We love innovative approaches to interactive content; particularly those that dare to step outside the box (or smartphone) and turn the world into a virtual playground.
Much as we hate to admit it, Pokemon Go is going to be the one to beat for marketers considering interactive content in the future. Hitting the headlines for all the right as well as all the wrong reasons, the smash-hit augmented reality app has succeeded in turning literally the whole world into interactive content (in a digital sense – we swear we’re aware that you can interact with the world without help from your smartphone!)
On the one hand it gets kids (big and small) out in the big, wide world taking exercise. On the other hand there have been security issues, claims of Pokemon-related accidents and crowds of would-be Pokemasters annoying the general public.
Putting all those and many more issues aside, Pokemon Go has gamified real life and is a great example of interactive content that will be with us for a while to come.
The Health Promotion Board in Singapore
In a new two-week campaign, the Health Promotion Board in Singapore has turned bus stops into interactive gameshows in a bid to support people in making healthier life choices. Using the ‘Win Big” concept to draw people in, the game allows people to “phone” a character called Win Leow by pushing a button on the screen, who gives them a chance to win up to $8,888 by making healthy choices.
There’s a lot to love here. Raising awareness of healthy living? Check. Keeping people occupied while they wait for the bus? Check. Fresh approach to interactive content? It’s great all round.
Image: The Drum
Magic Leap Partnership with Lucasfilm
“Mixed reality” company Magic Leap has partnered with the company behind the Star Wars franchise to deliver a whole new level of immersive interactive content.
In a stunning video demonstration of the technology, holographic images of iconic droids R2D2 and C-3PO are shown entering a room as the user leaves it. As the two droids chat to one another we see that the robots are acting in correct spatial relationship to the furniture around them, looking at the surface of a desk for example, just as a hologram of a map rises from it.
This amazing technology marks a significant leap forward in experiential storytelling and will mean very exciting things for the world of mixed reality content over the years to come.