Magazine article Editor & Publisher

Point, Aim, Engage: CrowdOptic Connects Users by What They're Looking at with Their Phone

Magazine article Editor & Publisher

Point, Aim, Engage: CrowdOptic Connects Users by What They're Looking at with Their Phone

Article excerpt

Checking in to a location on Facebook and live tweeting from an event is common practice these days, but the latest mobile technology now allows consumers to engage and interact just by pointing their smartphone camera at an object.

[ILLUSTRATION OMITTED]

Based in San Francisco and launched last summer, CrowdOptic uses focus-based services to supply data on engagement as well as time and location. What that means, according to the company, is that venues, advertisers, and sponsors can respond in real-time to shifts in crowd momentum, enhance in-venue security, and deliver hyper-targeted mobile media.

CrowdOptic works with event organizers and advertisers to create specific event data for a phone app (available in both iPhone and Android devices). When the app is downloaded, users can point their mobile camera at people or things to learn more about them. Fans at a sporting event can focus their phone on a player and receive statistics, or concert-goers can find out what band is playing by pointing their camera toward the stage.

With focus-based technology, users can also connect with other people who are zooming in on the same thing with their camera. These "clusters" can share their comments, photos, and videos with each other and with people outside the event.

CrowdOptic recently conducted beta tests at this year's Academy Awards in Hollywood, Calif., and Super Bowl XLW in Indianapolis. When users pointed their phone camera to take photos, they were able to join in live online discussions with others who were pointing their phone at the same thing. …

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