• by Laurie Sullivan , Staff Writer @lauriesullivan, July 22, 2008

Think those insanely targeted ads in Minority Report relying on eye scanners were just a tremendous idea? Lori H. Schwartz agrees. The executive director at IPG Media Lab moderated a panel at Ad:Tech in April showcasing radio frequency identification (RFID), global positioning systems (GPS) and biometrics built into applications that personalize interaction with brands through virtual, digital or automatic identification technologies.

Like others in the ad biz, Schwartz has been keeping an eye on RFID since MINI Cooper used the technology in an advertising campaign last year. Consumers who bought BMW's cozy car were asked to register their ignition key fob, which has a RFID semiconductor chip inside. Each time the driver approached an electronic billboard on specific toll roads in regions that use EZPass - an automated toll collector - a MINI Cooper would appear on the billboard along with the driver's name.

"Everyone recognizes it will take time before we figure out the best ways to integrate RFID into marketing and merchandising campaigns," says Jeremy Lockhorn, director of emerging media and video innovation at Avenue A | Razorfish, a Microsoft subsidiary. "We're blurring the lines between digital and analog, and that opens a whole realm of experiences for consumers."
Avenue A held its eighth annual New York City client summit in May, hosting about 1,000 people at the themed "Rock the Digital World" gathering. This year a handful of clients interested in emerging technologies agreed to demonstrate prototypes that Avenue A either sought or codeveloped with technology companies.

People attending the event had the opportunity to interact with The Hyperfactory's image recognition technology, iGotcha Media's touchscreen windows, bcode's mobile coupons, Akoo's mobile-activated media system, Modiv Media's self-service scan and bag application, and Reactrix's StepScape interactive advertising and game system.

Portland, Ore.-based Merchandising Technology Inc. (MTI) had been scheduled to participate by demonstrating an RFID application, says Avenue A's Lockhorn. MTI ran into some shipping snags at the last minute and couldn't get the equipment to the show in time. "We've only scratched the tip of the iceberg when it comes to applications that support immersive experiences, cross-selling or up-selling to consumers," he says. "Once marketers and retailers wrap their heads around the possibilities, we will see a wave of these types of applications." Lockhorn says Avenue A also worked with AT&T to develop an application that put kiosks with screens and Microsoft Surface in 12 stores across the United States. The technology allows customers to pull up images of merchandise with a touch or wave of the hand. Customers can compare features of two models by putting the phones on the kiosk's glass-panel surface. The application uses object recognition.