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8/13/2019 Today's Emerging Tech Will Forever Change How We Experience Future Olympics
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DIGITASLBi PERSPECTIVE
!"#$%&$' )*+,
Today’s Emerging Tech Will Forever Change
How We Experience Future Olympics
Three things marketers need to do now to be ready for the
2018 Games
As anyone who follows @sochiproblems knows, the 2014 Olympics got off to a rocky start. From yellowtap water to stray dogs to potential terror attacks, the city was plagued with one PR crisis after another.Happily, Olympic fans here at home can safely and comfortably get their Sochi fix in multiple ways,including on the go.
With the innovations of CES 2014 still fresh in my mind, I couldn’t help but imagine the many newopportunities that emerging tech will offer fans—and marketers—during the next winter Olympics. Here’sa look at how three innovations might alter how we experience the Games, and what marketers need todo—now—to prepare.
Wearables
Research from the Consumer Electronics Association shows wearable fitness device sales are expectedto jump from just $43 million in 2009 to nearly $1.2 billion in 2014. Whether you are talking about smartwatches, fitness bracelets or eyewear like Google Glass, the big change wearables bring is that digitalservices will no longer be confined to bulky boxes like smartphones or tablets. Instead, they’ll be worn onour bodies, not hidden away in our pockets, with the potential to allow more discreet access to our feedsand utilities.
By the time the 2018 Olympics roll around, these devices may enable us to train remotely with athleteswho have licensed access to their routines, and smart watches may allow us to inconspicuously trackevents wherever and whenever we want to.
To Do #1: Make sure your Mobile App Strategy anticipates the new formats and behaviorswearables will bring. Remember that wearers may be out and about, in the middle of activities,and that your screen will be small. You’ll want to add value to their pursuits.
The Internet of Things IoT)
The Internet of Things allows us to automate tasks based on environmental conditions and userpreferences, and the shrinking cost and size of sensors are fueling its growth. With the cloud enablingremote access to controls via any device, the IoT offers a whole new level of convenience andpersonalization,
For the 2018 Olympics, this means that your fridge might sync with your calendar and offer to send a re-stocking order to your grocery store when it knows guests are coming over to watch a big event.Environmental controls that respond to weather sensors and other inputs could automatically adjust
temperature and lighting for the occasion. Audio sensors may adjust the volume on your TV if ambientnoise suggests there’s a large crowd.
To Do #2: Bring together your most forward-thinking planners, creatives, and technologists toexplore the new types of data coming from low-cost sensors. For example, data could help afamily make daily tasks (like grocery shopping) easier, and make sure they’re prepared should theweather change suddenly.
8/13/2019 Today's Emerging Tech Will Forever Change How We Experience Future Olympics
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Immersive Storytelling Technologies
Recent refinements to Virtual Reality technologies may allow remote spectators to physically experienceaspects of the 2018 Olympics. The much-celebrated Oculus Rift, for example, may allow us to not only
view ski jumps and slaloms in full 360º from cameras mounted on the athletes, but also run those slopesourselves. For those who might prefer something slightly more sedate, a mobile entertainment device thatcan project across an entire wall could give viewers a prize seat at the center of the entire stadium—without having to leave their couch.
To Do #3: Think in terms of experiences your brand can provide, rather than traditional viewingand impressions, especially if your audience includes gamers. Find ways to add to the fun withoutinterrupting it.
Contact For More Information
Jonathan Gottlieb, VP/Group Director, Creative Strategy, [email protected]
This piece originally appeared in iMedia Connection.
