A Gaggletag is a “Visual Cookie” – a discrete marker that brands and businesses can drop in the vicinity of their activity in the Real World to track people in the Digital World through their shared photos.
And when combined with a call to action, our powerful tag can also activate physical marketing with a pain-free interaction that delivers instant content such as vouchers, product purchase pages, app downloads, videos and so on.
Try it out… Tweet a photo that includes this page & “#gtag” then check your notifications. NB don’t try and scan the Gaggletag large like a QR code
Incorporating a code as visual elements in display materials is cheap and easy to deploy. While solutions have been around a while they have failed to take off for this use due to the need for an explicit and painful interaction.
Whether it’s a good old fashioned barcode or QR code, or even a newer marker-free approach, a busy consumer needs to get a special app to recognise and interpret visual cues presented large, steady and straight on. An app plus this laborious “Stand-and-Scan” interaction is necessary because of the lack of features that make the visual cues easy to spot, realign and decode. Even RF-based proximity marketing solutions, like iBeacons, need a special app as well as needing kit on location and Bluetooth kept on.
Our marker can be spotted and decoded from within shared images even when very small, at tight angles and in challenging lighting. This is impossible for a QR code but vital for passive tracking and quick interaction.
Our tag includes what we call “Anti Camouflage” to make it leap out of an image. It’s enabled by a patent-pending set of visual elements optimised for computer vision software to easily find, isn’t common in nature, remains distinct in the widest range of conditions to assist poorly presented tags be reoriented and decoded. See here for some examples of successful detection.
And because our fast, lightweight algorithm doesn’t need to run locally on the phone, detection can be added to any app via a simple API to our Cloud Engine. Our initial services (see below) are built on Twitter and Facebook, with Instagram planned – apps most already have, so no new download required.
See below for some suggested deployments…
We’ve launched the two innovative services below by integrating Gaggletag technology with Twitter and Facebook. They are designed to provide activation and gamification in Physical Retail, Events, Out of Home Advertising, Tourism and more. We also have a photo tracking service in the works that integrates Instagram and we’re keen to work with others to develop new applications through our Gaggletag API, be it tracking, filtering, interaction or anything else.
Our location gamification platform opens up real world treasure hunts that are scored automatically without needing a new app or relying on the vagaries of GPS.
Hunts can be joined by just sharing a trigger word with us on Twitter or Facebook. Players are sent clues to locations and simply sending a photo that includes a Gaggletag automatically verifies they’ve found the location, offers up information about that location and calls back a clue to the next stop on the hunt.
Treasure hunts are great way to encourage exploration and group bonding, be it in a Retail, Corporate, Tourism or an Event environment. And Tweet-go-Seek is the easiest way to run one.
The Responder integrates with Twitter to distribute content and establish a relationship with a consumer on the go.
Just sharing a photo that includes a unique campaign Gaggletag, plus a simple brand or product #hashtag, calls back a specific response instantly and directly from that Brand with a link to a web-page, a video, a coupon, an app download and so on. Plus, because it’s happening on social media, the engagement amplifies buzz around the Brand and campaign.
We believe it can drive real value in Out of Home Advertising, Events, Retail, Museums and Galleries, and residential property. With a Responder campaign we can supply tracking data, tools to review campaign photos and a gamification solution that facilitates prize draws based on tags users have found.
The Gaggletag leadership team comprise experts in the fields of digital media, marketing and technology with a proven track record in working with some of the world’s leading brands and delivering major projects that transform the way the world communicates
Gideon Summerfield is a digital media leader, spending the first half of his career as a journalist, winning awards for tracking the transformation of digital technology on the media and marketing industries. He went on to become a practitioner in the agency world, helping to shift the businesses of the likes of Tesco, BT and Shell as well as a number of start-ups. Latterly he has been applying his vision in transforming television, at the BBC, working with the likes of Samsung, Sony and Xbox to deploy the pioneering on-demand app iPlayer; with leading YouTube partner Base79 and on Sky Q. Currently he is Head of Product at Smart Home Leader Hive.
Martin Ward is the Experiential Marketing expert on the team. After a successful career in graphic design – specialising in youth, music and fashion brands and products –he set up his own business in 2009 developing innovative eco-friendly branded merchandise for the event marketing industry. His company Onion Media has worked on events with brands as varied as BP, The Guardian, Baccardi, Visa, Bayer, the Kia Oval, Goodwood Circuit and Tennents Lager and he has built strong working relationships with some of the best experiential marketing agencies in the UK.
James Pullicino has vast experience delivering complex technology solutions for the online media markets. he brings to Gaggletag over 10 years of senior management experience in both public and venture-backed companies. Starting out as a software engineer he quickly transitioned to roles that led the definition of solutions and managing teams and suppliers delivering them. Most recently he has worked at the BBC, Amazon, Barclays and Sky, leading teams delivering high profile and successful innovation projects such as BBC iPlayer, Lovefilm and NOW TV.
If you’re a developer and want to play with our visual cookie technology for free with your own applications please apply today. Authorised developers will get a set of sample Gaggletags plus a key to use our cloud-based API which makes it simple to identify your tags in any photograph you point it at. If you’re already an authorised Gaggletag Developer please login below.