What if you could go to a certain place in Melbourne, perhaps the Shrine of Remembrance, and there would be an album particularly dedicated to this location?
An album or playlist specifically made for St.Kilda Beach, Dandenong ranges or The Twelve Apostles?
It is possible and in fact, Swedish band “John Moose” have done this themselves. John Moose describes their music to be a constant war between civilisation and nature, thus no better place to release their new album than in the woods. But how do you release music in the woods?
Geo-tagging, we know, is a tool used to locate where consumers are and perhaps give them a reward for being in this location – i.e. Pokemon Go, or it can be most commonly used to promote a business’ location. Geo-tagging is not a fancy new innovation coming up in 2017, but it still has the potential to create meaningful content for your consumers.
Snapchat has recently released an AR (augmented reality) art exhibition on their new World Len’s feature. It features nine different locations around the world and at each location, there is an art installation by Jeff Koons. It encourages consumers to visit the Sydney Opera House to find a cool 3D, AR art sculpture of Popeye.
Other innovations with Geo-tagging have been covered before, for example using geo-tagging to create location-based stories (everywhere you go becomes a museum of history) to opening numerous virtual pop up stores in the middle of the forest, or the beach. What the band John Moose did was create an app, that could geo-tag where the consumer was and once you were tagged to be within some type of forest, the music starts playing automatically!
With Geo-tagging there are a plethora of opportunities to be discovered that perhaps will become more prevalent with the emerging innovations of augmented reality. With the release of the Oculus, Google AR headsets and AR innovations in our mobile phones pioneered by Apple and Samsung, there is no doubt AR marketing will be a common method of communication in the next five years. As digital marketers, we need to continue to look to the future and find ways on how to effectively utilise new technologies to create meaningful content for our consumers, and it seems that AR is a potential avenue for us to explore.
How do you think Geo-tagging could be used to add to a brand’s marketing campaign? Maybe you have seen a campaign yourself but could be further improved through geo-tagging, let me know in the comments below!
As always, stay woke!