What's Wiffiti and Why Should I Care?

Wiffiti in its most basic is "digital graffiti"... the "art" of publically displaying text messages from consumers on flat screens, websites and even projected onto the sides of buildings. Basically, a company, brand or individual will set up a wireless phone number where consumers can text a message via SMS that is then displayed in a public area, on a website or on a display screen in a store, restaurant, cafe, bar, etc... anywhere people gather for social reasons. The idea is that Wiffiti will bring a level of instant interaction to the millions of users of text messaging.

LocaModa describes Wiffiti as, "Its purpose is to extend and empower public expression and creativity in a socially responsible way, fostering an open and strong sense of citizenship and community. " They also describe the benefits of using Wiffiti as:

"For end-users, StreetMessenger running Wiffiti enables you to:
1. Be a part of a local community, where you can be heard – on the street and on the web
2. Use your mobile phone to interact in a new channel for expression, ideas, thoughts, flirting, fun and politics

For our partners, StreetMessenger running Wiffiti provides:
1. An alternative channel to communicate and engage with a mobile/web audience
2. A platform to foster and aggregate communities and relationships that are potentially more meaningful and sustainable
3. An environment that supports, builds and sustains interaction between you and your audience
4. Targeted and/or broad opportunities for you to extend your reach to new locations
5. A measurable closed-loop platform that improves the effectiveness of your marketing and communication strategies
6. Ability to dynamically update and target offerings
7. Scalable, robust and secure location-based interactive marketing
8. Users send messages to screens in networked locations that are then visible on the web."

Wiffiti is another step in the ever-increasing consumer-generated content component of Web 2.0. Some might see the advantage of Wiffiti being the fostering of mobile social networks, user interaction, etc. But from a marketing perspective, Wiffiti could be the next (possibly most efficient?) method of consumer-generated product/service ideation, could provide instant consumer feedback on product design, package or advertising design, formation of an instant street-level focus group with real-life users, etc.

Keep your ears open... you will hear more about Wiffiti.