Inbound physical/digital: the audience takes control

In the sphere of physical/digital interaction, the bulk of the attention is going to “outbound” communication from objects. For example, Nike+, EcoDrive, and BakerTweet. This is all about objects generating data and communicating it back with their owners or other interested parties.

The other area to explore is “inbound” communication to objects, controlling them and changing their behaviour via digital channels.

The most celebrated example of this is Nike’s LIVESTRONG Chalkbot. Chalkbot took tweets as input, and used those to write chalk messages of support in the path of Tour de France riders, allowing fans to remotely participate in this inspiring tradition.

Google Image Result for http___marcustroy.com_wp-content_uploads_2010_07_5ppt.jpg.jpg

Livestrong is a great example of a brand supporting their marketing efforts by allowing people to remotely control and input into physical devices. Here’s a collection of other examples of this idea in action:

Halo “Remember Reach”

For the launch of the latest instalment of the lauded gaming franchise Halo, Microsoft and its partners constructed a “54,000 points of light” tribute to the fallen heroes of the Halo Reach battle. Fans can use a pick a point of light on the matrix, and then watch as a giant robotic arm plots that point onto the light sculpture, helping reveal the final form.

Video_ Giant Robot Arm Powers Innovative Halo_ Reach Light Sculpture | GameLife | Wired.com.jpg

Heinz “Talk to the Plant”

Described as an “Interactive Ketchup Growing Experiment”, Heinz’s Talk to the Plant campaign took the slightly-dubious insight that 75% of people talk to their plants, and decided to see whether they could prove that a little vocal encouragement goes a long way for our green friends.

Heinz - Talk to the Plant.jpg

Plant lovers could peck out a message on the Heinz microsite, selected a voice to use, and then listen as it was played for the lucky plant. A control plant received no such support, and in the end of the six week experiment it was 7% shorter, proving the campaign proposition that Heinz can grow tomatoes like no other.

heinz-talk-to-plant.jpg (400×357)-1.jpg

Absolut Machines: Absolut Choir

Part of Absolut’s brilliant 2008 Absolut Machines exploration of the intersection of technology and creativity in art and music, Absolut Choir is a “multi-channel robotic choir” created by Swedish studio Teenage Engineering.

The installation consisted of 10 wooden characters ranging in size from four inches to nearly eight feet tall, each with a unique synthetically produced voice ranging from tenor to soprano. The characters also contained an embedded Linux device allowing them to be controlled and fed sound instructions by a master server character.

The master character was then connected with the world via www.absolut.com/absolutmachines. Online users from around the world were able to input words to the machine, which the choir would automatically absorb into the composition, generating new melodies, tempos and lyrics, taking on a “mood” from the tone and content of the user’s input.

ABSOLUTCHOIR.preview.jpg (590×384).jpg

BBC Blast

Named as the 2010 Webby’s People’s Voice Award for best NetArt, BBC’s Blast Studio
interactive art installation put the tools of creativity into thousands of young people’s hands, allowing them to create a collaborative piece of art over the internet in a brilliantly simple and fun way.

From controlling a robot to blast paint against a wall, triggering AV sequences using hanging strip lights, and inputting into automatic typewriters, visitors to the Blast Studio microsite had a chance to contribute and explore their creativity in real-time, directly evolving the installation in London’s Southbank Centre.

bbc_blast.jpg (546×239).jpg

Sony Hopper Invasion: #Pumpt

For their Spark Something campaign in the UK, Sony experimented with the idea of an event combined with real-time visualization. Using a combination of Twitter and Arduino, for every #Pumpt tweet that was received one of 49 Space Hopper balloons would automatically inflate for 10 seconds.

EA Battlefield Bad Company 2

To promote the launch of Battlefield Bad Company 2, EA went as far as to create an actual battlefield. Built at 1/10th scale and residing at a local cinemaplex, users could use a Flash interface to remotely roam the terrain with one of four webcam-enabled tanks, and blast the enemy tanks controlled by other virtual opponents using a laser LED cannon.

The virtual generals who scored the most points climbed a leaderboard and ultimately took home the spoils of victory, including free copies of the game.

screen07.jpg (800×531).jpg

BATTLEFIELD BAD COMPANY™ 2 TANK COMMANDER-1.jpg

Foster’s Scuba

Foster’s Scuba is a product innovation that helps control the size of bubbles in the beer, leading to a smoother drinking experience.

To create some buzz around the in-can widget, Foster’s created Ride the Scuba, a competition to seek and destroy bubbles in a 100,000 litre tank of amber coloured nectar. Using a scuba robot remote controlled via the internet, competitors had two minutes to blast away bubbles in the tank, broadcast live from the National Marine Aquarium in Plymouth, UK.

Playground Stores / Sleepless

Playground Stores in Sweden wanted to sell more of its hiking and outdoor lifestyle products. Drawing from the insight that hiking makes people healthier and more alert, their agency Akestam Holst came up with the idea to have a competition for four hiking enthusiasts to stay awake the longest, and sell products while doing so. To raise the stakes, customers who bought products from the winning competitor would be fully refunded their money to making a successful bet.

Sleepless was a great example of outbound physical/digital integration. Not only was the event live-streamed, competitors had heart rate monitors and pedometers which broadcast their real-time activity back to the web.

playground-sleepless.jpg (1575×1260).jpg

There was also a really smart bit of inbound connection as well. where when users saw their chosen competitor starting to nod off, they could prod them back to life or send a message of support via a Tweet or SMS. Pretty low-fi compared to the other examples, but very nicely integrated into the overall concept and experience.

Imogen Heap TwitDress

Singer/songwriter Imogen Heap has long been a pioneer in the online space, using social tools such as Twitter to involve her fans in every aspect of her creative process and create a uniquely close relationship with them.

So when it came time for her to accept an award at the 52nd Annual Grammy Awards, she invented a way for her fans to accompany her on stage. Creating a piece of fashion called the TwitDress, Imogen’s dress collar featured a set of LED’s that were able to display TwitPics featuring hashtag #twitdress in real-time.

Grammys_ Imogen Heap Accepts Award Wearing _Twitter Dress_.jpg

Grammys_ Imogen Heap Accepts Award Wearing _Twitter Dress_-1.jpg

Skoda Octavia Remote Control

In an idea that amazingly got past the legal department, Skoda in Amsterdam gave people remote-control of a real car via the internet. Presumably in a pedestrian and vehicle free environment, people could choose to watch the live stream, or get involved and take it for a drive themselves.

Adverblog_ Skoda Octavia Remote Control.jpg

Summary

The trend of brands experimenting with inbound physical/digital and connecting internet users directly with physical objects kicked off in earnest back in 2008 with the Cannes silver lion winning Heinz “Talk to the Plant”, the Absolut Choir, and Foster’s Ride the Scuba. Since then we’ve seen a wave of further innovations, notably the use of tools such as Twitter to make the input process even more seamless and social.

The best examples to date tick both the boxes of “PR stunt” and “audience engagement”, and the success metrics on quoted on both counts are impressive.

As more and more brands look for innovative and effective ways of engaging and activating their audiences, the idea of allowing those users to interact and collaborate in a shared physical space from the comfort and convenience of their own homes is ripe for further exploration and invention.

If you have any other great examples of inbound physical/digital connections in action, or thought on the future of the space, I’d love to hear them in the comments.

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92 Responses to “Inbound physical/digital: the audience takes control”


  1. 1 nathan

    These are all just trinkets though, right? None of these create any actual value or engagement, so you must ask yourself, what’s the point?

  2. 2 Geoff Northcott

    Hey nathan, how’s things?

    I actually had a very similar thought at the end of the post while writing the summary. I looked back over the examples and thought “cool, but where’s the long term value?”

    In the end though, I think they all serve their purpose — they created buzz around a launch or product proposition, generated a halo of creativity and innovation around the brand, and got some people engaging with a deeper level of immersion than you’d normally see in a comms activity.

    Is it business changing? No. But I think as a marketing activity they are still valid, they still generated enough of the right thoughts and actions to be a success.

    I agree though that what I’d like to see is an example of this that delivers some form of long term engagement or value, not a one off experience. I wonder if that’s still a ways down the line, but possibly not. As you start to aggregate lots of connected products together, what creative things can you do with that data? And could you create things and send things back down the line to those products or services?

    I think you probably could, and I guess that’s what has me excited. The idea of two-way communication between people and physical devices and services, and overlaying creativity and crowdsourcing on top of that, seems like really interesting territory.

    These ideas just hint at the possibility there, but besides being successful tactics in their own right, I still like them for that reason…

    This is not a great example, but to try and illustrate the point take something like Google’s Expresso Book Machine (http://www.wired.com/epicenter/2009/09/google-books-publish-on-demand/). You could imagine say Barnes & Noble running a monthly competition to crowdsource a great book (along the lines of what HarperCollins is doing with Authonomy), with the 10 top-voted books automatically being available in the stores for a limited time only.

    That’s not exactly the right thing, but I think you can see how you could start to take the audience > physical thing and make something cool and lasting with it.

    So with these as starting points or the baseline, what could you do to take it that next step further?

  3. 3 Caleb

    Totally into this post! I’ve been trying to be all reductionist on the internet of things and especially around how brands can use to tell stories.

    Re: nathan’s comment, i think that using the IoT is just another place to put your ad budget other than paid media like TV, outdoor, etc. it seems to me that the trend is moving towards more doing and less talking. when you do something cool, like these examples, they diffuse organically without the need of traditional mass media. like w/ volkswagen’s fun theory http://www.thefuntheory.com/ something very simple can make a huge impact.

    i like this idea that online interactivity results in some sort of real world outcome. area/code’s chain factor concept for example:

    “Spectre’s plan was to lure millions of players into playing what appeared to be a simple, abstract, puzzle game, but was in fact an exercise in massively-parallel distributed computation designed to wreak havoc on global financial markets.”
    http://areacodeinc.com/projects/chain-factor-numb3rs-arg/

    imagine if all the effort put into farmville resulted in real world results? it may be a leap, but i can’t help but think that’s where we’re headed.

    again, thanks for the writeup, this is something I’ve been working to wrap my head around. very “bullish” on what’s happening.

  4. 4 Geoff Northcott

    Hey Caleb,

    Absolutely — the idea of more doing and less talking is going to be a key one of the next couple of years. I think a lot of brands are finding that right now, looking at their big groups of Facebook followers and asking the question “what do we do with all these people?”. It’s cool that we have a channel to speak with them, but it would be 10x more powerful if we could activate them, and massive bonus points if that activation impacts the real world somehow. I think Skittles Mob the Rainbow is an interesting example (http://bit.ly/cJnmEi), and love the Numb3rs ARG you mention, hadn’t seen that before. The question “imagine if all the effort put into farmville resulted in real world results” is a powerful one, and one that people like Clay Shirky and Jane McGonigal are attacking from different angles. It’s very early days but the concept is very interesting, and I’m bullish as well on interesting and important things coming out of this territory, beyond just cool promotional tactics.

  5. 5 Dean Wilson

    Interesting post Geoff.

    I must say that I’m inclined to think ’so what?’ But I think you are right in your response to Nathan’s initial question, that there is value in the ‘buzz’ generated by such activity.

    And I guess it’s only through experimentation and evaluation that brands are likely to achieve any depth of engagement. Turtles trying to reach the sea and all that.

    Anyway, I’m sure the debate will continue, so here’s another example to discuss:

    http://www.adrants.com/2010/09/reality-show-winners-duel-inside-reality.php

    D

  6. 6 Geoff Northcott

    Good shout Dean — I did a presentation the other day on a programme of work that had exactly that same thread of experimentation leading to results. We were able to clearly trace a line from a very successful end result to a consistent series of experiments and learnings. I think it’s pretty rare to make a leap right to a great idea, often it’s through exploring and trying out ideas in a space that you develop that body of internal knowledge and experience that ultimately means you are “ready” when the opportunity arises.

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