Omega Mobile: Mobile Experience Design Blog
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Fast Company reported on a new promotion that might be a glimpse into the mobile design of smartphone commerce in the future – advertising that combines virtual goods and LBS to tap into on-the-spot purchases and promotions.

Virtual Goods

Location-based game start-up Booyah is introducing in-game, virtual goods placements, based on your real-time location. The Mobile User Experience Design will lead consumers right to the cash register of a “real” store selling real goods for very real cash.

The campaign stems from Booyah’s partnership with international clothing retailer H&M but this could apply to ANY consumer campaign – from liquor to cars to network television. This particular promotion pings mobile users near an H&M location on a piece of clothing or accessory that appears in Booyah’s MyTown location-based social game. Discounts and promotions reward the Booyah user that visits the actual store location.

Here are some ideas I have for additional location based campaigns. Again, any consumer campaign could benefit.

Users could be rewarded with free virtual goods if they spend a certain amount of time inside a retail location. The goods should have a high value perception and be unique to that store. If the user wore or showed off or used a virtual item in a social network, they could get real world discounts on that product line.

The biggest fans of a company – the ever valuable influencers – could receive limited edition virtual that are exclusive or awarded before general public release.

Feedback about the unique product could be analyzed and the most popular ones could turn into physical products.

Another way to engage users (and potentially spark a viral campaign) would be to give the consumers tools to design the next generation of virtual product ala crowdsourcing. Implement a voting aspect and social network exposure to build buzz. Winners could get a high value prize and their creations could turn into physical goods. Imagine a fashion oriented tween designing virtual fashion items and being rewarded for it.

Unique mobile user experiences and advertising seem to be made for each other – mobile is also a great bridge between the physical and the virtual. I’ll be watching the H&M campaign with interest.

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