Brunner, an independent advertising agency based in Pennsylvania, has unveiled their plans for a new collaborative think tank called BHiveLab. The initiative will bring together digital strategists, creatives, and technology experts to produce innovative marketing solutions. With the emergence of new technologies, the marketing landscape is changing rapidly. BHiveLab will be adopting three of the most promising technologies causing waves in marketing: Augmented reality, QR codes, and NFC.
Brunner has a long history of pushing the boundaries of digital marketing. The company has always focused on innovation and now it seems as though technology has finally caught up with their ambitions. In forming BHiveLabs, Brunner wants to blend new mobile technologies together to reach a new level of dynamic marketing. One of their primary focuses is what the BHiveLab’s team is calling “gamification.”
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Gamification involves attributing game mechanics to the real world through the use of augmented reality. The concept can be difficult to follow, but it is, essentially, turning every day routines into a sort of game. Developers at BHiveLab have already developed a mobile application which uses augmented reality to make these game mechanics more apparent. The application also makes use of NFC technology to allow users to share information and data when in close proximity.
The overarching goal of the initiative is to understand how the power of technology can be harnessed to engage consumers and help marketers understand the importance of this idea.