IntoNow is a brand new application released yesterday on the iPhone platform that allows a user to to hit a button whilst watching TV and the app will identify the show, right down to the episode.  You can then share that “check-in” on Facebook & Twitter.  It actually works a lot like Shazam in that they use “fingerprinting” technology on the audio that allows them to catagorize and recognize a show even if it’s airing live for the first time.  They have an index that covers more than 140 million minutes of previously aired shows which is the equivalent of 266 years of video.  Their SoundPrint technology (which powers the app) has indexed 2.6 million airings over the last 5 years.

The technology is amazing.  I did my absolute best to trick this thing and it is spot on every time, even across a room at low audio.  If you check-in during the opening credits it gives you an error and tells you to check back when the show starts.  If you check-in during a commercial, it tells you that they know this is a commercial and to check back when the show starts.  Once you do check-in, you have the option to add a comment at 140 characters so it can be posted as a Tweet or you can share it on Facebook.

Aside from their shortened URL linking to a splash page with your show information posted, there really isn’t anything denoting your involvement with the app on your profiles and/or in your browser.  There is no desktop-based interface to connect with and aside from the iPhone, no other mobile or tablet platforms are available.  That all said, within the app you have the ability to build a network of friends by tapping into your community on Facebook & Twitter and rolling them over.  You can then see what your friends are watching and comment on it.  I have to say, it is really cool.

The marketing implications of a platform like this could be amazing, but they have a ways to go.  Right now, they need to build their audience, extend their platform reach and build a browser based interface before they can really approach advertisers with something interesting.  They should also think about incorporating badges, points, rewards, etc.  This could happen quite quickly and when/if they do, it could have a massive impact on broadcast advertising, tune-in business and a myriad of social media strategies.

The idea of creating social currency out of what you are watching isn’t new.  There are other apps/platforms that have gotten into the “entertainment check-in” game, like Miso and TV.com Relay that have a broader reach in terms of platform adoption and desktop integration, but finding what you are watching on these apps pales in comparison to the ease in which IntoNow provides.

The application is free and available now on iTunes, so if you have an iPhone we recommend you check it out!

Madison Avenue, heavily trafficked by Manhattan’s shopping elite, tourists and ladies who lunch was the stage for Ralph Lauren’s latest digital coup de grace. This past Wednesday all walks of the fashion world descended upon the newly opened women’s mansion store to watch as the brand celebrated 10 years of digital innovation. Coats buttoned up and tartan scarves tightly wrapped, the crowd stood amazed as the store took on a whole new life. The facade seemingly disappeared and rebuilt itself level by level. Using projection technology lights hopped from window to window before the entire storefront revealed a runway. Elegantly dressed models slunk down a grand trompe l’oeil staircase as chandeliers fell out of the night sky, the scene was almost poetic. Next, the building was drawn like a curtain to reveal enormous products–a handbag, a belt to cinch the building’s waistline, a watch and waving ties. All went dark for a moment before a ball crashed the facade to pieces and polo players galloped atop Madison Avenue before transforming into the iconic logo. The brand’s latest foray into fragrance took stage next as the scents sprayed across the crowd creating a truly “4-D” experience. In a fitting finale, a slideshow of all things American royalty crawled up the shop before a final wave from Mr. Lauren himself.

Earlier this year, the Guggenheim partnered with YouTube on a similar project to transform their swirling facade and if this is only the beginning, we can’t wait to see what’s next. We’ve come a long way from the twinkling snowflakes adorning Saks Fifth Avenue now haven’t we?

New York City:

London:

The Official Ralph Lauren 4D Experience – London from Ralph Lauren on Vimeo.

I rarely expect sportswear brands to use the same marketing tools as fashion luxury brands, but in this case, I really don’t see why the hell not.

For now, luxury brands like Chanel and Christian Dior may be using digital media in terms of pictures/videos of beautiful people doing beautiful things but they may want to wise up sooner than later.

Nike sets a shift in pace by incorporating digital and service platforms in their digital marketing. In other words, they make tech-y stuff that is both cool and (shocking) useful!  For example, customers who purchase Nike’s Total90 Laser boot can actually get  access to Nike Football+, a digital coaching program where famous soccer players teach their “signature moves.”

Players can get these via web, mobile internet or even iPhone application to help improve their skills. Or, in my case, watch hot soccer players play Mr.Teacher in another language (um…yes, please).

Personally, I would love for fashion brands to incorporate more digital media like Nike has done. It’s just smart!  Partly because people love free shit, but especially if the application is as pragmatic and relevant as Nike’s is.

Fashion brands may feel a bit jaded/overwhelmed by the exponential momentum of technology but digital media is another way for brands to make their target market feel, well, more targeted–and anything that can make consumers feel linked by a common experience is something all businesses should aspire towards.

I’ve recently just sat down to watch Ron Galella‘s documentary, Smash His Camera.   It’s interesting to see the evolution of paparazzi today and how a much has changed in terms of technology.  But, how little has changed in the interaction with celebrity and the man behind the camera.

Today’s celebrity now has a platform to promote themselves and control their own image through social media as where others still remain to be as private as possible.

The documentary ended with Ron Galella saying, “My picture taking is finished, there’s no need for me to shoot today, there’s very little to be shot.  The iconic stars are gone.”

Do you think the “iconic stars” are gone today because as a society we became more interested in the voyeuristic part of their every day lives, leaving no mystery  to who they are…

Tweet us your thoughts @StarworksGroup