Finally, at the Cannes International Advertising Festival, Microsoft's Mark Kroese introduced NUads -- enabling voice and gesture controlled interaction of advertisements and other content on Xbox.
NUads will enable viewers to be social advocates, using an "Xbox Tweet" voice command to share an ad or brand on Twitter. Viewers can also get more information on a product or brand using an "Xbox More" command, or get a text message with a retailer's local address (e.g. the address of a local Toyota dealership while watching a Prius commercial) by saying "Xbox Near Me."
While watching an ad for a new TV show, viewers can say "Xbox Schedule" to have a calendar reminder sent to their phone about the upcoming show. Fans can also use a hand gesture to vote (say, for the best Green Lantern) or give feedback on an ad or event.
The technology is designed to work with Xbox 360 and Kinect. All commands will show up as optional prompts during the ads.
Advertisers have been reaching for this connection for years but, until Kinect, the platform just didn't exist, said Kroese.
Per excerpt from Kroese's blog post:
Some long-suffering advertisers, who innately understood they needed a better way to engage TV audiences, have bravely experimented--at significant cost--with various interactive TV platforms. In doing so, they've been searching for the holy grail of marketing: a simple, interactive conversation with consumers on the TV. In return, they've been confronted with an amalgam of devices, clunky interfaces, closed platforms, conflicting development tools, confusing controllers and a whole lot of frustration. Many brands have avoiding touching this third rail of advertising altogether, opting to wait until a solid solution arrived. Today, many of those same marketers were in the room when we unveiled the solution to this problem: NUads.
Yesterday's demo included the following scenarios of ads that could be placed across the Xbox LIVE experience:
Social advocacy. A simple voice command such as "Xbox Tweet" gives the consumer the ability to share something about a brand with their friends.
Request for information (RFI): Say "Xbox More," and you can request additional information and/or a discount coupon to be sent directly to your email inbox.
Near me: Say "Xbox Near Me" to locate a retailer near you, and receive a text message with the location.
Schedule an event: "Xbox Schedule" sends you a calendar reminder about an upcoming show.
Vote for your favorite: With just a wave of a hand, audiences can easily convey their preferences. For example, while watching a trailer for the Green Lantern movie, there would be a prompt asking: "which's your favorite villain?" or "Do you've plans to go see this movie?" Read time voting and audience feedback has finally come to the TV!
[Source: Microsoft Advertising]