Augmented reality meets sisu
By Molly FlattHow do you augment an entire country using social approaches and tools?
This was the question at the heart of the Like Minds Helsinki, the first in the Like Minds Conversations series of events - spearheaded by Drew Ellis and Scott Gould - which are held in selected international locations to be “a channel for communities to collaborate with us in addressing a subject in depth that is pertinent to the local community, and will help the community act out new innovations and new ideas.”
After learning so much (and continuing to reap the benefits) from February’s Like Minds Conference in Exeter, I was delighted to join the team in Helsinki as a panellist discussing Real Time in Real Life, particularly relating to mobile tech and augmented reality, which we use in our work for Nokia.
Discussing ’social participation in a virtual world’ with Oisin Lunny, Alistair Duncan and Anthony Mayfield
Speakers from Wikitude and Total Immersion demonstrated the latest in augmented reality technology, while social consultant Jo Jacobs and UK MD of Habbo Hotel Oisin Lunny looked at the behaviours and insights behind the people and brands using it.
A distinct tension emerged throughout the day. Everyone was excited by the tech on offer, but many were questioning the value of how it is being used. The capacity for augmented reality has been around for a while, but few are moving beyond gimmickry to use it in genuinely useful and inspiring ways. And only a minority of people around the world have access to an infrastructure that can support such hungry streaming and video. When and how will it really blossom for good?
Morevoer, panellist Teemu Arina made a brilliant analogy with the Domesday Book, which heralded a paradigm shift around the value and social power of personal information. Constantly sharing our location, plans, likes and networks will enrich our experiences, but also usher in a whole new dynamic around privilege and security. Are we ready?
It all reminded me of Russell M Davies’ latest Wired UK column on ‘premium reality’, a dystopian vision of ubiquitous augmented advertising, with opt-out only for the wealthy few: shiver-inducing brain food.
Head buzzing, the next day I was lucky enough to progress to the summit at the incredible Villa Kataya, where some of the best innovators in the industry - the likes of Anthony Mayfield, author and Senior VP of Social Media at iCrossing; co-founder of BBH Labs Mel Exon; British digital business expert Alistair Duncan; entrepreneur Julien Fourgeaud; our client and friend Dan Goodall, Senior Marketing Manager at Nokia; and three emerging young social tech evangelists our WOM World/Nokia team invited along, to name but a few - gathered to brainstorm social strategies to help Visit Finland.
Working hard, eating harder
1000heads’ work with Tourism New South Wales gave me some insights to share in this area, and everyone had a wealth of ideas and experiences to contribute - a real learning opportunity for me personally. The Finnish spirit of sisu, a silent inner strength, can make them reluctant to shout about the attributes of their country, so the challenge was to develop practical tactics that would promote that unique Finnish quality whilst injecting a more gregarious and visible sociability into everything they do.
Facing a totally new way of thinking, Visit Finland were admirably open, flexible and enthusiastic. In true Like Minds spirit, this was a first ‘business’ event where work progressed to the sauna and jacuzzi - the level of professional expertise was equally matched by a willingness to swim in freezing lakes, yell at the England footie team, and drink cloudberry liquer.
It will be interesting to see what practical outcomes emerge from the Like Minds Helsinki Conversation in the next few months, but I for one will be taking sisu into everything I do.
And as for augmented reality and mobile? It’s Jo Jacobs’ words which continue to ring in my ears: “virtual makes reality accessible, affordable and interesting… but reality makes vritual possible.” The possibilities in reality, not the functions of technology, are what this is all about.
More to come as I digest it all over the coming weeks 
