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Under the heading ‘Viral Fashion’ PC Magazine profiled some research from MIT’s Media Lab. The project they’ve dubbed “urbanhermes” integrates OLED technology into clothing, thereby tapping directly into the viral nature of fashion. Unless you’re versed in the basic properties of the organic light-emitting diode (OLED) then you’ll probably need, like I did, a quick OLED briefing. In short, OLED is a low energy, high definition coloring technology that is theoretically flexible enough to wear on top of clothing. So, your t-shirt might be solid yellow one day and a Cubs T-shirt the next. The key idea that the Media Lab is focusing on is that digital images can be wirelessly transmitted from garment-to-garment, hence virally. Therefore, if you see some cool OLED clothing on someone else and want to see it on yourself – you click it on.

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The Media Lab tested patches woven into messenger bags that use infrared and Bluetooth to gauge proximity and capture data transmission. The test was simple, just one bag capturing the image of another. Although the OLED shirt is not here yet, the bag could be. Imagine, if you would, a brand of bags with the ability to show case different messages or brands on them. It could be quite a seller – and not so far into the future that we couldn’t talk about it, either.It’s not too soon to ponder in which technologies the power of viral marketing will show itself. Perhaps there will be a time when OLED will be all the rage, among children and teens especially I think, and certain logos or adverts might become instant viral smash hits, the way we see some websites and video clips are splashed across the Internet. While it’s currently tough to plan viral success and even more difficult to harness it, the runaway power of a viral hit is undeniable and attractive to any marketer



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