Pepsi Max: Augmented Reality Bus Shelter Ad 

Very cool.  A interested take on blending digital with physical while standing around waiting for a bus.  Something to do other than read CNN, check social feeds, and email while standing around.

Pepsi Max: Augmented Reality Bus Shelter Ad | Digital Buzz Blog.

 

waze | outsmarting traffic together

You’ve certainly heard of the Waze app – If you haven’t, then download it and begin playing now.

Imagine millions of drivers out on the roads, working together towards a common goal: to outsmart traffic and get everyone the best route to work and back, every day.

Except for being potentially distracting for engrossed drivers, the platform provides a heightened awareness and a benefit beyond anything of the sort before. I’m highlighting it, because of the obvious power in connecting the physical and virtual.

Pushing the boundaries of the overlap of our physical and digital lives? Check!

Clearly, it is popular because of its utilitarian value – but what I find fascinating is how it resonates emotionally with its users.  This is one that Robert Scoble would rather die than live without (article in readwrite.com). There is something going on here that is much more than value as a real-time traffic advisor, navigator, and map – Waze plays to human psychology, behavior, and basic desires.

If we “map” Waze against some fundamental desires the picture becomes clearer:

  • We want to be in control | Waze empowers its users
  • We want to win, we want recognition | It utilizes gamification and rewards participation
  • We strive to understand the complex | It cleverly distills multiple layers of information in a manner similar to how we naturally view our environment
  • We want to play |  Waze is fun!

Think about this the next time you find yourself emotionally attached to an app.

Now get out there, become a Wazer! But keep your eyes on the road, please.

Project 1440 | 1,440 minutes in a day & REI wants you to share the ones spent outside

…then go to your computer, get virtual, and celebrate the experiences in a very cool way

Earlier this year, REI launched the REI 1440 Project, an initiative that invites people to share their love for outdoors through their favorite photographs, timestamped to the minute.  The pictures are then curated into an engaging, interactive, timeline/clock.  In their words, Project 1440 is a celebration of every minute spent outside. Our goal is to fill each and every minute of the “virtual day” (all 1440 of them) with photography representing our collective love of the outside.  It’s a bit reminiscent of the National Geographic/YouTube/Ridley Scott documentary Life In a Day, the compilation of YouTube uploads.

REI 1440

At 7:23 pm, my son is captured on a sunset walk through Great Sand Dunes National

This may not be for everyone, and requires a fair bit work for the user, but it hits dead center with the REI brand and customer target – I daresay  it hits the target square between their outdoor-enthusiast eyes.

Online albums were one of the first big internet platforms that enabled rich, amplified emotional sharing – however, the experience was largely passive. The 1440 Project has layers and loops of interaction.  It takes an evocative memory of a great outdoor experience, displays it in a virtual, story telling environment of like minded people, allows you to vicariously live through others, and do it all within the context of a brand that is about empowering people to enjoy the outdoors.

This could have easily been another forgettable Facebook, Pinterest or Instagram-based promotion, but Kudos to REI and their agency, BBDO Atlanta, for recognizing that their members and aspiring outdoor enthusiasts want authenticity and engaging reciprocity with the brand.

Now, go enjoy my own celebration of outdoor moments through my submissions at rei1440project.com/#users/kevinrfoote.