Sony’s stealthy approach towards interactive augmented reality

Through luck or foresight, Sony appear to be converging on something of a home technology miracle – but to see their approach clearly we should first step back and take a look at the development of 3D.
Do we believe in 3D yet?
We’ve had 3D video content for a long time, it just wasn’t good enough to become more than a novelty. A few years ago I caught a screening of The Creature from the Black Lagoon in the original old-school anaglyphic (red/blue) 3D. While it was an interesting novelty, it was clearly not a compelling enough experience to beat movies in 2D and colour.
Despite it’s naysayers, the modern 3D cinema experience has gained so much traction that on any given trip to the multiplex you’re almost certain to find at least one new 3D release or another, and the box office takings continue to be respectable; the business case for cinemas to upgrade their projectors conveniently boosted by also including an upgrade to digital, killing two birds with one stone. It seems that audiences are prepared to accept the costs (financial, but also the inconvenience of wearing the glasses, not being able to tilt your head, and a slight reduction in brightness) since the result is (usually) sufficiently impressive. The fact that the conversation has moved on to the quality of the 3D (or lack of it, as seen in the hasty post-production processing 3D of the recent versions of Alice in Wonderland and Clash of the Titans) is surely a good sign for acceptance of the medium. Designer and prescription versions of the glasses also suggest that we are at the next stage of technology adoption.
On other screens, the field is still nascent. Predictably, the first consumer version of autostereoscopic 3D, with it’s look-no-glasses magic, is due to appear on a small screen (to make the cost bearable) designed for a single fixed-position viewer (as is at required by the technology), backed by an experienced player in innovative interfaces: the forthcoming Nintendo 3DS.
In television, active shutter 3D at first seems to be a strange proposition: each viewer must have a pair of active shutter glasses, which will seem expensive in comparison to the well-established polarisation glasses used in cinemas and available for some 3D TVs. On the other hand, the advantage is that many 120Hz televisions are already able to produce active shutter 3D imagery. Despite the perception of being uber-early-adopter territory, 3D televisions are effectively already here.
Then there’s the equally amazing fact that a few months ago Sony rolled out a PS3 upgrade to support 3D, removing another hardware barrier – 3D players are already here, in the form of 38 million PS3 consoles.
Meanwhile, in the console wars
Here’s where things get really interesting. Nintendo, Microsoft and Sony are all pushing for new modes of interaction for the games console. Nintendo took a huge gamble but secured an early lead with the Wii in 2006 (remember how the name first sounded to you and you’ll probably experience a flashback to just how crazy the whole idea seemed at the time).
Microsoft claim to have achieved interface nirvana with the entirely controllerless Kinect. Even the oft-cited screens of Minority Report needed a peripheral to operate, although it remains to be seen if it is as incredible as it seems, and accuracy remains a question.
Given the above, Sony’s decision to back what is widely seen as just a more accurate version of the Wii’s system seems a bit baffling. Being a PS3 owner myself, and curious to understand what Sony is thinking, I recent picked up the Move Starter Pack myself.
The answer became abundantly clear as soon as I tried the demo of Tumble, a very simple stack-em-up knock-em-down game. Your movements of the controller – including depth and rotation, which feels somehow much more impressive than movement in the plane – are mapped to an on-screen version that can pick up each brick (see image at top). It’s an impressive technological trick, but it then immediately demonstrates the next problem to solve: there is no depth perception, and you have to rely on a virtual shadow that indicates exactly which part of the playfield is directly below the object you are holding.
And so it suddenly becomes clear that Sony has brought all the ingredients together for interactive augmented realisty. The 3D TVs are already here, the players are already here, and with the Move we suddenly have our 3D controller, which means the hardware for proper augmented reality in the home is pre-installed, just waiting for the right software. The final ingredient is the active shutter glasses, which simply paired with 3D viewing may seem expensive and clunky, but I suspect that image will fall away if you can put them on and then see yourself holding a lightsabre and interacting directly in a 3D virtual environment.
The fact this only works within a field-of-view that includes your TV screen is a limitation, certainly; and the question of whether or not all this can actually be used to create compelling games or usable interfaces remains to be seen – but we can rely on Nintendo to begin exploring this space intelligently with the 3DS, possibly followed by Apple, since the tablet form factor is the natural successor in autostereoscopic 3D.
Or Sony could just have got here accidentally, in which case I can only hope they read this blog.
Idea of the year

Young & Rubicam have just announced the winner of their Idea of the Year awards.
These awards are chosen by Tony Granger – the global chief creative officer and his global creative board. The winner is chosen from across all categories of work (TV, digital, outdoor, print, etc) produced by any of the companies within the Y&R network.
This year the award went to the Orange campaign ‘When the light are off, the site is on‘ created by Shalmor Avnon Amichay/Y&R Interactive, Tel Aviv.
In promotion of Orange’s new ‘Orange Time’ online pay-per-view entertainment portal, the agency developed a light-sensitive website – designed to create a cinema-esque vibe relavent to the content available. Thanks to a nifty web cam interface which detects variations in the intensity of light, the users must first turn down the lights to access the page; clicking on film trailers then re-directs them to the full-length screening page on the Orange portal. TIP: IF YOU’RE AT WORK AND CAN’T TURN THE LIGHTS DOWN, JUST PUT YOUR FINGER OVER THE WEBCAM.
As neat as technology like this sounds, there are always inherent risks – eg, will it isolate those without web cams and cut traffic to the site? Thankfully, the numbers suggest just the opposite.
In one month, Orange became the No. 1 video-on-demand-portal in the country and during the campaign, there was a 50% increase in visits to the site. Impressive stuff!
Snow Crisis – committed creatives

When the snow hit on monday 2nd feb, John and Rob, creative leads on Crisis didn’t hang around. Quick as a flash they banged out a creative concept, made the executions themselves, took the creative out into the streets, shot the work. And within 24 hours had a topical campaign on the web and media ready in the press.
All too often agencies get bogged down by process. In a world where the consumer can lead the conversation, it’s rapid, intelligent deployment of creative like the above that allows clients to be relevant.
This is the second time in recent months that we’ve managed to perform such fleet of foot creative. The last time was for the Baby P tragedy, where we produced a film and facebook viral campaign for NSPCC.
More pics of the Crisis campaign here:



I’d be very interested to know of other agencies/clients who are getting to grips with the quick-turnaround times demanded by the need to operate in a quick moving social media landscape. So please do comment.
Search online for:
You may have noticed a new trend occurring in offline ads that want to direct users online, until very recently the standard method of driving people online from an ad was to give people the URL of the website you wanted them to visit, increasingly advertisers are suggesting search terms instead.
On the face of it this makes sense, a huge proportion of Internet journeys start with search and anyone who has looked at analytics for one of their websites will know how often users simply type the URL into Google. Search terms can also be a lot easier to remember than the usual blahblahblah.com/thingy/whatsit of many campaign URLs.
I first noticed the trend in Japan last year, most Japanese offline ads (TV, magazine, 48 sheet etc) have a picture of a search box in the corner with the suggested search terms to find the website rather than a URL. This makes perfect sense in a country that doesn’t primarily use the Latin alphabet that urls tend to be written in.

Further, there is research that suggests Japanese consumers find a keyword suggestion in an ad more convenient than a URL (82.9% to 4%).
The downside to suggesting search terms rather than URLs is that there is nothing to stop competitors, spammers and other assorted Internet nasties optimising their sites and buying pay per click advertising against the keywords your spending a lot of money encouraging consumers to search for. Further, if like Orange at the start of their “I am” campaign you rely on pay per click ads to drive traffic, you are going to be paying for every visitor you drive to your site via the search term. I’d love to know how many people Orange drove to i-am-bored.com – the top organic result for that search term.
The recent government “act on co2” campaign which also has a search term call to action seems to have been a success. Google insight shows that there was a large spike in searches when the campaign broke, the site has the majority of the organic (i.e. non paid) links against the term on Google and not too many spammers are buying adwords.
I would like to see the results of testing a search call to action against a url call to action to see if any upswing in site visitors would outweigh the negatives.
My feeling on this (before seeing any research) is that it makes sense to use a search call to action if you have a relatively short term campaign (optimising against a keyphrase takes time and a short term campaign makes it harder for a spammer to optimise against you), a defendable keyphrase and difficulty in getting the url you want. Also, it’s worth noting that some Japanese campaigns use both a url and a search term but it’s hard to know if this is confusing or helpful.
Anyone have any further thoughts on this?
The distinction between digital and real is breaking down
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I’ve just read two great posts about “OFF=ON” from o’reilly radar and trendwatching.
To quote trendwatching:
“More and more, the offline world (a.k.a. the real world, meatspace or atom-arena) is adjusting to and mirroring the increasingly dominant online world, from tone of voice to product development to business processes to customer relationships.”
O’reilly have taken this insight slightly further arguing that this process will continue until there is no difference between the online and offline world – using a classic William Gibson quote to emphasise the idea:
“One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real“
To me, the most interesting case study from OFF=ON is TCHO, a San Francisco-based chocolate manufacturer using web 2.0 ideas in it’s offline business:
“Its founders started Wired magazine, so it’s no surprise they’re taking a high-tech approach to the production of an age-old delight. In its factory, TCHO combines recycled and refurbished legacy chocolate equipment with the latest process control, information and communications systems.
The company’s “obsessively good” dark chocolate is created in limited-run “beta editions” that are only available online and at its factory store. Continuous flavor development and customer feedback mean that varieties are constantly evolving, with new versions emerging as frequently as every 36 hours.
TCHO also aims to change the way people describe chocolate and has created a new taxonomy based on common-sense terms like “nutty”, “fruity” and “chocolatey” to help people find the types they like best.
Products are named accordingly, such as the recent Beta C Ghana 0.2x release, for example, in which the “C” stands for chocolatey. Finally, TCHO embraces a social mission that goes beyond Fair Trade to help farmers by transferring knowledge of how to grow and ferment better beans, allowing them to escape commodity production and become premium producers. “
There is obvioulsy a lesson for agencies here……
MS Surface

It’s easy to see why everybody is so exited about Microsoft Surface, the technology and user experience are just amazing, imaging the possibilties. I could write and talk about this for days, instead, I’d suggest you have a look at these videos.
The teaser
DJ demo 1
DJ demo 2
Drumkit test
Flash 10 Player Beta Released

It’s that time again. The beta release of a new Flash player. Showing off all the fantastic things that we can produce for our clients 3 years out after good market saturation of the plugin. It might sound cynical, but in fact, it’s more me being pissed at myself for not coming up with the right idea, for the right brand, with the right early-adopter audience. Most of the time that’s what it takes to do something using a a new Flash plug in.
Either way, there are some new features including 3D support and more realtime rendering of images, video, and text.
Check it out and get inspired. Concept ideas that are using these new features and make the idea so undeniable that it has to be done. Then the plugin upgrade becomes a non-issue.
Keep in mind that you need to uninstalll you old plugin with the Flash Player Un-installer.
Then go here and check it.
Ltr.
Chad



