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Patrick Moorhead
Director, Emerging Media
Razorfish
October 2009 Question:
What are the three most successful mobile device/digital signage implementations in the United States, and what specifically did they do right?
#1 – Clearly the NikeID implementation is the one I see most referenced. The R/GA designed solution allowed consumers to customize Nike running shoes with their mobile phone, and post them to a Fantastic scale display in NY Times Square. This go two things right – One, it capitalized on the inherent nature of the two technologies (mobile and DOOH) to interact with each other and allowing the consumer to be in control of how and what they do together. Two, it capitalizes on what I have been referring to as the “name in lights” phenomenon of DOOH – mainly that everyone like to feel famous, and by interacting with a DOOH screen from you phone, the average consumer can have a “name in lights” experience that is quite rewarding.
#2 – Similarly, the Dove Campaign for Real Beauty’s real time polling efforts in Times Square succeeded in similar ways. Though not as intensely personal “name in lights” –esque as the Nike execution, it leveraged similar behavior triggers for the result. The fantastic scale sign displayed images of older and “non-traditionally” beautiful women, and asked passersby to vote on “beautiful” or not via text message, with real-time results displayed next to the image. The instant gratification factor, along side the relatively easy engagement point (mobile SMS) made the response overwhelming and gave the consumers who participated a tangible value for their participation – namely they could see their influence on the poll right then.
#3 – barCast/ WiFitti / Akoo / TAP.TV ET AL… the integration of live text message feeds into these various in-bar and in-mall signage networks has been great. Again, people love the “name in lights” aspect of this, and combining that with the captive audience of a bar or food court creates a cool collaborative consumer driven ecosystem where consumers get the sense that they are in control of an aspect of their environment with their phone, and for all to see.