Monday, April 6, 2009

The Magic of Touch

It is time we lost the keyboard, the mouse and the remote control. It is all about touch, tap and flick! On March 13 2009, Levi Strauss & Co.'s Dockers San Francisco brand launched the first interactive “shakable” mobile advertisement. Of course, the innovation made use of iPhone's inbuilt accelerometer technology and is available within a custom-built ad network of iPhone applications such as iBasketball, iGolf, iBowl and iTV.

Motion sensitive and sound-enabled, these ads are here to stay. Though a relatively new advertising format, they are catching on fast as the world gets caught up in "interactive play". Apart from ensuring that the consumer spends some time with your brand, these ads also help by having a targeted reach and capturing the all-essential data. Here I must mention that though knowing your consumer inside-out sounds like a sweet deal, the world of data capturing is murky and it is best to obtain the required permissions before plunging into a sea of information.

"The Dockers iPhone ad, titled "Shakedown 2 Get Down," features Dufon, a.k.a. Orb/Orbit/Orbitron, a freestyle dance expressionist from a Seattle group called "Circle of Fire," dancing around the screen wearing Dockers Vintage Workwear Khakis. In between levels of gameplay in the select application, users are prompted to shake the iPhone setting off Dufon's dance moves." - says

"Click to view" will soon become a faint memory. It is all about tilting, shaking, rotating, pinching, swiping, flipping and tapping. You gotta touch it to play it. Think of your GPS, your grocery self check-out, movie tickets, train tickets, ATMs and many more applications of daily use. It's all about interactive touch-screens.

Technology is moving ahead and so should advertisers.

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