That’s the question raised by newly launched iOS app Kapture, which rewards users for taking photos of products and sharing them on Facebook and Twitter.
For users this means getting free stuff for doing things they would have done anyway, and for brands it means connecting with their customers in a highly intimate way.
In other words, it’s a marketer’s dream.
“Any time consumption is occurring, it can be a Kapture moment,” Szewczyk told me.
It’s interesting, sure, but it also sounds like a disaster waiting to happen. What’s to prevent users from posting inappropriate photos, or even gaming the system?
Szewczyk isn’t too concerned. Kapture has in place a trio of quality control measures that, combined, should prevent users from committing any significant misdeeds.
For one, the service uses geofencing to verify that users are actually where they say they are. Kapture also relies on its users’ basic common sense. “Users are creating content to self-identify, so there’s a degree of self-moderation here,” Szewczyk said.
Most key, probably, is the third measure. “We look at every photo before [it goes] up” Szewczyk said.
All of these things should calm the fears of any big brands Kapture is trying to court. While its parter companies have been so far limited to Manhattan, Szewczyk said Kapture will have some bigger partnerships to announce in the coming months. And it’ll probably be then that we get a sense of just how much staying power the endeavor has.
VB’s research team is studying web-personalization... Chime in here, and we’ll share the results.