An example of advertising meets personalisation for good-old manipulative marketing outcomes. Please excuse the barrage of branding/product mentions throughout the copy and media materials.
Also note how the point of deploying the technology is entirely covert and great lengths are gone to embed hidden tracking systems into the physical environment. Persons subjected to the advertising are also not told that they're accepting a tracking device for the purposes of such advertising where the content displayed is specifically for tailored emotional manipulation much more than ordinary advertising. Persons later question if the experience was a "coincidence," etc.
For two weeks this past spring, some shoppers at the Westfield Stratford shopping mall in the United Kingdom were followed by a homeless dog appearing on electronic billboards. The roving canine, named Barley, was part of an RFID-based advertisement campaign conducted by Ogilvy on behalf of the Battersea Dogs and Cats Home, a rehabilitation and adoption organization for stray animals. The enabling technology was provided by Intellifi, and was installed by U.K.-based RFID consultancy RFIDiom.
Ogilvy's ad campaign was the brainchild of William Godfrey, an "experience designer" at the advertising agency. Ogilvy is a fan of Battersea—and of pets in general—Godfrey explains, and he thought about how technology could be used to bring the plight of homeless animals directly to the public in a memorable way. "I had the idea that it would be lovely to digitalize dogs," he says, and radio frequency identification seemed the best technology to make it appear that a digitalized canine was following people in the way that an actual stray dog might do. Ogilvy had considered the use of other technologies, such as cameras, but ultimately decided that RFID would make the process seamless and automatic.
Eric Jones, RFIDiom's managing director, says he, too, is an animal lover. When Ogilvy suggested a campaign using RFID to put images of pets in front of shoppers on an individualized basis, Jones was up to the task, despite the short (two-week) deadline. It was a bit different than the company's typical RFID deployments (which include document-tracking, supply chain management and industrial traceability solutions), and he says he and his engineers enjoy a good challenge.
The RFID system worked this way: representatives of the Battersea Dogs and Cats Home, including Fishersmith herself, greeted shoppers at the entrance, offering them an RFID-tagged Battersea brochure if they seemed especially interested in pets. To better judge this, one individual stood at the entrance holding a dog or cat from the shelter. Every shopper who walked up to the animal to get a closer look at or pet it received a brochure. Attached to that brochure was a Smartrac Frog 3D RFID inlay encoded with a unique ID number that the system would recognize. That ID was not connected to any data about the individual carrying the brochure, since the company's intention was that shoppers would remain anonymous.
Consumers were not told that the brochure had any special technology built into it. Therefore, an individual could be surprised when the advertising video changed to a dog—Barley—when he or she approached the billboard.
A total of seven digital billboards, located in or near the mall, were RFID-enabled, according to Matthijs van der Weg, Intellifi's CEO.
An Intellifi reader (known as a Smartspot), with as many as six antennas built into it, was installed at each of the seven billboard sites, and some of the readers were also fitted with an additional external Intellifi reader antenna. The reader detected the zone in which an individual was located. Each antenna supported two to three zones, with a single zone's radius equal to a distance of three steps that a shopper might move while walking. The reader forwarded the brochures' unique IDs and signal information to Intellifi's Brain software on the server, which then calculated each shopper's location relative to that particular billboard.
The location data was provided to Ogilvy's content-management software, which displayed an image of a dog whose movements corresponded to that shopper's location. If the person holding the RFID-tagged brochure was walking to the left, the dog followed in that direction. As he or she approached the screen, the animal on the video seemed to approach as well.
The system also tracked which screens a shopper had already passed. This allowed the billboards to play only video images that he or she had not already seen.
Some reader installations were easier than others, Jones says. At some billboards, for instance, there was a power source to which the reader could be connected, while in other cases RFIDiom installed standalone power units to energize the readers. It was important that the hardware not be apparent, he adds, and RFIDiom made a few creative adjustments to ensure that the readers, antennas and power units were obscured.
In some cases, the readers were painted green and hung in trees or placed in bushes near the screen, while others were attached to lampposts. One RFID-enabled billboard was located on a nearby footbridge that some shoppers traversed to reach the mall. In this case, RFIDiom installed flowerbeds with false bottoms and buried the readers in with the flowers. [...]
During the two weeks in April, the system tracked hundreds of shoppers. "People did a bit of a double-take," Fishersmith says. "At first, they weren't sure if it was just a coincidence that the dog seemed to be following them." In some cases, they approached the Battersea representatives in front of the mall to ask if their experience had just been a coincidence, and many wanted to repeat the process.
Altogether, Godfrey says, shoppers carried about 700 brochures throughout the mall. The campaign's successful result, he adds, "has put RFID on the radar" for other Ogilvy engineers. "I don't think it will be the last time" Ogilvy will use such technology, he predicts, noting that the specific campaign will need to be one that benefits from the sense of having content follow an individual (in the same way Barley did).
"The main thing is that we proved it could be done," Jones says, speaking on behalf of Intellifi and RFIdiom.
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Here is some footage of people "interacting" with the system as part of the marketing campaign. The footage is basically an ad, it's from the campaign's website.
"MANILA, Philippines – The next big thing in computing could be a glass-encased chip embedded under the skin of your left hand.
Think of it as an extension of the wearables that can track your movement, your sleep, your heart and pulse rate now. Chip implants can do so much more.
In its early stages today, it can store data that can be read by Near Field Communication (NFC) readers. Technically speaking you can open your door, your car just by scanning your hand in the NFC reader. It can serve as your key or access pass to the gym, the library, the office, or wherever is it that requires identification.
If you think that chips embedded in the human body can turn you into a cyborg, fear not because the reality is less frightening than that, according to Hanness Sjoblad, Chief Disruption Officer and Founder, BioNyfiken.
In a presentation entitled “Chirping Humans: The Internet of Things Becomes the Internet of Us,” at the Kaspersky Lab APAC Cyber Security Summit in Malaysia recently, Sjöblad, along with Rainer Bock and Sergey Lozhkin of Kaspersky Lab, explained that while still a rarity (only around 10,000 people around the world have chips implanted in their hand), it is fast gaining attention, especially in Europe and the US.
The use cases are built around the ease and convenience of not having to carry around too many things in your wallet or your handbag. Just scan your hand and you’re good to go.
Sjoblad said there were many interface moments in computing history that made human interaction with computers a lot simpler. Using computers before Windows, for example, is an absolute pain. It’s the same way with using the Internet before the Web browsers. Windows and Web browsers are only some of the landmarks in computer interfaces that have made it very easy for people to interact with computers.
“My personal take is that implants represent a similar interface moment between humans and technology because of the rise of the Internet of Things (IoT),” Sjoblad said. “Our world will be filled with connected things. If you have a smart device in your hand you have automatic way to interact with technology.”
Defined as the network of physical objects embedded with software, sensors and connectivity, IoT is indeed growing rapidly. Juniper Research recently reported that the number of IoT connected devices is on track to reach 13.4 billion this year and is expected to rise to 38.5 billion by 2020. These connected things have varied applications in retail, agriculture, smart buildings and smart grid applications, to name only a few."
WA - Mandatory microchip implants for criminals
OLYMPIA, Wash. -- Lawmakers are considering a controversial bill that would outfit sex offenders with a surgically-implanted device that tracks their movement.
The devices would replace the ankle bracelets that are currently used to track offenders. The bracelets have been criticized as a lacking device as offenders have successfully removed them in the past before disappearing off of the radar.
"(The devices would) be a little more difficult to take off," said Rep. Maralyn Chase, D-Edmonds.
Chase is among a handful of lawmakers are looking into radio chips that can be planted under the skin. Some of the designs are no larger than a grain of rice.
The radio chips would allow police to track an offender from a sex offender using the same technology used at the Tacoma Narrows bridge toll.
"Right now, we get a postcard at home every few weeks saying we have a sex offender moving into the neighborhood. But unless you know where they live and what they look like how are you going to have protection?" said Chase.
The Department of Corrections admits even with the current devices, officers often lose signal. DOC officials also note that no tracking device can prevent crime.
"It certainly is not prevention. It certainly is not 100-percent," said Anna Aylward with the state DOC.
The bill is currently in committee.
If passed, the bill would allow the state to hire the Washington Association of Sheriffs and Police Chiefs to determine whether chip implants would be more effective.
Similar technology is used to track criminals in the U.K. and school children in Japan.