The Rise Of Contextual Marketing

In this post we examine the techniques used to know you for purposes of improving targeted advertising.

In Pete Mortensen’s post The Future Of Technology Isnt Mobile Its Contextual, he highlights the shift in computing towards a paradigm called Contextual-Awareness Computing and outlines the four ‘graphs’ that are required before contextual computing will work, these four graphs are Social, Personal, Interest, and Behaviour. In essence, Contextual-Awareness Computing meaning computers are able to proactively react to external stimuli as opposed to being commanded by its user – these four graphs being considered the necessary information to provide relevant context. The concept lends itself well to the notion of Just-In Time Interaction/Information as touched on in Frog’s Creative Director, Scott Jenson, blog post Mobile Apps Must Die, where interactions and information are not dependent on direct input but rather your current activity i.e. your current context.

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Practitioners Look At SmartWatches

Not a week goes by without seeing an article about a new SmartWatch or some discussion about the future of wearable computing (rings, clothes, IOT, …). Having being always inspired gadgets like Dick Tracy’s watch I have always kept a fairly close eye on this space and recently decided to jump in and build something to better learn about the opportunities and constraints of building for a SmartWatch (or wearable tech in general). In this short article I’ll describe my learnings and present my opinion of some practical uses for a SmartWatch.

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Kinecting with the audience at the London Toy Fair

The brief

Whilst working on a suite of digital products for the well known Carte Blanche Group (brands include Tatty Teddy and My Blue Nose Friends) with Masters Of Pie, we were asked how we might maximise the stand they had at this year’s London Toy Fair.
Our challenge was to build something specifically for the fair that would attract bystanders, provide a memorable and enjoyable experience with the brand, as well as introduce one of the characters from the Blue Nose Friends collection (an easy choice – Coco the excitable monkey!).

Our next question was what would attract and engage the bystanders -it needed to be something casual, fun, and non-intrusive  in order to draw people in willingly and give busy bystanders something they wanted to play with.

We looked at how Coco might have some fun and how he could interact with visitors and decided upon an rhythm based game where the user would take control of Coco using the Kinect to hit his Bongos in beat to the music.

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