When I say touch screen, what do you think of?
Maybe your phone? Maybe the ATM? Maybe the self-check out at the grocery store? Heck, maybe even something like the Kohl’s kiosk?
When I think of touch screen, I think of all of these things. But boiling it down, I think of physically touching a screen to elicit an action. Whether it be for utility or experience, my finger becomes the mouse and guides my path through and experience. The experience is the thing. With expectations of fluidity in movement and functionality becoming higher and higher, it’s less about the touch and more about what it enables. The touch, though, is something that makes the experience instantly personal.
I have this thing about non-interactive digital signage and suffice it to say, I think any screen outside of the home not only has the ability to be made interactive, but it should be. Particularly digital screens. And that doesn’t just mean touch. How easy is it to include an SMS shortcode?
Well, Skittles might have just made the game a little bit easier. They’ve introduced a concept that I think all digital signage content producers should take note of: how to make content interactive via touch without a touch screen. See for yourself. And follow instructions – hold your finger there.
How simple, right?
So far, they’ve released 5 different videos and they’ve been pretty popular in a short amount of time (150K – 1.7M views). They’re short, (questionably) entertaining, and engaging. And that’s the key – they’re engaging.
Throw out all of the challenges like hardware and software – as far as digital signage goes – and you can really start to think about the reality of creating interactivity through a simple concept involving the type of content always running – video.
This is not the end-all solution for all those digital screens, but certainly for many of them within physical reach. There are many other factors to consider when deciding on the actual type of OOH/DOOH solution, I know. The thing is, for an industry that is so technology and advertising-centric – two debilitating constraints in pushing the limits – this is an example of how a basic piece of content, even in the form of an ad, can be manipulated to create engagement. How it can turn an otherwise static screen and message into something that deepens the brand experience and strengthens the relationship. And how creativity in storytelling can break down barriers that technology creates.
After all, it’s the content, not the technology that really drives true interactivity.