Tag Archives: enabling technology

Believe in Macy’s Augmented Reality *Magical* Experience

Leave a reply

Macy's Christmas Story

For anyone creating or thinking about creating an experience with any sort of enabling technology, look no further than Macy’s. With their new Believe-o-Magic Augmented Reality experience, they show us that when you use new technologies like this:

1. Don’t let the entire experience hinge on this technology

2. Do what you can to extend something that already exists

3. Anything that creates an emotional tie between people and/or people and a brand has a pretty good chance of use and success.

Macy’s hits at the heart of a deep cornerstone of Christmas – every little boy and girl’s belief in Santa Claus and the magic wrapped up in the whole wonder. And this year, they’re doing it through emerging technology. Beautiful.

I have written about Macy’s a few times before, primarily because of their Behind the Scenes QR Code campaign. I really liked what they did with that campaign in terms of using all their channels to raise awareness and promote the actual program. Their broadcast spots supported it, their social media efforts supported it, even their in-store supported it. It was a seemingly well-thought out campaign as opposed to so many that we see that seem like afterthoughts.

So, it made me smile when I saw their foray into another enabling technology – this time, Augmented Reality.

Fundamentally, I really like what they’re doing with this letters-to-Santa program. They’ve had a mailbox to Santa for the past few years, at least. It is a ritual for our family to go to Macy’s and let the kids write their letters to Santa. Our kids love it. (And oh by the way, they do make a donation to Make-a-Wish for every letter received up to $1 million. Say what you will about that, I think it’s a nice tie-in.)

At this time of the year, this is the thing that separates Macy’s from the other department stores at this time of the year. This is the reason that we go to Macy’s before any others. So, this is just a solid program without any of the fancy technology.

But it’s here, in this fancy technology that makes ME want to go and be a part of the experience myself. This year, they’ve created a Believe-o-Magic (great name, btw) mobile application that allows you to pose with characters from a Christmas narrative that they created, take a picture, make a virtual Christmas card, and send out to whoever you want, including those in your social network.

Now, I’ll be very interested to see if Macy’s audience (parents, more middle-class than not, who knows what their familiarity with emerging technologies like this is??) is the right audience for Augmented Reality, but what I love about it is this – they are now deepening the experience. Without ruining it. The experience is already special, just in the fact that kids can write letters to Santa and put them in a big, red mailbox. Add an enabling technology on top of it and you have an a) richer experience and b) one that creates a more interesting piece of social content.

This experience does not require this app or technology to exist. That’s a great thing. Take note, and as much as you can help, when you create an experience that uses any sort of emerging technology, don’t let the experience live and die with that technology. It should just be an extension, one that deepens and extends the experience.

Last week, I sat in on a session with Michael Tobin (VP, eCommerce Integration) of Macy’s and I walked away knowing that they are very in tune with connecting with consumers, on their terms, through whatever technology is best for them. They’re not afraid to experiment with these new technologies, but they’re measured and thoughtful about how they use them, too. In my opinion (based on their QR code campaign and now this), they’re very good at thinking strategically about implementing them.

This is another thing we can learn from them – how can you tie this new technology to programs that already exist? It’s (relatively) easy to create an Augmented Reality something-or-other. It’s an entirely different thing to use the technology to make something that already exists better.

It doesn’t seem like Macy’s does something just to do it. I think that’s a hard temptation to fight in today’s world, with all of this new technology around. It just screams for people to play with it and often times, spend big money doing it. But with a measured approach, you might just create believers in all sense of the word.

 

A Perfect Use for Near Field Communication in the Real World

Leave a reply

People want personal. Especially as it relates to the idea of interacting with the physical world around them on a “screen.” This is a key reason that mobile is so powerful in its potential. It can fairly easily turn any place or thing “on” to where it is interactable. And it is the personal screen of personal screens.

The Museum of London has created an interesting experience through mobile and Near Field Communication. For anyone who’s been in a museum, I think we can all agree that the little write-ups on plaques do not provide us with the information we want about particular pieces of art. Docents are THE source of information, but the average person going to a museum does not do so with a docent. Enter Near Field Communication (NFC).

Stations at various pieces of art are equipped with NFC tags. Want to know more about the piece of art? Just tap your phone to the tag. Information given.

This technology and particular experience does allow for users to get a deeper experience of the museum as a whole (receiving vouchers for the gift shops, purchasing prints, even sharing their experience in their social channels) – which is also interesting and useful – but I love the use of this technology to fulfill a deeper need that people truly have around art in museums.

I think this is a perfect use of this technology and the museum provides the right type of physical objects to interact with. This type of experience, through this technology, instantly elevates the standard museum experience. For that, thumbs way up.

Here’s the thing to watch out for though – people go to museums to look at and experience art. Not information about the art on a mobile phone. I think it would be a travesty to walk into a museum and see everyone with their heads down, eyes glued to their mobile phones. Going full-tilt with something like this has the potential to take the emotion out of the experience, and that’s not what we want.

Enabling technologies like that can enhance our everyday, world experience. We just have to be careful to not let it drive our everyday, world experience.

Awareness Only Spaces for Interactive Everything Potential?

Leave a reply

Maybe one of the problems with all spaces and things becoming interactive is the fact that the actual spaces and things are not set up to be interactive. That is, there are many accessibility issues that need to considered and worked through. As an example, this was an ad hanging above an escalator.

Non-accessible QR Code

The only access to the ad and the code was riding the escalator. And even though escalators escalate at a nice, slow pace, they’re moving way too fast to take an action like scanning a QR code. It was a mad scramble to do what I could to take a picture of this, much less launch an app and then scan the code.

I understand that many times, decisions for any OOH campaign at scale can’t alleviate all accessibility issues. This ad might be hanging in an extremely appropriate and accessible place in another environment. When dealing with environments and buying ad space in those varied environments, I imagine there’s a percentage of “dead” ads because of all of the spaces that they’re going to be put in. For every bad placement (one that is not accessible), perhaps there are ten good placements (with no accessibility issues.) As someone who is responsible for budgets, however, that sort of thing makes my head want to explode. I want all of them to be accessible. That’s what I’m paying for.

This is one of the challenges of all things having the ability to become interactive. This problem of accessibility is of no concern if this is a standard ad. Or a standard digital screen. Or a standard billboard. Anything that is just push messaging – it’s all about eyeballs and an ad hanging right above an escalator generates a lot of eyeballs.

But when you try to make that placement work for interactivity, it fails miserably.

So, I guess what I would say is this – if you’re going to spend money to create an interactive “thing,” be it a print ad or a digital screen or a kiosk, do a little bit of digging into the entire media buy. Do what you can to really understand all of the placements. Making something interactive nowadays can’t just be, “let’s plop a code on this or a touchscreen on this and make it interactive.” The spaces that you’re buying could be great for eyeballs, but for anything beyond that, for any action, they’re no good.

It becomes a waste of money and expectations. No way people are going to scan the QR code in this particular ad. If that is a key metric, this advertiser will have a hard time believing in this particular form of interactive, enabling technology, despite its potential. They’ll just go back to the boring ol’ awareness-only, push-messaging, let’s-get-as-many-eyeballs-on-this-as-possible mentality.

And that is not the future.

Finally, QR Codes Used Right

4 Replies

11th Screen | The Interactive Out-of-Home Blog

How many times have you scanned a QR code and felt jipped once you discover the content “behind the code?” All too often, I just get directed to the brand’s homepage, and more often than not, a non-mobile-optimized homepage, where I am left to fish around for whatever it was that I thought I would get by scanning. Sure, there are some instances where I get directed to the right page or a coupon or simply just a video, but even then, I am almost always underwhelmed by the entire experience.

When I talk about experience, I’m not really talking about the experience with the technology (although I tend to really gravitate to new, emerging technologies). I’m talking about the brand experience, one that manifests itself from the brand’s story, and is told across various channels, and more and more, through various technologies.

The story is the thing, not the technology.

And unfortunately, I’ve come across so many examples of QR codes, in particular, where there doesn’t seem to be any rhyme or reason to using the QR code.

I do think QR codes can be an effective enabling technology. I just don’t think brands/marketers/communicators have quite figured out how to best utilize them to truly drive consumers deeper into the (brand’s) story. In my opinion, they shouldn’t be used just to duplicate an experience that you could otherwise get by simply going to a website, YouTube channel, Facebook page, and/or the like. They should really “unlock” information/content/offers that can’t be accessed in any other way. They should extend the brand’s story in some way. That’s when they’re used “right,” to the fullest of their ability. That’s when they start to add value to the consumer. That’s when consumers will associate them with exclusive information, not just a new way to get driven to a brand’s homepage.

Last night, I saw an effective use of QR codes and it originated, from all places, a TV screen. Before last night, I really saw no value in using a QR code from a digital screen (TV) to another digital screen (mobile). In large part, because I had never seen an effective execution. I think a real strength of QR codes is bridging a non-digital screen (in the real world, like a print piece) to a digital screen (mobile). But last night, I saw one that was effective. And it was effective at extending the brand’s story. The fact that it originated from a digital screen to another digital screen was overshadowed by how it was actually used to unlock exclusive information and drive me deeper into the story.

GoDaddy.com has always done a good job of generating interest in their “story,” even though it is one that has very little tie into the actual benefit of the brand and one that is intended for a very specific audience. But they’ve stuck to their story, and I’m sure the numbers would show they’ve been quite successful because of it. Well, last night, in middle of the football game, I see a QR code in a prominent position on the TV during a GoDaddy commercial.

GoDaddy QR Code

It’s another provocative commercial, of course, one that builds to an incomplete point in the story. You’re left wondering what comes next and the only way you can get it is to scan the QR code on the screen.

So, I did.

And I was directed to a mobile-optimized site where the rest of the story was front and center.

GoDaddy QR Code

So, I watched it and got the rest of the story. The payoff is what you would expect from any of these commercials. It’s kitchy and a bit silly.

But I think, fundamentally, they’re onto a really effective method of storytelling, which is intentionally breaking the story up across different channels and points in time. They want to drive you to the site and they’re using this story to do it. Arguably, quite effectively.

So, could they do this same thing with a URL? Yes. In fact, this is the same commercial that played during the Superbowl. I didn’t see it at the time, but I’m almost certain it did include a URL vs. a QR code.

That’s the lesson here. It’s not about the technology. QR codes can be seen as a more convenient URL. It’s about the story. The story is where the value is. The story is going to create fans. The story is the backbone. When the story is put front and center, technology merely enables a better or worse experience.

So the next time you want to plop a QR code on anything, be it a print piece or a TV commercial, think about the story that you want the consumer to experience and answer this question – is this QR code driving them deeper into that story?

If you’re just merely sending them to your website for “quick access,” then it doesn’t really matter what kind of technology you use. You’ll probably have better success just including the URL.

To see the TV commercial, here you go. To see the “extended” story, here you go.

Porsche’s Un-Porsche-Like Microsoft Tag

3 Replies

Dear Porsche:

I just saw your ad in Fast Company. This one. You know, the one with the cool Microsoft Tag in the upper right-hand corner.

Porsche Microsoft Tag ad

I almost missed it. But I won’t hit you with best practices for these things. Being cute with them is neither here nor there. That’s not what this letter is about.

I have to tell you – I’ve been watching these things over the last year and a half and I’ve seen some good ones and I’ve seen some bad ones. Not really codes. The content behind the codes. The thing that makes a complete experience.

Generally, I like these codes. I think they’re really effective at driving a deeper brand engagement with your current and/or potential customers. And easy. That’s the great thing about them. Snap a picture, get a cool experience. On your own personal screen. Wherever you are.

But I’m getting to the point to where I only like the idea of the codes. Because the execution of the experience has been disappointing. Not a big deal. There are far more things to be genuinely disappointed about.

But you see, I’m a marketer, too. So, I appreciate good brand experiences. And that leads me to your ad.

I see one of these codes on a Porsche ad and I automatically think that I’m going to get a Porsche-like experience. Luxury product, luxury experience, yes?

No.

Very un-Porsche-like.

A 15 second video showing the “World’s Coolest School Bus” is a yellow Porsche? That’s it?

Rarely do I say that I’ve wasted 15 seconds on anything. But this is the feeling you left me with. I know, I’ll probably never be able to buy one of your products (and quite honestly, will any of your true targets ever scan a tag like this?), so my opinion probably doesn’t matter much at all.

But for what your brand stands for, I would expect to get a killer 15 seconds. Instead, I got a dud.

Using enabling technology like this can be fun and experimental, but I also think there’s such a thing as “on brand.” Regardless of the fun and experiments. I mean, Porsche should be Porsche-like in everything. Shouldn’t you?

Disappointingly yours,

Me

 

Friday’s 4-1-1, The What’s and How’s of a Modern Driving Range – Top Golf

1 Reply

Top Golf

What do you get when you combine RFID technology with a driving range? You get Top Golf, a modern version of the tired, old place you go to hit golf balls into a wide open field.

I’ve seen and heard of these places around Dallas for the last few years, but I hadn’t ever experienced it for myself. Until last week. And let me tell you, it’s a night full of fun.

The place is popular and always crowded and a large part of the draw is the technology behind the experience. Of course, no one really cares about the specifics of the technology – they just want it to work – but it’s the technology that creates the draw. Or rather, it’s the technology that enables the experience that creates the draw. Without the technology, the place wouldn’t be nearly as popular or crowded. It would essentially be a swanky, country club version of a driving range. But the technology separates and elevates it from any other driving range experience you can have. So, let me tell you about it.

The game – the place is one of those multi-level driving ranges. There are 3 levels with at least 30 bays on each level. The bays are complete with lounge chairs, tables, sofas, and the like – and enough plasma screens to distract you from what you’re there to do. One of the plasmas is your scorecard, very similar to the what you have and see in today’s bowling allys.

Top Golf scorecard

The range is filled with targets – close, mid, and far-range and you play games trying to hit the targets. There are a number of different games you can play – from Top Chip to Top Drive to just random Top Golf. Each are centered around trying to get as close to the center of each of the targets with your 20 balls. At the end of 20 balls, the person with the highest score wins.

Top Golf targets

The technology – the balls and the targets have RFID sensors in them and the targets have different point totals assigned to them. So, when the ball makes it into any of the targets, it recognizes the points you’re supposed to get and sends the score back to the scorecard. On top of that, when you hit a target (in most cases), the next ball you hit is worth double the points. So, if you hit multiple targets in a row, your score is multiplied. This means the system must keep track of your specific ball and your specific activity throughout each game. To understand and appreciate the sophistication of this system, now multiple 20 balls by 200 people (I think this is on the low-end of the average number of people at a peak time). That means the system has to keep track of 4,000 different and building “instances” for hours on end. That’s pretty remarkable.

What works – the sheer complexity of what the technology has to do and do on a regular and consistent basis goes completely unnoticed (for the most part) to the players. It just works. And that’s what works about the experience. It’s not a headache. You’re able to go and enjoy for hours at a time. Can you picture yourself spending hours – literally, hours – at a driving range? I can almost guarantee a fun time at this one, even if you don’t like golf. The technology is one of the components that makes it fun.

What doesn’t – not much. There were a few times where we experienced bugs in the technology. The most common was hitting a target and the score not registering. But the system is set up where you can manually enter in your scores, based on where you hit on the target. So, there’s a back-up, which is essential in an experience like this. Bugs are to be expected on this scale. The great thing is – they don’t hamper the experience.

“Uh-huh” – this is a great example of enabling technology enabling a different kind of experience than we’ve had in the past. It serves as a technology to better an experience (the game) and make easier a utility (score keeping). And for a business (Top Golf), generate revenue.

“Duh” – if you’re ever close to one, go. There just aren’t that many of them around. The technology, the entire operation, and the scale probably make it quite prohibitive, but this is certainly an experience we can expect to become part of our daily lives (and activities) in the future.

As always, I can’t thank you enough for reading. I hope you all have a great weekend!

Friday’s 4-1-1, The Case of the Mysterious QR Codes Style

Leave a reply

There are two things I know to be true right at this moment: 1) I have slacked severely at keeping up with this Friday 4-1-1 series and 2) QR codes are everywhere. And they’re mysterious. Because they don’t include any instructions alongside them. They’re just there. So, I thought it was perfectly appropriate to marry the two to resurrect my Friday’s 4-1-1.

1. Starbucks hides a gem behind their mysterious QR code – while waiting for my coffee one morning, I glanced over to my left and saw a QR code sticker haphazardly slapped on a Frappuccino ad.

Starbucks QR Code SRCH

When I scanned it, I was sent to a digital scavenger hunt game called SRCH. After playing around with it for a little bit, it’s an awesome experience. You’re given a series of clues that you need to solve and at the end, you could win a number of different prizes. The clues are served up as videos, scrambled words, riddles, and photos. It’s a gem of an experience that seemingly can only be discovered through this unmarked, mysterious QR code, slapped onto this ad like an afterthought.

2. Bubby’s hides a coupon behind their mysterious QR code – I recently had the pleasure of eating a great farm-to-table restaurant in NYC called Bubby’s. On my way out the door after dinner, I looked down and saw a flyer with a QR code up in the left-hand corner. Completely unmarked.

Bubby's QR Code

When I scanned the code, I was directed to a coupon to get a free appetizer or 2-for-1 cocktails during their midnight brunch. What a find. Too bad, I didn’t know what was waiting for me behind the code, since there was no context on the flyer. But is it too bad? I’m starting to feel like I want to scan these codes, just to see what kind of gems I can find. But then, when I do, I get a dud like this…

3. NYC Realtor hides housing details behind their QR code – specifically, housing details that I find when directed to a Google search page. Boring.

Realtor QR Code

This is what I’d expect to see behind a QR code like this, especially one with no instructions or call-to-action. But here’s the interesting thing – after scanning the two above before this one, I was expecting a nice surprise. And when I didn’t get it, I was let down. Down to the point that I don’t want to scan again? Of course not….

4. The Canal Room hides their website behind an MS Tag – standard fare again. At least the site behind the code is optimized for mobile.

Canal Room MS Tag

On the site, you can see everything that the Canal Room has to offer – acts, events, showtimes, etc..And I suppose, in this context, right beside their other web properties, this tag makes perfect sense. This the first time I’ve seen a tag placed right alongside the social extensions for a brand, but I think it’s interesting in the sense that it could become as recognized as the Facebook, Twitter, and MySpace logos.

“Duh” – if QR Codes are just going to be another version of a URL shortener that sends consumers to the brand website, I have serious questions about whether or not they’ll ever catch on. Especially if they’re not accompanied by any instructions, enticements, and/or calls-to-action. I see them everywhere, but I never see anyone scanning them.

“Uh-huh” – I think QR Codes are an ideal enabling technology to catch consumers when they’re out and about, in exploring (and shopping) mode, to drive them to take some sort of action. I also believe that they are a great way to drive a deeper brand experience, but as Starbucks and Bubby’s has shown us here, they can be effective at driving purchase decisions. They’re efficient. Even if these are mysterious.

Actually, that could be the key to larger adoption. If they’re synonymous with mystery, would the average consumer scan these things?

What do you think? I’d love to hear your thoughts.

Have a great weekend, everyone. Thanks, as always, for reading!

The Evolution of Digital Out-of-Home – My View

Leave a reply

Awareness vs. Engagement OOH

Last Friday, I had the pleasure of speaking to the Dallas/Ft. Worth American Marketing Association with 2 extremely talented and smart individuals in the digital signage industry – Brian Hasenbauer from Indoor Direct and Jennifer Bolt, formerly from Tracey Locke, now from RVue. We spoke to the AMA’s New Media Special Interest Group about the “Evolution of Digital Out-of-Home.” Here is my portion of the presentation.

The Evolution of Out of Home

View more presentations from Mike Cearley.
As much as I can, I like speaking to pictures, not words, so the presentation might be a bit difficult to understand. For regular readers of this blog, my story and view of the Out-of-Home space has been chronicled here many times and the presentation is a brief consolidation of those thoughts. For those new readers, there are a few key themes in my view of Out-of-Home that are reflected in this presentation:
  1. I am not a media person (like Jennifer). I don’t make my living working for a DOOH network (like Brian). I work for a communications company and I am an experience person. I’m very much in the connections business and one of the opportunities that I am faced with is how we can connect people with each other and the brands/organizations they support while they are physically outside of their homes. In a way, I have a grassroots approach to Out-of-Home, but that’s primarily due to the realistic application I can affect given my job. I’m fascinated by the space and the experiences brands can now create Out-of-Home so I think I have a pretty broad perspective, based on experience and study.
  2. I’ve heard “Digital Out-of-Home” (DOOH) referred to as the 4th Screen (Nielsen dubbed it as such) and the 5th Screen and even the 6th Screen. People are coming up with “screen” names for the space that are pretty funny. So, when I started this blog, I picked a random number and ran with it. Thus, the 11th Screen. It’s actually been kind of serendipitous because in the past two years, I’ve realized more and more that we will not need physical screens to interact and engage with while outside of our homes. Technology now enables the places and things around us to be turned on and I think the future is not going to be defined by “screens” at all. So, the idea of the 11th Screen speaks to this notion of our physical world being projected on, interacted with, and made into rich experiences. At least that’s the story I’m running with. :-)
  3. I see this “Out-of-Home” space as a blank canvas to create connections. Our society (and world) is based on human connections. Technology (especially mobile) has enabled broader and more efficient connections. It’s no longer the barrier. In fact, it’s a powerful enabler. So, the opportunity for brands to connect with people while they’re outside of their homes, on the go, is greater today than it ever has been. At the heart of connections is communication and effective communication is 2-way. This is important. Because it requires listening and engaging. Both ways.
  4. Out-of-Home has typically been a great Awareness channel. Effective at getting as many eyeballs on an ad as possible.
  5. The introduction of “digital” to the Out-of-Home mix, insofar as making the display digital, does nothing to channel other than to make it more efficient. Moving images and bling make it into “Digital Out-of-Home,” but it does not fundamentally change the channel.
  6. What does fundamentally change the channel is a different kind of technology – “enabling” technology. Technology that enables connection with the brand or with other people. Technology like touch or gesture or Bluetooth or geo-location or image recognition. There are a fair amount of technologies that enable something digital or non-digital (bling or not) to drive connections. This kind of technology changes the channel from an effective Awareness channel to an Engagement channel, and this is the true potential, and the future, of Out-of-Home. In my opinion.
  7. Then, some examples – the first Walgreens example represents the difference between non-digital Out-of-Home and Digital Out-of-Home. Adding a display technology onto the sign does nothing other than provide more space to advertise.
  8. But, as soon as you introduce a short-code to drive connections on that digital sign, it instantly becomes another way into the brand, a way to connect with them.
  9. Then, you can see other examples of the “Awareness” execution of the space compared to the “Engagement” execution of the space. And the space, again in my opinion, is no longer just billboards, posters, or kiosks. It’s the places and things around us in the real world – like products and packages – that are becoming channels into the brand experience themselves. This is the future. And to me, I’m afraid it can’t be defined as “Digital Out-of-Home.” That is much, much too limiting.

If you have any questions on the presentation, feel free to drop me a line. I’m more than happy to discuss in more detail. As always, thanks for reading!

How Great Wolf Lodge Uses RFID for Utility AND Experience, Pt. 1

Leave a reply

Great Wolf

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.

RFID wristband at Great Wolf Lodge

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.

MagiQuest sign at Great Wolf Lodge

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:

MagiQuest wand and book

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.

MagiQuest screens at Great Wolf Lodge

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…

 

Mobile Alters the (D)OOH Landscape Again

Leave a reply

11th Screen | The Interactive Out-of-Home Blog

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.