I am sitting on a Consumer PR class knowing that we will be talking about screens. I anticipate that it will be yet again all about how we are watching TV, how we read the ‘21 most socially awkward things that happen on the tube’ on our laptop and checking out the latest PR news on Twitter using our smartphone – all at the same time.
But then something extraordinary happened that made me break away from all the screens in the universe and I was filled with excitement (and weirdly I felt like I won the who-gets-to-try-the-latest-technology lottery). My tutor grabbed a black textile bag and pulled something out that resembled a Google Glass. ‘No, that cannot actually be an existing, real, touchable Google Glass in his hands just about one meter from me’, I thought as my heart started to race. It was!
Coming to terms with the emotions when it turned out that he forgot to charge it up and so we couldn’t try it was not easy. Being so close, yet so far from the experience displayed in this video was painful.
Yet, we could put it on to get a feel. It was surprisingly comfortable.
The experience made me think that wearable technologies have a huge future and provide limitless potentials for PR. Brands and agencies have started to experience with Google Glass even if it is only in the pilot phase and only 10,000-20,000 pieces have been sold to “explorers” who wanted to be the first to try.
Kenneth Cole is thought to be the first advertisers who built an app for Google Glass and prompted a campaign encouraging users to record 21-day of good deed with their device. “Even though the technology is still in the pilot program, we want to be looked at as an innovator and early adopter,” said a representative of Kenneth Cole.
Since then the ideas for Google Glass apps have been quickly proliferating. How about an app that detects that you are falling asleep, while you are driving and directs you to a place to rest? And how about one that helps you get an instant profile of a stranger in a party, so you immediately know whether you have common interests? How about watching the trailer of a movie when you look at a movie image, without a click of course? How about a calculator that you use with your voice? And now my favourite: how about an app that can tell you where you have put your keys or any other objects? These apps all exist! Amazing, isn’t?
I believe these technologies mean one thing for PR: creativity will become the biggest asset of a practitioner. We are entering an age where everything will be made possible by technology and the only limit will be our imagination. The one who will have the most impossible ideas will win the game.