Smoke Signals

April 8th, 2011

Welcome to the Tribal DDB weekly Smoke Signals trend report, news from the frontier of digital marketing. We’ve scoured the net to bring you the hottest stories in the digital, media, and marketing space. Have any thoughts on any of these stories? We want to hear what you think!

Click here for the PDF version of this weekly report.

In this issue:
The Future of Watching TV


The Future of Watching TV

“How will we watch television in the future?” This is the question that Syzygy Lab is attempting to answer with a new concept called GOAB. With it, they discuss a variety of opportunities emerging around the second screen viewing experience.

GOAB is designed to function independently of input and output devices; it is 100 percent cloud based. With a laptop, tablet, or smartphone, users will be able to access complementary content like program guides, interactive commerce, and visualized sports statistics. Social features would be delivered dynamically and displayed in parallel to live content.

Implications: According to a Yahoo! study, 86 percent of mobile users access the Internet while watching TV. This is resulting in a new hybrid medium and opening up opportunities for advertisers and programmers alike. For brands, Syzygy’s GOAB offers the perfect starting point for creative ideation.


London agencies BERG and Dentsu have joined forces to create an innovative digital product. Suwappu is a series of toys  presented as a new kind of content platform. Through augmented reality (AR), they are able to tell their story.

Through a phone/tablet lens and AR technology we can see the little digital character’s lives and storylines. The toys come to life and content is episodic. Like comic books, updates will be added on a regular basis. Through this project, Suwappu demonstrates the blur between the digital and physical worlds. For example, by scanning one of the characters, a mobile phone is able to pull up content from sites like Twitter or YouTube.

Implications: This presents interesting inference for marketers. As BERG mentions, toys have already had a long relationship with media through film or television tie-ins and merchandise. A similar relationship can  be brought to packaged goods. Red Bull recently embedded an Augmented Racing game on their 8.4 oz 12-packs. Nestlé just marketed 26 million cereal boxes with an AR game starring the main character from the movie “Rio.” Through mobile phones, brands are able to better tell their story across on- and offline channels.

Please contact for more information.