Constant Transmotion | Patrick Collings 2009
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The document discusses 'transmotion,' which refers to the integration of physical and digital experiences through transmedia, virtuality, and augmented reality. It emphasizes how audiences are now active participants due to technological advancements, reshaping communication strategies across various media. Additionally, it highlights the challenges faced by brands in adapting to these changes, especially within virtual environments like Second Life.
Constant Transmotion | Patrick Collings 2009
- 1. Photo by Chad Nicholson 1
- 2. transmotion is the seamless movement between the physical and the digital worlds 2
- 3. Transmedia Virtuality Augmented reality Note: the three main components of transmotion are listed above 3
- 4. Transmedia 4
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- 6. Note: entertainment stories told across different movies and other mediums such as games 6
- 7. Note: Faris Yakob (www.farisyakob.com) was one of the first to apply transmedia to brand communication 7
- 8. television retail newspaper radio web direct marketing Note: the old model where a single medium dominated and others followed 8
- 9. television retail newspaper idea web radio direct marketing Note: a single idea applied across the different mediums 9
- 10. each touchpoint still has to reach its audience through communication clutter several of these channels are struggling and having to redefine their business model the audience is no longer passively receiving but has taken control of frequency & content technology allows interaction between all types of media in a way never seen before 10
- 11. which led to the creation of 11
- 12. television retail newspaper person brand person community person web radio experience Note: transmedia model delivers a number of related but different communications via multiple channels and engages with the audience to assemble them into a single message 12
- 13. 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
- 14. Virtuality 14
- 15. we have been preparing for virtuality for some time 15
- 16. Jean Baudrillard (1929 - 2007) Note: Baudrillard gave us the concept of hyperreality where the object is effaced by its symbol 16
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- 18. our children brought virtuality home 18
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- 22. video clip of sony home virtual world 22
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- 24. 14,000,000 800,000 they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000 Note: various statistics about Second Life 24
- 25. 80,000 10,000 they played from september 2006 to february 2009, the number of simultaneous second life users grew from 10,000 to 80,000 25
- 26. 35,000,000 15,000,000 they paid in the space of 42 months the average value of transactions per month on second life went from $15m to nearly $35m 26
- 27. 64,000 44,600 they profited in february 2009 over 64,000 people had a positive linden dollar flow, up from 44,600 in september 2007 27
- 28. 32 | 45 average age % female Note: demographic of Second Life player 28
- 29. Note: brands that rushed in 29
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- 31. what went wrong? Note: many brands found their presence in Second Life devoid of avatars 31
- 32. limited understanding + flawed strategy + rushed implementation is always going to end in tears 32
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- 36. of 26 million and counting 36
- 37. unique avatars and within games 37
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- 41. Note: deals with use of computer generated characters in films 41
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- 43. Ray Winstone 43
- 44. John Malkovich Anthony Hopkins Angelina Jolie Note: observation that media started referring to actors as their computer generated characters 44
- 45. source The Wall Street Journal 45
- 46. virtual worlds are a nascent technology and may evolve with our children 46
- 47. 0 1.5 3.0 4.5 6.0 webkinz 6.0 clubpenguin 4.7 zwinky 4.4 neopets 3.6 imvu 2.4 barbiegirls 1.8 gaia 1.3 0.6 habbo 0.6 redlightcenter kaneva 0.6 second life 0.5 unique US visitors in Sept 07, in millions 47
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- 49. look east... 49
- 50. 340 m i l l i o n accounts 50
- 51. Augmented reality 51
- 52. 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
- 53. Augmented reality is the real-time delivery of digital information to enhance or enable a geographical / physical experience 53
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- 60. video clip of wikitube Note: video demonstration of a phone application that provides information about what it is pointed at 60
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- 63. user content marketing information geographic reality 63
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- 66. Video of augment reality view of Mini Cooper 66
- 67. Note: augmented reality campaign in South Africa for a bookstore 67
- 68. two points to consider 68
- 69. your consumer is increasingly straddling the virtual and real 69
- 70. the physical and virtual must enhance one another and not simply duplicate 70
- 71. “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
- 72. Patrick Collings patrick@sagacite.co.za +27 (0)83 616 0967 72