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Work — Bakertweet

Creating fresh oven updates in 140 characters with Bakertweet

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At a
Glance

We created a ‘magical’ box that enabled the staff at our local cafe to announce the arrival of fresh baked goods via Twitter. It was both novel and useful, getting people talking and ensuring that locals knew when to turn up to get the freshest bread.

What happened

£300k
worth of media generated
2k
followers still tuning in for fresh stuff
Project Details
Type
Service design
Sector
Retail
Services
Social communications
Hardware
Rapid prototyping
Launch Date
March 2009
Go to Site

The Challenge

Help the new cafe across from Poke put itself on the map.

Our Approach

We built a wall-mounted, Wi-Fi device with a large, friendly dial for doughy hands. It had a bespoke Arduino circuit board and hygienic wipe-clean controls. We designed the CMS so even the tech-averse could edit the tweets and we trained the staff up, so they didn’t need us after launch. It solved a simple problem for bakers and customers, making them both happier.

Press

  • BakerTweet gives geeks fresh oven updates in 140 chars
    The Guardian

  • BakerTweet: @thehungry, the donuts are fresh
    Slashgear

  • BakerTweet - magical talking internet bread tells you when it's fresh
    Metro

  • BakerTweet, the Arduino-based pastry early warning system
    Engadget

In Depth

We created the prototype using an Arduino Duemilanove, Arduino Ethernet Shield, Ladyada Proto Shield, a Linksys wifi adapter, and a whole bunch of little parts that make up the rest of what you see. It interfaces with a Django CMS for all it's information which made it easy to create and send the tweets.

The
Results

Bakertweet was featured widely in industry press and Evan Williams (Twitter founder) even tweeted about it. It was included in MoMA’s ‘Talk to Her’ exhibition in 2011 and won three awards.

Awards

  • Art Directors Club
    Bronze cube ‘New Media Innovation’
    2010
  • One Show Interactive
    Bronze Pencil ‘Other Interactive Media’
    2010
  • The Clios
    Bronze ‘Other Interactive Media’
    2010