Does the Digital Experience Need Humanizing?
As part of ongoing attempts to "humanize technology” through emotive digital experiences, Burberry has teamed with Google to create Burberry Kisses, allowing users to send virtual kisses to anyone in the world. Google’s Art, Copy & Code designed and executed the project.
Upon logging onto kisses.burberry.com, users "pucker up" in front of their webcam. Kiss-detection technology finds the outline of their actual lips, which they can choose to virtually color with Burberry lipstick shades (or none at all) before e-mailing a personalized message. The envelope with the message will ‘fly’ from their city to the receiver’s destination across a 3D landscape. Smoochers can also be sent via smart phones or tablets by kissing the screen.
The kiss envelope, which can be shared across social media or kept private, can then be followed to its destination via a Google Earth and Street View technology. Maps on the site show the latest kisses moving around the world and which cities are getting the most action.
Christopher Bailey, Burberry’s chief creative officer, said in a statement, "We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trench coat on a rainy morning."
Burberry Kisses is the third project from Art, Copy & Code, an extension of Google’s Project Re:Brief experiment last year. Both efforts are designed to show how emotional storytelling can work just as well online as it does in traditional media.
Google first partnered with Volkswagen to create “Smileage,” a mobile app that allows passengers to share their road trip experiences through photos, videos, games and social commentary via interactive maps. A Smileage meter measures the fun factor of each trip, based on weather, traffic, location, time, and social interactions.
The second project with Adidas was the Talking Shoe, which premiered at this year’s SXSW but reportedly isn’t being planned for sale. Beyond measuring speed and performance, the smart shoe sends motivational messages in snarky undertones from a microcontroller-connected speaker on the shoe that can also be shared across social web.
Regarding Burberry Kisses, Aman Govil, art, copy and code project lead at Google, said in a blog entry, "With this project, we’ve tried to create a beautiful experience that comes to life across all screens, and helps connect you to the people who are important to you, wherever they are."
- Burberry Kisses
- Art, Copy & Code: sending kisses around the world – Google Blog
- Art, Copy & Code
- In Upgrade, Google Adds to Model for Mobile Marketing – The New York Times (tiered sub.)
- New Social Media App From Volkswagen Aims to Maximize Fun on Every Drive – Volkswagen
- Google shows off hacked speaking shoe at SXSW, promises it’s not getting into the footwear business – Engadget
Do you see emotional storytelling becoming more integral to digital advertising? What challenges does digital face in supporting brand expression and engagement at the same level as traditional media? What advantage may social media’s reach add?