Constant Transmotion | Patrick Collings 2009
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Transcript of Constant Transmotion | Patrick Collings 2009
Photo by Chad Nicholson
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transmotion is the seamless movement between the physical and
the digital worlds
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Transmedia
Virtuality
Augmented reality
Note: the three main components of transmotion are listed above3
Transmedia
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Note: entertainment stories told across different movies and other mediums such as games
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Note: Faris Yakob (www.farisyakob.com) was one of the first to apply transmedia to brand communication7
radioweb
retail
newspaper
directmarketing
television
Note: the old model where a single medium dominated and others followed
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radioweb
retail
newspaper
directmarketing
television
idea
Note: a single idea applied across the different mediums
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several of these channels are struggling and having to redefine their business model
technology allows interaction between all types of media in a way never seen before
each touchpoint still has to reach its audience through communication clutter
the audience is no longer passively receiving but has taken control of frequency & content
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which led to the creation of
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radioweb
retail
newspaper
experience
television
person
person
person
brandcommunity
Note: transmedia model delivers a number of related but differentcommunications via multiple channels and engages with the audience to assemble them into a single message
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the art of the heist video
Note: the launch of the Audi A3 in North America is a prefect example of transmedia in practice
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Virtuality
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we have been preparing for virtuality for some time
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Jean Baudrillard (1929 - 2007)
Note: Baudrillard gave us the concept of hyperreality where the object is effaced by its symbol
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our children brought virtuality home
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video clip of sony home virtual world
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800,000
14,000,000
from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000
they came
Note: various statistics about Second Life
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10,000
80,000
from september 2006 to february 2009, the number of simultaneous second life users grew from 10,000 to 80,000
they played
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in the space of 42 months the average value of transactions per month on second life went from $15m to nearly $35m
they paid
15,000,000
35,000,000
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44,600
64,000
in february 2009 over 64,000 people had a positive linden dollar flow, up from 44,600 in september 2007
they profited
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32 | 45average age % female
Note: demographic of Second Life player
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Note: brands that rushed in
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what went wrong?
Note: many brands found their presence in Second Life devoid of avatars
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limited understanding + flawed strategy + rushed implementation is always going to end in tears
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of 26 million and counting
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unique avatars and within games37
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Note: deals with use of computer generated characters in films
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Ray Winstone
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John Malkovich Anthony Hopkins Angelina Jolie
Note: observation that media started referring to actors as their computer generated characters
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source The Wall Street Journal
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virtual worlds are a nascent technologyand may evolve with our children
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unique US visitors in Sept 07, in millions
0 1.5 3.0 4.5 6.0
6.0
4.7
4.4
3.6
2.4
1.8
1.3
0.6
0.6
0.6
0.5
barbiegirls
webkinz
clubpenguin
zwinky
neopets
imvu
second life
gaia
habbo
redlightcenter
kaneva
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look east...
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340m i l l i o na c c o u n t s
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Augmented reality
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Augmented reality deals with the combination of real-world and computer-generated data,
where computer graphics objects are blended into real footage in real time.
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Augmented reality is the real-time delivery of digital information to enhance or enable a
geographical / physical experience
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video clip of wikitube
Note: video demonstration of a phone application that provides information about what it is pointed at
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geographic reality
marketing information
user content
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Video of augment reality view of Mini Cooper
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Note: augmented reality campaign in South Africa for a bookstore
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two points to consider
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your consumer is increasingly straddling the virtual and real
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the physical and virtual must enhance one another and not simply duplicate
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“One of the things our grandchildren will
find quaintest about us is that we
distinguish the digital from the real, the
virtual from the real. In the future, that will
become literally impossible. The distinction
between cyberspace and that which isn’t
cyberspace is going to be unimaginable”
William Gibson
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Patrick [email protected]+27 (0)83 616 0967
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