Thursday, April 29, 2010

Interactive digital momentum

From gimmick to engagement:

As new technologies emerged in the 1990’s and started playing important roles in our daily lives outside work. Content became digitized, therefore mobilizing audiences to online environments.

Most technologies described as "new media" are digital, often having characteristics of being manipulated, networkable, dense, compressible, interactive and impartial. Many producers of new media are regular citizens that push content online through social media: People control the web and empower content.

Intertwined with how we consume media, we can state that the divide between old and new media is closing in. Considering old media as content and new media as the channel, we can now understand media as public and accessible. Web 2.0 greatly open the spectrum to the masses and new media exploded into main-street. Now, credibility is for grabs and not granted as all the players in the web arena are seeking clicks, attention, conversion, monetization and web status, a screen away from a brand-saction.


1. Interactive digital media:
Technology enabled CGI(Computer-generated imagery) that changed how we experience media and gave entertainment a whole new meaning. Also, other screens started populating our lives, like: Mobile phones, Computers(desktops and laptops), digital readers(PDA’s), Music players and game consoles. We are no longer chained to TV, radio, magazines, newspapers or even billboards to have access to information or pop culture guidelines. We are again in the cross roads of content and media, but now in our own terms and when we want....

We own and control channels like: Youtube, Facebook, Twitter, blogs and even the father of them all: Myspace. Here is where new media lives and spreads. Here is where the voice of people is stated and is vital for the value proposition of its credibility.

Augmented Reality
A live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality.
Over imposing images as a result of a marker triggered interaction through a web-cam, or by image recognition and geo-location on a mobile phone.
At a glance it gives the impression of being a high-end gadgety tactic that brings a screen out of the screen. In reality it’s nothing but enhancing the online experience or real experience for that matter. Consisting of engaging users on a story-line crafted on or of-line as part of a brand message.

mini augmented reality ar advertisement automobile 3d

For the purpose of explaining a brand is anything or everything. The AR experience is only part of an integrated experience intended to communicate. Considering that principle, every AR experience should embed a story or be part of one, as it is such a compelling element that it has to have relevance and a clear reason why.

A successful use of computer web-cam AR is that in which it’s intent is to bridge the gap between traditional mediums (TV, Radio, Print) and online. Marketers and media invest effort and resources in being an active to their audience, many are present in traditional mediums, exclusively in print or in the virtual online space. But like in social media, the message has to pull people in not push the message into them. By creating real interactions with AR, we generate a physical action that translates into engagement with a message and an immersive interaction with the brand. Once AR connects the dots, your message stands the test with the audience and the brand starts establishing relationships with relevant stakeholders: Consumers.


On a mobil device, AR has a deeper connection with the audience under the premise of being mobile and personal. Usually mobile AR is part of an application downloaded from an app store, therefore setting themselves up for engagement. Wether it’s for play, fun or information, the dynamic and functionality of AR will make people aware of the experience and download the app. As a result and triggered by many factors like geo-location, user settings, profile and functionality, the AR app launches a world of possibilities for brands to engage with their story.

Although AR will not stand alone and deliver a whole brand experience, don’t underestimate the power of giving your audience control and the possibility of experiencing your brand in their own terms, by augmenting reality!

Experience redefined!

The next generation in urban mobility:

At the pinnacle of our civilized existence we are noticing all of a sudden that we’ve been hiding a lot of dirt under the carpet. Far beyond politics and green fanaticism, we have been killing our planet through CO2 emissions due to irresponsible use, conception and terrifying relationship with automobiles.

Since the use of electricity went mainstream, people have thought of bringing electric vehicles to mass production and use. Most of those initiatives have not been welcome by governments and have found huge resistance from petroleum producing countries as well as car manufacturing economies like US and Canada. But at this time and age it is a definite alternative, considering petroleum is scarce, prices are out of control and we have to stop polluting the world we live in...

The way we think about CARS is so wrong that the new car is going to be REVOLUTIONARY. How??????? You are not the owner of the vehicle which allows you to be worry free about old boring things like: Maintenance, parking, insurance, CAA, winter tires, car wash, gasoline and oil change, to name a few. So, companies that act just like cell phone operators have lincences to operate electric vehicles in certain areas. Just like with a mobile phone plan, you are a subscriber and you pay a monthly fee based on a plan + additional consumption and add ons, or you pay as you go... But you get so much more than a car: You get the car of your choice within the electric line that ranges from sports like the Tesla, big berliner like the Volt, compact like the Renault Clio or a family car like the Bluestar. You can choose to drive it yourself or have it with a driver/Chauffeur for your convenience. Every car is fully charged and has a real-time systems monitor that keeps you informed of overall performance and estimates your power consumption for the next re-charge..... For example, here is how it would work:
Magna International gets new Michigan HQ for electric vehicles, hybrids thumbnail

I access my user interface online, where I have my account status, service preferences: Vehicle preference/availability, locations, common destination/service options, as well as GPS-location based news alerts, traffic news, alternative routes, charging stations and reserved parking. This interface can be accessed through the internet, a mobile app or the integrated control screen on the cars dashboard.

Last night I reserved a ride share from home on Richmond Hill just outside Toronto. A few of my neighbors work in the financial district, so every day we take a car for us 4. We use to get a different car avery time just to check them all out, but we decided to stick to the Chevrolet Volt since it’s powerful and has great interior space. We all use the free wi-max capability inside the car(except the driver of course) and have independent bluetooth alert for call management on the control screen. We could use the car speakers if it’s a friend of ours or each can use their own bluetooth device with out even touching the phone. Since we are driving a fully electric car and we are car pooling we have exclusive use of the speed lane down the highway and since we have a GPS navigator we know where traffic clogs and were it floes, to make our ride fast, safe and CLEAN!!!!

We all go into the parking lot around the financial district, where there is a EV valet lane and the car is received by the usual concierge: He greets us all by name and wishes us all a great day. As I walk towards the elevator, Mike (the EV concierge) asks me if I left an umbrella in the sports car I used the day before. I nodded, so he says: “I’ll prep it up for your lunch meeting and put an umbrella just in case”. Good day, again!!!!

We part ways and agree to meet at a certain time for golf after work.... Once in the main floor, I have to cross the street to go to my office building, while I do that I check my balance on my smart phone.......

Soon, on a corner near you: Smart urban mobility solutions with "zero" emissions!