Biorhythm: Music And The Body

Experimental musicians, musical neuroscientists, sound artists or acoustic engineers; it doesn't matter what you call yourself, the Science Gallery wants you! Dublin's Science Gallery is developing a new exhibition called 'Biorhythm: Music And The Body' and they are looking for submissions for gallery installations, creative experiments, events, workshops or performances. Their goal is to look into the relationship between art and science in allowing us to understand and enjoy the sounds and music of the world around us. Ideally all the installations and experiments will be interactive and participative engagements as well as stand-alone performances. For three months from 2 July to the 1 October, Biorhythm will also put on a series of high-profile talks, discussions and debates, and other musical and biological events, web-focused interactions and games.

Submissions must be received no later than Tuesday March 30 2010 to be considered for inclusion:

• Open Call Details
• Open Call Submission

VW PunchDub Ad

Sometimes I forget that if you don't work in Marketing, in one of it's many roles or functions, you may be completely unaware of some of the brilliantly creative work that is done every day. I say this because it was brought to my attention over the weekend that Volkwagen's recent Super Bowl ad and campaign went completely unnoticed by many Irish folk who are marketing types (or American Football fans). So for any of you who missed this excellent campaign, here you go...

For their 2010 Super Bowl ad, Volkswagen (US) reimagined the popular car game of “Punch Dub”. Most people will be familiar with the classic game of punching a friend's arm when you see a VW and for their campaign VW have updated the game to increase awareness and familiarity with the full 13 model range of Volkswagens now available. The “Punch Dub” campaign was launched with a 30 second commercial during the third quarter of the Super Bowl with cameo appearances by Tracy Morgan and Stevie Wonder...

Volkswagen also developed an online campaign about the creator of the game, Charlie “Sluggy” Patterson. As well as having a blog, Twitter stream and a series of videos on YouTube, the campaign was supported by an online game through the VW Facebook page. All elements went live on Super Bowl Sunday and encouraged people to explore the Volkswagen range with virtual slugs to friends and family. Essentially people were driven to hone their punching techniques and punch as many friends or family as possible. The more punches you got, the better your chances were of winning a weekly prize or the Grand Prize, a brand new Volkswagen. The campaign was developed by Deutsch, Los Angeles.

"Volkswagen is one of the most beloved brands in this country, but people have a misperception that it only sell cars for the young. We needed to find a way to let people know that Volkswagen makes thirteen different models, in a way that still felt right for the brand," said Eric Hirshberg, CEO/Chief Creative Officer of Deutsch LA. "Changing the game of ‘Punch Bug’ to the game of ‘Punch Dub’ and making it about all Volkswagen is the perfect way to do that. It tells you something nobody knows in a way that everyone can relate to."

"Punch Dub is a fun, engaging way to reintroduce Volkswagen and its growing product family to millions of Americans during one of the most watched television events of the year, the Super Bowl," said Tim Ellis, Vice President of Marketing, Volkswagen of America. "The campaign is a modern twist on a classic game that has been played on America’s highways for generations and will help consumers gain a new perspective on the breadth of our vehicle offerings, quality, performance and value."

As a taster, here is the first of Sluggy's videos...

Gone to Vegas

About now I'm arriving in McCarran airport Nevada, Las Vegas's international airport. Some time back my mate Ross popped the question to his lovely missus and, with her answer of 'yes', there's a Summer wedding just around the corner. Of course you can probably guess why I've just arrived in Vegas...... stag weekend!

So here we are, twenty or so blokes looking forward to a weekend of relaxing by the pool and perhaps taking in some of the delightful tourist attractions that Nevada has to offer. Or, it'll go something like this......

So with all that in mind, I'm afraid to say that Digitology is taking a short break. I may or may not be able to update in the next four days, but chances are I won't. I hope you can all manage ;)

See you next week folks

adidas micoach

Two weeks ago I had the pleasure of popping over to London for the day for the launch of adidas micoach. The micoach is a virtual running partner that delivers real-time audible coaching. Forget standard heart rate monitors or exercise program utilities, this is a system that monitors your performance and tells you what you need to do to reach your programme objectives. The miCoach interactive training system tells you whether to speed up or slow down by tracking your heart rate, pace, distance and stride rate. The system does this by constantly monitoring data delivered by a small sensor worn on your shoe and a heart monitor worn around the chest. The particular device that I have been using is the adidas micoach pacer.


So what's the difference between the adidas offering and the various other systems on the market?

Aside from the basic way the service works - audible telling you what to do - the most important difference is that this is exactly that, a service. The device that adidas have developed is essentially a very simple data recorder and performance indicator. The real customer value comes from the website and added functionality that adidas provide outside the device itself. adidas's goal is to become the most personalised sports brand in the world by providing an intelligent web platform through which users can interact and educate themselves about how to perform better, train better and, ultimately, run better. In the end, adidas want us to be better athletes.

To achieve this, adidas have created a web platform that acts as an interactive training service that motivates, inspires and enables runners to become better and reach their training goals, whatever they may be. This is the key. For every runner the goals you set and those recommended by the system are completely unique based on your goals, your current level of fitness and what suits you to train. At micoach.com you can create personalised training plans, set goals and pro-actively monitor and manage your progress over time. The platform includes six training plans, ranging from those who want to run faster and improve a personal time, to those who want to lose weight, and you can also create your own personalised training plan. These tailored training programmes are designed around your heart rate zones and will help you achieve your fitness goals more efficiently than traditional exercise regimens. miCoach listens to your heart to determine your personal training zone ranges, each represented by a distinct colour for easy-to-understand and effective training - blue, green, yellow and red. miCoach helps runners set goals and then reach them by monitoring their heart rate and telling them when to slow down or speed up to meet their personal goal.

There are then two options when it comes tot he devices themselves:

• The miCoach Pacer - a small, lightweight device that delivers real-time audible coaching as you exercise via headphones or combined with your own MP3 player. During your run, the miCoach Pacer verbally coaches you (i.e. speed up to green zone, slow down to blue zone, etc.) to ensure that you are staying within your targeted heart rate zone and keep you running at the right personal level.
• The miCoach Zone – an easy to read colour-code LED display on a wristband device provides accurate, real-time coaching making it easy for you to train at the right intensity with the help of a heart rate monitor.

“miCoach makes it easy for anyone at any level to get personal coaching. The instant progress reports help you get the most out of your run and achieve your personal goal,” says Bernd Wahler, Chief Marketing Officer of adidas Sport Performance. “The audible coaching feature of the miCoach Pacer provides a new dimension to any workout experience allowing users of any level to discover their true potential. This product is really about offering our consumers a personal way to train.”


So what's the verdict?

About a year ago I started running. Not long enough, not far enough and not often enough. Then a couple of months before Christmas an old rugby injury cropped up again and I just had to stop. Although my knee got better I simply wasn't motivated to get back into a training schedule. Since I've started using the micoach that has seriously changed. The nature of the service means that I have been easily able to set up a training programme that suits me and when I do go running I have constant motivation and direction as to what I need to be doing. I would definitely recommend the micoach to anyone from dedicated runners who want to improve their style to beginners who want to get fit.


So is that that?

Not by a long shot. Not only does the service have two major updates on the horizon already but the nature of how it's been built leaves it open to almost limitless expansion on a number of different fronts. In June the micoach mobile application will launch. This will be a free of charge download for any smart phone that will allow you to use the micoach service with your phone's GPS. A second June update will also see the introduction of speed training so that the micoach service can be used for short to middle distance sprint training. Of course these are just two of the many possibilities that adidas have revealed. Considering that the web platform already has several options for Facebook integration and data sharing, there's no reason to think that the ability to actually share your results and training programmes isn't on the way. Overall the approach adidas has taken leaves them in a position to change and enhance the micoach service by simply updating the web platform. This means that the device you buy now will remain an active product for the foreseeable future. I for one think this is brilliant. adidas are demonstrating a very real understanding that the modern consumer wants more and demands it.

Basically I'm really excited to see what happens with Social Media integration in the next year. I think adidas are leading the way in sports technology, and showing a level of understanding that the competition just don't have.

Calling All Patricks, Paddys, Pats, Patricias....

Just over a month ago, Guinness Storehouse celebrated their 1 millionth visitor. An awespicious milestone for sure. So in a year already marked with this tremendous event what could the Storehouse do that would be even bigger? Well, today the announcement was made for what just might be that event!

Today, Wednesday 24th February, Guinness Storehouse announced the first details for its St. Patrick’s Day Festival celebrations, and they look huge! Not only will the Storehouse play host to live music, food and free entry for all St. Patrick's Day visitors, but for one very special day, St. Patrick’s Day, the Storehouse will be giving everyone named Patrick, or any variant of the name Patrick, with a special complimentary “VIP Pass” (Very Important Patrick Pass) into the St. Patrick’s Day Festival at the Storehouse. The special Pass will allow this select group access to all the festivities.

The initiative has been planned as a celebration of the Storehouse's 10 years since it first opened its doors to the public. So once you've the right name and a picture ID (official photo ID, e.g. passport, driver’s license or National Identity Card), you'll be in for free.

For everyone who is attending the festivities, Paddy's or not, there will be some seriously cool performers out on the day, set to thrill and entertain. You'll be greeted by fire jugglers and street performers, creating a visually sensational backdrop to the stunning seven storey Storehouse building. Inside, “Rattle and Hum” will take centre stage and perform all your favourite U2 tunes. Alongside the guys, you'll also be treated to Irish born guitarist Jimmy Smyth, and Irish groups Sliotar and The Gravel Walk. Finally DJs Peter Cosgrove and Peter McKenna will be keeping the Gravity Bar filled with funky lounge tunes, set to the stunning panoramic views of the city.

For those more interested in the mystery of a pint of Guinness, visitors will be invited to learn how to pour the perfect pint of like a true connoisseur and have the chance to take home a hand drawn caricature of themselves enjoying their perfect pint! This is really just the tip of the iceberg though, get over to the Guinness Storehouse site for the full details on everything that is happening on that most important of Irish holidays :)


A few interesting Guinness Storehouse facts:

• Guinness Storehouse building was erected between 1902 and 1904 for use in the fermentation process
• The building is 125 feet high, 170 feet long and 151 feet wide.
• It would take 14.3 million pints of Guinness to fill the giant glass atrium in centre of the Guinness Storehouse building
• Gravity Bar is the highest bar in Dublin located 46 metres off the ground