This issue is one that the interactive marketer has grappled with since the dawn of the industry. With the attentive ear of the consumer, a brand must provide actual value in order to retain attention. Whether the value is in the form of utility or entertainment; it better be first-rate if you want to keep your audience interested (an obvious but important, sometimes overlooked fact).

Although not a mass consumer brand, Kidrobot, designer of limited toys, apparel and other pop artifacts, recently schooled marketers on how to create a compelling and “sticky” initiative; one that held consumer attention over time. This mixed reality extravaganza provided ongoing real life engagement through mobile activation.

The initiative was entitled, Dunny Hunt 09’ NYC. Kidrobot incited fans to seek out QR (quick response) codes hidden throughout New York City. Upon discovery of the codes, users were prompted to scan them, unlocking a “Virtual Dunny” to add to their collection. The “Virtual Dunny” served as currency that, once uncovered, lead to the acquisition of points and eventually prizes. Twitter and Google maps were used to disseminate clues:

This campaign is proof that games are not just for kids and that transmedia stories can get the attention of even the most cynical of marketing critics. This campaign also demonstrated the power of hyper local technology and how the use of such technologies is empowering many different types of mobile/social games; many of which do not even require a prize. Case in point is the newest social media darling; Foursquare, in which a participant’s only reward is social status.

C’mon, tell me you haven’t always dreamed of being mayor of New York City (I am not sure why Matt Caldecutt needs this; he already seems to be mayor).

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I had a chance to catch up with my good pal, Scott Hoffman (CMO of Lotame) on his podcast, Social Media Remix.

We talk about social media, mobile social, the return of the event and a whole lot more; have a listen!

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Okay, so this is what everyone is blogging about today, I know!~

Look at all this mania:

PC World, Epicenter, Google Operating System, CNET News, Bloomberg, Search Engine Watch, Gmail Blog, jkOnTheRun, Google Maps Mania, Ubergizmo, Gadgetell, All About Symbian, Google Mobile Blog, Lifehacker, Technology Live, O’Reilly Radar, Scobleizer, Phone Arena, Phone Scoop, IntoMobile, SlashGear, BerryReview.com, blogs.chron.com, CrackBerry.com blogs, Obsessable, dailywireless.org, wmpoweruser.com, Screenwerk, ChannelWeb, InformationWeek, FierceWireless, FierceMobileContent, Gizmodo and Switched

Still, I had to get in on the action, as mobile social networks and Google’s entrance into the social space have been a big focus of mine.

There are a lot companies that have jumped into this space, but Google has an obvious advantage–reach. This advantage may just be enough to take on some their competitors (Joost, Brightkite).

The question is; do people want to be tracked wherever they go? Some might say that this is a bit creepy. I had a conversation on Twitter earlier today with @awolk and @bmorrissey–here is an except:

It is my opinion that living in augmented reality will become commonplace; and in 10 years, it will be the norm to located at all times via some mobile device. If you want to be anonymous, you will have to log out, just like you do on an IM client.

The final point I want to make on this is in regards to the Google promo video above. Google is doing one thing that I have not seen from the other mobile social networks; positioning Latitude an extension of the desktop.  Many of us that are interested in mobile have been saying this for a while, but the mobile phone should be thought of as an extension of your digital lifestyle; not an entity unto itself.

Got to get back to work, this was too juicy to not jump in

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• Gap in the way that mobile interacts with other type of media
• Mobile, always on, realtime social networking
  • (life streaming, presence sharing)
• What is the value proposition behind mobile social networking?
  • Environments where people can come in for “snack” conversations
    • Dating, hooking up
  • for some the mobile phone is the primary source of Internet connectivity
  • connecting your contact list into your mobile browsing
  • connectivity across multiple social networks
  • surprising and delighting consumers based on what we already know about them
• WAP versus Mobile Web?
  • WAP is dating yourself at this point
  • Ubiquity
  • Communication and Content on the go
  • Mobile apps evolving into the widget ecosystem
• Business models around mobile social
  • the key to raise ad rates will be understanding communities
  • behavioral is going to play an increasing role in the mobile space
• Loopd privcay issues