It was inevitable that the real world as a platform would claw its way back in terms of its relevance in the post web 2.0 environment. We are sensual beings after-all  …ultimately I think, we like our 0′s and 1′s on the side…

In my opinion, entertainment and engagement that is born online or involves digital media channels, should have an impact on our real lives on the street at a local, grass-roots level – to bring about a more satisfying and immersive experience…

A couple of adhoc examples from the advertising/marketing world that use the real world as an integral element in the campaign:

ISpyLevis (Australia)

Levis Australia’s ispyLevis promotion invited consumers to follow a purpose-built Twitter account regularly updated with hints and tips, to track down people wearing the winning pairs of Levi’s. When a follower thought they’d spotted the jeans, they were invited to ask “Are they Levi’s?” and if they were right, they were given the jeans on the spot.

The Doritos iD3 campaign in the UK launched an advergame involving on-pack promotion, a microsite and social networks inviting consumers to guess a new mystery Dorritos flavour that was launched as a ‘limited edition’ by the brand for the chance to win 20,000 pounds.