Google And Adidas Create A Talking Shoe [Video]
At SXSW, the company showed off a new fitness product that offers motivating comments to the user.
Google has partnered with artist Zach Lieberman and interactive collective YesYesNo to explore connected objects by creating a smart Adidas sneaker that can talk and share the wearer’s activity to the web. Not intended for retail, the shoe experiment is part of the new Art Copy & Code initiative that reimagines advertising.
The shoe works similarly to a fitness tracking device, using an accelerometer, gyroscope, Bluetooth and other off-the-shelf technologies to analyze the wearer’s movements and offer motivating and timely commentary. It might tell you to get going if you’ve been idle for too long or cheer you on if it senses you being very active. Its comments can be posted to Google+ by the user, sent to real-time ad units, or broadcast via onboard speakers.
The creators write:
By connecting a pair of sneakers to the web, we’re creating unique opportunities between physical objects and digital ad spaces. Every move the user makes generates data that’s captured using an accelerometer, gyroscope and pressure sensors. That data then gets pushed to a web app on your mobile phone and translated in real-time into funny and motivating commentary. That commentary then gets pushed to banners and social media, creating new, interesting content in the digital world from something happening live in the physical one.
You can check out the talking shoe in the video below:
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.