This article is part of a series of posts where we write about DEMO alumni and news of their progress. Total Immersion launched at DEMO in 2004 and returned to launch a separate product in 2007. Check out their 2007 video here and more at DEMO.

Crowdsourcing has taken a turn for the tweens with MyFlipbook, a Facebook application from augmented reality company Total Immersion. The app was launched this week by Hollywood Records in support of recording artist Selena Gomez’s new album.

To Total Immersion, MyFlipbook provides a unique outlet for users to have customizable experiences with their technology and social media. There’s a lot more here, though. The broad reach of social media in tandem with personalized interactions can develop sincere brand loyalty.

In order to be a part of your own music video, Total Immersion’s technology provides a randomly selected word for the user to hold up in a photo of themselves. The photo is then spliced in with other crowdsourced photos taken by your friends and timed with the words to Gomez’s song, “Who Says”.

Around 9:30am PT yesterday, Gomez announced MyFlipbook on her Facebook fan page. Since then, the post has received 9,440 likes and 2,123 comments. To give this perspective, most of her posts receive this kind of attention. But with hundreds of people already participating in the MyFlipbooks found on YouTube, it shows fans are listening and acting.

This isn’t Total Immersion’s first go with the tween demographic. In 2010, the company paired up with the Disney popstar to create My Interview with Selena Gomez. This time, Total Immersion provided questions for fans to answer and then timed them with Gomez’s pre-recorded answers in a “web cam interview” scenario.

Engaging consumers in a customizable way yields rich interactions and fosters repeat user relationships. Social media in general has s dynamic engagement that makes people feel unique and part of the conversation. Saying Twitter and Facebook simply have repeat users is a major understatement, which is why Total Immersion is targeting social media for their latest augmented reality initiatives.

“Total Immersion understands the importance and influence of social networks on individuals’ lives, and we have the ability to create dynamic, unique and customized experiences for our customers based on those networks,” said Bruno Uzzan, chief executive of Total Immersion.

Total Immersion is best known for their augmented reality software, D’Fusion, which integrates 3D imaging in real time onto a live video stream. The company raised $5.5 million in funding last March to expand the software and its global operations.


Got six minutes to launch your game changer? We’re finding top shelf thinkers from around the world ready to showcase their products at DEMO Fall, on the same stage where companies like Netscape, TiVo, E-Trade, and Java got their start. After you sweat out your six minutes of fame, head off the the DEMO pavilion to chat with potential investors, partners and show off the goods.  Apply for your spot here. Demo Fall 2011 is located at the Hyatt Regency in Silicon Valley, September 12-14.

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