Mobile tagging company ShotCode have been working since 2003 to make the world clickable. It’s a very simple premise… you see a product you like with a ShotCode barcode, scan the barcode with your mobile camera and visit the product’s mobile site immediately.
This is a perfect example of Kevin Kelly’s hypothesis that the next stage of the web in that it will include material as well as digital objects.
Here’s a great example of how Nike utilized the technology:
I’m not aware of any campaigns in Australia however Clemenger BBDO NZ recently won a Gold at Cannes for their 3D animals for Wellington Zoo which used a similar technology.
As we all know digital gives us interaction and analytics between brands and consumers beyond what marketers have been able to achieve in the past. Enabling everyday objects with digital capacity will give way to an array of highly relevant communication where brands help consumers in their day-to-day rather than hinder them.
