IEEE Spectrum July, 2009 - 14

geek life

Phone-y Brew

How a fake coffee-making
phone is rebranding a
canadian province

A

t first, the Pomegranate NS08
seems plausible as a sleek nextgeneration cellphone. But the
list of features goes on just a tad too
long to be true: a built-in translator
(cool), a coffeemaker (please, please),
a harmonica (huh?), and finally...
an electric shaver (okay, you got me!).
But the Pomegranate exists only in a
YouTube video and a Web site designed
to draw you to another Web site, that
of the "Come to life" initiative in Nova
Scotia, Canada, a partnership between
the government and 300 private
associations, schools, and businesses
located in the coastal province, which is
due east of Maine. The idea is to rebrand
a rustic vacationland as a bastion of
innovative minds, creative businesses,
and a balanced quality of life.
22

NA * iEEE SpEctrum * july 2009

wildly futuristic: the pomegranate
In the first six months after its
phone can brew coffee, translate
September launch, the Web site
foreign languages, and be played like
registered more than 1 023 000 visits
a harmonica. Images: ProvInce of nova scotIa
from 198 countries, led by the United
States, Canada, Germany, Italy, and
the phone to brew coffee, but I kept
Britain. An astonishing 64 percent
watching!) Then the punch line pops up:
of visitors clicked through from the
"Someday you'll be able to get everything
fake phone to the Nova Scotia pages.
you want in one device. Today you
At least one featured business, Ross
can get everything you want in one
Screenprint, in Antigonish, received
place." The site then pitches the Nova
calls for new business, and a Greek film
Scotia lifestyle, businesses, education,
festival wants to screen the site's opening culture, and local entrepreneurs.
phone sequence. But success will be
A creative team consisting of Web
measured not by buzz but by results.
programmers, video producers, and
"Our goal was to reach key
an ad agency spent nine months
influencers-media, senior politicians,
putting together the campaign. They
CEOs, people addicted to their
stamped real pomegranates with the
BlackBerrys," says Stacey Jones-Oxner,
campaign's URL and passed them
communications advisor of the Nova
out in Ottawa, Toronto, and Boston.
Scotia campaign. "A new gadget that
Then word of mouth took over.
did everything was the best way to
While no one has seriously tried
grab those folks, so we created one."
to buy the Pomegranate, Jones-Oxner
The site leads users through
adds, "We did get a call from Germany
increasingly fantastic features until you
telling us that if we decided to actually
click "release date" or "I've seen enough." make this phone, they would distribute
(You'd think I'd have reached that
it. So we may be onto something here."
point when water was poured through
-Susan Karlin
www.spectrum.ieee.org



http://www.spectrum.ieee.org

Table of Contents for the Digital Edition of IEEE Spectrum July, 2009

IEEE Spectrum July, 2009 - Cover1
IEEE Spectrum July, 2009 - Cover2
IEEE Spectrum July, 2009 - 1
IEEE Spectrum July, 2009 - 2
IEEE Spectrum July, 2009 - 3
IEEE Spectrum July, 2009 - 4
IEEE Spectrum July, 2009 - 5
IEEE Spectrum July, 2009 - 6
IEEE Spectrum July, 2009 - 7
IEEE Spectrum July, 2009 - 8
IEEE Spectrum July, 2009 - 9
IEEE Spectrum July, 2009 - 10
IEEE Spectrum July, 2009 - 11
IEEE Spectrum July, 2009 - 12
IEEE Spectrum July, 2009 - 13
IEEE Spectrum July, 2009 - 14
IEEE Spectrum July, 2009 - 15
IEEE Spectrum July, 2009 - 16
IEEE Spectrum July, 2009 - 17
IEEE Spectrum July, 2009 - 18
IEEE Spectrum July, 2009 - 19
IEEE Spectrum July, 2009 - 20
IEEE Spectrum July, 2009 - 21
IEEE Spectrum July, 2009 - 22
IEEE Spectrum July, 2009 - 23
IEEE Spectrum July, 2009 - 24
IEEE Spectrum July, 2009 - 25
IEEE Spectrum July, 2009 - 26
IEEE Spectrum July, 2009 - 27
IEEE Spectrum July, 2009 - 28
IEEE Spectrum July, 2009 - 29
IEEE Spectrum July, 2009 - 30
IEEE Spectrum July, 2009 - 31
IEEE Spectrum July, 2009 - 32
IEEE Spectrum July, 2009 - 33
IEEE Spectrum July, 2009 - 34
IEEE Spectrum July, 2009 - 35
IEEE Spectrum July, 2009 - 36
IEEE Spectrum July, 2009 - 37
IEEE Spectrum July, 2009 - 38
IEEE Spectrum July, 2009 - Cover3
IEEE Spectrum July, 2009 - Cover4
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1217
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1117
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1017
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0917
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0817
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0717
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0617
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0517
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0417
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0317
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0217
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0117
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1216
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1116
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1016
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0916
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0816
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0716
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0616
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0516
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0416
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0316
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0216
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0116
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1215
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1115
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1015
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0915
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0815
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0715
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0615
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0515
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0415
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0315
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0215
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0115
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1214
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1114
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1014
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0914
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0814
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0714
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0614
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0514
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0414
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0314
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0214
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0114
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1213
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1113
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1013
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0913
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0813
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0713
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0613
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0513
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0413
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0313
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0213
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0113
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1212
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1112
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1012
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0912
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0812
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0712
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0612
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0512
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0412
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0312
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0212
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0112
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1211
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1111
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1011
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0911
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0811
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0711
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0611
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0511
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0411
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0311
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0211
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0111
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1210
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1110
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1010
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0910
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0810
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0710
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0610
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0510
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0410
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0310
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0210
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0110
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1209
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1109
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1009
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0909
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0809
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0709
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0609
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0509
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0409
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0309
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0209
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0109
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1208
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1108
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1008
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0908
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0808
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0708
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0608
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0508
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0408
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0308
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0208
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0108
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1207
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1107
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_1007
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0907
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0807
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0707
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0607
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0507
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0407
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0307
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0207
https://www.nxtbook.com/nxtbooks/ieee/spectrum_na_0107
https://www.nxtbookmedia.com