Mini—case Study Obscura Digital expansion into new product category
Situation: Obscura Digital (OD) was highly successful digital marketing and data visualization company located in Silicon Valley. It was a breakthrough leader in creating digital, experiential marketing events. They were the pioneer of many new digital marketing and communication techniques for clients around the globe. OD did a 54 camera projection on the Sydney Opera House for YouTube which did projections inside and outside of the facility synchronized to the music being conducted inside by Seiji Ozawa. It drew an audience to YouTube larger than any other single event in YouTube’s history. OD also did projections on the Grand Mosque of Abu Dhabi for the government of Abu Dhabi and a projections on the Empire State Building, on the United Nations building in NY and on a specially built installation in Copenhagen, Denmark..
OD also worked with Elon Musk to convert a Tesla Model S to become a stealth mobile guerilla projection vehicle. Equipped with a retractable FLIR camera and a projector, and camouflaged with electroluminescent paint, it could project images on any pollution from factories that would billow into the air. One such projection was on the smoke coming out of smoke stacks at polluting oil refineries.
OD also did digitally projected background sets for numerous events like Burning Man, South by Southwest, Coachella and for individual touring performances for numerous entertainers such as Katy Perry.
Other works include building lobbies for Salesforce and Genentech and interactive wall murals for the Hard Rock Café and the National Collegiate Athletic Association. Those interactive walls allowed viewers to view the real collections and digital archives of the organizations, search the backgrounds of the items they were looking at and even enlarge the images for closer examination.
OD grew dramatically as a result of leading the digital transformation of marketing.
Through their work on the interactive walls, OD found that collaborative activities had remarkable results and could form the basis for a collaborative computing product that could be sold to major corporations around the world. They envisioned using their knowledge to also digitally transform collaborative decision making. The product they envisioned would allow numerous people to work on a massive wall and, simultaneously from anywhere else in the world via their computers. OD felt such a combination could speed up and improve work output. As an MVP test they put together an architect, a builder and the manufacturer of office furniture. They worked together real time on the project of designing and building a headquarters for a Silicon Valley company. OD found that the working together simultaneously, rather than in the traditional sequential methodology resulted in a building that took 90 less days to complete and at a cost savings of almost 30%.
These breakthrough resul ...
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Mini—case Study Obscura Digital expansion into new product categor
1. Mini—case Study Obscura Digital expansion into new product
category
Situation: Obscura Digital (OD) was highly successful digital
marketing and data visualization company located in Silicon
Valley. It was a breakthrough leader in creating digital,
experiential marketing events. They were the pioneer of many
new digital marketing and communication techniques for clients
around the globe. OD did a 54 camera projection on the Sydney
Opera House for YouTube which did projections inside and
outside of the facility synchronized to the music being
conducted inside by Seiji Ozawa. It drew an audience to
YouTube larger than any other single event in YouTube’s
history. OD also did projections on the Grand Mosque of Abu
Dhabi for the government of Abu Dhabi and a projections on the
Empire State Building, on the United Nations building in NY
and on a specially built installation in Copenhagen, Denmark..
OD also worked with Elon Musk to convert a Tesla Model S to
become a stealth mobile guerilla projection vehicle. Equipped
with a retractable FLIR camera and a projector, and
camouflaged with electroluminescent paint, it could project
images on any pollution from factories that would billow into
the air. One such projection was on the smoke coming out of
smoke stacks at polluting oil refineries.
OD also did digitally projected background sets for numerous
events like Burning Man, South by Southwest, Coachella and
for individual touring performances for numerous entertainers
such as Katy Perry.
Other works include building lobbies for Salesforce and
Genentech and interactive wall murals for the Hard Rock Café
and the National Collegiate Athletic Association. Those
interactive walls allowed viewers to view the real collections
and digital archives of the organizations, search the
backgrounds of the items they were looking at and even enlarge
2. the images for closer examination.
OD grew dramatically as a result of leading the digital
transformation of marketing.
Through their work on the interactive walls, OD found that
collaborative activities had remarkable results and could form
the basis for a collaborative computing product that could be
sold to major corporations around the world. They envisioned
using their knowledge to also digitally transform collaborative
decision making. The product they envisioned would allow
numerous people to work on a massive wall and, simultaneously
from anywhere else in the world via their computers. OD felt
such a combination could speed up and improve work output.
As an MVP test they put together an architect, a builder and the
manufacturer of office furniture. They worked together real
time on the project of designing and building a headquarters for
a Silicon Valley company. OD found that the working together
simultaneously, rather than in the traditional sequential
methodology resulted in a building that took 90 less days to
complete and at a cost savings of almost 30%.
These breakthrough results led OD to undertake the
development of a much more robust digital product to sell and
market for collaborative computing. They found, however, the
project was taking much longer than they thought—primarily
because the same people who worked on the new product also
were working on the very exciting experiential marketing
projects which had deadlines that could not be missed. They
also found the ongoing regular cash flow demands of the digital
project created problems for the company that had major up and
down swings in their cash flow from their experiential projects.
Questions the management considered:
1. What were the differences between producing a digital
service and a digital
product?
4. 3. Assignment: Managerial Challenge_Organizational
Economics: not sure regarding pages references in APA format
use text books as references:
Team Managerial Challenge
Survey and opinion polling is one forecasting tool that may be
helpful in making short-period forecast. The greatest value of
survey and opinion polling techniques are that they help to
uncover if consumer tastes are changing or if business
executives begin to lose confidence in the economy to maximize
their wealth.
Assignment:
(1) Each team will research your assigned consumer product for
changes in trend (trend analysis). (Post It Notes, Lexus IS,
Audi, Disney, Six Flags, Sony PlayStation, Microsoft X-Box,
Gucci, Louis Vuitton, Lego, Frito Lay Cheetos, Utz, Walmart,
Target, Coca Cola, Dr. Pepper, Kitchen Aid, Cuisinart, Apple,
Microsoft, Hallmark, Nike, Adidas, etc.). You must document
your trend analysis information in the survey.
(2) Develop a survey of consumer intentions to determine if
there will be a increase or decrease in demand for your teams
product, will there be a change in design, and will there be an
introduction of a new product.
(3) The questions in your survey-opinion poll should be
designed to capture if the current users of the product are
satisfied or unsatisfied with the product, how they currently use
the product, how often do they use/purchase the product and so
forth. The questions should be designed to capture consumers
intent in the near future. This information will help you
determine as the manager what should be the next steps for this
product and/or complete brand. This will be your final group
recommendation.
(a) Your teams survey/opinion poll should have an introduction
that includes an overiew of your company (1) when they were
established, (2) founders, (3) product or service offered, and (4)
latest events in the news and/or media.
