This week we were asked to trial a QR code reader or explore a mobile visual service tool like Google Goggles and a the location based application Foursquare. I chose to explore Google Goggles because it offers unique advantages over application like Foursquare and QR codes, such as allowing users to scan any images and granting the user the control of what they want to view and what they don’t.
I tried scanning various items, including an Ikea catalogue, a car advertisement and wine label. Some worked better than others. I believe this is due to the fact that the technology is relatively new and most companies have not made their advertising fully compatible. Of all three searches performed, the car ad returned the best results.The application was able to detect the Acura logo, link to the Acura website and bring up a list of dealerships in my area. I was however, disappointed that the resulting images were not of the model that the ad was promoting. Actually, not one of the images that were returned were of the model in question. I think the company should think of better positioning their ads to work with emerging technologies like Goggles in order not to miss future potentially lucrative promotional opportunities.
Below are three possible uses for Goggles for public relations:
1) A municipalities and towns can enable their landmarks to interact with Goggles to increase tourism. A landmark scanned with Goggles can redirect the user to their tourism website to drive visitors to particular events or locations. An example of how this could be effective was if the CN tower was to use Goggles to redirected users the 360 Walk to increase participation and drive tourism.
2) Another good use for Goggles would be to change and monitor perceptions of your company or brand. Buick recently put out a series of Goggle-enabled ads to shift peoples’ perceptions of Buick from a big, boxy car for baby-boomers, to a company that is progressive and forward thinking.
3) Lastly, Goggles can be used to monitor a PR campaigns overall effectiveness. For example, an image gallery or web link can be set up for your campaign and Goggles can be used to measure views and visits, and monitor conversations on social media sites. It can also provide useful insight on how customers interact with your brand.