The concept behind the Duracell Powermat iAd was to compare the limitations of power today with a vision of it for tomorrow.  With a 360° view of Manhattan, the user could leverage the gyroscope and physically turn the phone to see the panorama of New York City.  Power charging stations would pop up on the panorama, based on location and the view of today versus tomorrow. 

 

Another aspect of the iAd was to create a competition between the 5 boroughs.  By dropping a pin a user could choose where they wanted to see a charging location or "hot spot".  Harnessing social media, if the user's "hot spot" was trending on Twitter, that location would rank higher on the charts.  The borough with the most charging suggestions and votes behind them would rank as the most powerful.  Popular "hot spots" would be considered by Duracell and potentially become the future of power.