The Long Blonde Tail

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

Mashup Camping

Leave it to Doc Searls to come up with a Mashup Camp zinger. Ted Shelton overheard Doc say, "we're all Type O"  -- referring to they type of blood that can mix with any other. That was a huge A-ha for me. Why? As one of the only non-geeks in the crowd, it illuminates exactly what I'd been somewhat struggling to say, in answering the curious questioners of "who are you and why are you here?" over the past day +.

I've been digging in deep over the past several months...into Web 2.0, technologies, people, companies, and bloggers who are doing, saying and producing very interesting stuff right now. Both Mashup Camp and TechCrunch Meetup5 were a physical manifestation of this all coming together: sharing knowledge, thoughts and ideas, all Under one roof. Or one roof and a tent in some cases. :-)

The opportunity to once again be in a space with 300 or so very smart people is nothing short of invigorating. More to come on the Best Mashup and more interesting discoveries after we vote, with our wooden nickel, later today.