Remember last year's 'Share your Secret' promotion in Times Square? P&G's Deodorant PR mavens took to the sidewalks, encouraging passersby to share their secrets on the giant NASDAQ and Reuters billboards nearby. A few thousand brave souls told their previously-closely-guarded tales via text messages, kiosks and the ShareYourSecret.com Web site (now defunct). The secrets ranged from "I’m afraid he’s falling out of love with me” to “I ate the last pudding!” and effectively opened the brand to consumers & created a solid bit of buzz.
Fast forward to last weekend.
easyTXTR brought the same level of pop-up interactivity to Columbus' Short North with a projected display that enabled gallery hoppers to tell all - or nothing at all - on a real time outdoor conversation wall. On its first unveil, ~800 people sent funny moments, sports updates, and even a proposal.
I see this technology as a great opportunity to create real dialog around a brand without the usual fears associated with a long-term conversation online - complete with righteous admin tool and devastating stomach ulcers. This pop up tech lives in a real community (there's much less anonymity than online) and is point-in-time specific (meaning less opportunity to plot against the tech).
I'm seeing this on malls the day after Thanksgiving, at Festivals (captured on cell phones), at grand openings, etc ... anywhere a conversation builds the community & customer experience.