One of the newest challenges in digital is the potential to pull real life emotion and feelings into our campaigns. But how do you really do that? How is it represented? You’ll probably remember seeing the Kraft Smile Tagging App, or the Prigat real time smile stations and Unilever’s Smile Activated Ice Cream from Cannes… But here is a real time version, measuring the mood an entire city.
The Feel-O-Meter is created via cameras placed around Berlin, streaming footage back to a facial recognition system that detects the mood of people walking around the city in real time, with that feed then controling a huge face atop a lighthouse. Now just add a live feed from twitter!
Back in 2007 at Agency.com in London, we produced a campaign for British Airways to show how Terminal 5 was working. The 2nd part of which was to tap into the actual mood of the travellers. While time and security restraints prevented us from using more exciting technology, the results still came through.
As I say, it could’ve been more exciting but it still shows that even back then clients were wanting ‘…to pull real life emotion and feelings into our campaigns’. There are still some ideas in that bottom drawer waiting to be created or at least waiting for the technology to catchup.
(Sorry about the horrible music bite) http://www.notsorandomltd.com/work-digital-01.html