Pictures and video have recently been top of mind for me as it relates to wearable technology. So yes, I’ve invested in and played around with the GoPro camera, and a device known as the Narrative Clip in order to gain personal experience. Let me begin by saying that this post is not a product review. And it’s not a report that involves quantitative marketing research. It’s simply a very short observation based on my personal experience with each device over the past 12 months.
As a CMO I was curious to experience people’s reaction to these devices once they realized they might be recorded. And of course, I also wanted to review the pictures and video’s taken to see how this type of media might be leveraged as part of a marketing campaign or brand building initiative.
As far as the performance, let’s get that out of the way first. They are both easy to use and deliver video or pictures as promised. As I said before, what I’ve found most interesting was the reaction of the people engaged.
The GoPro while having fun
I wore the GoPro while running (OK, really I walked most of the way) at the Miamisburg 8K Turkey Trot. And as you can see, while the GoPro is quite small, you definitely see it coming and can recognize it is as a recording device.
Consider the reaction of those around me. “Hey, that looks funny. Are you recording now?” Or the lady next to him, who looks like she’s thinking, “if I don’t look directly at him perhaps he’ll leave.” What about the guy in the next picture? You can guess what’s on his mind, “don’t even think about following me with that thing.” In short, there were some who viewed the encounter as a photobombing opportunity and others who literally saw me and ran in the opposite direction.
The Narrative Clip while presenting
As you can see in the picture (circled in red), the Narrative Clip is a tiny device. It’s an automatic camera and app that many people won’t notice when they first encounter you. But once they notice it, get ready for the questions to begin.
· “What is that thing on your suit coat?”
· “Is it on now?”
· “Does it record sound too?”
· “How often is it snapping a picture?
· “Why do you want to wear something like that?
· “What do the pictures look like?”
· “What do you do with the pictures?”
· “Do you always remember to take it off before you enter a public restroom?”
· “Alan, take it off.” (that was during a family gathering)
Marketers and Privacy
Yes, when it looks a bit like a stealth device the questions and comments are right to the point. So, are you wondering if the Google Glass is in my future? Well, I now have a taste of the physical level of hostility that can be just under the surface when people feel their privacy is under attack. Let’s take the recording aspect out of this situation. What about digital privacy in general? Consumers may value personalized, relevant marketing, but at what cost to their privacy? You might have expected me to conclude this post with a snappy “3 Tips for Marketers to consider with their Privacy Strategy” based on my little experiment. Sorry, privacy is a topic that can drive a visceral reaction from consumers and as marketers we need to spend much more time on this subject. What are your thoughts about consumer privacy?