Filed under: Advertising & Branding | Tags: Branding, Interactive, Media Arts, Social Media, Technology, Viral, Web/Digital
I saw both of these within a day of each other and was struck by the curious ways online activities can be brought to life, visualized, or given meaning in the physical world through interactivity. In this case, it’s how activity on Twitter being translated into something tangible and easy to digest (in one case, quite literally—yikes, guys.)
In the first, Sony Ericsson, as a part of a larger Spark Something campaign to promote their new Satio and Aino handsets, a Hopper Invasion campaign urged people to tweet what they’d like to use a hopper (a roly-poly, colorful character) for, and to use the #pumpt hashtag in their tweet. Corresponding to the use of the hashtag, deflated hopper balloons arranged on a physical grid in a “secret warehouse” were inflated in a visualization of hopper-oriented Twitter activity, all streamed on the campaign website—real-time visualized buzz. The best suggestions taken from Twitter will be brought to life in the real world, filmed, and posted online.
The campaign has further interwoven the physical and the digital by inviting audiences to create unique hopper personas, which have in turn taken part in a series of virtual flashmobs on pages all over the internet—an act the company touts as the world’s first online flashmob. In the next phase of the campaign, says Global Marketing Communications Manager Andrea Heinrich, “the concept [goes] one stage further allowing users to take the concept offline and create real life space hoppers which will be used in real life events.” Making the digital real, and vice-versa, is not a bad idea for a company that uses technology to connect people and ideas.
In Popcorn Tweets, essentially a social media virtual Flintstones car, Twitter enables “human-powered physical computing” to cook popcorn. In a device built by Dave Britt and Justin Goeres, a kernel of corn is placed on a heated surface every time the #popcorn tag is used on Twitter, producing popcorn as fast as people tweet it so.
It’s interesting to see online activity made real, but given the strengths and innate character of a networking medium like Twitter, there is an opportunity to see the online communities engendered by social media translated into real world communities as well. Although not necessary to a successful execution, it’d be cool to see the community aspect incorporated to a greater degree in each of these ideas in order to more comprehensively leverage the medium.
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