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Universal Music and GoPro launch world's first Traces campaigns at SXSWTraces - the app that turns messages into real-world adventures - announced its global launch today at SXSW. People around the world will now be able to share and discover content in physical locations using their smartphones. Also unveiled at SXSW are the world's first public Traces campaigns - created by Universal Music Group and GoPro (News - Alert). 
Traces - turning messages into real-world adventures. Photo credit: Ljudmilla Socci (Photo: Business Wire) Download Traces (iOS) here: www.traces.io/app First launched in beta in the UK in August 2014, Traces brings together elements of GPS, mobile messaging and augmented reality to create a new kind of mobile experience. With Traces, content is sent via a location rather than to a device. The recipient has to be in the right location at the right time to unlock the content - which appears floating in the air on the smartphone's camera view. The context of location adds a new layer of meaning and creativity to messaging. As well as sending private traces to their friends, people can also discover public traces (our name for messages in location) created by Traces partners containing exclusive videos, music downloads or giveaways. Responding to high demand from brands and agencies, Traces has launched a cloud-based platform called the Traces Studio, where brands and agencies can create and publish public Traces campaigns anywhere in the world. Traces has launched at SXSW with Universal Music Group (News - Alert) and GoPro. Universal Music have used the Traces Studio to create a high-density campaign in and around Austin with over 50 traces from artists including Laura Marlin, Gorgon City and James Bay to discover and share. Invitations to the exclusive UMG Experience event at SXSW on 19 & 20 March are also up for grabs. GoPro are using the Traces Studio to create mobile scavenger hunts around Austin, with GoPro swag and exclusive access to SXSW events to be won. Users of the app in London, San Francisco, New York and Austi can also find traces scattered around their city that give them an opportunity to win an Apple (News - Alert) Watch once pre-orders of the device go live. Partners to follow include brands, publishers, retailers and charities as well as artists, creatives and educators. Tamara Sword, Head of Marketing, Partnerships and Operations at Traces said, "Location is a great but still largely untapped opportunity in the mobile space. Being able to publish location-specific content opens up completely new creative ideas and revenue opportunities through mobile. From treasure hunts and fundraising campaigns to instore experiences and art tours, we've been blown away by the range of creative ideas our partners have for using Traces. " The journey of discovery involved in receiving messages through Traces makes the content more memorable and has been shown in research to enhance feelings of wellbeing, trust and empathy between friends. Traces also increases the value people attribute to the content of the message - and crucially, the amount they're willing to spend on it. Dr. Beau Lotto - renowned neuroscientist and Traces founder said; "When you understand how the human brain processes information, you can begin to design mobile and social experiences that actually bring people closer together, to re-engage with the real world. Rather than a repetitive and instantly forgotten click on a mobile device, Traces requires the brain to embark on a journey of discovery, generating dopamine and fostering empathy between connections. Traces is an example of what we call "neurodesign" - a new approach to creating digital products that truly engage people." Download Traces (iOS) here: www.traces.io/app For the Traces video promo, check out: http://youtu.be/yccbFi0dU6U The launch of an Android (News - Alert) version of Traces will follow soon. Editors Notes About Traces www.traces.io Traces lets you turn your video messages into adventures. Only friends in the right place at the right time can receive your message. You can also discover public traces from your favourite artists, creatives and brands - scavenger hunts, golden tickets, exclusive downloads and more. The app was conceived by neuroscientist Beau Lotto to explore how the principles of neurodesign can be harnessed to create more meaningful digital experiences. The Traces team includes leading designers, developers and mobile innovators. Traces is privately funded by angels on the West Coast and in the UK. To download Traces, visit: http://www.traces.io/app To apply for access to the Traces Studio, visit: https://studio.traces.io Twitter: www.twitter.com/tracestheapp Facebook: http://www.facebook.com/tracestheapp About Dr. Beau Lotto Beau Lotto is a globally renowned professor of neuroscience who specialises in the biology and psychology of perception, which is at the core of complexity, well-being and innovation. His work - which has been published in two books, and over 60 papers and reviews in international journals - blurs the boundaries between neuroscience, design and the arts. His experiential approach to communicating science has won him a wide audience through BBC TV's Horizon programme, the National Geographic Channel, three TED talks, the RSA series, G8, Google (News - Alert) and Wired.
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