What Grand Theft Auto
                            can teach us about connecting
                            with consumers...
“The real voyage of discovery consists not in
seeking new landscapes but in having new eyes.”
                            ...
A few things you should know about me...
     I’m American, but I grew up in the UK in the
                  late 60s and ...
pardon the drama but...

Welcome to zero year marketing.




          THE CONSUMER INSIGHTS THINK TANK
2009
a realignment of...
                                   power
                                   perspective
         ...
2009 therapy moments...
                                       Those who don’t know...

                                  ...
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 INSIGH...
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

           ...
Networks explain the shift.
The key to understanding how we got
here is first realizing how the network
that shapes culture...
Why are networks important?

networks generate
cultural connections.



they shape how the
consumer story evolves.



    ...
Networks shape meaning

power
who’s in control.

perspective
the point of view.


influence
how messages move through
the ...
Old Network

The road as culture network
about generating destinations

currency = where we go                            ...
Old Network
TV as culture network
getting everyone on the same channel

currency = must see tv




            THE CONSUME...
Old Network Interface
Seeking preset modes of interaction
push button culture




          THE CONSUMER INSIGHTS THINK TA...
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                               playli...
Virtual Lower East Side




New Network

Discovering layers of meaning
currency = what we know

                          ...
#brandologie



New Network
currency = what we know




                tags layering on locations




         THE CONSUM...
brandtags.net




New Network

It doesn’t matter who you say you are
meaning = process of discovery


       THE CONSUMER ...
New Network

Time & space are compressed
culture transcends zip



         Suburb                              City




 ...
Kid Robot
New Network

Time & space are compressed
local gets global reach



          West                              ...
New Network

Influence is altered by open access
the distance between early and late adopters is eroding

we need to rethin...
Minority Report (2002)
                                            interface by OOOii




New Network Interface

The new e...
Iron Man (2008)




New Network Interface

Technology fuses with behavior
i am the device

         THE CONSUMER INSIGHTS ...
New Network Interface                           Bauhaus University Media Department
                                      ...
New Network
                                                    Supermarket Flashmob (2008)




                          ...
Welcome to The Transformer Generation

                      where we go > what we know
       SHIFT
                     ...
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 ...
1. Environment is the narrative.
the environment (Liberty City) is the main character




                  aligning our p...
1. Environment is the narrative.
    Reality Check
    The consumer isn’t a captive
    audience anymore.




      THE CO...
1. Environment is the narrative.
GTA is sandbox gaming

the goal: suspension of disbelief




understanding interactions w...
1. Environment is the narrative.
marketing must learn to realign perspective




           THE CONSUMER INSIGHTS THINK TA...
1. Environment is the narrative.
 the participation effect of media moves from
 individual to group cultivating passion hi...
1. Environment is the narrative.
seek out passions that drive behavior
map the culture and visualize connections and oppor...
1. Environment is the narrative.
Brand language cultivated around experiential concepts




          THE CONSUMER INSIGHT...
1. Environment is the narrative.
leverage the grid
Citysense leverages
aggregate anonymous location
data in real-time




...
1. Environment is the narrative.
 leverage the grid




In 2008, Cambridge, UK researchers (in the MESSAGE project) have
t...
1. Environment is the narrative.
    Marketers seeking authenticity...
    first explore point of view.


    If your brand...
1. Environment is the narrative.


    If your brand asks “follow me”
    will I be reassured that you are
    going to ma...
A Christmas Story (1983)




                                        a crummy
                                       comme...
1. Environment is the narrative.
make the process the story - open up the environment




         THE CONSUMER INSIGHTS T...
1. Environment is the narrative.
what about research?




 how we generate insights should reflect
 the reality of the new ...
1. Environment is the narrative.



point of view requires we rethink the focus group
what data matters in a new network w...
1. Environment is the narrative.
Innovation as surveillance


                                             Innovation is n...
2. Interaction shapes meaning.
  Relevance must draw on what
  the consumer engages in naturally.


  Cultivate strategies...
2. Interaction shapes meaning.
Cows with names produce 3.4 percent more milk than nameless cows

engage involvement and em...
2. Interaction shapes meaning.
why should we be friends?

                                        does it enrich or add no...
YellowArrow.net




2. Interaction shapes meaning.
layers of narrative and opportunities for interaction


            THE...
2. Interaction shapes meaning.
research must leverage natural language in context




           THE CONSUMER INSIGHTS THI...
Laser Graffiti By the Graffiti Research Lab




2. Interaction shapes meaning.
empower interaction and transform environment...
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...
2. Interaction shapes meaning.
you can’t tell people what the story is

                                              b   ...
2. Interaction shapes meaning.



 KFC falls into the same trap
 we aren’t in the telling business - we are in the catalys...
3. Embrace the glitch.
 glitch     exploiting faults in the system.



 mod      adding new content to the underlying game...
3. Embrace the glitch.
glitch         mod
                   ... about involvement

                   ... about process

...
3. Embrace the glitch.
glitch         mod

              ... about maximizing the
                     “What if...”



   ...
3. Embrace the glitch.
consumers expect to interact with everything

“What if... I had cooler gloves”




                ...
3. Embrace the glitch.



 Dr. Goldfoot’s Bikini Machine Mod

 “What if... I had an army of bikini girls with
 automatic w...
3. Embrace the glitch.




“What if... I had an army of bikini girls with
automatic weapons looking out for me?”

        ...
3. Embrace the glitch.
                                        “What if..” =
                                        “Ther...
3. Embrace the glitch.
what people discover about your brand is important

coke & mentos




           THE CONSUMER INSIG...
3. Embrace the glitch.
build an authentic market organically

Twilight crew sourced props locally. Designers made their of...
3. Embrace the glitch.


 DJ Danger Mouse


liberate the process

DJ Danger Mouse’s latest CD responds to litigation with ...
3. Embrace the glitch.
leverage transparency                                            iCarly (Nickelodeon)




         ...
3. Embrace the glitch.
Embrace failure -
consumers do.




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


                                              Spaghetti Cat




 ...
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

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a preview of an upcoming presentation at Forward '09: Brandologie conference in Portland, Oregon on June 3rd. http:www.forwardama.com.

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  • Daounload here;http://www.sendspace.com/file/8kn03w
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  • Thank you again Tim! Your presentation was awesome and inspiring. If you are ever in Portland again please don't hesisate to look me up!
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  • 'the future is about behaviour' - pushes all my hot buttons and makes me want to shoot electricity from my hands. ace presentation.
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  • great job, Tim! should be required reading for any interactive agency employee. This type of conversation is moving the industry in the right direction. not OK anymore to just say you are transparent and authentic...then go to lunch. Well done.
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  • Well done, Tim. Obviously a lot went into this, you've definitely conveyed your experience and expertise in this field. A bit long, but worth the ride.
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What GTA Can Teach Us About Connecting with Consumers

  1. 1. 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
  2. 2. “The real voyage of discovery consists not in seeking new landscapes but in having new eyes.” - Marcel Proust THE CONSUMER INSIGHTS THINK TANK
  3. 3. 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
  4. 4. pardon the drama but... Welcome to zero year marketing. THE CONSUMER INSIGHTS THINK TANK
  5. 5. 2009 a realignment of... power perspective influence THE CONSUMER INSIGHTS THINK TANK
  6. 6. 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
  7. 7. stop. It’s not about tools. THE CONSUMER INSIGHTS THINK TANK
  8. 8. stop. The future is less about building than it is about transforming what is already there. THE CONSUMER INSIGHTS THINK TANK
  9. 9. Getting beyond Mad Men The future is not about advertising. THE CONSUMER INSIGHTS THINK TANK
  10. 10. The future is about behavior. THE CONSUMER INSIGHTS THINK TANK
  11. 11. 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
  12. 12. 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
  13. 13. Why are networks important? networks generate cultural connections. they shape how the consumer story evolves. THE CONSUMER INSIGHTS THINK TANK
  14. 14. 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
  15. 15. Old Network The road as culture network about generating destinations currency = where we go suburbia take-out road trip THE CONSUMER INSIGHTS THINK TANK
  16. 16. Old Network TV as culture network getting everyone on the same channel currency = must see tv THE CONSUMER INSIGHTS THINK TANK
  17. 17. Old Network Interface Seeking preset modes of interaction push button culture THE CONSUMER INSIGHTS THINK TANK
  18. 18. Old Network Brand choice as destination push button brands THE CONSUMER INSIGHTS THINK TANK
  19. 19. Old Network Brand attributes as destination new is a destination THE CONSUMER INSIGHTS THINK TANK
  20. 20. Old Network Insight A vs. B research & planning data as destination THE CONSUMER INSIGHTS THINK TANK
  21. 21. Network Shift GEOGRAPHY CULTURE zip code playlist THE CONSUMER INSIGHTS THINK TANK
  22. 22. 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
  23. 23. #brandologie New Network currency = what we know tags layering on locations THE CONSUMER INSIGHTS THINK TANK
  24. 24. brandtags.net New Network It doesn’t matter who you say you are meaning = process of discovery THE CONSUMER INSIGHTS THINK TANK
  25. 25. New Network Time & space are compressed culture transcends zip Suburb City THE CONSUMER INSIGHTS THINK TANK
  26. 26. Kid Robot New Network Time & space are compressed local gets global reach West East THE CONSUMER INSIGHTS THINK TANK
  27. 27. 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
  28. 28. 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
  29. 29. Iron Man (2008) New Network Interface Technology fuses with behavior i am the device THE CONSUMER INSIGHTS THINK TANK
  30. 30. 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
  31. 31. New Network Supermarket Flashmob (2008) RITES OF PASSAGE Old Network Easy Rider (1969) THE CONSUMER INSIGHTS THINK TANK
  32. 32. Welcome to The Transformer Generation where we go > what we know SHIFT destination > transformation video THE CONSUMER INSIGHTS THINK TANK
  33. 33. 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
  34. 34. 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
  35. 35. 1. Environment is the narrative. Reality Check The consumer isn’t a captive audience anymore. THE CONSUMER INSIGHTS THINK TANK
  36. 36. 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
  37. 37. 1. Environment is the narrative. marketing must learn to realign perspective THE CONSUMER INSIGHTS THINK TANK
  38. 38. 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
  39. 39. 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
  40. 40. 1. Environment is the narrative. Brand language cultivated around experiential concepts THE CONSUMER INSIGHTS THINK TANK
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 1. Environment is the narrative. make the process the story - open up the environment THE CONSUMER INSIGHTS THINK TANK
  47. 47. 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
  48. 48. 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
  49. 49. 1. Environment is the narrative. Innovation as surveillance Innovation is not about you.... ...it’s about the breakfast table. THE CONSUMER INSIGHTS THINK TANK
  50. 50. 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
  51. 51. 2. Interaction shapes meaning. Cows with names produce 3.4 percent more milk than nameless cows engage involvement and empathy
  52. 52. 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
  53. 53. YellowArrow.net 2. Interaction shapes meaning. layers of narrative and opportunities for interaction THE CONSUMER INSIGHTS THINK TANK
  54. 54. 2. Interaction shapes meaning. research must leverage natural language in context THE CONSUMER INSIGHTS THINK TANK
  55. 55. Laser Graffiti By the Graffiti Research Lab 2. Interaction shapes meaning. empower interaction and transform environments THE CONSUMER INSIGHTS THINK TANK
  56. 56. 2. Interaction shapes meaning. everything can join the conversation THE CONSUMER INSIGHTS THINK TANK
  57. 57. 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
  58. 58. 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
  59. 59. 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
  60. 60. 3. Embrace the glitch. glitch exploiting faults in the system. mod adding new content to the underlying game. THE CONSUMER INSIGHTS THINK TANK
  61. 61. 3. Embrace the glitch. glitch mod ... about involvement ... about process ... about transparency THE CONSUMER INSIGHTS THINK TANK
  62. 62. 3. Embrace the glitch. glitch mod ... about maximizing the “What if...” THE CONSUMER INSIGHTS THINK TANK
  63. 63. 3. Embrace the glitch. consumers expect to interact with everything “What if... I had cooler gloves” Fingerless Gloves Tweak THE CONSUMER INSIGHTS THINK TANK
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 3. Embrace the glitch. what people discover about your brand is important coke & mentos THE CONSUMER INSIGHTS THINK TANK
  68. 68. 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
  69. 69. 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
  70. 70. 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
  71. 71. 3. Embrace the glitch. Embrace failure - consumers do. THE CONSUMER INSIGHTS THINK TANK
  72. 72. 3. Embrace the glitch. Embrace failure - consumers do. Spaghetti Cat THE CONSUMER INSIGHTS THINK TANK
  73. 73. 3. Embrace the glitch. THE CONSUMER INSIGHTS THINK TANK
  74. 74. So what does this all mean to me? realign your thinking... THE CONSUMER INSIGHTS THINK TANK
  75. 75. power relax, don’t over communicate THE CONSUMER INSIGHTS THINK TANK
  76. 76. perspective stop stalking, see what they see THE CONSUMER INSIGHTS THINK TANK
  77. 77. influence invest in behavior. THE CONSUMER INSIGHTS THINK TANK
  78. 78. Stop trying to create brand destinations... Be transformative. THE CONSUMER INSIGHTS THINK TANK
  79. 79. Thank you. email: timstock@scenariodna.com twitter: timstock

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