Last week Jeff attended SAScon, one of the UK’s leading Search, Social and Analytics conferences. Despite being a little under the weather (the rumours of ‘Man Flu’ are yet to be confirmed), he delivered a keynote that was hailed by many as the highlight of the whole event! With this in mind, we thought we’d better get a few key points and takeaways from the man himself, for those who didn’t get a chance to attend, or simply want a quick re-cap.
“Phygital is the combination of the physical and digital worlds working together.
In order to look forward we must look back. As far back as the 1970’s, where unlike now, machines were single purpose. With the rise of mobile, people don’t use PC’s and soon they won’t even use mobiles. History has proven that people don’t want to be confined to one machine, one mobile, or one tablet. Soon the digital world will be all around us, you only have to look at Google Glass to see where things are heading.
Something Matmi has learned from experience, is that bringing the physical and digital world together produces amazing results. We first saw this when we created Optathlon for United Airlines. The app was advertised in the airport, so while people waited for their flights they could download the game, play on it and win travel options. This helped customers to engage with the product United Airlines were trying to sell.
We were then approached by Alton Towers, who wanted us to come up with a way to drive footfall and entertain people in the theme park in the run up to the release of their new ride The Smiler. We produced a 3D rollercoaster game along with location-based gamified Augmented Reality, designed to not only entertain people in the park but to create a buzz around the new ride opening. The app was not only featured in the Apple App Store but it got to number 10 in the games chart!
All of this has proven that we need to embrace digital in the physical world. Of course we are all sad about the high street dying, but we still shop online! Only when shops embrace digital and become more interactive will things change.”
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