Since 2008 Posterscope have been lucky enough to have had a Near Field Communications enabled mobile phone and a selection of posters with NFC chips embedded in them. This technology allows the user to do three things:
1) access content : touch the phone against a spot on the poster to immediately trigger the viewing or downloading of a piece of content from the web.
2) share : touch the phone against another NFC phone to share the above content.
3) pay : touch the phone on the poster to purchase the advertised product with the phone acting in the same way as today’s contactless payment cards.
In our tests the concept proved remarkably robust and we’ve been suggesting ever since that this will help create a very exciting future for the out-of-home medium. Over the last few weeks a couple of significant developments have made this more of a reality :
Nokia are issuing a software upgrade to their C7 phone to activate the NFC technology inside.
Google’s Nexus S handset supports NFC as does the latest Android software upgrade.
The ‘Recommended by Google’ stickers for placement in the windows of business premises have NFC chips integrated into them.
So we now have publicly available NFC phones and NFC enabled posters out on the streets. Admittedly the latter is only for businesses in the test town of Portland, Oregon, USA but these poster chips are cheap and widely available. As such NFC OOH ad campaigns will start to be seen outside of Japan where the technology is already prolific.
The two videos below are quite similar feats of technology as applied to skateboarding and snowboarding.
For the Premier of Tron Legacy a skateboarders half-pipe was fitted with an interactive projection controlled by an i-phone app measuring each skaters ‘air-time’ and landings.
During a Red Bull event cameras were used to track skiers’ and snowboarders’ moves with which projections onto ramps and a giant inflatable sphere were synchronised. Effects included a giant eyeball which followed participants.
Google have commenced a marketing test for their Google Goggles mobile app that lets users take photos of objects and get related search results in return. Five brands have ‘enabled’ their magazine ads, posters or product labels – Buick, Disney, Diageo, T-Mobile and Delta Air Lines.
This is much the same as our project with Nokia and JC Decaux for the ‘Point & Find’ app. Full results from the Nokia test are available here.
Click here for the full Google article in the New York Times.
Developers from The University of Manchester have utilised voice and face recognition technology to allow people to log in to social networks on their mobiles.
Various interactive OOH advertising installations have included integrated keyboards and touch screens to facilitate sharing through the likes of Facebook and this latest development could potentially make this process even simpler for consumers.
Nokia researchers in Finland have created an interactive touch-screen on blocks of ice. The surface of the ice is melted with a heat gun, and then an infra-red light is projected onto the ice so that when the surface is touched by human hands, the light is reflected back off them and colours appear on the ice. A computer tracks the movement to create interesting light patterns.