R/GA's Strategies on Multiscreen Implementation
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R/GA's Strategies on Multiscreen Implementation

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See how one of the world's leading digital agencies, R/GA, delivers campaigns that scale across devices, screen resolutions, and operating platforms. This presentation will reveal the best practices ...

See how one of the world's leading digital agencies, R/GA, delivers campaigns that scale across devices, screen resolutions, and operating platforms. This presentation will reveal the best practices and strategic approaches that R/GA deploys. R/GA will showcase successful initiatives and discuss the strategic thinking behind each project, as well as their overall impact.

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  • Giant screens powered by actual devices. This was one of the great product demonstrations in recent memory. Really showed off the power of the devices. Google engineers were so impressed they flew in from CA to take pictures of the setup. It worked so well Google bought Motorola! (always good for a laugh).
  • screen provided interaction with the grilling community beyond the BBQ - sharing, heightening competition, extending the social activity of grilling through to the web

R/GA's Strategies on Multiscreen Implementation R/GA's Strategies on Multiscreen Implementation Presentation Transcript

  • Multi-screen Implementation
    R/GA’s Strategies for Success
    Adobe MAX
  • Peter Cole
    Technology Director
    Yasmin Nestlen
    Associate Creative Director
  • R/GA helps brands change the way they think, design and respond.
  • To us, users are …potential purchasers of a brandstudents of a brandadvocates of a brandco-creators of a brandand many are all of the above.
  • When interacting with a brand, consumers choose the screen(s) that best support their needs and goals.
  • And need to be shared with multiple people
  • Not being on a screen, or the right screen, is a missed opportunity and potentially a missed sale.
  • Multi-screen campaigns Allow brands the opportunity toconnect with, entertain, and provide value to their customers at home, at work, and everywhere in-between
  • Challenges
  • There are a variety of devices each with unique screen sizes, resolutions and features.
  • Devices no longer have a defined role, they can fulfill multiple tasks.
  • There is data coming from multiple sources and it needs to stay in sync, often in real-time.
  • There are different screens and eachsupports different experiences.
  • Mobile: Short and FocusedSnack-sized experiences that happen during users down time or while on the go.
  • Desktop: Deeper and multi-pageMore immersive experiences for users who want depth and have the time to seek content they desire.
  • Retail: Immediate and ResponsiveUsers are already inclined to purchase in this environment. Experiences in this environment should create attention, and give customers more reasons to go to the register.
  • Out-of-home: Environment Specific Social experiences that happen while people are away from their more traditional screens. These experiences generate buzz through stunts and high visibility.
  • We need to consider and influence new screens.
  • New technologies on the horizon.
    Future-forward sensing technology
    Multi-touch sensing vs. touch sensing
    Holographic projections
    E-paper or e-ink displays
    Wearable screens
  • Approach
  • We design for flexibility.
    We respond and adapt.
    Start with base functionality and build up from there
    Create strict separation between content and UI
    Services-based architecture
    Display appropriate layouts, images, etc. based on context
  • We no longer design silo-ed, one dimensional (controlled) solutions. Instead, we create integrated, multichannel, and connected experiences.
  • We design for all screens at once
  • Case Studies
  • DROID DOES Time Square
  • DROID DOES Time Square
    Challenge
    For Verizon, R/GA found an innovative way to show off the DROID’s most unique feature; location-based voice search.Using any phone on any network.
  • DROID DOES Time Square
    Solution
    Bystanders control massive interactive billboards at Time Square New York via commands sent from their mobile phones.Signs respond by returning location-based searched results.
  • DROID DOES Time Square
    Goals
    Generate Buzz / Awareness for Android
    Capture the attention of passersby
    Reach and draw participation from users at home
    Allow people to experience Android Voice Search even if they didn't have an Android phone
    Capture global audience
    Outcome
    The most successful Android Launch to date. Helped establish Android as the number one mobile operating system in the world. (Gross activations and market share)
  • Using only voice commands, users controlled two of the world’s largest digitalout-of-home signs with any phone.
  • Twenty-three story signs powered by actual Motorola Droid Devices!
  • Web users could view the Time Square experience in real-time or dive deeper into site content.
  • DROID DOES Time Square: Screens
    Mobile screen demonstrated Google search.
    Desktop screen allowed participation from any-
    where around the globe.
    Out-of-home screen displayed instant feedback and generated buzz.
  • Nike+ GPS
  • Nike+ GPS
    Challenge
    Nike had already revolutionized the running shoe, it was up to R/GA to revolutionize running for all runners. Even if they weren’t wearing Nike shoes.
  • Nike+ GPS
    Solution
    Nike + GPS allows every type of runner to set goals, map runs, manage progress and get the motivation to run even further. A runner can hear cheers from celebrities or friends who “like” or comment on their run status via facebook, or can challenge them in a game of Nike+ Tag.
  • Nike+ GPS
    Goals
    Runners – the ultimate users “on the go”
    Address on route and at home needs
    Keep running social
  • Using the Nike+ GPS mobile app, runners get feedback immediately.
  • Runners are able to review their routes, set and manage goals, and challenge otherson the Nike+ website without syncing.
  • Runners can connect with friends and the Nike+ community directly from their mobile phone while on their run.
  • Nike+ GPS: Screens
    Mobilescreen provided interaction and feedback during a run.
    Desktop screen included socializing, data visualization and engagement outside of a run.
  • McCormick 2011 Grilling
  • McCormick 2011 Grilling
    Challenge
    For McCormick Grill Mates, R/GA was challenged to extend the flavor and passion for grilling into the digital space and beyond. As well as position McCormick as a leader in the culture of grilling.
  • McCormick 2011 Grilling
    Solution
    Combining two social activities, grilling and Foursquare, RG/A empowered grillers to make their backyards a check-in worthy destination. Users were encouraged to share further by participating in a unique contest where the griller with the most Foursquare check-ins became the Mayor of Hunt Valley Maryland for a day. Using multiple screens grillers could upload photos to Times Square and Facebook. 
  • McCormick 2011 Grilling
    Goals
    Take the traditional activity of grilling digital
    Reach grillers and new approaches
    Connect the passion and competitiveness of grilling enthusiasts
    Extend social aspects beyond the grill
  • Grillers checked-in their backyards as Foursquare venues with their mobile phones.
  • To reach and engage all avid grillers there were multiple touch points online.
  • Grillers were broadcasted on digital out-of-home signage and on Facebook.
  • McCormick 2011 Grilling: Screens
    Mobile screen turned suburban backyards into Foursquare venues.
    Desktop screen extended the social activity of grilling beyond the grill.
    Out-of-home screen brought grillers to thousands of passerbys in Time Square.
  • In Closing
    Technology
    Start with base functionality and build up from there
    Create strict separation between content and UI
    Services-based architecture
    Display appropriate layouts, images, etc. based on context
    Experience
    Understand consumer’s behaviors and expectations are evolving
    Think beyond the screen - create integrated, multichannel, and connected experiences
    Respond to users’ input in real-time on any screen
    Remember screens are key points to purchase
  • Q & A
    CONTACT US AT
    Peter Cole
    Technology Director
    peter.cole@rga.com
    Yasmin Nestlen
    Associate Creative Director
    yasmin.nestlen@rga.com
    @coelestine