(Interview) Pegshot Founders On Combining Location With Content Generation

(Interview) Pegshot Founders On Combining Location With Content Generation

Phil Thomas Di Guilio and Christian Sterner of Pegshot share their insights on how people are using their platform.

Kyle Studstill
  • 10 may 2010

In our post Mobile Application Quickly Ties Photo & Video Content To Location we commented on Pegshot as a platform for content sharing enriched with location. As a followup, Cofounders Phil Thomas Di Guilio and Christian Sterner have offered to share their insight below on how people are combining location with content generation in interesting new ways.

What projects are currently inspiring your work indirectly?

Most people familiar with Pegshot are not aware that our team has been focused on the location-based media niche for over 5 years via, a video publishing platform (like Brightcove) for locally-focused brands. We ended up focusing WellcomeMat on the real estate vertical because that is where we were finding profitability (finally) and Pegshot was born because of this move.

It’s impossible for us to separate Pegshot’s mission from our experience with WellcomeMat because both platforms are focused on 1) positioning our users and partners as an information sources, and 2) enabling the celebration of stylish, cool, weird, funny and interesting things within each city.

We are extremely passionate about making sure that uniqueness is preserved and rewarded within every town and neighborhood.

People are beginning to understand how location-based services work on a top-line level; what emerging ideas in geolocation do you see surfacing?

The obsession with location-based marketing, re-invigorated by iPhones and web enabled handsets, has always been well-founded in truth: it’s tough to think about any consumer decision being made without location playing its role.

The big idea at the moment is to serve relevant ads and messaging to people based on where they are. But, who and where are these messages coming from? Pegshot’s team members prefer to concentrate on terms such as “brandcasting,” “micro-casting” and “place-casting” because that is where we can be the most helpful. We made it a point to describe our service as “a powerfully simple way to share videos and photos of what’s happening, straight from your mobile phone” because that is how our service is best used.

What’s clear is that someone on every street will control the airwaves in regards to happy hour, or clothing sales, or the fact that there is bad traffic in front of the Holland Tunnel. This is where Pegshot is most powerful.

In a post on the Pegshot blog you pointed to an interesting use of Pegshot to document the clean-up of unaesthetic graffiti, similar to the emerging use of CitySourced to empower local municipal action. What other interesting uses of Pegshot have you seen develop?

I remember and CitySourced is extremely cool! I think that – as with most companies – magic happens by accident. We built Pegshot and had really clear ideas about how to position it. During that journey, we found our partners/members doing things that blew our minds.

Example: we always obsessed about the old school term, “GeoCaching,” used to describe leaving physical objects (treasures) in a location and publishing its whereabouts. But when you see someone go to the store > buy a bunch of goods that people want > put it in a newspaper box > peg a shot of it (with the location, time and all necessary info), it sends chills down your spine because there are major implications for brands:

Do you see potential uses for Pegshot emerging in the retail space?

Definitely! Because our users can select from a shortlist of the closest stores/places before publishing their shots, what would normally be just a regular shot becomes a motivator, pulling consumer attention into the direction that it belongs.
We’ve seen people peg shots of jeans so that their boyfriends or girlfriends know exactly what store to find them in. There are videos published through our platform from store owners doing a quick video shout out about daily sales etc. We’ve also seen art collectors pegging shots to remember where they need to return to make purchases.

It all comes down to us getting better and better at providing ways to publish video and photo messages from a specific place on a map and retail plays an inherent role for us.

Thanks Phil and Christian!


+fashion / apparel
+location based gaming
+Location Based Services

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