Embed Size (px)
DESCRIPTION
Transmotion is a term I use to describe the seamless movement between the physical and the digital worlds. In this presentation I look at three components of transmotion, namely: transmedia, virtuality and augmented reality. Transmotion was part of a bigger presentation that argued brands must ensure that their “offline” and “online” offerings complement and not duplicate one another. Like all of my presentation a talking head is required in front of many of the slides. I have tried to minimize the lack of a presenter by adding brief notes to several slides. Hopefully, viewers of the presentation will understand the overall points being raised and arguments made.
Citation preview
Photo by Chad Nicholson
1
transmotion is the seamless movement between the physical and
the digital worlds
2
Transmedia
Virtuality
Augmented reality
Note: the three main components of transmotion are listed above3
Transmedia
4
5
Note: entertainment stories told across different movies and other mediums such as games
6
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
8
radioweb
retail
newspaper
directmarketing
television
idea
Note: a single idea applied across the different mediums
9
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
10
which led to the creation of
11
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
12
the art of the heist video
Note: the launch of the Audi A3 in North America is a prefect example of transmedia in practice
13
Virtuality
14
we have been preparing for virtuality for some time
15
Jean Baudrillard (1929 - 2007)
Note: Baudrillard gave us the concept of hyperreality where the object is effaced by its symbol
16
17
our children brought virtuality home
18
19
20
21
video clip of sony home virtual world
22
23
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
24
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
25
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
26
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
27
32 | 45average age % female
Note: demographic of Second Life player
28
Note: brands that rushed in
29
30
what went wrong?
Note: many brands found their presence in Second Life devoid of avatars
31
limited understanding + flawed strategy + rushed implementation is always going to end in tears
32
33
34
35
of 26 million and counting
36
unique avatars and within games37
38
39
40
Note: deals with use of computer generated characters in films
41
42
Ray Winstone
43
John Malkovich Anthony Hopkins Angelina Jolie
Note: observation that media started referring to actors as their computer generated characters
44
source The Wall Street Journal
45
virtual worlds are a nascent technologyand may evolve with our children
46
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
47
48
look east...
49
340m i l l i o na c c o u n t s
50
Augmented reality
51
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.
52
Augmented reality is the real-time delivery of digital information to enhance or enable a
geographical / physical experience
53
54
55
56
57
58
59
video clip of wikitube
Note: video demonstration of a phone application that provides information about what it is pointed at
60
61
62
geographic reality
marketing information
user content
63
64
65
Video of augment reality view of Mini Cooper
66
Note: augmented reality campaign in South Africa for a bookstore
67
two points to consider
68
your consumer is increasingly straddling the virtual and real
69
the physical and virtual must enhance one another and not simply duplicate
70
“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
71
