Mobile marketing practical shows innovations in the field of "location based

When the Swiss Mobile Association (smama for short) meets, there is almost always exciting news to be heard. This was also the case on May 16 at Zurich's Lab100: at the mobile marketing practical, stakeholders from various industries spoke about current cases with a focus on "location-based". It became clear that the real and virtual worlds can be linked ever more seamlessly - and that this fact offers enormous potential for creative advertising solutions. We have compiled some of the highlights for you.

"NavVis": Do inside what GoogleMaps does outside

Nenad Sucur from V3 Digital presented an indoor navigation system from NavVis that can be used to digitally map buildings. Cameras and laser scanners, mounted on a man-high trolley, can be pushed through the corridors of office complexes or through exhibition halls - setting countless reference points from which an overall picture is created at the end. "The possibilities for working with this image are very broad," says Nenad Sucur, adding that visitors can be directed to their contacts, for example, or augmented reality can be used to place waymarks on the cell phone display to provide information. Advertising could also be integrated, for example as an addition to an exhibition stand.

When coloring books come to life

Bob Sumner, who is Associate Director of a collaborative project between ETH Zurich and Disney, demonstrated the possibilities of augmented reality in connection with learning through play. So that children don't just stare at the screen of their smartphone, it quickly becomes a window back into reality: Bob Sumner's team has created apps that encourage painting by allowing the painted figure to rise three-dimensionally from the paper; that make dealing with different styles of music accessible via trading cards and museum visits through virtual reworking of the paintings.The developer also gave a preview of the game "Gnome Trader", which is currently in development: Sumner and his team have created an application for this that transforms the evening and 20-minute boxes on the Natel display into gnome houses. Each gnome buys and sells gemstones at a price that adapts to local supply and demand. This gives children - and perhaps adults too? - have the opportunity to learn about the basics of economic activity in a playful way.

ClearChannel and VBZ set up public transport WiFi

Zurich's public transport operator (VBZ) and its marketer of bus stop advertising ClearChannel reported on the new WiFi, which is currently being tested at five Zurich bus stops. Public transport users can access a free high-speed fiber optic network via a landing page that can be garnished with advertising. The presentation revealed that the advertising on the landing page can be adapted based on location as the project expands. Conceivable then, for example: Students are offered book discounts at locations close to the university, while luxury goods are advertised on Bahnhofsstrasse. OrellFüssli and a Zurich cinema are already advertising at the test stops, and there are reading samples and vouchers for free popcorn for public transport users.

Aperitif rounds off the event

In addition to other top-class speakers, the subsequent get-together of guests should also be emphasized. Over an aperitif, contacts could be intensified or new ones made and what had been said could be discussed with the experts. An all-round successful event, which everyone left with new input - and certainly inspired.