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George P. Johnson                       Leadership Offsite                       2011Tuesday, April 2, 13
Stories, Games and Origami Unicorns:                       remote engaging in our participatory                       worl...
http://www.flickr.com/photos/headtraumamovie/870988845   3Tuesday, April 2, 13
http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html   4Tuesday, April 2, 13
“If I tell my Facebook friends about your                       brand, it’s not because I like your brand,                ...
“If I tell my Facebook friends about your                       brand, it’s not because I like your brand,                ...
5Tuesday, April 2, 13
Relationships are Redefined                                                    6Tuesday, April 2, 13
Relationships are Redefined                       Traditional 1:1 relationship                                             ...
Relationships are Redefined                       Traditional 1:1 relationship   Traditional 1:1:M relationship            ...
7Tuesday, April 2, 13
“The moment                             we are                                     living through [right now]—            ...
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Remote Engagement                                                            Defined                                      ...
Remote Engagement                       Getting from “Me” to “Them”                                      Defined          ...
Egypt 2.0?                                    13Tuesday, April 2, 13
Egypt 2.0?                                    13Tuesday, April 2, 13
Egypt 2.0?                                    13Tuesday, April 2, 13
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“I want to meet Mark Zuckerberg one day and thank him...                       Im talking on behalf of Egypt. ...         ...
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+ 16504194196                       + 390662207294                       + 97316199855                                    ...
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Social Media is changing the world.                                                             Level 4 Ripples           ...
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The most important word on                       the Internet is not “SEARCH”.                       THE MOST IMPORTANT WO...
Anywhere and everywhere                                                Social networking now         connects 62 million U...
25Tuesday, April 2, 13
Over 6 million people are engaging                       Fortune 500 brands through key social                       media...
500 Billion Impressions                        People in the US generate more than 500                        billion onli...
US Social Network Ad Revenues, 2009 –                       Billions and % Change                         Source: eMarkete...
US Social Network Ad Revenues, 2009 –                       Billions and % Change                                         ...
Technology             is           changing                       our lives                                   Convergence...
Participatory Culture: The Prosumer                                                             29Tuesday, April 2, 13
Participatory Culture: The Prosumer                                                             29Tuesday, April 2, 13
Technical Portal vs. Phenomenon                                                         30Tuesday, April 2, 13
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Dino Ignacio   Bert                                             32Tuesday, April 2, 13
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Mashup and Remix                                          34Tuesday, April 2, 13
Era Mashups                                     35Tuesday, April 2, 13
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Participatory Culture: Social Skills and                       Competencies                                               ...
Transmedia Storytelling: What is it?                                                              http://social-creature.c...
Transmedia Storytelling: What is it?                       •   According to Henry Jenkins: A                           pro...
39Tuesday, April 2, 13
Harry Potter                       movies, video games and other elements                        are all retellings of the...
Harry Potter                       movies, video games and other elements                        are all retellings of the...
Elements of Transmedia Storytelling                       •   Participatory.                           Not just watching. ...
41Tuesday, April 2, 13
Linear, Control, Push                         Story         Produce   Watch                                               ...
Linear, Control, Push                         Story          Produce         Watch                       Non-linear, Parti...
Linear, Control, Push                            Story                       Produce                           Watch      ...
Linear, Control, Push                            Story                       Produce                           Watch      ...
Transmedia Storytelling                                                 42Tuesday, April 2, 13
Transmedia Storytelling                                                                     Movie      TV Series          ...
Platforms relationship and time in a                       transmedia experience                                          ...
Platforms relationship and time in a                       transmedia experience                         Pre/ Past      Du...
Platforms relationship and time in a                       transmedia experience                         Pre/ Past      Du...
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Transmedia Rising                       -JWT                                           52Tuesday, April 2, 13
Participatory Culture: Social Skills and                       Competencies                                               ...
Gamification                       •   Applying the basic elements that                           make games fun and engagi...
It’s not new                                      55Tuesday, April 2, 13
Gartner Hype Cycle                                            56Tuesday, April 2, 13
Gartner Hype Cycle                                        Peak of Inflated Expectations                                   ...
57Tuesday, April 2, 13
A report published in                       January by M2                       Research, a media                       an...
Gamification 101                                         58Tuesday, April 2, 13
Gamification 101                                         Game                                                58Tuesday, Apr...
Gamification 101                                                Consumes                                         Game      ...
Gamification 101                                         Creates          Consumes                                         ...
Gamification 101                                         Creates          Consumes                                         ...
Gamification 101                                            Creates            Consumes                                    ...
Gamification 101                                            Creates            Consumes                                    ...
Gamification 101                                             Creates              Consumes                                 ...
Good games balance Skill and Challenge                                                                61Tuesday, April 2, 13
Good games balance Skill and Challenge                              High         Anxiety                                  ...
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Player Journey = Lifecycle + Progression                                                             Player Journey = Life...
Gamification 101                       Player                       Journey   Mechanics   Dynamics   Aesthetics            ...
Gamification 101                             Control: Game designer       Control: Player                                 F...
Gamification 101: Monopoly                       Player                       Journey   Mechanics   Dynamics   Aesthetics  ...
Gamification 101: Monopoly                       Player                       Journey   Mechanics   Dynamics   Aesthetics  ...
Gamification 101: Monopoly                                                              Control: Player                    ...
Mechanics   Dynamics   Aesthetics                                                           65Tuesday, April 2, 13
Who am I playing with? How are we                       engaging?                                          Help   Players ...
And we’re back...to Events                       •   Integrate Remote Engagement as a discipline: consume/engage          ...
We are all experience designers                                                         67Tuesday, April 2, 13
We are all experience designers                       ‣ Games are worthless                       ‣ Stories are worthless ...
We are all experience designers                       ‣ Games are worthless unless people play them                       ...
We are all experience designers                       ‣ Games are worthless unless people play them                       ...
We are all experience designers                       ‣ Games are worthless unless people play them                       ...
We are all experience designers                       ‣ Games are worthless unless people play them                       ...
68Tuesday, April 2, 13
They come for the experience.                                       Kenny Lauer                                       @ken...
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Stories, games and origami unicorns remote engaging in our participatory world

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Kenny Lauer presented: Stories, games and origami unicorns remote engaging in our participatory world.
A romp through the world of digital engagement and its effects on our world.

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Transcript of "Stories, games and origami unicorns remote engaging in our participatory world"

  1. 1. George P. Johnson Leadership Offsite 2011Tuesday, April 2, 13
  2. 2. Stories, Games and Origami Unicorns: remote engaging in our participatory world Kenny LauerTuesday, April 2, 13
  3. 3. http://www.flickr.com/photos/headtraumamovie/870988845 3Tuesday, April 2, 13
  4. 4. http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  5. 5. “If I tell my Facebook friends about your brand, it’s not because I like your brand, http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  6. 6. “If I tell my Facebook friends about your brand, it’s not because I like your brand, but rather because I like my friends. – Mike Arauz http://www.mikearauz.com/2009/03/thoughts-on-spreadable-media-parts-3.html 4Tuesday, April 2, 13
  7. 7. 5Tuesday, April 2, 13
  8. 8. Relationships are Redefined 6Tuesday, April 2, 13
  9. 9. Relationships are Redefined Traditional 1:1 relationship 6Tuesday, April 2, 13
  10. 10. Relationships are Redefined Traditional 1:1 relationship Traditional 1:1:M relationship 6Tuesday, April 2, 13
  11. 11. 7Tuesday, April 2, 13
  12. 12. “The moment we are living through [right now]— is the largest increase in expressive capability in human history.” – Clay Shirky, TED Expressive To make known the opinions or feeling of Capability Having power and ability 8Tuesday, April 2, 13
  13. 13. 9Tuesday, April 2, 13
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  26. 26. Remote Engagement Defined A Digital Experience interaction that happens either: 1. outside the “4 walls” of the event OR 2. within the “4-walls” but influences or affects people outside the “4-walls” © David Armano darmano.typepad.com 12Tuesday, April 2, 13
  27. 27. Remote Engagement Getting from “Me” to “Them” Defined A Digital Experience interaction that happens either: 1. outside the “4 walls” of the event Them OR 2. within the “4-walls” but influences or affects people outside the “4-walls” Me Understanding Remote Engagement Convergence and participatory culture (e.g., gamification, transmedia storytelling) © David Armano darmano.typepad.com 12Tuesday, April 2, 13
  28. 28. Egypt 2.0? 13Tuesday, April 2, 13
  29. 29. Egypt 2.0? 13Tuesday, April 2, 13
  30. 30. Egypt 2.0? 13Tuesday, April 2, 13
  31. 31. 14Tuesday, April 2, 13
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  37. 37. “I want to meet Mark Zuckerberg one day and thank him... Im talking on behalf of Egypt. ... This revolution started online. This revolution started on Facebook. We would post a video on Facebook that would be shared by 60,000 people on their walls within a few hours. Ive always said that if you want to liberate a society just give them the Internet.” – Wael Ghonim 18Tuesday, April 2, 13
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  41. 41. + 16504194196 + 390662207294 + 97316199855 20Tuesday, April 2, 13
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  46. 46. 22Tuesday, April 2, 13
  47. 47. Social Media is changing the world. Level 4 Ripples 4 Distribution through individuals (email lists, etc.) 3 Level 3 Ripples Distribution through “closed” networks (Facebook, MySpace, etc.) Level 2 Ripples 2 Distribution through “open” networks (blogs, sites, feeds, widgets, etc.) 1 Level 1 Ripples Distribution through mainstream media outlets, digital and analog (press, influencers, etc.) 22Tuesday, April 2, 13
  48. 48. 23Tuesday, April 2, 13
  49. 49. The most important word on the Internet is not “SEARCH”. THE MOST IMPORTANT WORD ON THE INTERNET IS “SHARE”. – Hugh McLeod & Jyri Engstrom 23Tuesday, April 2, 13
  50. 50. Anywhere and everywhere Social networking now connects 62 million US adults. – Forrester “There are more than 200 million active users [40 percent] currently accessing Facebook through their mobile devices. People that use Facebook on their mobile devices are twice as active on Facebook as non-mobile users.” – Facebook official statistics (January, 2011). Twitter is now attracting 190 million visitors per month and generating 65 million Tweets a day. Most users don’t Tweet at all, but rather use Twitter as a consumption media. – Twitter COO Dick Costolo, at the Conversational Media Summit It gets 300,000 new users a day. – Biz stone, Chirp 24Tuesday, April 2, 13
  51. 51. 25Tuesday, April 2, 13
  52. 52. Over 6 million people are engaging Fortune 500 brands through key social media channels. Source: “The Social Media Habits of the Fortune 500” study, iMediaWorks, 2Q, 2009 25Tuesday, April 2, 13
  53. 53. 500 Billion Impressions People in the US generate more than 500 billion online impressions on each other regarding products and services — more than one-fourth the number of impressions advertisers make. 26Tuesday, April 2, 13
  54. 54. US Social Network Ad Revenues, 2009 – Billions and % Change Source: eMarketer, January 2011 27Tuesday, April 2, 13
  55. 55. US Social Network Ad Revenues, 2009 – Billions and % Change $3.93 (27.7%) $3.08 Why are US marketers (55.0%) spending 55% more $1.99 $1.43 (39.0%) than last year ($3.08B) (20.3%) to advertise on social networking sites this year, as predicted by eMarketer? 2009 2010 2011 2012 That’s where consumers are influenced. Source: eMarketer, January 2011 27Tuesday, April 2, 13
  56. 56. Technology is changing our lives Convergence culture is a world where every story, image, sound, idea, brand, and relationship will play itself out across all possible media platforms. – Henry Jenkins 28Tuesday, April 2, 13
  57. 57. Participatory Culture: The Prosumer 29Tuesday, April 2, 13
  58. 58. Participatory Culture: The Prosumer 29Tuesday, April 2, 13
  59. 59. Technical Portal vs. Phenomenon 30Tuesday, April 2, 13
  60. 60. 31Tuesday, April 2, 13
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  66. 66. Dino Ignacio Bert 32Tuesday, April 2, 13
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  70. 70. Mashup and Remix 34Tuesday, April 2, 13
  71. 71. Era Mashups 35Tuesday, April 2, 13
  72. 72. 36Tuesday, April 2, 13
  73. 73. Participatory Culture: Social Skills and Competencies 37Tuesday, April 2, 13
  74. 74. Transmedia Storytelling: What is it? http://social-creature.com/page/3 38Tuesday, April 2, 13
  75. 75. Transmedia Storytelling: What is it? • According to Henry Jenkins: A process where integral elements of a fiction get dispersed systematically across multiple delivery channels for the purpose of creating a unified and coordinated entertainment experience. Ideally, each medium makes it own unique contribution to the unfolding of the story.” • According to Kenny Lauer: Enable the audience to experience the story in a lot of different ways through a lot of different ways. http://social-creature.com/page/3 38Tuesday, April 2, 13
  76. 76. 39Tuesday, April 2, 13
  77. 77. Harry Potter movies, video games and other elements are all retellings of the books that JK Rowling wrote = Not transmedia 39Tuesday, April 2, 13
  78. 78. Harry Potter movies, video games and other elements are all retellings of the books that JK Rowling wrote = Not transmedia Julia Child autobiography, My Life in France + Julie Powell’s blog The Julie/Julia Project + Nora Efron’s movie, Julie and Julia = Transmedia 39Tuesday, April 2, 13
  79. 79. Elements of Transmedia Storytelling • Participatory. Not just watching. • Recursive. Ties back into the core narrative(s) and builds intelligence. • Scalable. Grows into other forms or properties to some extent. 40Tuesday, April 2, 13
  80. 80. 41Tuesday, April 2, 13
  81. 81. Linear, Control, Push Story Produce Watch 41Tuesday, April 2, 13
  82. 82. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull 41Tuesday, April 2, 13
  83. 83. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull Franchise Transmedia Multiple platforms create a collection of individual experiences Comic Book Sequel Story Computer Webisode Game Website 41Tuesday, April 2, 13
  84. 84. Linear, Control, Push Story Produce Watch Non-linear, Participatory, Push/Pull Franchise Transmedia Portmanteau Transmedia Multiple platforms create a collection of individual experiences Multiple platforms contribute to a single experience Comic Book Sequel Twitter Audio Video Story SMS Blog Flyer Computer Webisode Game Image Email Event Website 41Tuesday, April 2, 13
  85. 85. Transmedia Storytelling 42Tuesday, April 2, 13
  86. 86. Transmedia Storytelling Movie TV Series Download Novel Flash Mob Knit-Along Big Adventure/ Twitter Video Games Main Story History of the Future of the iPhone Flickr Storyverse/ Storyverse Backstory Podcasts Blogs Story of Music Minor DVDs Facebook Story Character/ Alt POV iPad/Tablet Live Events True Stories Universe Fan Assets: Websites Social Games Video, Photos, Myths MP3s Concerts YouTube User Generated Backstage/ CDs Comics Content/ Making of Fan Fiction Webisodes Merchandise Graphic Novels Toys Theater Documentary Radio Jill Colick, Story2OH.com 42Tuesday, April 2, 13
  87. 87. Platforms relationship and time in a transmedia experience http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
  88. 88. Platforms relationship and time in a transmedia experience Pre/ Past During / Present Post / Future http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
  89. 89. Platforms relationship and time in a transmedia experience Pre/ Past During / Present Post / Future Video game Comic ARG Migratory cue Initial platform (movie, website, book) Fandom production http://www.flickr.com/photos/andresfox/5396499222/in/ photostream/ 43Tuesday, April 2, 13
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  104. 104. Transmedia Rising -JWT 52Tuesday, April 2, 13
  105. 105. Participatory Culture: Social Skills and Competencies 53Tuesday, April 2, 13
  106. 106. Gamification • Applying the basic elements that make games fun and engaging to things that typically arent considered a game • Fun • Rewards • Social connections 54Tuesday, April 2, 13
  107. 107. It’s not new 55Tuesday, April 2, 13
  108. 108. Gartner Hype Cycle 56Tuesday, April 2, 13
  109. 109. Gartner Hype Cycle Peak of Inflated Expectations Plateau of Productivity Slope of Enlightenment Trough of Disillusionment Technology Trigger 56Tuesday, April 2, 13
  110. 110. 57Tuesday, April 2, 13
  111. 111. A report published in January by M2 Research, a media and entertainment research firm, estimated that spending on gamification projects will grow to as much as $2.8 billion by 2016 from $100 million this year. 57Tuesday, April 2, 13
  112. 112. Gamification 101 58Tuesday, April 2, 13
  113. 113. Gamification 101 Game 58Tuesday, April 2, 13
  114. 114. Gamification 101 Consumes Game Player 58Tuesday, April 2, 13
  115. 115. Gamification 101 Creates Consumes Game Designer Player 58Tuesday, April 2, 13
  116. 116. Gamification 101 Creates Consumes Game Designer Player 59Tuesday, April 2, 13
  117. 117. Gamification 101 Creates Consumes Game Designer Player Journey Rules System Fun 59Tuesday, April 2, 13
  118. 118. Gamification 101 Creates Consumes Game Designer Player Player Journey Rules System Fun 60Tuesday, April 2, 13
  119. 119. Gamification 101 Creates Consumes Game Designer Player Player Journey Rules System Fun Player Journey Mechanics Dynamics Aesthetics 60Tuesday, April 2, 13
  120. 120. Good games balance Skill and Challenge 61Tuesday, April 2, 13
  121. 121. Good games balance Skill and Challenge High Anxiety “Flow” Challenge Apathy Boredom Low Low High Skills 61Tuesday, April 2, 13
  122. 122. 62Tuesday, April 2, 13
  123. 123. Player Journey = Lifecycle + Progression Player Journey = Lifecycle + Progression Good games take the player on a journey towards mastery 62Tuesday, April 2, 13
  124. 124. Gamification 101 Player Journey Mechanics Dynamics Aesthetics 63Tuesday, April 2, 13
  125. 125. Gamification 101 Control: Game designer Control: Player Formal rules and How people behave due structure of game to these rules • Game prepared • Processes and behaviors Way it feels to play • What action can that arise when you the game players take actually play the game • Overall experience • Victory conditions • Rules in response to • Emotional • Rule enforcement actions engagement • Time Based systems • Make Progress Visible • Curiosity, • Reward schedules • Points, levels, satisfaction, delight, • Progressive Unlocks leaderboard, badges, trust, fun, pride, missions • Pacing envy Player Journey Mechanics Dynamics Aesthetics 63Tuesday, April 2, 13
  126. 126. Gamification 101: Monopoly Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  127. 127. Gamification 101: Monopoly Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  128. 128. Gamification 101: Monopoly Control: Player • At the beginning of Control: Game designer the game, everybody starts • Feeling of tension • Everything you need equal and joy in the to play beginning • One player • Relationship between inevitably gets rich, • Gradual loss of the board, the pieces, while the other interest for the and the money players are driven losing players • Rules specifying how to poverty lose the • The joy of winning you play game for the winner Player Journey Mechanics Dynamics Aesthetics 64Tuesday, April 2, 13
  129. 129. Mechanics Dynamics Aesthetics 65Tuesday, April 2, 13
  130. 130. Who am I playing with? How are we engaging? Help Players Acting Comment Challenge Taunt Share Show-off World Socializers Express Compare Achievers Interacting Compete Explorers Like View Mechanics Dynamics Aesthetics 65Tuesday, April 2, 13
  131. 131. And we’re back...to Events • Integrate Remote Engagement as a discipline: consume/engage • Participatory Culture: remember your attendees want to participate. Participation is not an option, it’s a requirement. How does that differ in physical and virtual? How do we create opportunities to support this culture. • Extend outside the 4 walls. What happens online shouldn’t end online. What happens offline, shouldn’t end offline • Take advantage of what technology has to offer 66Tuesday, April 2, 13
  132. 132. We are all experience designers 67Tuesday, April 2, 13
  133. 133. We are all experience designers ‣ Games are worthless ‣ Stories are worthless ‣ Events are worthless 67Tuesday, April 2, 13
  134. 134. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless ‣ Events are worthless 67Tuesday, April 2, 13
  135. 135. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless 67Tuesday, April 2, 13
  136. 136. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless unless people go to them 67Tuesday, April 2, 13
  137. 137. We are all experience designers ‣ Games are worthless unless people play them ‣ Stories are worthless unless people listen to them ‣ Events are worthless unless people go to them • Consumers don’t come for the game/story/event. 67Tuesday, April 2, 13
  138. 138. 68Tuesday, April 2, 13
  139. 139. They come for the experience. Kenny Lauer @kennyL 68Tuesday, April 2, 13
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