Marrying the “magic” of technology with a commercial message is a challenge marketers are faced with every day. “Breakthrough” marketing events inspired by creative, marketing and media professionals can be fun and exciting while, at the same time, making a strong connection with the consumer.

Consider the common digital camera.

Because the camera sees a broader spectrum of light than the human eye, content in these “invisible” wavelengths can be created to generate displays that, while invisible to the naked eye, can be seen when imaged with a digital camera. The company that is exploiting this technology is Kameraflage ( ), founded by Sarah Logie and Conner Dickie.

Uses for the technology can range from contests driven by hidden messages, forwarded to an advertiser (and creating a database in the process), to watermarking movies or photos to prevent pirating.

Audiences can be encouraged to seek out these messages and build a brand around an interactive experience, where discovery, sharing and technology play a leading role.

The fashion industry is the first to utilize the new technology, generating a form of self-expression that will likely result in controversy …. defining jurisdiction between hidden images and physical reality.

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