A few weeks ago a picture showing Google co-founder Sergey Brin wearing Google Glass on a NY subway appeared on all the top online tech sites. What’s Google Glass? It’s a wearable computer and monitor that looks like a pair of eyeglasses from the future. The monitor part of Glass is an elegant rectangle of clear glass positioned over and above the wearer’s right eye. It’s connected to a processor, battery and speaker embed in the temple. I’m guessing Mr. Brin was likely field testing some of Glass’ features such as taking photos, videos, getting navigation directions, tracking down popular restaurants…all the while picking up some PR ink. Google Glass, priced right, has the potential to become a mass market item in my opinion. And if it does go mass it will likely change the way many marketers promote and sell their products and services.

Imagine dozens of people on an airplane flight who look out the window and only one can see an elephant flying alongside the plane. This lucky pachyderm spotter won a free upgrade to first class. This is a classic instant win game elevated to new heights enabled by Google Glass. What about all the time a shopper spends in a grocery store tracking down recipe items. A Google Glass mapped store can guide a Glass wearer directly to their recipe ingredients. Along the route Glass can whisper in the ear of the wearer and suggest impulse items to enhance their meal. What about “flash contests” where entrants have minutes to take and submit photos of themselves eating a sponsor’s hamburger – all captured in a first person perspective by Glass. Google Glass promotion ideas are endless.

In the next few months you’ll likely spot someone wearing Glass in your neighborhood as Google slowly rolls out the product prior to a national launch this coming holiday season. As a promotion marketer I’m thrilled to have another tool to add to our tactical tool kit. It may come to pass that Google Glass is smarter than a smart phone.