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We love this!
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TechTap has been created with technological innovation in mind. Our aim is to provide a snapshot of the latest cool campaigns, trends and general marketing news. As this is the Christmas edition, we’ve included some stories which have a festive feel as well as looking at some creative uses of technology we’ve seen in past editions, such as QR codes and Augmented Reality.
TECHTAP // V1.5
CONTENTS
contents
Interactive Print & Digital Advergame
01 02
Yves Behar Designed Smart Bangle Tracks Every Moment Of Your Health
03
3D Hologram Assistant Picks Out The Right Phone For You
Turn any surface into a touchscreen
04 05 07
Wallets Might Be A Thing Of The Past With NFC Technology
08
Honda’s Online Experiment Game Challenges Players To Create Chain Reactions
09
Tesco’s New Augmented Reality Feature Lets Users See Products From The Comfort Of Their Homes
10
Saks Fifth Avenue Holiday Light Show Features 3D Projection Mapping
11
iPod Creators Reinvent The Thermostat
Melo’s M8 NYC Flight Launch Event
TECHTAP // V1.5
CONTENTS
contents Shoppers Drop Holiday Gift Hints Using Nordstrom’s Santa App Run with Ryan Old Advent Calendars Get An Update With Augmented Reality little printer Give a Little Magic with Santa Tags Top Apps
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TECHTAP // V1.5
iPod Creators Reinvent The Thermostat
iPod Creators Reinvent The Thermostat Source: PSFK
The startup came out of stealth mode to unveil the Nest Learning Thermostat, a device incorporating the stylish, user-friendly approach of the iPod into a programmable thermostat. Apart from its sleek appearance and digital display, the Nest thermostat boasts an impressive motion sensor that remembers your typical schedule (after a week or less of use) and creates a system to meet your energy needs, saving energy lost through manual adjustment.
If you tend to leave the house around 7 a.m., and return around 6 p.m, the Nest learns this and adjusts its temperature accordingly. View Video 01
TECHTAP // V1.5
Interactive Print & Digital Advergame
Interactive Print & Digital Advergame Source: PSFK
This video shows the innovative campaign for mobile operator Sonera to advertise it as the first to offer a 4G network in Finland. It combines both print and digital media by creating a speed test game that measures how quick player’s reactions are. A mobile phone connects to the game and is used as the display.
Two players place their fingers on the full-page magazine ad and when the phone’s screen flashes, the first to press it is the winner. By challenging a friend, participants were able to win a Sonera 4G connection. View Video 02
TECHTAP // V1.5
Yves Behar Designed Smart Bangle Tracks Every Moment Of Your Health
Yves Behar Designed Smart Bangle Tracks Every Moment Of Your Health Source: PSFK
‘The simple act of tracking activity increases activity by 26%.’
But who of us is able to document every day our sleep, exercise, and eating habits, down to the last minute? Who wants that kind of stress? Ever wish you could track your habits without obsession, and with the knowledge that you’d actually be able to stick to the plan? UP by Jawbone does the work for you. This simple, lightweight wristband comes in 7 different colours and was designed to integrate into your life, not add bulk to it.
It runs for 10 days before needing charging, and comes with a little vibration motor to wake you up at the best moment in your sleep cycle, reminders so you get adequate physical activity, and is sweat-proof and water resistant. It works with an app available that shows you everything from a detailed graph of your sleep cycle, to a map of your recent run, including calories, distance, time, and total steps. It even tracks your mood and provides challenges to motivate users. UP by Jawbone provides an incredibly precise and reliable way to document and help improve energy, weight, and overall health. View Video 03
TECHTAP // V1.5
3D Hologram Assistant Picks Out The Right Phone For You
3D Hologram Assistant Picks Out The Right Phone For You Source: PSFK
A Belgium telecommunications and broadband cable services company has launched an innovative retail display to help customers select their perfect mobile phone, phone plan and accessories. The SmartSpot is a large touchscreen wall that includes a ‘world premiere’ 3D hologram feature which Telenet has called the TelePresence helpdesk. When the customer has a question, they will be actually connected to a Telenet helpdesk advisor in Mechlin. The staff’s image will be rendered in 3D as life size so it would appear as if the Telenet employee is standing right in front of the customer.
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Melo’s M8 NYC Flight Launch Event
Melo’s M8 NYC Flight Launch Event Source: SLAM
Carmelo Anthony made the final, climactic push to launch his latest Jordan Brand signature shoe – the Melo M8 – with a NYC-worthy show over Pier 54 at Hudson River Park on Thursday night. The Jordan folks rolled out an 85-foot 3D projector to give guests a one-of-a-kind light show on the water.
The event was hosted by Hot 97 radio personalities Angie Martinez and DJ Enuff, and those in attendance were also treated to special appearances by Nas, Chris Paul and Maya Moore. View Video
05
TECHTAP // V1.5
Turn any surface into a touchscreen
Turn any surface into a touchscreen Source: Smartplanet
This week, Microsoft and Carnegie Mellon researchers are unveiling OmniTouch, a system that turns any surface into a touchscreen. Composed of a depth-sensing camera and laser-based pico projector (more on that in a second), the contraption looks like a flattened-pancake version of R2D2 and sits on the user’s shoulder. The user first creates a screen wherever he or she likes — such as a hand, arm, wall, table or pad of paper — and then, just like with any other touchscreen, uses fingers to navigate it. The screen is created with the laser-based pico projector, which is an electronic system placed on a tiny chip. It transforms the image into an electronic signal, which then sparks laser lights of different colours.
Those in turn get copied and projected by mirrors, pixel-by-pixel, onto the selected surface. The depth-sensing camera then detects when a user’s fingers are touching the “screen” (the surface the user has designated) and “pressing” a button on it. In order to get the technology to work, the researchers needed to teach the system how to recognize fingers, which are crucial to the technology because they create screens, select buttons, zoom in and so on. They dissected the qualities of fingers and developed a method for determining when a finger was “clicking” on something. View Video
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TECHTAP // V1.5
Wallets Might Be A Thing Of The Past With NFC Technology
Wallets Might Be A Thing Of The Past With NFC Technology Source: PSFK
Research In Motion, makers of BlackBerry, has teamed up with Spanish telecom company Telefonica to turn mobile phones into electronic wallets. These e-wallet smartphones will be embedded with a near-field communications (NFC) chip that would store the user’s banking and personal details – making it redundant to carry ID cards, cash or credit cards.
However, most consumers are still skeptical about storing private information on a mobile phone. Nevertheless, Matthew Key from Telefonica remains positive that these security concerns can be overcome and “customers will be able to take the contents of their wallets and put them on their mobiles” when the technology is trialled in Brazil next year.
A lot of stores and restaurants are embracing the NFC trend where customers can simply pay by tapping their mobile phones on specially designed surfaces, making the payment process more convenient and seamless. 08
TECHTAP // V1.5
Honda’s Online Experiment Game Challenges Players To Create Chain Reactions
Honda’s Online Experiment Game Challenges Players To Create Chain Reactions Source: PSFK
Interactive website The Experiment was created by Honda and features a physics-based game for Chrome, Safari and Firefox browsers. The player is challenged to place pop-up windows in the right sequence to set off a chain reaction. Each window contains an object, like a balloon, a chicken or some fireworks, and it interacts with those around it to create different possible combinations.
After completing six levels, players are able to create their own and challenge their friends to solve them. ‘The Experiment’ is one of three interactive experience created by Wieden + Kennedy London to support the ‘venture into the unknown’ campaign for the launch of the new 2012 Honda Civic. View Video 09
TECHTAP // V1.5
Honda’s Online Experiment Game Challenges Players To Create Chain Reactions
Tesco’s New Augmented Reality Feature Lets Users See Products From The Comfort Of Their Homes Source: PSFK
British retailer Tesco has launched a new augmented reality feature that allows their customers to browse through their products. By visiting Tesco’s website, customers can download a browser plugin that enables their computer to use the AR reader. Once installed, users hold a ‘marker’ (a Tesco Clubcard or a printable logo) in front of their webcam to view 3D renderings of over 40 different products in Tesco’s catalogue.
From flatscreen TVs to Lego, each product can be manipulated in 3D, allowing customers to see every angle of their prospective purchase from the comfort of their home. Check out the video tutorial below to see how this new feature works. View Video
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TECHTAP // V1.5
Saks Fifth Avenue Holiday Light Show Features 3D Projection Mapping
Saks Fifth Avenue Holiday Light Show Features 3D Projection Mapping Source: PSFK
American luxury speciality store Saks Fifth Avenue has been known to adorn their holiday window displays with static light shows that highlight their signature snowflake designs. This year, Saks Fifth Avenue teams up with creative agency Iris to add a new spin on their traditional showing, using “innovative technology, that’s depth to the activity and holiday messaging.” The result: a visually-compelling three-dimensional projection titled “The Snowflake and the Bubble,” mapped onto the façade of the Saks Fifth Avenue flagship store in Manhattan and accompanied by a gripping yuletide musical score. The 3D Projection mapping show runs every night for 5 hours, from November 21st until January 6th, which makes it the longest outdoor video mapping experience in the world thus far.
Customers can also enjoy the 3D show in the comfort of their own homes. They only need to scan QR codes on the windows of Saks, which will lead them to a site that showcases the projection, along with further information about the store. The campaign is also supported with the design of the famous and iconic Saks Fifth Avenue holiday shopping bag, in-store merchandising, and a commemorative gift bottle of scented blowing bubbles. View Video
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Saks Fifth Avenue Holiday Light Show Features 3D Projection Mapping
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TECHTAP // V1.5
Shoppers Drop Holiday Gift Hints Using Nordstrom’s Santa App
Shoppers Drop Holiday Gift Hints Using Nordstrom’s Santa App Source: PSFK
Nordstrom has launched its new Facebook app, dubbed the Nordstrom Santa, aimed to help users hint at which gifts they’d like through social networking sites. Shoppers simply pick out a gift item from Nordstrom’s website and enter the url on Nordstrom’s Facebook page. The app will instantly post the hint on the user’s or their friend’s Twitter and Facebook feeds.
Furthermore, recipients of the gift suggestion can enter a chance to win a $500 gift card by posting a gift request themselves. The key feature of this holiday project is to promote Nordstrom’s website at a time when shoppers are most likely to be talking about Santa, Christmas and gift-giving through social channels like Twitter or Facebook.
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TECHTAP // V1.5
run with ryan
run with ryan As part of its campaign for the New York City Marathon, Vitro conceived this video wall that depicted long distance runner Ryan hall sprinting at marathon speed across a tunnel in NYC’s Columbus Circle subway station.
The wall featured a countdown, which allowed passersby to get in position and then see how they fared racing alongside the athlete. During the promotion, Hall himself stopped by to race against his virtual self. Who won? Check out the video to find out. View Video
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TECHTAP // V1.5
Old Advent Calendars Get An Update With Augmented Reality
Old Advent Calendars GET AN Update With Augmented Reality Source: PSFK
Have your parents forgotten to buy you an advent card this year? Fear not, Cambridge-based tech company Zappar has just released a free augmented reality one. Simply download the Magical Advent Calendar app from their website, then either view the calendar on your PC screen or print it out. Now, simply point your smartphone camera at it burst into luscious animated life. Just don’t peek ahead to Christmas eve by re-setting your phone’s date.
Zappar has developed a proprietary AR platform that’s been used on billboards, magazine covers and… bed linen apparently. It can also be employed in games; the poster for the Sherlock Holmes movie featured an AR match-three puzzler, which sprang out when you pointed your handset at it. An advent calendar is a nice way to show off the technology. View Video 15
TECHTAP // V1.5
Little Printer
WE ♥ THIS!
little printer Source: Digital Buzz
Little Printer lives in your home, bringing you news, puzzles and gossip from friends. Use your smartphone to set up subscriptions and Little Printer will gather them together to create a timely, beautiful mini-newspaper.
Pre-orders for Little Printer will open in 2012, when it launches as a ‘beta’ product. View Video
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Little Printer
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TECHTAP // V1.5
Give a Little Magic with Santa Tags
Give a Little Magic with Santa Tags Source: Digital Buzz
If ever there was a cool use for QR codes (not just practical), this might just be it. JCPenney’s new “Who’s Your Santa” campaign has a QR code extension for 2011, where everyone who buys a gift for Xmas will receive a unique QR code Gift Tag or “Santa Tag” as they are calling them...
That QR code allows the gift giver to scan and record a personalised voice message for the recipient... Once they are done, just stick the QR code Santa Tag on the present and you’re done! It’s actually a pretty innovative way to utilise QR codes. View Video 18
TECHTAP // V1.5
Top five Windows Mobile Apps
Top five windows Mobile Apps 1. youtube Use this app to play YouTube videos by tapping video links in your e-mail and MMS messages, websites, and apps like Facebook.
2. FANDAGO Fandago lets you quickly find movies playing within the hour in your area, and purchase movie tickets seamlessly without leaving the app.
3. Shazam Shazam gives you instant satisfaction when you want to know what song is playing. Just point your phone toward the music source to identify the track.
4. news360 News360 looks at the content you visit on Facebook, Twitter, Google Reader and Evernote, and uses it to construct an “interest graph� that surfaces the news topics that should resonate with you the most.
5. rdio Rdio is a new social music service on the Web and Windows Phone. Follow your friends and other people with great musical taste, and find new music to listen to.
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TECHTAP // V1.5
Top five android apps
Top five android Apps 1. Webroot Mobile Security This software protects your Android device from a wide range of threats and can even help when your device is lost or stolen. Webroot is a powerful internet security solution that has now been brought to Android.
2. UpSoundDown Earlier it was solely restricted to Samsung mobile phones. Now , any Android app can make use of this simplistic, yet highly useful feature. If you are on an active call you just need to place the phone on a table upside down, and the call will automatically switch over to loudspeaker mode. This is a very useful tool to have, and it makes full use of the accelerometer that is present in every touch phone. To shut speakerphone off, just pick the phone up, upright. Simple, quick and fun.
3. Rockplayer If your phone does not have out of the box DivX and XviD support, then you must be sorely missing the ability to play multiple video formats. This player solves all those problems and it is compatible with all kinds of video formats. The free version has a small logo on the corner of the screen, but this is not obtrusive in any way.
4. Androidify by Google You can personalize your own Android with various outfits, shoes, hair, hats, and other accessories. Even stretch or shrink the arms, legs, body, and head as you see fit. Once you have completed your personalizations, save and share it via gmail, SMS, Twitter, or Picasa. You can see all of your creations in the “My Androids” section in the menu.
5. Gdocs You can use this app to access your Google Docs anytime and anywhere. You can view the PDF files and edit spreadsheets and text documents . But don’t expect any of the advanced formatting options with this app. However, this app is enough for you to send, check as well as edit your important data on a short notice. 20
TECHTAP // V1.5
Top five iphone apps
Top five IPHONE Apps
1. Slacker radio A fantastic alternative to Pandora, which carries a larger catalogue and offers Premium accounts – unlimited song skips.
2. Hey Where Are You A beautifully simple application that takes advantage of Push Notification, by letting users ask and answer the question “Hey, Where Are You?”
3. Textfree Currently the best alternative to high SMS plan costs, offering free text messaging using Push Notification.
4. Bento Create simple databases to store information about every aspect of your life.
5. Flight Tracker Watch flights in real-time and get up-to-the-minute arrival and departure times. This has saved me countless delayed pick-ups from the airport.
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TECHTAP // V1.5
GETTING IN TOUCH
getting in touch luke D’arcy chief growth officer
ALLAN COBB REGIONAL DIRECTOR SHOPPER MARKETING EMEA
+44 (0) 203 350 0086 +44 (0) 7774 479 290 luke.darcy@momentumww.com
+44 (0) 203 350 0022 +44 (0) 7930 397 449 allan.cobb@momentumww.com
email us your news & views techtap@momentumww.com