menu

Nik Badminton On Digital Engagement And Mobile Tagging

Nik Badminton On Digital Engagement And Mobile Tagging
Advertising

PSFK talks with the Director of Digital Strategy at Tribal DDB Vancouver in anticipation of his presentation at the upcoming PSFK Future Of Mobile Marketing Salon in Austin.

Timothy Ryan, PSFK Labs
  • 1 march 2011

For our upcoming PSFK SALON at SXSW this year, we’ve invited Nik Badminton to talk about the future of mobile tagging. Nik is currently the Director of Digital Strategy at Tribal DDB Vancouver.

We’re excited that Nik will joining us at this year’s salon in Austin. Here are a few questions we asked him in preparation for the event.

Are there any projects you’ve encountered at Tribal that have uncovered particularly interesting challenges?

Education about what mobile tags are and how to use them is a big challenge. We are integrating mobile tagging to link the majority of our digital and print tactics now, and the awareness is working in gaining uptake. Right now it is not enough to just provide the tag and it needs to be accompanied by and easy-to-understand url as well. We envisage this changing over time.

What other projects are currently inspiring your work?

The Canadian Tourism Commission’s approach to traditional print and digital engagement is ground-breaking. Integrating user content alongside brand assets coupled with events enabled by mobile tagging integrated into creative has really started to pay dividends. There are some amazing projects out there that are inspiring our thinking:

What emerging trend, idea, or technology are your excited to see develop in the future?

The idea of bar codes, mobile tags and visualisation (such as augmented reality) integrating is very compelling. As we browse product in stores and online we will be able to use mobile devices to see more about the product (demos, fact sheets, comparisons) and view any campaign activity/coupons that relate to them. The integration of this behaviour with loyalty solutions and location-based services will allow consumers to gain more value and strengthen the relationship with the brands they consume.

Also, QR codes (and similar) could be replaced by using whole display creative scanning to direct traffic to experiences online. Check out the use of Google Goggles and the campaign for Tron – http://www.mobilemarketer.com/cms/news/search/8154.html.

Where will mobile tagging be in five years?

Everywhere. We envision that physical locations including businesses, retail outlets and and even personal information and locations will integrate tagging on one sort or another. A key catalyst to this will be the integration of readers (and image/face recognition technologies), as standard, into mobile devices (tablets + cell phones). We will see mobile tagging-enabled campaigns being used as core parts of creative and also integrated with location-based services.

Tribal DDB

Image by daylife.com

Advertising
Trending

Lyft Gives Free Rides To Those Who Have Had Too Much To Drink

Advertising
Syndicated Yesterday

Banned Books Week Urges People To Seek Out Controversial Works

Joining the annual celebration of the right to read, US author Jessica Herthel called for 'more information, more voices' to protect diversity

Augmented & Virtual Reality Yesterday

Outdoor Camp Presented In 360° VR By X Games Gold Medalist

The video features campers riding BMX trails, zip lining through the woods, and performing big-air jumps

Trending

Get PSFK's Related Report: Future of Automotive

See All
Travel Yesterday

Boeing Wants Passengers To Control Their In-Flight Experience Through Their Phones

The airline manufacturer is embracing automation through a new generation of mobile travel apps

Augmented / Virtual Reality Yesterday

VR Surgery Videos Offer Interactive Medical Education

Dutch startup MDLinking hopes to globalize communication between students and medical care professionals with virtual reality content

Related Expert

Tim Rodgers

Technology Remixologist

Culture Yesterday

Use Twitter To Learn A New Language

tDict is an app that uses the social media platform to help you search for words in local dialects

Mobile Yesterday

This Startup Wants To Digitize The Loose Coins In Your Pocket

CoinOut is a new app that lets you save your extra change from cash transactions as electronic funds

Advertising Yesterday

McDonald’s Is Accepting Trash As Currency In Exchange For Burgers

An initiative in Stockholm is trying to keep streets clean while satisfying hunger

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed september 23, 2016

Productivity Expert: The Magic Of The Five-Hour Workday

Stephan Aarstol, Founder of Tower Paddle Boards, explains why the modern notion of office hours needs to evolve

PSFK Labs september 22, 2016

The Future Of Work: Why Innovation Is Every Employee’s Job

PSFK Labs sits down with management at Johnson & Johnson to learn how the company comes up with their next ‘big idea’

Culture Yesterday

Google Is Using Virtual Paper Airplanes To Bring People Closer Together

The tech giant released an app that lets people throw their good wishes out into the world on the International Day of Peace

Advertising Yesterday

Get Paid For Traveling In San Francisco After Rush Hour

BART Perks rewards commuters who take early or late trains by giving them extra points to trade for money

Culture Yesterday

Artist Designs Covers For Books That Don’t Exist

Published by the fictional 'Specious Books,' the subversive works facilitate a conversation regarding the artistic integrity of graphic designers

Work Yesterday

Editorial Roundtable: The Arrival Of The People-First Workplace

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX enumerate the reasons why companies need an employee-embracing workforce in order to exist

Food Yesterday

Bringing Food Innovation To America’s Crowded Milk Market

a2 Milk's Blake Waltrip, Chief Executive of the USA region, discusses how the distributor plans on bringing the popular drink for the dairy-sensitive to the States

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Financial Services Yesterday

Device Makes Digital Currency Feel Tangible

The concept gadget wants you to experience the highs and lows of spending money

Design & Architecture Yesterday

Why Building Better Offices Is The Key To Employee Engagement

Interaction Designer and Audio-visual Technologist at ESI Design illustrates the value in creating environments filled with surprise and delight

Augmented / Virtual Reality Yesterday

NBC Is Planning To Stream The Presidential Debates In Virtual Reality

Partnering with AltspaceVR, the broadcaster offers another way for Americans to engage with the election season

No search results found.