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.
Over the last few years, I have heard countless hackathons and unconferences suggest that people should mashup maps and graffiti to create an online gallery of art to experience from the WWW. Im not sure that google or redbull had the respect in the street art community to launch this, but its awesome. I love that the created on open platform to allow other users to populate the data and create something truly unique.
Another examples of brands collaborating and creating platforms rather then content. Allow for Greatness to Happen.
7 mins pd
In 1987, Robocop was futuristic. The new remake is a few degrees away from Asimo or the bionic exoskeletons that have been showcased by the military/ research groups. We now have robots for cleaning the floor, and Segways, and drones are almost an every day word on the news.
The problem here is that the gap between what we have previously imagined and are seeing prototypes of are very low. If Darpa wanted to make a Robocop, im sure they could in a few months ( or they have already !!?? ). When I was growing up, their was some mystique about the future and tech. Now with Moore’s law, the advances in technology are more about integrations and software, rather then hardware. Thats why Apple’s updates have become less impressive each year. Still amazing, but no longer capture some physical design driven emotional appeal.
The same has happened with movies. Sci Fi is increasingly becoming hyper fantasy, or closer to the drama genre. One is too close to real life, and the other is a bit too far fetched. I love a good movie, as much as the next guy, but I wonder how the genre will have to shift to keep audiences engaged? Maybe we will have to move from technology and aliens being the focus, and go back to good old fashioned story-telling. The gimmick cannot be a gimmick if its really just a commodity.
Here is the question I will leave you with – Now that technology has become accessible and open, what are the next great advances that we can be inspired by ( media wise ) ?
-Pd, 15 minutes.
The Nike Fuelband app just added the functionality to share your goal progress with a picture. This simple change in user experience was a brillant marketing decision. Although I am not sure I always want to hear about my friends working out every day, this helps hearing about nike plus in two ways.
1. With a picture, I get to tell my workout story or active day in a more visual way that I choose and am accustomed to on Facebook. We all know that images get more shares and likes then text alone, so this makes sense in how the app would evolve. I would imagine that this gives my friends a better picture of what I am doing, but also is more entertaining to see and watch then just a sentence about a workout routine I may not care about. The ability to add a picture makes this experience about the story and the person rather then just the number. And in a way, it might add more Nike+ stamps onto other lifestyle activities. What if every picture you took during the day had a fuelband stamp rather then just when you hit your goal? Its a great opportunity for nike to move more into the storytelling space.
2. This will also help serve as an earned media database for images for Nike+. Now all the nike plus stories are sharable. They can find a home on Instagram, Facebook, and Pinterest. Images are more likely to tell the nike plus story and be told and received in a new way. Ultimately breathing new life into the nike plus ecosystem, and raise awareness of the digital brand.
2 other features I would love to see:
1. Video. Video clips would be natural extensions of this UX. And sometimes a video can really show a better story then a snapshot alone. Vine integration would be awesome. hint hint.
2. Networked apps: Lets say I was skateboarding with my buddies. What I would really want to do is to take a photo of someone else doing a trick and tagging their fuel moment to that picture. As much as we love taking photos of ourselves in this narcissistic era, sometimes you just cant while you are active. But your buddy can. Not sure how this could work, but it could be really great for content production. Perhaps the best way to implement this would be to have an API that would allow for the nike fuel points and timecodes to be exported to other medias.
Everyone is an athlete. Now we just have more ways to tell the story. Share on.