Media : Movement : Moments Mobile Content Strategy Workshop CCI 2008 Vancouver March 13th, 2008 Leora Kornfeld [email_address]

What you got yourself into: Thinking about mobile as a unique mode of communication Small amount of head-scratching theory Examples of mobile installations in Vancouver Overview of platforms & technologies Small group assignment: create a mobile campaign concept What are the unique opportunities and affordances of mobile?

What you got yourself into:

Thinking about mobile as a unique mode of communication

Small amount of head-scratching theory

Examples of mobile installations in Vancouver

Overview of platforms & technologies

Small group assignment: create a mobile campaign concept

What are the unique opportunities and affordances

of mobile?

Media as conversation access eavesdrop deposit From top-down infrastructures to networked physical environments

Media as conversation

access

eavesdrop

deposit

From top-down infrastructures to networked physical environments

The city as browse-able The city as participatory The serendipitous city Interactivity can happen anywhere, at any time Usability and relevance in the physical world, and in the moment Web world: from ‘content is king’ to ‘interface is everything’ Mobile: ‘what I want, when I want it’ … plus across platforms & networks

The city as browse-able

The city as participatory

The serendipitous city

Interactivity can happen anywhere, at any time

Usability and relevance in the physical world,

and in the moment

Web world: from ‘content is king’ to ‘interface is everything’

Mobile: ‘what I want, when I want it’

… plus across platforms & networks

Utopian Visions of Technology The flying car The fridge that fills itself Dystopian visions of Technology Surveillance Identity theft Bombardment/ stalked by marketers Unintended Consequences New modalities New centres of power New grammars

Utopian Visions of Technology

The flying car

The fridge that fills itself

Dystopian visions of Technology

Surveillance

Identity theft

Bombardment/ stalked by marketers

Unintended Consequences

New modalities

New centres of power

New grammars

And now some theory… Mobile Persuasion ‘ Captology’: computers as inherently persuasive Intersection of technologies and attitude, behaviour, and motivation BJ Fogg, Persuasive Technology Lab, Stanford University

And now some theory…

Mobile Persuasion

‘ Captology’: computers as inherently persuasive

Intersection of technologies and attitude, behaviour, and motivation

BJ Fogg, Persuasive Technology Lab, Stanford University

Anthropological and sociological analysis of mobile devices As instruments of self-expression and cultural artifacts In public, private, and everyday environments Issues related to impact on society and ecosystems of communication James Katz, Rutgers University Rich Ling, Telenor Research Institute, Oslo Gerard Goggin, University of New South Wales, Sydney

Anthropological and sociological analysis of mobile devices

As instruments of self-expression and cultural artifacts

In public, private, and everyday environments

Issues related to impact on society and ecosystems of

communication

James Katz, Rutgers University

Rich Ling, Telenor Research Institute, Oslo

Gerard Goggin, University of New South Wales, Sydney

Selected Portfolio: UBC 100th anniversary cell phone tour Vancouver Sculpture Biennale cell phone tour Museum of Anthropology multimedia handheld guide Vancouver Opera - Tosca campaign

Selected Portfolio:

UBC 100th anniversary cell phone tour

Vancouver Sculpture Biennale cell phone tour

Museum of Anthropology multimedia handheld guide

Vancouver Opera - Tosca campaign

VUEguide at the Museum of Anthropology Gold Award for excellence in cultural interpretation American Association of Museums May 2006

Vancouver Sculpture Biennale Cell Phone Tour Gold medal for innovation Canadian eTourism awards November 2007

Community-generated media: Tagging sites of interest & retrieving content on mobile and the web

UBC Faculty Club … looks like just another building

UBC 100th anniversary Cell phone tour March 2008 launch Contextualizing content on demand Adding aura to the seemingly ordinary Create your own tour Contribute content on companion website

UBC 100th anniversary Cell phone tour

March 2008 launch

Contextualizing content on demand

Adding aura to the seemingly ordinary

Create your own tour

Contribute content on companion website

Toolkit: Text (SMS) / Shortcode Voice MMS (Picture &Video Messages) Barcode Scanning Bluetooth (Proximity-based) Web/Mobile cross-platform GPS Interoperability between some of the above

Toolkit:

Text (SMS) / Shortcode

Voice

MMS (Picture &Video Messages)

Barcode Scanning

Bluetooth (Proximity-based)

Web/Mobile cross-platform

GPS

Interoperability between some of the above

Mobile as direct promotional & marketing channel SMS Inbound and outbound text messaging Voting, alerts, opt-in Barcodes Coupons, ticketing

SMS

Inbound and outbound text messaging

Voting, alerts, opt-in

Barcodes

Coupons, ticketing

Realities & Constraints: (aka Welcome to Canada) Carriers rates among highest in world True LBS (GPS-enabled) limited available No ‘all you can eat’ data plans No iPhone for you!

Carriers rates among highest in world

True LBS (GPS-enabled) limited available

No ‘all you can eat’ data plans

No iPhone for you!

Your assignment: Form into groups of 3-5 Choose from one of the following: Consumer Product Tourism / Destination Corporate Brand Create a framework for a mobile campaign Single or cross-platform Call to action Specify target market Get busy with the flip chart / Prepare to present

Form into groups of 3-5

Choose from one of the following:

Consumer Product

Tourism / Destination

Corporate Brand

Create a framework for a mobile campaign

Single or cross-platform

Call to action

Specify target market

Get busy with the flip chart / Prepare to present

Media : Movement : Moments Mobile Content Strategy Workshop CCI 2008 Vancouver March 13th, 2008 Leora Kornfeld [email_address]