Milo’s activity bracelet and accompanying app combines exercises, meal planning tips and online games to keep kids healthier and more active offline. The first resource is knowledge. Companies have always seen this as something to be shared. Some audiences have been catered for more than others. One thinks of motorists, for instance, for whom the Michelin Guides were created, or classics that have passed, such as the Shell Guides to the English countryside. In the digital age, that knowledge can be distributed more accurately, in a more timely way, and also completely specifically to where you are. When Google wanted to showcase the capabilities of its new Chrome web browser, its Labs division reached out to Canadian Indie band Arcade Fire to help develop a new take on the music video for their single, “We Used to Wait”. The interactive short film The Wilderness Downtown conceived by artist, entrepreneur and director Chris Milk, brought the user directly into the storyline. Unbeknownst to them, by inputting their name and the address of the home they grew up in, over the course of 5 minutes they would be taken back to their hometown. Guided by a teenage version of themselves, they would run through familiar streets and end up circling their childhood home to the sound of the band’s atmospheric track. Chrome has since grown to be the dominant browser, and Arcade Fire one of the biggest bands in the world.