Google Goggles: Seeing the world through a search engine's eyes

In 2009, Google released a ground breaking application, Google Goggles, for what is now only available on the Android (1.6+) and iPhone iOS  4.0. Google Goggles (say that ten times fast) allows users to search Google by simply uploading an image.

Google Goggles In Every Day Life:

Have you ever been walking down the street and come across a really neat building and want to know what's inside without going in? Google Goggles. 

Have you ever been out to dinner with your wine-snob friend and want to impress them with jargon about that particular bottle you're sipping on? Google Goggles.

Have you ever received a business card and just wish all that person's information could become digital rather than loosing the card three days later? Google Goggles. 

Snap a photo of an object, text, or photograph that you want more information on and Goggle will pull it up for you...no keyboard necessary.

Of course with all new technology, there are glitches and improvements that need to be made. Currently, Google Goggles does not recognize animals, food, plants, or cars.

So how does this apply to 2011? Marketers are just starting to take notice on how Google Goggles can be used as a tool to connect consumers with  their products. This week, Mashable reported that HTC is using the application in their latest advertising campaign for the release of the Sensation 4G phone.

Google Goggles friendly advertisements for the Sensation 4G were placed in bus shelters and other public places around New York, Los Angelos, Chicago, San Fransisco, and Seattle. By snapping a picture of the ad, users are linked to a free song or YouTube video exclusive to HTC.

Example HTC Ad

Google ran a "pilot program" with Buick, Disney, Diageo, Delta Airlines and T-Mobile using the application in the company's integrated marketing plans that inspired the HTC marketing department to give it a try.  Google is still evaluating the results of the pilot campaigns and how they make improvements on the next beta of the application.

In my opinion, Google Goggles has great market potential in the music industry because of it's ability to force information upon its users. Whether a campaign is built strictly around a particular artist or is used to bridge a partnership between a product and an artist, this application could build awareness for just about anything: new band, new album, tour, new music video etc.

For example, let's say Ke$sha joins forces with Absolute Vodka (shocking) and features the drink in her latest music video. Ads are then placed around major cities featuring Absolute Vodka and can be searched with Google Goggles. A subway rider snaps a photo of the ad and Google brings up search results for Absolute Vodka plus a free download of Ke$ha's music video. It's a win, win for everyone.

Another campaign idea could feature an up-and-coming band such as Mick's very own, Walk the Moon. Simple ads that quote song lyrics or depict fun art can be placed in strategic areas that will hit certain markets. When uploaded to Google Goggles, the user is directed to search results with the band's website and various press mentions along with an exclusive track or video for download. By building in a "share" feature, new fans can help pass the content around to their networks gaining a reach beyond the application itself.

As exciting as this new tool is, companies need to jump on the opportunity to take advantage of the new technology before it becomes the next "pop up" ad...haha remember the days when you actually read that ish instead of furiously x-ing them out...can I get an "old school" ?

Old School...like the movie.

KGC