking, would I want to take an online course if I still had to attend class in a virtual world? I actually like the idea. I would still be able to do the work from home and it would make that particular course more personal since I could see my teacher and fellow students (as represented by their virtual selves) similar as I would in a normal class setting.
Although I think a class meeting in a virtual world has some benefits, one point in the article that I don’t necessarily agree with is the idea that having class in a virtual setting would help students overcome real world problems, such as public speaking. Perhaps virtual courses might help with other real world problems, but nothing compares to being physically able to speak in front of a live classroom.
What’s in the future for virtual online courses? Will research discover that this type of learning is more beneficial than the standard online courses? It could be that adding this virtual element will improve the online course experience and create that sense of being part of a class.
Following a meeting of the “Committee Formerly Known as Greenlogic” - a team at Engauge Digital devoted to creating an environmentally conscience workplace - I was searching the web for ways we could make our office more green and came across Starbuck’s Planet Green Game. It’s actually really nifty and clever.
In the game, you select a character and mode of transportation, and then travel around town completing tasks/activities to earn points. There are bonuses you can find, including passes to a movie theater where you can view different films. Throughout the game you learn energy-saving tips, facts about global warming, ways you can take action in your community, etc.
Starbuck’s aim was “to educate the public about climate change through engaging and informative game play while encouraging individuals to become part of the solution in their own lives.” I would say they have succeeded - the Planet Green Game is not only a wealth of information, it’s actually pretty fun.
Online worlds have attracted big business. Marketing and advertising inside virtual worlds has taken on new and innovative strategies, as more and more companies are establishing an interactive presence “in world.” The Engauge Digital Behavioral Research Department loves to conduct research in a range of worlds - so I thought it would be a fun idea to explore Webkinz.
If you aren’t already familiar, Webkinz is an online world created by Ganz for kids ages 5-13. Webkinz has an estimated 530,733 in world visitors everyday. In terms of US visitors, Webkinz has seen tremendous traffic and growth in comparison to other virtual worlds.
Ask any child you know if they have heard of Webkinz and you will most likely get an earful about their specific Webkinz avatar: born from a real-life stuffed animal that translates into a digital avatar with its own personality and hobbies. The avatars – whose stuffed counterparts are purchased in stores by parents – have the ability to chat, make friends, get jobs, build homes, and play games with others, all in the comfort of a supervised and secure environment that caters to parental concerns. And of course the in-store purchasing power is not limited to only stuffed animals – parents and their children can dress their stuffed avatars in clothes or give them Ganz brand lip balm, and all have digital codes to convert the real life products into interactive versions for their pet. Webkinz and Webkinz related products are well sought after gifts for children.
So in researching this whole Webkinz world as opportunity space for our clients, I naturally have my own avatar – a friendly, opportunistic, sunglass wearing chicken. He’s got his own place, complete with a bed, couch and a couple of cacti and it turns out that he apparently really wants a toy cell phone. He’s got several friends and even has a job where he earns his Kinzcash (Webkinz currency) to buy things like smoking hot sunglasses or furniture for his room.
It appears that with so many visitors to this online world, that Webkinz and the Webkinz generation will be the future of other online worlds. It will be interesting to see how the world grows and evolves as the “Webkinz generation” grows into adults. Will this generation transform the way we look at virtual worlds in the future?
It somehow feels wrong to promote Microsoft in general, but lately I’ve been wowed by some of their innovative products and software. I expect this out of Apple or Google, but when I saw previews online of Microsoft Surface from CES 2008 earlier in the year, I was wowed. It also got me wondering if this might ever become commonplace in our lives.
AT&T has already started to roll these units out at some of their wireless stores, so it’s well worth a visit to check it out; and while you’re there, give yourself another reason to play with the iPhone.
When I began writing this post, my intent was to just share a cool new toy with everyone, but what really dawned on me was how fast things were changing, and how as an agency we’d be at the forefront designing these new types of experiences for consumers.
Ten years ago as a start-up agency, my universe was fairly limited to websites, emails, and the very sexy work of corporate extranets. Now we are diving into Second life, Facebook apps, mobile apps, and hopefully (with the blessing of a nice client) Microsoft Surface experiences. Digital experiences are becoming increasingly important. As an agency, the way we create strategies and design and develop them to their full potential needs to change and adapt all the time.
It’s fair to say that agencies sometimes dive into unknown territories - were no case studies exist, no proven numbers. It’s always a risk for both the client and the agency to dive into uncharted waters, but rewards are high when you nail it. The point I’m trying to make is that we, with our smart people and unbelievable clients, could in the near future have an opportunity to work on a project the involves Microsoft Surface or any other progressive digital experience. I guess this is why we all love working for an agency like Engauge, it’s the chance to work on something others might only read about.
If you want to get wowed by another Microsoft product check out Photosynth, it will blow you away.
At 11:30pm on Monday April 29, 2008 I was standing in line at Best Buy in Buckhead with about a hundred other die-hard Grand Theft Auto (GTA) fans awaiting the latest release of the game - GTA IV.
Being a Gen Y kid I have grown up with a video game in one hand and a computer in the other hand. So what’s the appeal of this game that makes me (and millions of other people) wait in front of a store for hours just to get it? Interactive game play.
The world that has been created by the Rockstar team is simply unbelievable. The amount of experiences that a user can have in this gaming world is amazing. For example, you can stand on a street corner and watch traffic, weather, people, and animals all interact with each other and with you all in a virtual world type of environment. The size of the city is mind boggling. In fact, there is such detail that you can roam most of the city and not run into the same character twice, which in the gaming world is very rare.
Truly the biggest appeal for me is the multiplayer component to this game - you and a group of friends can play in a match up to 16 players at one time! People can go to restaurants, clubs, bowling, pool halls, the beach … you name it, you can do it. The way the console makers and video game developers have teamed up to create a completely unique online experience may very well have changed the way we game forever. Fifteen years ago if you wanted to play with a friend you needed to be in front of a television together. Now, you just pop on Xbox Live or the PS3 Network and boom connected to millions of people.
To sum it all up this is a truely unique gaming experience with unlimited possibilities and it simply makes me very excited about the future of gaming and online interactivity. But, it isn’t just me who thinks so. GTA IV is the first game in nearly a decade to receive a 10 out of 10 review from IGN. Impressive to say the least. Check out the full review.
Honestly, I could ramble about how great this game is for hours, but I’ll let you find out for yourself. See you online and happy gaming!
Ok, so maybe that title is a little dramatic, but I still feel like I’ve seen something that today is so foreign to most everyone but in 5 years will be completely commonplace.
For my recent birthday my mother, who I thought I had taught never to buy me any electronics for fear of reliving the “Mapping Software incident of 2003”, on her own judgment went and bought me the new Amazon Kindle.
The Kindle, if you aren’t up to speed on it, is Amazon’s answer to the digital book. Instead of buying paper books, you download them to your Kindle and read them on the device. It uses a new “inking” technology that basically makes the pages look as if they were printed in a book. Here’s a quick CNET video on it (or you can read a great Newsweek article on the Kindle):
I was pretty skeptical about it at first but having used this for a few days, it really is very easy to read on the device. I subscribed to the Atlanta Journal & Constitution as well as the Wall Street Journal and both arrive on the Kindle before I wake up, and when I read them I don’t get that ink all over my hands like you would with a newspaper. Plus I can highlight sections on it, look up the definition of words (for the WSJ, I’m not sure the AJC knows any big words) and save content for later. It’s been a blast using it so far.
So why do I think this is something that will be commonplace in a few years? Think about going to the beach for a week and having to pack 2 or 3 books. Think about kids in school having to carry big backpacks with all their books in them. If there was a device that was easy to read on and easy to download books, why wouldn’t we all shift over to this?
But the real reason I think this is the future is because of the greenness of it. Think of all the trees that would be saved if we didn’t have to print millions of books each year. Once Al Gore gets behind this thing, it’ll be as popular as when he invented the Internet.
On Thursday February 28th, Cybergrrl Oh interviewed Del Ross, VP Distribution Marketing (Americas) at Intercontinental Hotels Group, regarding Crowne Plaza’s presence in Second Life – Place To Meet Island. Now anyone that’s read the Spun blog knows that we’ve created this space and continue to be super excited about it.
Of course, with Second Life, rarely does all go smoothly. And this event was no exception, with images not appearing to the host having lag problems – it was indeed a typical Second Life event. But it worked out well because it not only highlighted the challenges that companies can expect to face but also how well the functionality of the island works.
The interview included tough questions regarding the strategy decisions for creating Place to Meet Island, how it’s currently being staffed, what marketing tactics were used, ROI that has been realized and what the future holds for Crowne Plaza’s Second Life presence.
All in all, this is a great interview to check out.
The Internet has already captured a majority of the wealth of human knowledge. Big ideas (both emerging and established) can be accessed and processed via an increasingly wide array of electronic devices. Still, this huge ocean of data is often only visible from the portals of our desktop or laptop screens. We are approaching a unique watershed moment where we will soon breach the Fourth Wall separating us from this information.
Imagine walking into a bookstore to find a title that focuses on a particular area of professional interest. You’re browsing through the “Software” section of the store because you’re interested in learning more about software development. You pick out a book that looks interesting and you snap a picture of it with your cell phone camera. Your phone will display a synopsis of the book, an average reader-rating score with further access to user reviews, and recommendations for further reading. You decide from this information that the book you’re holding in your hand is not the one you’re looking for, but given the recommendations you’ve just received, the book on the shelf above it will give you what you want.
This type of instant access to Internet intelligence is already possible and will one day be de rigueur.
Here is one of the necessary ingredients:
A two-dimensional barcode (also known as a QR Code) can store over two megabytes of data, more than enough storage capacity to hold things like book synopses and other detailed product information. A mobile phone user simply snaps a picture of the QR Code and the phone will extract the data (provided the phone has QR Code-reading software installed on it). The barcode can also transfer a URL to the phone, thus providing a bridge between the Internet and the physical world.
These QR Codes can be placed anywhere: billboards, magazine ads, TV ads, websites, etc. Accordingly, this technology will have a huge impact on marketing. My colleague Amy Griswold recently blogged about the dearth of website links displayed during Super Bowl ads. Part of the problem with displaying a URL during a TV spot is that unless the viewer is actively typing the link into a web-browser (granted, TiVo would make this easier), this information is effectively lost on them. However, snapping a picture of an on-screen QR Code is immediate and has the added benefit of storing the link into the cell phone for future retrieval.
This technology is poised to have a profound impact on the way we acquire information from the world around us. The combined data of a “QR-encoded” physical entity and the personalized information that can be stored on a cell phone provides vast potential for directed marketing opportunities. Major US mobile service providers are already advancing their own QR Code initiatives and we’ll soon start noticing more of these codes around us, providing avenues to a further digitally enhanced life.
At Spunlogic, we have a lot of great experience and unique ideas to share. From work with clients to new approaches and trends, in this award winning blog you'll find Spunlogic experts sharing their opinions and ideas on all aspects of interactive marketing.
