Just Mash It

Mashups not ready for prime time you say? Lots of cool stuff with no place to go? Well, Nike thinks otherwise.

A new, interactive feature on its Run London web site allows users to plan jogging routes via a Google Maps mashup. This is important. In many discussions and after all the demos at Mashup Camp last week, one primary question being asked: "So, where's the business model?"

There are many theories on the viability of mashups. I believe that there is room for them - as proven by Nike - to become something useful in enterprise. It just takes some (additional) creativity to figure out where that might be.

A very good point made by Simon Jefferson, the account director for Nike UK's interactive agency:

The mapping application is a good example of a brand using technology to tap into the natural community its consumers form.

Not advertising. Not interruption. But powerfully tapping the customer community.

Psst: another example of big business (or big media) getting into mashups is HBO's cool Google Maps tool. It's one way they're celebrating the return of The Sopranos new season -- and keeping loyal viewers hooked.

Update: CNET's Elinor Mills brings us up-to-date on viewers (aka users) "feeding the hunger" for more information on their favorite TV shows like 24, Seinfeld, American Idol, and Amazing Race (among others) by creating - what else - mashups.

Tags: Mashup, Nike, Mashup Camp, Sopranos, 24, American Idol

Comments

[Tom Taylor]

TAS:TLBT,
Loved your bio! Pretty much the same place I am (There is no "I" in Geek but there may be yet.)

I was fortunate enough to attend a conference to hear about Google's mashups from one of the design team [email protected]. It was simply stunning. The sheer power of turning dull data points into interactive, dynamic information is phenomenal. Check this one out. It's both fascinating and scary:

Election donors: http://www.cs.indiana.edu/cgi-pub/markane/projectFinal3.cgi

You simply enter your zip code and see the political makeup, including names, amounts, and organizations that your neighbors (and you) donated to recently!
Yikes! That's powerful stuff!

Anyway, enjoy your work, please keep it up!
Best Regards,
Tom Taylor