11th Screen

I am a strong believer in simple and clear instructions. I think they are key to adoption and action as far as most all technology goes, particular emerging technology (like QR codes) that the general public is not familiar with. There’s no better place to observe the “general public” than the ‘burbs.

QR codes are infiltrating my ‘burbs. And when they infiltrate my ‘burbs, I know they’ve infiltrated just about every ‘burb in the U.S. At the mall today, this sign caught my eye:

When I looked closer, I found brilliance, but it was quickly followed by confusion:

First, on the brilliance:

1. If there ever was a QR code headline that spoke to the general consumer, I don’t think it can get any better than this – “Puzzled by this image? Here’s what you can do:” Right off the bat, the copy acknowledges that this is probably something consumers are seeing for the first time and/or just don’t know what it is and/or what to do with it. It makes no assumption that anyone knows what this is and in 4 easy words, does everything it can to take the intimidation factor out of the equation.

2. Then, it’s followed with step-by-step instructions. Anything like this that needs more than 3 steps to actually engage in is too much and will not be engaged in. Convenience is key, and even though consumers will go through the steps to engage, their patience is limited.

3. It’s in the instructions where brilliance and confusion collide. I think the copywriters are on to something with alleviating “QR Code Reader” from the instructions. Making it simple – “Barcode Reader” – so that anyone can understand sure is nice. “Barcode” is not scary. “QR Code” might be. Especially when you have to pick from many different QR Code readers from your app store. Yes, you are presented with many options for “Barcode Reader,” but the wording – “Download a barcode reader…” – generalizes it to the point where it’s not confusing. It makes you think that you can choose any barcode reader for this experience to work. And while I think this is a smart generalization, I also think it can create confusion beginning from the application SEARCH.

And here’s the confusion:

1. When I search for “Barcode Reader” in the Android app store, 4 out of the first 7 results are apps that can read QR codes. 2 out of the 7 read barcodes, but not QR codes. And the last 1 out of the 7 is not a reader at all. (BTW – all of the first 7 are free.) Then, when I search “Barcode Reader” from the Apple app store, I pretty much get the same results. 4 out of the first 7 can read QR codes. The remaining 3 read barcodes, but not QR codes. So, the simple question is, “will the average consumer know which “barcode reader” to download to make this work? It certainly helps that the apps’ icons show QR codes so the searcher can make the connection between what they’re seeing on the sign and what they’re seeing in their app store.

2. The instructions, overall, are not as clear as they can be. This is a crazy case of copywriting. In my opinion, they nail a few things and completely miss a few others. Especially since they’re going for dumbed-down simplicity. If I were to be going through this the first time, I’m left a little confused by the 2nd instruction, “Now open it and use your phone’s camera and read the QR code.” How do I read the QR code? I know by experience that some reader applications automatically read the code when it’s in the target area, but some require the user to actually press the “take a picture” button. If I didn’t know that, I’d probably assume this is how I read it, but I’m left wondering. This is such a small detail, but for copywriting that does so many things right, I’m surprised that it’s leaving any room for assumption. And that’s really the test here – does the consumer have to assume anything?

3. The payoff (the destination that the code takes you to) is underwhelming to say the least. The last instruction, “Sign up for Strut Your Mutt today,” sets the expectation that signing up will be easy. Just as easy as scanning this code was. But, when you get directed to the HOME page of a non-mobile-optimized site instead of the REGISTRATION page, you might not know exactly what to do. And even if you did, how maddening is going through a lengthy registration form on your mobile phone?

The beauty about code-based technology is that it can take the user directly to the piece of content they need to consume. In this case, the code could have taken then directly to the registration page. For that matter, the URL under the code could display that direct link, too, but both miss this opportunity.

Mobile is wonderful for conveniently connecting people to each other and brands/organizations that they love. It’s also wonderful to make taking action easy and convenient. Action like signing up for a 3K Fun Run.

4. The biggest confusion of all is timliness and relevance. As in a) the offer is not timely and as a result, b) it’s not relevant anymore. The Fun Run took place on April 16. That’s over 10 days ago. While the HOME page of the site gives me information about how much money was raised, I don’t get to take the action I wanted to take from the poster. If I even made it this far now. The poster also gives the date of April 16, which begs the question – other than me, someone who notices QR codes anywhere, how much am I incented to scan this code and get to experience what it has to offer when the race is already over? I’d say it’s about time to take the poster down.

In fairness, an organization like the SPCA has a limited marketing budget. I commend them for even experimenting with an emerging technology like QR codes. And as far as their copywriting goes, it seems like they took the approach of asking someone who knows little about QR codes to write the actual copy. I think this is generally a solid approach. But again, as long as you’re answering 1 simple question when you’re writing instructions – does the consumer have to assume anything? – it doesn’t matter what approach you take and/or who writes the copy.

Yesterday, I wrote my initial post on the technology I experienced at Great Wolf Lodge. Today, after talking with the head of IT, I’m able to give more detailed information and insight on the operation. Thanks to Keith for meeting with me this morning. Here’s what I learned:

1. The technology in the wand is NOT RFID. It behaves a lot like RFID, but it’s a proprietary technology that includes infrared and a chip. The chip is programmed to the user and keeps an ongoing history of the user, not the wand. This is important because if someone loses their wand, they can easily get a replacement and have it re-programmed to their user history. According to my discussion this morning, the primary reason that RFID was not used in the wand was proximity. The game-makers wanted the wand to work within proximity, not through touch. Infrared has a wider range than RFID.

The technology here isn’t important. What is important is what the technology enables – a personalized experience that continually drives you deeper into the brand (in this case, the game). This particular technology is smart enough to keep a running history of personal achievement. That’s cool. And that’s the power of what any sort of interactivity provides in this blank canvas called Out-of-Home.

2. Active RFID is a whole different ballgame than passive RFID. All of the RFID that I experienced at Great Wolf Lodge is passive RFID. In yesterday’s post, you can see how powerful it is. Active RFID enables some cool things in this environment, particularly around tracking and safety. If those wristbands were active RFID, they would essentially become tracking beacons that could show where anyone was on the property at any given time. At a resort like this, can you imagine how easy it would be to find a lost child or a lost parent? It has a lot of advantages and it’s something that GWL continues to explore. Thing is, active RFID requires large antennas to pick up the signals. So, you can imagine what kind of operational challenges this presents.Being a theme-park, they have options. Turn them into large trees? It could happen.

3. They are always looking to innovate. But they don’t want to add something on that doesn’t utilize the existing technology. They want to make sure it works with what’s already going on. I was glad to hear that they are constantly looking for ways to innovate, but this whole thing didn’t surprise me. A large business like this would be foolish to not filter additional technology through what they’ve already got. And for GWL, who purposefully wants to provide an unparalleled level of convenience to their guests, they don’t want to risk complicating the experience by latching on to the latest, greatest.

4. Digital signage is not important to them. There are posters everywhere. They line the hallways. They’re in the usual places like elevators, the lobby, and the waterpark. I think digital signage could help in some places – menu boards or waiting in lines (for rides) – but other than that, I don’t think it makes sense. GWL is obviously a closed-in space, so they don’t advertise anything other than what’s going on in their own house. What they have now – lots of static posters – is just fine for them. I think if they felt confident in a way they could use digital signs with their existing technology, and it added a tremendous difference in value to what they already have – they’d explore it even more.

All of this technology and the entire experience it enabled just inspires me even more about the potential of creating solutions outside of the home. There are many ways to achieve different levels of interactivity, but the interactivity is the thing. It can make experiences easier, or better, or more convenient, or more fun. Thing is – it’s an experience.

And if you’re into this sort of thing, you can find one at Great Wolf Lodge.

RFID technology is great for utility. Walmart uses it to track inventory. Companies use it to allow employees access to parking garages and office buildings. Hotels use it for the same, and even enable purchases through it (more on that in a bit). For utility, it’s a smart & efficient technology. But how many times have you actually seen RFID used to create experiences? The only two I can think of are Mini’s customized billboard messages and The Great Piggy Bank Adventure at Epcot Center. For whatever reason, it’s a hard technology to implement at scale. (The technology is relatively cheap now – not a huge barrier – but it requires multiple pieces of hardware to work. And proximity plays a part, too.) But it sure can do some cool things. Right now, on my family vacation, I’m seeing, firsthand, another one of those examples.

My family and I are vacationing at Great Wolf Lodge in Grapevine. I’ve heard stories about how they use RFID for everything here, but I’ve never made my way out to check it all out myself. Until now. Those stories are true. They use it for everything. And it fulfills a utility need as well as an experience one.

First, on the utility – they use it for any sort of transaction you need to make. I say that literally. Anything. Here are specific examples of how they’re using it:

1. Room keys – this wristband is our room key. You see that little chip there, behind the “M”? Well, that’s the thing that gives us access into our room.

My wife has said to me a couple of times, “man, I love this key thing.” I start telling her about the technology and her eyes glaze over. She doesn’t care about that. She just cares about the fact that she doesn’t have to carry a key around with her all the time, and even more, worry about what all she’d have to go through if she actually forgot a key at some point during our stay. Our in-laws have joined us on the trip and are staying in the room next door. My wife went next door to get something and our door shut behind her. As I’m getting the kids ready for bed, I look over at the door and realize I didn’t prop it open with the latch. A second later, she walks in thanks to her handy dandy wristband. She said it again, “man, I love this key thing.” She called it, “brilliant.”

2. Locker keys – this place is an indoor waterpark more than it is a hotel. So, anytime you want to reserve a locker, you don’t have to carry around yet another key that comes with all of the same anxiety as the room key. You just use your wristband. Done and done.

3. Payments - want to pay for food? Souvenirs? Arcade games? No problem. Just put some money on your wristband via a kiosk and a credit card and viola, you don’t have to carry around any cash. Everything is tied to this wristband. Literally, everything. If you want to carry cash around with you or for whatever other reason, you don’t want to put cash on the wristband, you don’t have to. You can do it old school. But through this technology, you have the option of ultra convenience.

These three things encapsulate everything I’ve had to do throughout the course of our day here, and it has afforded us an extra piece of mind that we didn’t know existed. We haven’t had to carry around and/or keep track of anything all day long. It’s attached to our wrist.

Now, here’s where it gets really interesting. And it’s how they create experiences through the technology:

They have this game called MagiQuest inside the resort and when people aren’t playing at the waterpark, they’re running around the hotel playing this game.

It seems to be a cross between an adventure game and a scavenger hunt and all it requires is a wand and a book, like these:

The wand is where the technology comes into play. It’s programmed to your “account” and as you make your way through the game, you build up points and achievements. This is not only important because it adds a level of personalization to the game right off the bat, but since this is an ongoing game, this technology enables an ongoing history. As long as the wand stays with you, regardless of how long you play the game, it’s going to build upon what you’ve already done.

I’m sure the kids playing this game (and even most of the adults) could care less about the technology (much like my wife). No one ever hardly does. But the important thing here revolves around expectations. With the proliferation of platforms like Facebook and Pandora that allow you to personalize your experience down to the T, I feel like the millennial generation expects a certain level of personalization in everything they do. Although these kids could care less about the technology, I would argue that many of them would feel like it’s “lame” if it didn’t keep track of everything they did along the way. This level of personalization is table stakes. This technology enables that personalization for them.

This is an ideal 11th screen example – an Interactive Out-of-Home (IOOH) homerun, if you will. RFID is the enabling technology that serves a critical function in the resort and patron operation (utility). It saves everyone time, money and anxiety that you didn’t even know you had. In addition, it enables a deep and rich experience – one that is personalized – through this wand, other objects (static) and screens (digital) throughout the resort.

Disclosure – Great Wolf Lodge is actually a client of Fleishman-Hillard’s (my company). However, I do not work on the account and in fact, our office doesn’t service any piece of the account. Our account team and the kind people at Great Wolf Lodge have been gracious enough to set up a meeting for me with the resort’s IT director tomorrow morning where I’m sure I’ll get many more details. Which will be Part 2 of this story…

I’m big on leadership. I think anyone, regardless of title or age, can step up and be a leader. I don’t believe that leadership is something that you’re born with. It’s out there for the taking and there are many situations throughout our days that are just waiting for someone to step in and be a leader. So, any one of us has the ability to do it at any given time. The problem is, it’s hard. It’s hard to get up enough courage or confidence or just sheer faith to do what no one else is doing. But it requires us all to do it. Lead. You can do it.

I just finished reading, Tribes: We Need You to Lead Us – a great leadership book – by Seth Godin. The book has been out a few years, so I acknowledge that I’m a little late to the game. But better late than never. If you haven’t read the book, I’d encourage you to do it. It’s a quick read and I bet you’ll walk away feeling as inspired as I did. While leadership is the common theme running throughout, it’s also a call-to-action to form your own movements (of tribes) around something you’re passionate about and no one else can do that other than YOU. So, what are you waiting on? Lead. You can do it.

Before I get into the details, it’s important to know this – the description of a TRIBE. A Tribe is a group of people connected to:

• One another
• An idea
• A leader

This is important because this is the context that he talks about leadership. Leading people. Active leadership. Leadership that is intended to make a difference.

So, today, I’m going to devote this week’s Friday 4-1-1 to my takeaways.

1. Crowds – He draws a lot of distinctions in this book. One of which is the distinction between Crowds and Tribes.

Crowds and Tribes are two different things.

A crowd is a tribe without a leader. A crowd is a tribe without communication. Most organizations spend their time marketing to the crowd.

Mass marketing is marketing to the crowd. It’s marketing to as many eyeballs as you can. All those eyeballs are not connected in any other way than by seeing the ad. They’re not connected by experience or passion or knowledge. Now, this is not a marketing book, per se. But if you look at it through the eyes of a marketer, you can take away a gold mine. If tribes are centered around an idea and follow a leader, then as a marketer, it’s important to know a) what that idea is and b) who the leader is. It’s a hard thing to do – getting to the leader – but the concept totally flips the traditional marketing model. That model was based on reaching as many people as you could. This model – which I would argue is today’s model – is all about reaching the right select few people who will then, in turn, reach many more. In this model, since the message is coming to the tribe through the right select group, it’s much more likely to have a true impact. It’s more likely to turn apathy (or disbelief) into belief.

Too many organizations care about numbers, not fans. They care about hits or turnstile clicks or media mentions. What they’re missing is the depth of commitment and inter-connection that true fans deliver. Instead of always being on the hunt for one more set of eyeballs, true leaders have figured out that the real win is in turning a casual fan into a true one.

2. Managers – Another distinction and an important one, especially for “Managers.” I walked away from this book hating everything that he paints “Managers” to stand for. Being a manager, it’s tough, because part in parcel with “management” comes leadership. Defacto leadership, though. True leadership goes further and it’s about inspiring and fighting for change. Not for change’s sake. But because change is required.

Management is about manipulating resources to get a known job done….Managers manage a process they’ve seen before, and they react to the outside world, striving to make that process as fast and as cheap as possible. Leadership, on the other hand, is about creating change that you believe in.

Fresh and new is welcome. In today’s evolving world – both as a consumer and as a regular ol’ person – nothing stays the same. Rarely do the same tactics work now that worked 5 years ago. Or even 1 year ago. Or even 1 month ago. Our environment is changing and to be special requires change.

Managers make widgets. Leaders make change.

Deciding to lead, not manage, is the critical choice.

What do you do for a living? What do you make? Leaders make a ruckus.

Now, I walked away from reading this with the impression that change = disruption. And I don’t necessarily agree with that. I don’t think that change always has to be disruptive to make an impact. Sometimes, the subtlest changes can make the most impact and nothing is disrupted at all. It’s all about making it better. The point is – each one of us has the ability to make things better. We have to find it inside ourselves, though. One of my favorite lines doesn’t have to do with management at all, it has to do with empowerment.

You can’t manage your way to initiative.

3. Faith – It’s hard to believe something that you can’t see, or that you haven’t experienced before, or that hasn’t been done before, or that challenges the status quo. To me, faith is one of the single-most important beliefs to have in everything you do. Faith leads to belief and belief leads to confidence. And confidence kills fear and intimidation. With confidence, you can lead.

All you need to know is 2 things:

1. The first thing you need to know is that individuals have fare more power than ever before in history.

2. The second thing you need to know is that the only thing holding you back from becoming the kind of person who changes things is this: lack of faith.

You just have to know inside yourself that what you’re doing is right. And that it’s powerful enough to make change. I like this:

Faith is critical to all innovation.

Amen, brother.

4. Mediocrity & Fear – It’s perfectly reasonable for fear to guide any one of our decisions throughout a day. We each have a litany of responsibilities and it’s important to keep all of them in order. So, I don’t think the “fear” message here is to shirk all responsibilities for the sake of making change. I think it’s more about recognizing all of the things that guide our decisions and trying to put fear in its proper place. And a lot of times, we’re afraid of something that doesn’t exist or will come to fruition. We’re afraid of what we imagine failure to be.

What people are afraid of isn’t failure. It’s blame. Criticism.

I’d like to paraphrase the Peter Principle (“in a hierarchy every employee tends to rise to his level of incompetence”). I think what actually happens is that, “in every organization everyone rises to the level at which they become paralyzed with fear.”

I think one of the results of operating in fear is mediocrity. Mediocrity, any way you cut it, is only ever, at best, good. Good is never great. To be great, you must not accept mediocrity. Ever.

You don’t have enough time to be both unhappy and mediocre.

Time is one of the only precious resources we have. Perhaps the most precious resource we have. How much time do you want to spend NOT being mediocre?

Defending mediocrity is exhausting.

“Duh” – I don’t like prescriptive lists. I don’t think anything is ever the same for you as it is for me. But what I like about lists is the guide they provide. With a guide, you can deviate and mold to what works for you. You actually have something you can learn (and grow) from. Since this book is about leading through “movements” to make change, it’s only right to leave you with the most important lists in the book. The key elements in creating a micromovement consist of five things to do and six principles:

To Do:

1. 1. Publish a manifesto.
2. 2. Make it easy for your followers to connect with you.
3. 3. Make it easy for your followers to connect with one another.
4. 4. Realize that money is not the point of a movement.
5. 5. Track your progress.

Principles:

1. 1. Transparency really is your only option.
2. 2. Your movement needs to be bigger than you.
3. 3. Movements that grow, thrive.
4. 4. Movements are made most clear when compared to the status quo or to the movements that work to push the other direction.
5. 5. Exclude outsiders.
6. 6. Tearing others down in never as helpful to a movement as building your followers up.

I’m taking bits and pieces out of this book and leaving with some of the things that stuck with me. But like I said, the context to look at everything through is leading a group of people (tribes) to affect change (movements).

“Uh-huh” – There are so many little things I’m taking away from this book, all of which are thrown into the Leadership Pot that I’m brewing. It’s all good stuff. But one of the most important takeaways for me and for anyone reading this or the book -

You don’t have to be in charge or powerful or pretty or connected to be a leader. You do have to be committed.

That’s all.

There you have it. I don’t consider myself a “by-the-books” type person. I’m much more of a “hands-on” person. I find these books good for perspective. They’re a window into other people’s minds and philosophies and when I can’t talk to them, I think it’s priceless to have access to their perspective. I’ll leave you with what Seth leaves everyone reading the book with:

If you got anything out of this book, if you highlighted or circled or Post-it-ed, I’m hoping you’ll do something for me:

Give this copy to someone else. Ask them to read it. Beg them to make a choice about leadership.

We need them. We need you.

Spread the word.

Thanks.

If you want to read my copy, email me and I’ll send it to you. All I’d ask is that you send along to someone else. Thank you, as always, for reading. Now go lead. You can do it.

It’s crazy to think that mobile will not have a profound impact on the digital signage industry and even more, the channel that is out-of-home (OOH). Mobile alters it to the point where those static displays – be them digital or print – instantly become interactive. Through SMS short codes or image/code recognition or GPS. Or a host of other enabling technologies. Every day, it seems like someone is coming up with another way to use mobile devices to power more meaningful, deeper experiences. For the purpose of connection. Or convenience. Or entertainment. Or as we’re seeing more and more with brands and marketers, to conduct business.

Yesterday, Pepsi announced an interesting test program using one of these new, enabling technologies – “audio fingerprinting,” which is basically audio recognition. It works through an app on a mobile device (phone or tablet) and when it’s “on” (listening to audio coming from another screen), it can recognize the programming and take action on it. Earlier in the year, Grey’s Anatomy used a similar technology that allowed people who were watching Grey’s Anatomy and using the Grey’s Anatomy app to have an interactive, customized experience on their mobile device. It recognized what episode you were watching and then served up engaging content – polls, quizzes, cast videos, etc… – relative to that particular episode. Just by “listening” to the program.

Well, here, Pepsi is doing the same thing. But instead of serving up additional content, they’re serving up a coupon (for a free Pepsi Max). When the mobile device hears this Pepsi commercial, it rewards you for watching it by giving you a coupon.

The implications of this sort of technology on a “static” (push-only) digital sign are huge. This now enables any of that boring, one-way content to a) become interactive and most importantly, b) not have to be altered. The mobile device actually takes care of everything.

Yes, this is another example of how mobile can dramatically change all those digital screens, but on a bigger scale, this is another example of how those places and things around us are being turned on and instantly connecting us with each other and the brands we love.

This morning when I was buying my train pass, I witnessed the collision of enabling technologies. Normally, this would excite me, seeing more than 1 enabling technology in a solution, something that equates to an Interactive Out-of-Home (IOOH) technological explosion. But it didn’t.

There’s my kiosk (enabling technology #1).

It’s a friendly kiosk. Easy to use. It’s always done exactly what I wanted it to do. In fact, I’ve got it down to where I can execute my transaction in a matter of seconds now. Just what I want from a utilitarian kiosk.

But I noticed something different about it this morning. Something I’ve never noticed before.

That’s right. A QR Code (enabling technology #2).

My kiosk just became a little bit more interesting. So I read (squinting – white type on light blue background is hard to read and I have pretty good eyesight) about what it offered.

Learn more about using this kiosk.

Hmmmm.

So, let me step outside of myself – someone who knows a) how to make myself around most any type of interactive technology b) what QR codes are c) how to use them and most basically, d) how to use this kiosk – and get this straight. I walk up to a touch screen kiosk, something that might be a little bit confusing and intimidating, even if I’ve used an ATM before. And for the sake of this example, let’s just assume I get frustrated and don’t know how to make my way around it, I can now take out my smart phone and scan a QR Code to solve my problems?

Huh?

If I don’t feel comfortable using a basic kiosk, how in the world am I going to feel more comfortable scanning a QR Code on my smart phone to get a quick tutorial?

I. Don’t. Get. It.

Well, I had to scan the thing. So, I did. In scanning, I had to crouch down low enough to get a good shot of it. In doing so, caught the attention of everyone else walking by me, I’m sure, wondering, “what is he doing?!?! With his phone, taking a picture of that kiosk, bent all the way down like that?!?! Better him than me.”

I think this is a good lesson in placement. If you want people to use anything like this – any sort of code/image recognition – it’s best to put it in standing range. People feel much more comfortable being discreet when they are doing something that no one else around them is doing. Or rather, people don’t want to do anything extra to draw attention to themselves, especially if no one else is doing the same thing. Simply, don’t make them crouch or bend down or stand on their tippy toes to take the action.

Anyway, after scanning the code, I was led to a simple page with a video and social sharing features.

While ultra low-fi, I actually think their concept is pretty smart. If you strip everything away, their purpose is to give people more information about how accessible, easy, and versatile their kiosks are.

Noble. Useful. I’m assuming they spent quite a bit of money making enhancements to the new kiosks and they want everyone to know.

But is the best answer really to put a QR code on a low part of the kiosk?

And even more, to be vague about actually getting that information?

I don’t know if there’s a single venue in the world that is more digitally turned on than the new Cowboys Stadium, er Jerry’s World. I was there last night for a concert. On our way, my wife asked me, “what are you most excited about – the concert or seeing the stadium?” I smiled. “Both,” I said. Nirvana.

You’d have to be living under a rock to not know about the JerryTron – the world’s largest high-definition display. Or the countless other displays and flashing lights that make it a mini Times Square capsule. Plopped right down in the middle of north Texas. It lives up to its hype, for sure. Especially for someone who notices and appreciates all of this digitalness.

But for all of the technology inside, I was initially surprised by the lack of interactive technology. I walked the entire stadium and while we didn’t explore every level, we got a good feel of all of the different kids of displays. And found only 1 example of interactive technology. This eensy-weensy touch screen in one of the Pro Shops (it was cordoned off last night):

It lets you make a personalized jersey. Quite appropriate and engaging, especially in the middle of a football game when the entire Pro Shop is filled with consumers. I can only assume this takes a little bit of the load off of the sales representatives and the consumers. Even if there’s only 1?!@?

Every other place I looked, I couldn’t find anything else that I could actually interact with. How could this be? Really, Jerry?

Then, I saw the drunk people. One after another, walking through the concourse. Stumbling in some cases. And I understood what kind of disaster anything highly interactive would be.

I think this is a great example of the importance of context.

Interactivity would, no doubt, enable some better experiences. Any time you can give people control of their own experience through technology, be it waiting in line, purchasing something, or consuming content, it’s generally the ideal to strive for. But when alcohol is present and alcohol – not any sort of technology – tends to be the primary element that enhances the experience, then I don’t necessarily think it’s such a great idea. Abuse. Grime. Who knows what else.

On the consumer/fan side – anyone in that state of mind and environment could probably care less about controlling their experience through any sort of technology like a touch screen. In fact, it might have the opposite affect on their experience –  it might be more challenging and/or frustrating. They’re just there to have a good time. It’s that simple. So, why do anything that a) could hamper that experience and/or b) is not really needed?

While it’s a simple point of context, I think it’s one that shouldn’t ever be overlooked. Alcohol is the X-factor. In many areas. Even in digital/interactive signage.

So, OK, I see – Jerry did it right again. The the smart solution is to provide 1 eensy-weensy touch screen in a cordoned off area of Technopolis. Nothing more.

Note – Now, interactivity through mobile phones is a completely different story, regardless of alcohol. Everyone was doing something on their mobile phone at some point during the concert. And most everyone I saw had a smartphone. (I didn’t pay close attention, but I certainly didn’t see any flip phones and I saw a lot of iPhones). Opening the digital displays up to user-generated content through their phones might not be the answer. But I think there is opportunity to engage consumers/fans in some way that enables interaction instead of just display. That’s for another post.

Another note – I’m not passing any judgement and/or making any assumptions about anyone’s ability to function with alcohol. This is based on personal experience and observation. Just saying….

In my new exploration to try to find the 3.0 versions of OOH executions, I don’t think I’m going to have to search hard. They seem to be popping up every single day. The problem is in their scale. They’re typically one-off, experimental examples. Nonetheless, they deserve attention. This time, a billboard:

The 1.0 version

And the 3.0 version

An augmented-reality, GPS-based personal billboard that can be shared with your own social network. Instead of expressing your road-rage and/or road-delight expressions with cars and/or other drivers next to you, just hold up your phone, pick an emoticon and post it to your Facebook wall. (You can see more in the video below.)

This is a great example of how to make billboards interactive, but there are only a handful of places this would work. Somewhere where stop and go traffic, er gridlock, is the norm. Somewhere like NYC, right outside of the Holland Tunnel. Where this happens to be placed. So, they’ve got that working for them.

This has all of the characteristics of a 3.0 execution:

1. The experience – you can interact with the static billboard through your mobile phone. Just launch the AR application, point it at the billboard and the billboard will tell you how it feels and/or you can tell others how you feel, vis-a-vis the billboard.

2. Sharability – an interactive billboard like this is unique, so it’s more likely to drive a little bit more interest than normal. In a place like New York, it might drive a lot of interest. But aside from the interest, once people start to engage with the experience, sharing is at the center of it. What good is it to keep your emotions all pent up inside yourself? Especially in today’s hyperconnected world when everyone wants to share how they’re feeling, what they’re doing, and just generally, what they think of everything in the universe? Why not share how you’re feeling when sitting in traffic? Sounds reasonable to me.

3. Smart – traveling in and out of New York can be a bear. You can literally sit in one spot for an hour. While the message here is not groundbreaking, it does give travelers another way to express themselves, which everyone loves to do anyway. And to me, this is one of those smile things. When you engage in the experience, it can bring a smile to your face. Having sat in this particular place many times, before, after and/or during a busy New York day, I can say that smiles are not only good, they’re needed. Now, New Yorkers could care less about smiling or interacting with a silly billboard. But me, I like it.

4. Scalability – Billboard space is all over so we’ve got that going for the scalability of this execution. Smart phones will soon not be a barrier to something like this. A technology like augmented reality might. I still don’t know if the average consumer knows and/or cares to know about a technology like this. And if they do, how many times will the actually use it? If it unlocks experiences like this, perhaps it will increase interest and demand enough to break the barrier.

How many times would I engage with this billboard? After the first time, probably not too many. But what if most, if not all billboards could be personalized in an experience like this? It would completely change the way we interact with our surroundings. And that is the power of this new – 3.0 versioned – OOH space. It is inherently interactive. Not static. Not digital. Interactive.

Note – This unique billboard is part of the ADstruc’s ‘Billboards for Everyone’ campaign that partners with artists and designers to help promote creativity and innovation in the outdoor space. Very cool stuff. Check them out.

Last week, I posted the briefest post ever here and it was centered around the evolution of signage. I was on my way to work and within 1 mile of each other, I saw a traditional (1.0) sign at one Walgreens and then a digital (2.0) sign at another Walgreens. This got me thinking about the 3.0 version of this one particular sign. What would that be?

Well, then, I started thinking more generally about the OOH space and what 3.0 signage and/or experiences are. I think it’s easy to assume that if you throw some sort of interactive technology at any sign, you’ll have the next generation, 3.0 version of anything. But the more I think about it and the more examples I see, the more I doubt that assumption.

So, I’m going to document another exploration – this one focused on the evolution of OOH. I’m not interested in one version of anything. I’m interested in exploring multiple versions of a similar medium (billboards, posters, kiosks) – like the Walgreens sign. I’d love for you to be involved, too. If you come across any examples, I’d welcome you sharing them here. I think this is a topic ripe for discussion and would love to have more voices represented here than my own.

I don’t think there is much definition in this space, even around those things that have been defined. So, let’s mix it up a little bit more. And maybe in the process, provide some clarity in this ever-evolving space called Out of Home.

First up is a poster. And yes, I’m calling this a poster vs. a billboard. There’s a higher potential for information, length of engagement, and human interaction with this than a billboard.

Here is a simple 1.0 version of a standard poster:

And here’s an example of another poster, this one powered by electricity from oranges. That’s right, oranges. This, to me, is an example of a 3.0 version of a poster.

I just think this is creatively brilliant. But that alone certainly does not signify the next generation of OOH. I think there are a few characteristics of 3.0 OOH that can help differentiate it from everything else that we see. While this is not a complete list, it’s a starter:

1. The experience - I really believe the critical difference between current (1.0 & 2.0) executions and next generation (3.0) executions is in the experience. Nothing more. I think you can create an experience around any execution in many different ways, but in the end, there’s something fundamentally different in 3.0 executions and it has to do the experience.

I think it’s simple to get to the bottom of different versions by asking 1 question – “is there an experience?” If there is, you can dig a little bit deeper to try to understand if the experience is new and/or unique and constitutes the next generation.

Here, there’s a clear experience – different from most any poster you’ll ever see – and that is to see behind the scenes, so to speak. The oranges fundamentally change the experience. If there weren’t any oranges, or a unique power supply for that matter, we’re looking at a standard digital poster. And a fairly boring one at that.

2. Sharability – Through any experience comes sharing, from straight-up offline word-of-mouth to online social communities to everything in between. Technology has enabled sharing with masses easier and quicker, but if the experience is not worthy enough (be it the biggest, best, worst or first), no one is going to want to share it, regardless of how easy it might be. Ease of sharing from the experience might separate the execution from others, but the real difference will be in the sharability factor – is this something that people want to share?

Here, there are no (share) buttons to press or codes to interact with or anything like that. But it is an execution that is unique and different and probably the first one that people have seen like it. It has a natural sharability factor. As you can see in the video, people want to capture it in some way and I’d bet that the photo and/or video doesn’t stay in that digital device for their eyes only.

3. Smart – On one hand, you can approach this by asking, “is this execution smart enough to tailor messages to me?” Does it and/or how effective is it at distributing the right content at the right time to the right people? These are some of the things that digital signage enables in an efficient manner – the ability to customize messages/advertisements based on things like time of day, audience demographics, and actual placement. But to me, these are now table stakes and they don’t separate standard digital signage from being a 2.0 execution. 3.0 executions have to do more. They have to be smarter, or at least appear to be smarter.

On the other hand, there’s a completely subjective aspect to how smart something is. And I think it has to do more with creativity than anything else. Both aspects here can separate 3.0 versions from the others.

I would consider this execution a smart execution. To realize the true power in oranges, enough to generate electricity and to power a poster is just smart. No two ways about it.

Oh yeah, there’s a fairly substantial potential energy impact it could have, too. That’s pretty smart, too.

4. Scalability – This is obviously an important factor to change the landscape and/or consumer behavior and/or how we interact with the outside world. If it’s not scalable, it’s probably not going to change much and its novelty will fade away at some point.

I have a feeling that many 3.0 examples we see are not going to be scalable. At least not right now. For the most part, they’re going to be experimental in nature. The result of these one-off experiments, however, could be one step on the innovation ladder to a larger, scalable, 3.0 execution.

Again, this is the beginning of this exploration. I’m sure as I (and hopefully, we) encounter more examples, we will continue refining this lense. I’d love to hear and see your thoughts. Think I missed anything that separates 3.0 experiences from all others? Share them here. Find an example? Drop it here. I just think this space is fascinating and full of potential. With some creativity and thought (not necessarily new technology), these 3.0 solutions can make our lives easier – not creepier – easier. And regardless of how cool or novel something might be, the exciting thing is in the potential impact it could have on our lives.

I live in the country. No two ways about it. So, when I look around at all the (or lack of) technology in my everyday path out in the real world, on a daily basis, I’m certainly seeing the lite version. When I go closer to the city, or god forbid, in the city itself, it’s drastically different. Last month at SXSW in Austin, everywhere I turned there was a different technology, either displaying something in my face or enticing me to interact with it. And Austin, as a city, is completely different from Dallas as a city, as far as outdoor technology goes. I’m often actually amazed at how naked downtown Dallas is compared to other major cities like Austin or Chicago or NYC. Still, technology is all around us, everywhere we look, even in a naked city like Dallas, and even in the country where I live.

This morning, I stopped by every digital sign and interactive kiosk I noticed on my journey from my house to the train. And even though I live in a rural part of the country, I still encountered technology all along the way. Here’s that journey:

The sign outside the City Hall/Library, then the local Walgreens sign, then the Redbox outside its front doors, then the church’s sign, then the bank ATM, then the (boring) car wash clock, followed by the train ticket kiosk, then the train station sign, and finally, the sign inside the train. That’s the journey every morning.

So, I want to use today’s Friday 4-1-1 to reflect on the good, the bad, and the ugly of this technologically-fascinating & rich journey.

1. Snooze-fest – man, oh man, how boring can you get in terms of digital signage/interactive kiosks? These are the quintessential examples. The 1.o of both. And they’re all around because I mean, if they’re all the way out here in the country, they’re surely in the city, too. But you know what? I notice them because they’re….

2. Attention-getting – even if it is for a split second, I notice digital signs like these. Because they’re moving and/or colorful. Not for any other reason. Whereas it takes something more for me to notice a traditional billboard or poster – it usually has to stand out creatively. So, digital has that going for it. But the thing is – after I notice it, there are many times I instantly turn it off. If it’s not something and/or somewhere that interests me, I don’t care. So, in this regard (at least to  me), digital signage is more effective at getting eyeballs (awareness) to see more messages (reach), but not necessarily more effective at affecting consideration. Regardless, there is still an opportunity to drive consumers deeper into the brand through the sign…

3. As a connector – even boring signs like these have the ability to drive consumers deeper – at the very least, to a website. I’m amazed at how many of these signs that don’t do anything other than slam those (scrolling) messages right down our throat and pay no attention to the opportunity to do a little bit more. It’s ironic that whoever is making those decisions – like the one to install digital signage – is choosing not push the consumer farther down the brand experience path. I know it’s hard. But welcome to 2011.

4. Utility machines – yes, digital signage and kiosks like this are good for something. And it’s utility. Not experience. I talk a lot about always looking for ways to create an experience through channels/platforms like these, but it can’t, and shouldn’t, be done all the time. I do wonder what the 3.0 version of these will be, though.

“Duh” – technology makes delivering messages more efficient. That’s probably the most obvious thing I’ve ever said on this blog?!?! But here’s the thing – how fancy do you need to get when the only objective is to deliver more messages, more efficiently? Seems to me that there would be a couple of solutions out there in the market that could handle all of the different ways and scale to achieve this objective. As it is now, it seems like there are 100’s of solutions. Why?

“Uh-huh” – sometime in the (near) future, these signs will all be connected – to each other and to us. The Internet of Things, while futuristic and fantastical, is real and coming. If we don’t see a 3.0 version of these signs before then, well, I guess we will then. I wonder if network operators and the whoosits and whatsits in the industry understand?

Yes, my daily journey is low-fi, in terms of DOOH/IOOH. But I notice it all and on a level, appreciate it. For the most part, it serves its purpose.

What do you see on your regular daily activities? Is it anything like this?