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Marketing in the physical world
augmented reality, nfc, qr codes, outdoor installations, args
Curated by Tina Stock
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Theme parks in the era of narrative

Theme parks in the era of narrative | Marketing in the physical world | Scoop.it

(TDS - I love Robert's vision: it really is ALL about the STORY!)

 

So the "battle" in the theme park industry, if there is one, is not simply a contest between companies. It's better described as a race to imbue more (and more engaging) narrative into the experience of visiting a theme park. In this race, Disney and Universal start with huge leads, thanks to their decades of developing and acquiring rights to popular entertainment franchises. Iron parks and carnival rides alone no longer can compete in a narrative-laden entertainment world.

 

But people are looking for more than the same old theme park dark rides, too. To attract and engage today's media-soaked consumers, theme park attractions need to offer characters who inhabit alluring worlds, rich with narrative possibilities. It helps parks to start with franchises that have proven themselves in other media, such as Harry Potter, Transformers, and Pixar's Cars.

 

The successful theme parks in the 2010s and beyond will be the ones that fully develop these franchises into engaging experiences, filling rides with so many details that visitors will need to ride and ride again to catch them all. Parks also will do well to allow their visitors to shape and to own their own versions of the narratives that the parks present. Interactive games such as Sorcerers of the Magic Kingdom build upon the shoot-'em-up rides of recent years, such as Buzz Lightyear and Men in Black, giving visitors the opportunity to create new and unique experiences on every visit.

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Going Local: The Rise of Geo-Targeting and Location Based Services - Michael Litman

Going Local: The Rise of Geo-Targeting and Location Based Services - Michael Litman | Marketing in the physical world | Scoop.it

TDS - useful stats

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In Seoul, retailer uses 3D QR codes and the sun to deliver discounts only during its quiet times

In Seoul, retailer uses 3D QR codes and the sun to deliver discounts only during its quiet times | Marketing in the physical world | Scoop.it
Korean Emart recently placed 3D QR code sculptures throughout the city of Seoul that could only be scanned between noon and 1 pm each day — consumers were given discounts at the store during those quiet shopping hours.

 

(TDS - nice integration of the physical and digital experience)

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Why Apple’s iWallet Won’t Have Anything To Do With NFC

Why Apple’s iWallet Won’t Have Anything To Do With NFC | Marketing in the physical world | Scoop.it

John Brownlee (Cult of Mac) make s strong case for why Apple may deploy mobile payments via Blutooth Low Energy instead of NFC. (hint: it's already on your 4s)  Click here to read the full article: http://www.cultofmac.com/167758/why-apples-iwallet-wont-have-anything-to-do-with-nfc

 

 

As a marketer, I don't have a strong preference for either technology.  However, I do care that there is a  technology that allows me to easily and wirelessly share data between 2 devices - and it would make my life easier if there was a common standard.

 

This reminds me of the blue-ray/HD-DVD tug-o-wars that we've experienced in the past.  The complexity slowed consumer adoption and, to a certain extent, slowed creative extensions.  For instance - if we were still vascillating between both technologies do you think Disney would have launched their extremely cool 2nd screen app?  (BTW - if you havent seen this yet, go to:  http://disneysecondscreen.go.com/LadyAndTheTramp/#slideshow.  Totally worth your time!) 

 

Bottom line - let's get this payment issue landed asap.  As soon as people can pay with their phones, there will be a groundswell of adoption - and adoption leads to extension - and extension leads to creative marketing opportunities.

 

 

 

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Subway's Garbage Kids Ad Fail

Subway's Garbage Kids Ad Fail | Marketing in the physical world | Scoop.it

Subway's Garbage Kids Ad Fail: Via Puerto Rico. Translation: "Feed Them Better." There's also a Subway-branded garbage truck"

 

(TDS - not a fan of this outdoor campaign!)

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Barnes & Noble CEO: NFC coming to the Nook - Fortune Tech

Barnes & Noble CEO: NFC coming to the Nook - Fortune Tech | Marketing in the physical world | Scoop.it
William Lynch talks about the future of the Nook business -- including how the company's software could be used in Windows and the potential of NFC chips showing up soon.
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DG3 Digital Marketing Launches Near Field Communication Solution

DG3 Digital Marketing Launches Near Field Communication SolutionMarketWatch (press release)JERSEY CITY, NJ, Apr 30, 2012 (GlobeNewswire via COMTEX) -- Diversified Global Graphics Group (DG3), a Jersey City-based marketing and visual communications...
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1 in 2 Young Consumers Recoiling From Overconsumption

1 in 2 Young Consumers Recoiling From Overconsumption | Marketing in the physical world | Scoop.it

A high proportion of consumers worldwide feel they are spending too much on unnecessary items and are looking to scale back and live more simply...

 

(TDS) This report highlights 3 trends that I observe: less "physical" things, more "digital" things, and an emphasis on experiences vs things.

 

Perhaps we are finally moving back from a consumer society to a maker society, thanks in part to fully digitized content (I don't even NEED books, DVDs, CDs, TVs etc... to deliver my entertainment) and social platforms (I make videos not crocheted placemats).  

 

Obviously, making something (even if I am only contributing an idea or playing the game) is the ultimate experience.

 

Just a thought...

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The Future Of Mobile Marketing Has Arrived On Thinaire!

The Future Of Mobile Marketing Has Arrived On Thinaire! | Marketing in the physical world | Scoop.it
/PRNewswire/ -- Thinaire Transmedia Network LLC, is set to revolutionize brand building with a unique and compelling form of engagement marketing that connects off-line media to rich mobile experiences…with a simple tap.
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In Spain, trains offer first chapter of novels through QR codes

In Spain, trains offer first chapter of novels through QR codes | Marketing in the physical world | Scoop.it
via springwise.com The Ferrocarrils de la Generalitat de Catalunya (Catalan Government Railways) has placed posters offering download links to the first chapters of books on its trains as part of the National Reading Plan, with aims to improve...
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How QR Codes can create a Social Transmedia Environment - Carlos Gonzalez @gamifiXation | gamification « Carlos Gonzalez @gamifiXation | gamification

How QR Codes can create a Social Transmedia Environment - Carlos Gonzalez @gamifiXation | gamification « Carlos Gonzalez @gamifiXation | gamification | Marketing in the physical world | Scoop.it
How #QR #Codes can create a Social Transmedia Environment http://t.co/0iwJ0RA7...
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APPGEAR: Amplified Reality

APPGEAR: Amplified Reality | Marketing in the physical world | Scoop.it
AppGear amplifies reality with an innovative line of apps that interact with collectible toys, shifting digital gaming into the real world.

 

(TDS: digital overlay for physical toys... interesting use of technology, other possible applications...)

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42 Creative Outdoor Ads | SpyreStudios

42 Creative Outdoor Ads | SpyreStudios | Marketing in the physical world | Scoop.it
In this roundup we are featuring some clever and creative outdoor advertisements to inspire you. Enjoy!! If you like these advertisements you might also want to check out our previous posts below.

 

(TDS: one of the advertisers allows the user to sample the product.  VERY useful for incorporating real world elements in physical space)

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Sprite | Sprite Shower

What could be more refreshing than a sip of Sprite? Sprite Shower, a giant machine that serves cold and refreshing showers! 

 

(TDS - great outdoor ad touches all of the senses!)

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World's First Wikipedia Town to Go Live

World's First Wikipedia Town to Go Live | Marketing in the physical world | Scoop.it
(Image credit: Monmouthshirecc/Wikimedia Commons) The world’s first “Wikipedia town” will launch on Saturday in the small town of Monmouth in Wales.

 

The town now has more than 1,000 ceramic plaques on every important building, school and on hundreds of shops. The plaques each have a unique QR bar code — a square, black-and-white bar code that can be scanned with a smartphone that will be directed to a web page.

 

 

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The New Muzak: Scent Marketing

The New Muzak: Scent Marketing | Marketing in the physical world | Scoop.it
Kadet: What's that smell? Companies using scent marketing say it's the sweet smell of success.

 

(TDS - there is NO WAY that I can chronicle ways of marketing/branding in the physical world and NOT include this article!  Science tells us that scent is a very strong memory trigger and mood enhancer.  Why not have "scent" as part of the brand experience?) 

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unglue.it wants to give ebooks to the world

unglue.it wants to give ebooks to the world | Marketing in the physical world | Scoop.it

unglue.it plans to use crowdfunding to "buy" the rights to existing books, and then publish them as free ebooks.

 

I love the idea of "ungluing" books and making them available to the general public.  However, I'm not sure how this is different than the ebooks I currently get from my public library. I'd appreciate some additional edu-ma-cation please!

 

The "funner" opportunity may be to unglue books from IP laws and allow people to create story worlds that extend the story beyond what the original author intended or could imagine.

 

To a certain extent Gregory Maguire did this for the Wizard of Oz with his book "Wicked".  But imagine if everyone who loved the Wizard of Oz stories pooled their resources (money, talent and imagination) to create a story universe across multiple platforms! Multiple story lines, more characters, layers of engagement, versions that work for both old and young.  Could be tons o' fun!

 

I know I'd want to be part of that crowdfunding, co-creating, connected world...

 

Tina

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Google patent app describes NFC sharing between devices, gives us Beam deja-vu

Google patent app describes NFC sharing between devices, gives us Beam deja-vu | Marketing in the physical world | Scoop.it
Android Beam has been with us since October of last year and now we might just be getting a look into how it...
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Foursquare for Blackberry updated with NFC support

Foursquare for Blackberry updated with NFC support | Marketing in the physical world | Scoop.it
Blackberry users, if you’re fond of checking into the various locations that you go via foursquare, you will be pleased to learn that the app has recently received an update that will allow users to utilize the NFC feature found [...]...

 

(TDS - we still have to wait and see when iPhone will have NFC before making any bets on the technology)

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New ‘The Dark Knight Rises’ viral marketing campaign: What is ‘Harvey Dent Day’?

New ‘The Dark Knight Rises’ viral marketing campaign: What is ‘Harvey Dent Day’? | Marketing in the physical world | Scoop.it

There are some intriguing new materials over at the Dark Knight Rises website. Designed to resemble a police file...

 

(TDS - click on header to go to article, click here to go directly to the website: http://www.thedarkknightrises.com/, and yep - I'm gonna go get an image :-))

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Map Monsters

A free-to-play location-based mobile game created by Richard Garfield, inventor of Magic: The Gathering.

 

(TDS - I love the premise of location based gaming - but we'll have to see how succesfully they accomplish the local component.  Definitely worth following!)

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Think GPS is cool? IPS will blow your mind

Think GPS is cool? IPS will blow your mind | Marketing in the physical world | Scoop.it
For all of its awesome applications, GPS has two fundamental flaws: It doesn't work indoors, and it can't really detect altitude. An Indoor Positioning System would fix that -- and introduce some seriously awesome applications.
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Top 14 Things Marketers Need to Know About QR Codes

Top 14 Things Marketers Need to Know About QR Codes | Marketing in the physical world | Scoop.it
Are you ready to jump start a mobile marketing campaign with QR codes? This comprehensive guide will tell you everything you need to know to begin your 2D barcode marketing campaign – including code types, tools, best practices, and more.
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Mobile apps, the outdoors and social media

Presentation from Phil Sorrell from Social Hiking at innov-ex 2012 (Innovations for Extremes)...

 

(TDS - filed under "physical world" because A) he is talking about hiking and B) he does a great job of connecting physical with digital especially in the connotation of "places")

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Nordic New Wave: Technology and the new social game -Destructoid

Nordic New Wave: Technology and the new social game -Destructoid | Marketing in the physical world | Scoop.it

As high-speed internet became cheaper and more widely available, local multiplayer videogames ceded ground to online gaming. As GoldenEye gave way to Halo, split-screen turned into Xbox Live, which turned into Facebook. Today, the term "social gaming" refers to a specific brand of manipulative, crowd-sourced virtual chores in which friends are treated more like resources than ... well, friends.

 

But to go forward, you must sometimes go back. There's a growing number of creative tinkerers busy rewiring our expectations of and interactions with technology to create large-scale, physical multiplayer games that embrace your friends as tangible people...

 

(TDS - I'm filing this article under the "physical world"  but it could also be considered "social gaming"... You decide :-))

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