If you are looking to buy shoes from DSW on Black Friday, you can save extra 20% – but only if you smile more.
A reinforced mobile web campaign for reality created for the PadSquad retailer asks customers to smile for the camera. According to a PadSquad spokesman, unlike traditional banner ads, the DSW ad will appear in-line around the site's content. As you browse the content, users can engage in the ad or continue browsing.
Those interacting with the ad will see a camera view at the front of the ad (when camera status is accepted on a user's iOS or Android device). The ad then uses the smartphone's camera to measure the user's response through the app's "surveyor". Users who fill their gauge receive a 20% discount coupon for online purchases, which can be applied to Black Friday and Cyber Monday sales.
A system that rewards users to laugh. Why does that make it known? Oh yes … Black Mirror !
During the season three episodes of the series called "Nosedive", the character Lacey, played by Bryce Dallas Howard, is obsessed with her grades in a social media-style smartphone app that allows users to rate others based on their shared content and interactions.
The fictional app also includes several enhanced reality features, as it can identify people with face recognition and show the overall assessment and social profile of others placed on the user's field of view. The Face Detection feature also shows the person's social grade when smiling in front of a camera's activated mirror.
Amusingly, It's always Sunny in Philadelphia Also tackles the people's premier premier AR app) with his episode "The Gang Group Dates", where Dennis is equally obsessed with being ranked as a "five star man" in a dating app.
In both series, social grades have consequences for the user's social status. On Sunny bad grades affect users' dating situations, but on Black Mirror ratings not only affect social position but also access to a job, housing, and even airlines.  Running from November 22nd to 27th, the campaign does not target specific websites, but will be delivered to users based on demographics that DSW targets. So if you're in DSW's target demographic, you'll look for the ad on websites you often use. Meanwhile, you can try a demo of the experience yourself on this link .
Between social media platforms like Snapchat and Facebook, various standalone apps and now web-based experiences continue the increased reality of becoming popular with advertisers as a means to prevent customer attention. Let's just hope that marketers really do not take the technique to the dystopian depths described in Black Mirror
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