Reacting to the initiative that deploys its Starbucks Social Digital Network in partnership with cafes in Yahoo U.S. Sonia Hecquet, Head of Interaction Design sqli agency m has described the League as "a portal of localized content and services to Starbucks, a bubble digital (geo-digital radiation restricted) in the form of services and content together in a portal. "It's very abstract.
I mentioned Starbucks U.S. initiative in early summer. Meanwhile, my thinking has grown.
Starbucks strategy reveals an underlying trend in the interaction of brands with their market.
Starbucks Coffee Corner is a hyperlieu, ie a place connected to both the ecosystem of the area to ecosystem partners and of course teaches that prospects and customers who visit, use the site. The place serves as an interface and aggregating content and services (including digital) in situ. This result is not only servicial exclusive wifi coffee (indeed "nowhere else") the same as it is located (within the meaning of contextualization of content and services and could push local partnerships).
Hyper Interactive Marketing: Does oucher people in their living places for interact with them and Trademark or communities and their partners.
This new method is that the interactive hyperlieu establishes a new digital channel, place interfacing on the scale hyper-reality. Thus, hyperlocal media is operated as full-fledged strategic . Therefore, justifying a place for a hearing can actively integrate the panoply of media planning.
And this interaction (provided it is not perceived as intrusive and accomplice) juggles multiple interface types: •
hyperlink via interfaces such as a Starbucks or interactive windows of some stores but also the terminals in urban spaces such as shopping malls, train stations, airports ... •
via interfaces embedded in transport, in the car such as BMW and his car servicial,
• nomadic interfaces through or take away, such as thematic content channels in augmented reality Tagwhat or Layar, or interfaces nomadic more focused on serving the individual as a health assistant or PagesJaunes Maaf ...
• via micro-formats of digital signage as U-Snap for example, or tags such as interactive 2D code but also the Bluetooth terminals, ...
• via the search engine that integrates real-time filter hyperlocal: Bing, Google, and (soon?) The comparison engines, ... •
through social networks of close, my-residence.fr I often quoted example in this blog ...
• Finally, it is interesting to note the congruence of this media mobile social media like Facebook Foursquare and also with function spaces with their check-in and immersion in real time.
hammers When I go, 2 years that hyperlocal is intrinsically linked to the revolution Ubimedia, Starbucks is an illustration most illuminating.
And when we talk about communication, multi-channel device or 360, keep in mind as Ubimedia transformer real full-fledged interactive media, high capacity of engagement as delivering "a interactive experience of increased life "and therefore roiste. Now the Ubimedia increases communication devices "of yesteryear" through this new interactive channel IRL. Connect it must first be able to bind its customers efficient and measurable way. Good thing the digital has this facility to interact and track KPIs now encapsulated in the real. In the era Ubimedia, a "concept comm" relevant must also rely on a service or an interactive experience hyper. We knew the street buzz-marketing efforts, hyperlocal interactive goes further, seeking to create a link driven by the service or an interactive experience with the person.
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