If it is up to Google, we will soon be wearing talking shoes that will not only encourage us to go for a run, but also post our results on social media. Maybe it will never come to that exactly, but Google is working on Art, Copy & Code: according to them the best way to advertise is to give brand awareness a new dimension.
About emotions and dimensions
The story and emotions surrounding a brand are irreplaceable, but everything can be improved: through digital advertising, brands could start leading their own lives. With this in mind Google starting working on some experiments, showing that creativity combined with technology could lead to a completely new way of advertising or - as Google calls it - Advertising Re-imagined.
One good example is “Smileage”: an application Google developed together with Volkswagen to turn a simple car ride into an adventure. Owners can tag their passengers, share their route and post pictures online on the go. When they come across other Smileage-users on the road, they can “punch” them (comparable to poking on Facebook) and even receive extra points if both are driving the same car.
This week Google brought their latest experiment to the American South by Southwest festival: an Adidas-shoe that can measure the activities of its ‘master’. Are you dragging your feet, the shoe will encourage you to pick it up. Remarks such as “Are you a statue? Let’s do this already!” shows the shoe isn’t always that subtle.
The shoe also lets your Facebook friends know how you are getting on and it has about 250 phrases it can use. Maybe luckily for us, the shoe will remain an experiment for now.
Google worked with Adidas and Volkswagen on these experiments and was backed by a few advertising agencies and developers. The company is always on the forefront to explore the advertisement possibilities of new digital technologies, and for a good reason: according to Cisco about fifty billion appliances will be connected to the internet by 2020.