MRM Worldwide Creates Unique Tool for Nikon's COOLPIX S70 Touch Camera
MRM Worldwide has partnered with NikonĀ® Inc. to create an online tool called the Nikon Virtual Touch Experience. The utility enables consumers to flip through photo and image galleries using their webcam.
The free tool, available on ashtonscoolpix.com, extends the Nikon COOLPIXĀ® S70 experience beyond the camera screen.
Users who have webcam-enabled computers can install the Nikon Virtual Touch Experience by simply dragging a link to their bookmarks bar, which makes distribution of the tool very simple. It travels with the user's browser wherever they navigate.
When a user is ready to view images on a given web page or online gallery, a simple click on the toolbar link opens the experience in a branded Nikon frame and allows full screen browsing.
The creative execution is the first advertising of its kind because of the way the technology was deployed--using javascript, this so-called "bookmarklet" allows for image access on a user's open web page. No plug-ins or third-party toolbars are required, and it is completely platform independent.
Through edge-detection technology, the webcam can recognize movement so that hand gestures control the virtual scroll or re-sizing of images to emulate the experience of using the Nikon COOLPIX S70 touch camera.
"Often times the development and production of such executions is outsourced, even by digital agencies," said Sune Kaae, VP, Director of Technology at MRM New York. "But we demonstrated our in-house capabilities by having the creative and technology teams work side-by-side to produce the Nikon Virtual Touch tool."
The teams' close proximity made the process of creating the utility more cost-efficient and gave the agency more options to change direction quickly if necessary and even to experiment, Kaae added.
"This tool provides a natural user experience for people engaging with computer interfaces," said Farid Chaouki, Director of Innovation and User Experience Design. "It's another step in bridging the gap between the physical world and the digital world, which is ultimately where digital is heading to achieve maximum reach in the marketplace."
The Virtual Touch Experience would not have been possible without Nikon's innovative COOLPIX S70. This digital point-and-shoot camera offers the next generation in touch-screen technology and redefines the way consumers interact with, and physically touch, their photography.
Credits: Michael Jacobs EVP, Executive Creative Director Farid Chaouki VP, Director of Innovation and User Experience Design Brian Schierman SVP, Producer Ryan Gury, Associate Creative Director Stefan Haverkamp, Copywriter
Sune Kaae VP, Director of Technology Jon Rubino VP, Director of Multimedia & Motion Design Eric Schulte, Director of Flash Nicholas Haurus, Senior Flash Developer Chris Edwards, Senior Flash Developer
Danny Wang, Senior Web Developer Wes Reid, Senior Web Developer. Matt Jacobs, Senior Web Developer
Rob Rotshchild, SVP, Account Director Glenn Landauer, Account Executive Randy Herrera, Program Manager
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