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Virtual Fandemonium:Optimizing Experience with Psychology &
Immersive Design
#DigitalHollywood
Tunisha J. Singleton, Ph.D. CandidateMedia Psychologist
What is this experience you speak of...
• EXPERIENCE – the sensation of being emotionally or aesthetically moved by an occurrence directly observed or actively participated in; the totality of a person’s perceptions, feelings, and memories that cumulatively make up particular qualities of a person or group of people.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
MENTAL MARKET IN
SPORTS
- Emotional Context
• Belonging
• Connection
• Purchase patterns
• Goals
• Values
- Digital Context
• Consumption patterns
• Devices
• Multiple screens
• Expectations
• Media behaviors
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
BEFORE
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
1911 Western Union Telegrams• Kansas vs Missouri• Mechanical reproduction broadcast
1921 Radio Broadcast• “The largest audience in history”• 1st radio broadcast of special event, Jack
Dempsey vs Georges Carpentier
1936 Summer Olympics• 1st tv coverage of a sporting event • 72 hours total of live transmission
2000s – Live Streaming• Internet of things• Online streaming of sports &
entertainment
2010s – Multiscreen Experiences• Second and third screen enabled
2016 – Virtual Reality• NextVR, VOKE, EON, etc.
NOW
VR/AR represents a turning point in media consumption.
The sport experience is no longer storytelling; it’s STORY LIVING.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Let technology be the car and story be the driver.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Sports Experiential Media Ecosystem
COMMUNITY SELF ORGANIZATION
SELF-SPORT CONNECTION FIELDS
SOCIAL INFLUENCER
CORPORATE INFLUENCER
Social Media Tools
Fan Forums/Podcast
Fantasy Mass Media VR/AR
Events
Smart Venues
Avatars/Presence
Online Streaming
Second Screens
TECHNOLOGICAL MOMENTUMCopyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Affective Attachment
ContinuanceCommitment
NormativeCommitment
Principles of Design Strategy
Understand the drivers of human behavior to tap into your audience’s needs & create brand loyalty
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
EMOTION
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Components of Commitment
Affective Continuance Normative
WANT NEED SHOULD
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ENGAGEMENT
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Ignite the virtual landscape with activity by inviting opportunities to engage.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
EXPERIENCE
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
Products and services will come and go. But experiences are undefeated.
Copyright 2016 | @TSingletonSays | TunishaJSingleton.com | JabCross Media
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