Social Digital in Stores and on the Street

This is a post written on social digital for last month and it contains some of the most innovative social ideas of 2013…so far. What’s excellent about sharing such examples, is that they work to inspire a more original set of ideas – and thus social digital darwinism ripples across the globe, rubbing shoulders with original thinking…

QR Codes with the Pavement

QR Codes are scrambled images that can be scanned by smartphones to direct you to a digital location (web page, social media page, map, event page). For the rapidly growing smartphone population, QR Codes are ideal marketing tools for increasing goal conversions in real time. Due to popularity and availability of wireless internet, QR usage has proved an instant success.

BUT, what if you could take QR Codes to the next level. What if, instead of printing them on flyers or business cards and waiting for wannabee customers/clients to come to you, you created your QR codes in the most public, socially-interactive zone on the planet? I’m talking about a place that the whole world has in the common; the street.

Well in Rio De Janeiro that’s exactly what they did with this socially interactive street-based digital campaign. In a bid to ‘pave’ the way for the 2016 Olympics, the travel sector has again come up trumps. All across Rio you’ll see QR Codes on the pavements. If you scan them, you’ll be presented with tourist information on historical monuments and maps of the area.

Story 2: Burberry and the Offline Digital Store

Whilst it isn’t exactly the street, a retail store is not dissimilar in that it works as a highly engaging social zone. The act of shopping fulfils a social need in a feel-good setting. Popularity again makes it an ideal spot for a digital-social interaction.

Burberry’s flagship London store has been modelled on the website, so that the customer experience mirrors the online one. That’s clothes embedded with chips which activate when you look in the mirror, so that you can view the item on the catwalk and see how it was made. There are checkouts that come to you and in-store iPads.

This kind of digital-social upgrade has transported Burberry into a digital-savvy retailer that understands the power of social in the real world. It works as a benchmark for all other retailers to follow and it will be interesting to see who accepts the challenge to join them.Social digital on the street

Burberry also upped the outdoor social ante with QR Codes on clothes tags during Catwalk shows and live streamed events.

Story 3: TNT Benelux Sells Public Drama with a Socially Interactive Red Button

This story starts in a quiet Belgium square, where those seeking drama could click a red button with the arrowed remark ‘Push to add drama’. And boy if you’re brave enough, do you get a reward!

TNT Benelux set up this social promotion to share TV drama by creating a kind of ‘flash mob’ style event. When the red button was pressed, a dramatic scene was played out in front of the public’s eyes.

This socially interactive street-based digital campaign cleverly represents the dramatic tone of the TV channel and despite it being location-based, the ‘viral’ video of the enactment became one of the most viewed globally.

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