Select Page

Augmented Reality campaigns

Augmented Reality is still quite new, but that hasn’t stopped some innovative agencies tapping into the technology to promote their client’s products.

First is the “Eminem Augmented Reality Competition” website which encourages fans to “spray art” on a 3D “E” and then submit it into a talent contest in the hope to win a whole bunch of prizes! The site was created by Outside Line and you can enter the competition here.


Next is this campaign from Wrigleys, promoting their new 5 Gum range. It features an Augmented Reality Music Mixer is programmed by tracking multi-points at a single time allowing you to mix tracks like a virtual DJ. The video below shows the mixer in action, and you can view the campaign site here.

CrunchPad – tablet pc

Looking like a big brother to the iPhone, the CrunchPad tablet PC  from Techcrunch is likely to shake up the tablet computing market.



At 18 mm thick, the tablet only works when connected to the internet.  The device takes advantage of clever touch protocols that make for efficient and pleasant consuming of content.  Rumoured to be priced at around US$300, the device could become a widely adopted method for reading online content.

As well as possibly becoming the classroom read / write pad, I can also envisage this device being the new way to browse online content while curled up in front of the fire place, as well as a kitchen helper displaying interactive recipe content.

Apple too are in the process of reinventing a tablet device, but it is likely to be released at a significant cost premium to the CrunchPad.  See coverage from Wired here.

Below is a video that shows the CrunchPad in action.

Imagine if – portable social graphs

Social data portability has been a hotly debated topic with a range of emerging standards competing for adoption.
Afterall, single signon to the web offers a great deal of immediate benefits for users.

Dataportability open standards group has been marketing the concept for a few years now, which supports the OpenID login standard and has been adopted by Yahoo, eBay, Photobucket, and Twitter, and MySpace.    Google’s Friend Connect and Facebook’s Facebook Connect are both offering open API’s to developers who can integrate their own login details with one of these major players.  Mashable has a good coverage of both of these tools here

Whilst this is interesting, it’s often not easy to visualise the possibilities of what Data Portability actually means for the end user.

This presentation from Razorfish looks at what might happen if Amazon and Itunes implemented Facebook Connect and cleverly paints a picture of how the experience of their sites would be enhanced.

Portable Social Graphs – Imagining their Potential

View more presentations or upload your own. (tags: retail marketing)

I have no doubt that sharing of information between social networks will continue to be embraced, and as long as consumers feel safe that  they are in control of their own information and relationships, then the privacy issues can be managed.

facebook connect

facebook connect

For business, allowing ease of signups, as well as potential access to the large amounts of personal information presents a great opportunitiy.  So if you have a site that has a large database of users, it’s probably a good time to be considering integrating Facebook’s Facebook Connect and / or Google’s Friend Connect

Australia Day – A digital perspective

Australia Day LogoAustralia day is here for 2009, and a good chance to review the way digital has brought about change to the way we live.

Here are some key events from 10 years ago in 1999
– Mark Taylor was the 1999 Australian of the year
– Companies spent millions protecting themselves from the Y2K bug
– Google moved from their garage to their first office with a search market share of < %1
– George Bush criticised President Clinton on Kosovo saying “We need an exit strategy before going to war”

Dial-up connectivity was what we used for internet connectivity, making “doing internet” a task that was performed daily or weekly.

The latest ABS statistics, show that at June 20008 we had 7.23 million internet subscribers which according to Neilson figures reflect that 16.3 million Australians are online or about 80% of the population.

4.3 million Australians now use Facebook or 25% of the internet population.

Consuming media online 13.7 hours / week in March 2008 surpassed out weekly TV usage, at 13.3 hours according to Neilsen.

From modest beginnings, blog growth continues with an estimated 440,000 bloggers in Australia.

We are indeed well and truly living in the Digital age, with historical information and events now readily available for consumption, such as this historical coverage of Australia Day.

Whilst Australia has a diverse range of cultures, I think we are becoming more nationalistic. The Australia Day Facebook page, launched last year has an impressive 52K fans.

Embracing online content this year, the Australia Day organisation is running an Advance Australia Dare campaign – a consumer generated video contest inviting people to submit videos of themselves.

The digital age has certainly changed things, even radically changing the way governments interact with citizens. in Australia is one such example which has over 300K members. Not only do we celebrate Australia Day this week, but globally change is upon us with the inauguration of President Barack Obama.


There are lots of Australia Day events, which will generate there own digital memories.

I trust you enjoy your Australia Day,

Ian Farmer

2009 digital marketing predictions

Here’s a list of 10 Digital Marketing predictions for 2009.


1. Mobile apps
Goldman sachs estimates 210 million  iphone apps will be dowloaded by 2010. Much of this will be monetized by the emerging mobile ad market, e.g.

2. Video streaming from mobile
Soccer mums through to corporate presentations will be beamed from mobiles directly to the internet

3. Syndication and widgets
Content syndication will become more mainstream
Value will emerge in personalized aggregation services
Rss will start to include ads (most rss feeds are ad free at present), this will finally convince the major publishers (news sites) to publish full feeds rather than only the article teaser.  e.g. and

4. Location based services
Thanks to the GPS functionality on the Iphone and other smartphones, the use of location based services will rise turning the yellow pages directory listing businesses on their head.  e.g. and, but I expect facebook and myspace to integrate location based services in 2009.
Social recommendations will add value creating a mashup of recommendation & discovery services. e.g.

5. Social media matures
2009 will see social media mature as brands, organisations and politicians read about why Obama’s campaign was so successful.

6. Integrated campaign metrics
The holy grail of marketing .. will get one step closer as technology starts to allow a more integrated metrics reporting of campaign media.  This will accelerate the move to digital and digital agencies will start to play the lead role in marketing initiatives & strategy.

7. Personalised Knowledge Discovery
Recommendation engines and personalisation will start to produce some value as people learn about needs they didn’t know they had.
Attention spans will overflow forcing a change in information distribution.  E.g. Twitter will be used for what I call SPR or the “short press release”.

8. Attention Surplus Disorder will be coined as a condition that affects a growing number of people.  Media saturation will start to drive a market for a growing range of filtering services, many of them specialised on a niche topic.

9. Opinion fraud will become common place with companies paying for positive recommendations for their products and services.  Traditional media will continue to publish the worst of these stories, but even that will not be enough to discourage a growing number of companies into this activity.

10. Life Streaming will explode as devices simplify the ability to record experiences. Examples (recently acquired by AOL) and

All in all 2009 promises to be an exciting time for innovation and despite the economic climate, I believe that emerging tools will continue to prosper.

Image credit: