The part of the fourth Utrecht New Media Night (UNMA#4) at Setup that made the biggest impression was the extra entertainment by Marten Schuurman who came to plug his Socialijs (social ice cream). The first twittering ice cream guy is stationed in Utrecht!

Besides being a regular refreshment salesman, complete with traditional bell, Marten can be found on Twitter, Foursquare and Hyves, allowing you to influence his path through the city to your benefit. And if you do find him and answer his questions correctly, you might end up getting an ice cream for free.

Socialijs company logo.

Socialijs company logo.

This was a great first-hand example of how augmented reality can be shaped. Other speakers at this Setup/Impakt event were: