Once again, Turin has made history. Not only did the northern Italian city host the 2006 Winter Olympics, but it’s also an early adopter of Microsoft Tag, using it in a city-wide tourism campaign created by the Turismo Torino e Provincia and mediaKi.it, an Italian web agency.
“Turin became the first city in the world to be tagged with Microsoft Tag technology,” says Daniele Romeo at mediaki.it. “‘The Colors of Turin’ was the first major Italian project to use Tag, and raised the bar for innovation on both a viral and strategic level."
Tags were placed near important city parks, museums, and landmarks all over Turin. When sightseers scan the Tags with their smartphones, they view mobile sites rich with text, videos, and audio content about the history of the location. Visitors can also view maps that help them navigate to other city landmarks.
"The Colors of Turin" campaign achieved its goal, engaging tourists all over the city, educating them about historical details, and encouraging them to visit sites they might otherwise have overlooked. Future campaign ideas for other cities will follow the Turin approach – using Tags not just for informative purposes, but also for commercial and business ventures.
"Tag is a powerful gateway to interaction, mobile applications, and services that move people from real life through the world of interactive communication,” notes Romeo.
MediaKi.it also develops innovative campaigns using Microsoft Tag for other clients, including EMI Music and textbook-publisher Loescher. Both businesses integrated Tag into marketing efforts for Finley, an Italian punk rock band. This promotion was the catalyst for "The Human Tag," project, which featured Tags on T-shirts, bracelets, and watches.