analog

Cars as a platform for technology

Phones got a lot smarter in the last 10 years – now its time for cars.  Dumb Feature Cars, will become smartcars in the next 2 years.   I say Cars will become a Platform for Technology, because there are so many options.  From self driving, to touch wheels, to sensors that have yet to become developed.

mini cooper UI display

 

Lets consider cars the most beautiful and fast computer that happen to sit in – what would you want it to do.  Let’s go beyond satellite radio and an iphone dock.   Mini is making some great strides, apple too with CarPlay, and lets not forget Tesla who has the largest display of any manufacturer and their system is a full operating system, not just an entertainment kiosk.

The larger trend here is that the internet of things will continue to innovate on top of analog machines, and technology ecosystems will continue to overlap – leading to some exciting user experiences and great uses of contextual data. 

Why the Cav’s 3d Basketball Projection Mapping was a Success

3d projection mapping for buildings has been done for advertising and agencies for a few years now, but it has only thrived in post via youtube for brands.

The recent use of 3d mapping for the Cleveland Cavaliers made its way around the internet recently for a few reasons.  Its an interesting example of an existing solution, mapped to a new type of problem, which just seems to fit.  The solution is entertaining, and contextually makes sense.  Here are a few more thoughts on this project.

1. The game court is essentially an empty screen while the game is not going on.  Therefore, how can advertisers or programmers use this space for fan engagement.  Can we take this a step further?

2. Pregame and halftime shows have been historically very analog. I know this show must have cost a lot for projection, but it also made an impression.   However, I wonder if being in the dark was a problem for some fans trying to find their way to their seats.

3.  Rethinking opening sequences.  3d mapping in general has never really added to an experience, it has only been a wow factor thing that made people stop and look.  However, in a “coming attractions” context, it was a great opener to the show.  The key here is that the technology added to the story and fan experience, rather then just being for tech sake.  This is a very important distinction.

 

Technology without context and purpose is just a fad.  But use it as a tool for create a touchpoint for something memorable, and people will never forget it.

pd – 9 minutes.

Analog Digital – Social wants to be Physical

Image

 

This new Facebook Like counter from http://www.smiirl.com  , has long been in the making. Several DIY versions of this have surfaced, and we even proposed a version of this while I was working at R/GA.

As technology moves things into the digital realm, there is a natural counter culture that wants to express these digital forces as physical analog experiences.  What other instances can you think of where experiences born in digital become novel by moving to analog?

-pd