What GTA Can Teach Us About Connecting with Consumers

What Grand Theft Auto can teach us about connecting with consumers. THE CONSUMER INSIGHTS THINK TANK Forward ’09 Brandologie June 2009 Tim Stock, Managing Director/Partner timstock@scenariodna.com

“The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” - Marcel Proust THE CONSUMER INSIGHTS THINK TANK

A few things you should know about me... I’m American, but I grew up in the UK in the late 60s and 70s. I went to ﬁlm school. My ﬁrst work with digital was with mobile (well...the Apple Newton). I run a planning and research company that focuses on connecting brands to the culture. THE CONSUMER INSIGHTS THINK TANK

pardon the drama but... Welcome to zero year marketing. THE CONSUMER INSIGHTS THINK TANK

2009 a realignment of... power perspective influence THE CONSUMER INSIGHTS THINK TANK

2009 therapy moments... Those who don’t know... ...and those who don’t know they don’t know. power i’m not in control anymore. perspective i don’t understand my consumer anymore. influence i can’t tell people to like me anymore. THE CONSUMER INSIGHTS THINK TANK

stop. It’s not about tools. THE CONSUMER INSIGHTS THINK TANK

stop. The future is less about building than it is about transforming what is already there. THE CONSUMER INSIGHTS THINK TANK

Getting beyond Mad Men The future is not about advertising. THE CONSUMER INSIGHTS THINK TANK

The future is about behavior. THE CONSUMER INSIGHTS THINK TANK

programmed her own DVR viewing in pre-K all content has a pause button stays in touch with gramma via txt The future is about her. about what I want to do - not how I do it THE CONSUMER INSIGHTS THINK TANK

Networks explain the shift. The key to understanding how we got here is ﬁrst realizing how the network that shapes culture has changed. THE CONSUMER INSIGHTS THINK TANK

Why are networks important? networks generate cultural connections. they shape how the consumer story evolves. THE CONSUMER INSIGHTS THINK TANK

Networks shape meaning power who’s in control. perspective the point of view. influence how messages move through the market. THE CONSUMER INSIGHTS THINK TANK

Old Network The road as culture network about generating destinations currency = where we go suburbia take-out road trip THE CONSUMER INSIGHTS THINK TANK

Old Network TV as culture network getting everyone on the same channel currency = must see tv THE CONSUMER INSIGHTS THINK TANK

Old Network Interface Seeking preset modes of interaction push button culture THE CONSUMER INSIGHTS THINK TANK

Old Network Brand choice as destination push button brands THE CONSUMER INSIGHTS THINK TANK

Old Network Brand attributes as destination new is a destination THE CONSUMER INSIGHTS THINK TANK

Old Network Insight A vs. B research & planning data as destination THE CONSUMER INSIGHTS THINK TANK

Network Shift GEOGRAPHY CULTURE zip code playlist THE CONSUMER INSIGHTS THINK TANK

Virtual Lower East Side New Network Discovering layers of meaning currency = what we know NARRATIVE LAYERS place Real/ Virtual / Local / Global time Past / Present / Future / tag Meaning THE CONSUMER INSIGHTS THINK TANK 22

#brandologie New Network currency = what we know tags layering on locations THE CONSUMER INSIGHTS THINK TANK

brandtags.net New Network It doesn’t matter who you say you are meaning = process of discovery THE CONSUMER INSIGHTS THINK TANK

New Network Time & space are compressed culture transcends zip Suburb City THE CONSUMER INSIGHTS THINK TANK

Kid Robot New Network Time & space are compressed local gets global reach West East THE CONSUMER INSIGHTS THINK TANK

New Network Influence is altered by open access the distance between early and late adopters is eroding we need to rethink how the flow of influence works KNOWLEDGE PERSUASION DECISION IMPLEMENTATION CONFIRMATION THE CONSUMER INSIGHTS THINK TANK

Minority Report (2002) interface by OOOii New Network Interface The new expressive interface is gestural moving beyond push button models THE CONSUMER INSIGHTS THINK TANK

Iron Man (2008) New Network Interface Technology fuses with behavior i am the device THE CONSUMER INSIGHTS THINK TANK

New Network Interface Bauhaus University Media Department students Martin Lihs and Frank Matuse WiiSpray “Is it possible to create a tool that allows one or more people to interact creatively independent of space and time?” THE CONSUMER INSIGHTS THINK TANK

New Network Supermarket Flashmob (2008) RITES OF PASSAGE Old Network Easy Rider (1969) THE CONSUMER INSIGHTS THINK TANK

Welcome to The Transformer Generation where we go > what we know SHIFT destination > transformation video THE CONSUMER INSIGHTS THINK TANK

So what clues can Grand Theft Auto offer on how the new network plays out? GTA IV sold 3.6 million units on its ﬁrst day an ecosystem of new network interaction THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. the environment (Liberty City) is the main character aligning our perspective to what people want to do THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. Reality Check The consumer isn’t a captive audience anymore. THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. GTA is sandbox gaming the goal: suspension of disbelief understanding interactions within environments understanding context that drives behavior and make experiences authentic THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. marketing must learn to realign perspective THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. the participation effect of media moves from individual to group cultivating passion hives brands should curate their relationship and participation with these consumer hives THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. seek out passions that drive behavior map the culture and visualize connections and opportunities tribe tribe tribe persona THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. Brand language cultivated around experiential concepts THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. leverage the grid Citysense leverages aggregate anonymous location data in real-time technology offers the opportunity to visualize behavior THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. leverage the grid In 2008, Cambridge, UK researchers (in the MESSAGE project) have teamed with bicycle couriers to measure and transmit air pollution indicators as they travel the city. THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. Marketers seeking authenticity... ﬁrst explore point of view. If your brand can be anywhere... dig deep to know the difference between delight and noise. THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. If your brand asks “follow me” will I be reassured that you are going to make it worth it? THE CONSUMER INSIGHTS THINK TANK

A Christmas Story (1983) a crummy commercial? son of a bitch! 1. Environment is the narrative. resist the urge to tell me stuff that doesn’t matter THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. make the process the story - open up the environment THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. what about research? how we generate insights should reﬂect the reality of the new network. THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. point of view requires we rethink the focus group what data matters in a new network world? is our alignment right to leverage the data we are gathering? THE CONSUMER INSIGHTS THINK TANK

1. Environment is the narrative. Innovation as surveillance Innovation is not about you.... ...it’s about the breakfast table. THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. Relevance must draw on what the consumer engages in naturally. Cultivate strategies that leverage consumer involvement (tags). THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. Cows with names produce 3.4 percent more milk than nameless cows engage involvement and empathy

2. Interaction shapes meaning. why should we be friends? does it enrich or add noise? consider how tactics like this can incite participation - is it worth it being your friend? THE CONSUMER INSIGHTS THINK TANK

YellowArrow.net 2. Interaction shapes meaning. layers of narrative and opportunities for interaction THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. research must leverage natural language in context THE CONSUMER INSIGHTS THINK TANK

Laser Grafﬁti By the Grafﬁti Research Lab 2. Interaction shapes meaning. empower interaction and transform environments THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. everything can join the conversation THE CONSUMER INSIGHTS THINK TANK

Michael Phelps can have multiple simultaneous meanings that evolve understand that meaning is a process not a destination 2. Interaction shapes meaning. THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. you can’t tell people what the story is b the white noise noob strategy a this is real (and disgusting) THE CONSUMER INSIGHTS THINK TANK

2. Interaction shapes meaning. KFC falls into the same trap we aren’t in the telling business - we are in the catalyst business THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. glitch exploiting faults in the system. mod adding new content to the underlying game. THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. glitch mod ... about involvement ... about process ... about transparency THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. glitch mod ... about maximizing the “What if...” THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. consumers expect to interact with everything “What if... I had cooler gloves” Fingerless Gloves Tweak THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. Dr. Goldfoot’s Bikini Machine Mod “What if... I had an army of bikini girls with automatic weapons looking out for me?” THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. “What if... I had an army of bikini girls with automatic weapons looking out for me?” THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. “What if..” = “There’s an app for that” the app strategy is about embracing the opportunities in context realigning our perspective is the best way of producing effective app strategies THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. what people discover about your brand is important coke & mentos THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. build an authentic market organically Twilight crew sourced props locally. Designers made their offerings available to fans via Etsy, giving new meaning to authenticity. The leather tote Bella carries is a $175 creation by Stitch & Swash in Seattle. THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. DJ Danger Mouse liberate the process DJ Danger Mouse’s latest CD responds to litigation with EMI by releasing his latest album as a blank CD-R in a jewel case with art and liner notes. Fans can just download the music off a P2P site and burn it to the CD-R. THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. leverage transparency iCarly (Nickelodeon) Fred Figglehorn (Lucas Cruikshank) Real swear-word using online character Fred from a homegrown YouTube series gets picked up and featured by iCarly, after he trashes the Nick show online. THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. Embrace failure - consumers do. THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. Embrace failure - consumers do. Spaghetti Cat THE CONSUMER INSIGHTS THINK TANK

3. Embrace the glitch. THE CONSUMER INSIGHTS THINK TANK

So what does this all mean to me? realign your thinking... THE CONSUMER INSIGHTS THINK TANK

power relax, don’t over communicate THE CONSUMER INSIGHTS THINK TANK

perspective stop stalking, see what they see THE CONSUMER INSIGHTS THINK TANK

influence invest in behavior. THE CONSUMER INSIGHTS THINK TANK

Stop trying to create brand destinations... Be transformative. THE CONSUMER INSIGHTS THINK TANK

Thank you. email: timstock@scenariodna.com twitter: timstock

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What GTA Can Teach Us About Connecting with Consumers

by Tim Stock

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What GTA Can Teach Us About Connecting with Consumers Presentation Transcript