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The Future of Experiential Content

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This presentation was delivered 8 December 2016 in Paris to Disneyland Paris and Blue 449.

Published in: Marketing
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The Future of Experiential Content

  1. 1. THE FUTURE IS HERE
  2. 2. THE FUTURE IS HERE @JAMESWALLMAN JAMES@THEFISH.CO
  3. 3. EXPERIENTIAL CONTENT
  4. 4. EXPERIENTIAL CONTENT THE NEW CONSUMER CURRENCY
  5. 5. KEY QUESTIONS In a world where people seek status through experiences… • WHY are consumers changing their habits? • HOW will the world of content adapt? • WHAT does this mean for Disneyland Paris?
  6. 6. KEY QUESTIONS In a world where people seek status through experiences… • WHY are consumers changing their habits? • HOW will the world of content adapt? • WHAT does this mean for Disneyland Paris?
  7. 7. HOW WE WORK
  8. 8. William Gibson “The future is already here, 
 it’s just not very evenly distributed.”
  9. 9. THE FUTURE IS HERE 1. Understand the macro-trends 2. Investigate the innovation 3. Use Diffusion of Innovations curve
  10. 10. THE FUTURE IS HERE 1. Understand the macro-trends 2. Investigate the innovation 3. Use Diffusion of Innovations curve
  11. 11. THE FUTURE IS HERE
  12. 12. THE FUTURE IS HERE
  13. 13. THE FUTURE IS HERE
  14. 14. THE FUTURE IS HERE
  15. 15. EXPERIENTIALISM
  16. 16. THE FUTURE IS HERE
  17. 17. Videos don't work on Slideshare, 
 so I've removed all videos from this presentation. And I’ve replaced them with links 
 to the same or similar video 
 on Youtube or Vimeo.
  18. 18. Short from Rise of the Sufferfests featuring James Wallman: https://www.youtube.com/watch?v=m2uFPH8T0JU
  19. 19. THE FUTURE IS HERE SUCCESS Materialism + Consumerism + Capitalism = Wealth + First World Problems Source: Hans Rosling’s Gapminder 
 via OurWorldInData
  20. 20. THE FUTURE IS HERE CONNECTED LIVES “Facebook has more people than God on this planet, and can reach them on a mobile phone” Scott Galloway, NYU SterN
  21. 21. THE FUTURE IS HERE CARBON CONCERN To hit the COP 21 target of <2°C, humans must become a carbon sink by 2070. Source: Danny Dorling & Mark Maslin
  22. 22. “Shoppers are passing up the cashmere sweaters or leather handbags and instead shelling out for experiences such as a beach vacation, a dinner out on the town or a concert” Washington Post
  23. 23. “Travel and leisure shares outperforming traditional retailers… Experiences trump stuff for generation born between 1980-2000” Bloomberg Business
  24. 24. “We believe that a major decoupling within retail sales is now occurring, with consumers choosing to spend on 
 “experiences” rather than “things.”” KKR
  25. 25. THE FUTURE IS HERE STILL HUMAN “Human minds are the product of evolution, shaped by millions of years of natural selection.” Jason Collins, Evolving Economics • Mastery • Autonomy • Relatedness • Safety, security, status
  26. 26. HOW will the 
 world of content adapt?
  27. 27. THE FUTURE IS HERE 5* EXPERIENCE RATING • Flow • Mastery • Awesomeness • Relationships • Story
  28. 28. THE FUTURE IS HERE EXPERIENTIAL CONTENT • Flow • Mastery • Awesomeness • Relationships • Story 
 + Status 
 + Sharing
  29. 29. Content driven by RELATIONSHIPS
  30. 30. THE FUTURE IS HERE GLOBAL MOMENTS • Pokemon Go was downloaded 500m times • Red Bull’s Stratos was viewed by 8m on YouTube Live • Sales rose 13% Red Bull sent Felix Baumgartner 
 39 km into space.
  31. 31. THE FUTURE IS HERE • Desert Trip grossed $150m over two weekends • People came from US, Canada, South America, UK & Germany • Tickets sold out in 3 hours
  32. 32. THE FUTURE IS HERE • Desert Trip grossed $150m over two weekends • People came from US, Canada, South America, UK & Germany • Tickets sold out in 3 hours The Rolling Stones at Desert Trip. 
 Photo credit: Kevin Mazur
  33. 33. THE FUTURE IS HERE PERSONAL TOURS People don’t want to just go somewhere anymore, they want to experience it with a local. • Side Story takes people ‘behind-the- scenes’ to locations not ordinarily open to the public. Side Story’s Karim is a urban art expert.
  34. 34. THE FUTURE IS HERE Airbnb’s Experience hosts have to qualify for: • unique access • participation • perspective You can hunt for truffles 
 on one Airbnb Experience.
  35. 35. THE FUTURE IS HERE RAW ACTION “From Shanghai to Swansea, viewers are consuming unrehearsed and unpolished raw video at huge scale.” David Rowan, Wired UK YouNow screenshot
  36. 36. THE FUTURE IS HERE • YouNow has 150,000 broadcasts per day, 100m user sessions per month • Twitch has 1.7m broadcasters, an audience of 100m YouNow screenshot
  37. 37. THE FUTURE IS HERE • NBC partnered with YouNow to stream open auditions for America’s Got Talent YouNow screenshot
  38. 38. Content driven by 
 STORY + STATUS + SHARING
  39. 39. THE FUTURE IS HERE EXTREME SPORTS More are taking part in extreme sports. • Wing-suit flying • Parachuting • Obstacle course racing
  40. 40. THE FUTURE IS HERE EXTREME EXPERIENCES To get kudos, you have to go one step further. • Audi launched its R8 in the desert with Airbnb
  41. 41. THE FUTURE IS HERE SOCIAL CURRENCY CreateLondon created the TopShop playland. • Twitter impressions: 20m • Twitter reach: 12m • Stop+watch: 200,000 • Attendees: 65,000
  42. 42. THE FUTURE IS HERE VIDEO UGC Dronies are the new selfies. • Meerkat • Periscope • Facebook Live GoPro’s collaboration 
 with Boiler Room.
  43. 43. THE FUTURE IS HERE • With Snapchat’s Live Stories, you can create a content geofence. • Startup Seenit helps brands co-create content around events. Seenit curates a mix of content.
  44. 44. Video that shows how Seenit works: https://vimeo.com/187175175
  45. 45. Content driven by 
 FLOW
  46. 46. THE FUTURE IS HERE ESCAPE ROOMS • People are locked in a room • They solve brain teasers, puzzles, challenges to escape Handmade Mysteries’ Lady Chastity’s Reserve
  47. 47. THE FUTURE IS HERE • 63 countries • 616 cities Source: Escape Room Directory Handmade Mysteries’ Lady Chastity’s Reserve
  48. 48. THE FUTURE IS HERE DIGITAL DETOX • 59% say they’re hooked on their device • 15m have taken a “digital detox” Source Ofcom Time To Log Off hosts 
 retreats for people who are connection-weary/hungry.
  49. 49. THE FUTURE IS HERE DIGITAL DETOX • 59% say they’re hooked on their device • 15m have taken a “digital detox” Source Ofcom Time To Log Off hosts 
 retreats for people who are connection-weary/hungry.
  50. 50. THE FUTURE IS HERE The Only Star Is You is a no-star “hotel room” that opened this summer in Switzerland. No walls, no ceilings, but a butler will call.
  51. 51. THE FUTURE IS HERE IMMERSIVE, RESPONSIVE “Ultratechnologists” in Tokyo created a 3,000-square-metre immersive installation. • wander as you like • every journey unique • responds to you teamLab’s DMM.Planets Art
  52. 52. Great video on teamLab’s DMM.Planets Art from August 2016: https://www.youtube.com/watch?v=m2uFPH8T0JU
  53. 53. “What if you could essentially live the movie?” Fabien Riggall
  54. 54. Secret Cinema does Star Wars: https://www.youtube.com/watch?v=a7bouwv3YME
  55. 55. THE FUTURE IS HERE HYPER- PERSONALISED Content will become more personalised. • Goblins to play with! • IBM Watson for personalised learning • Magic Leap’s AR creatures Gnomes and Goblins experimental VR game
  56. 56. Magic Leap brings C-3PO and R2D2 to life: https://www.youtube.com/watch?v=lP5ZZI05A3g
  57. 57. THE FUTURE IS HERE A choice in the vTime Destination Library THE VeRy SOCIAL NETWORK “When you get two people together in virtual space… it lets you connect as if you were really actually in that room with them.” Anna Sweet, Oculus
  58. 58. THE FUTURE IS HERE A choice in the vTime Destination Library • vTime has been downloaded more than 300,000 times from 196 countries • Customise your body, gender, skin, age, hair, eyebrows etc
  59. 59. THE FUTURE IS HERE A choice in the vTime Destination Library “Once the destination is built you can wander around in it, you can be social in it” John Gaeta, ILMxLAB
  60. 60. THE FUTURE IS HERE REAL VIRTUAL The most effective VR experiences blend physical with virtual. • Mr Robot at Comic Con, San Diego • Westworld at Comic Con, NY A synthetic human greets experientialists to Westworld.
  61. 61. WHAT does this
 mean for Disneyland Paris?
  62. 62. SPRINGBOARDS Now that people seek status through experiences, how might we…  create a GLOBAL MOMENT?
  63. 63. SPRINGBOARDS Now that people seek status through experiences, how might we…  create HYPER-PERSONALISED, COGNITIVE CONTENT?
  64. 64. SPRINGBOARDS Now that people seek status through experiences, how might we…  embrace RAW CONTENT within brand guidelines?
  65. 65. THANK YOU! This presentation was possible thanks to: • Joe Pine, author, The Experience Economy • Lucie Greene, worldwide director of trends, JWT • Miriam Rayman, cultural intelligence strategist, Flamingo Group • Jim Whyte, formerly head of insights, Fitch • Dan Chapman, head of digital, MediaCom
  66. 66. THANK YOU! This presentation was possible thanks to: • Mark Fallows, founder/partner, Curious NYC • Vicky Roberts, head of communications, vTime • Alison Holberton, head of commuincations (UK, Ireland), Airbnb • Keith Swiader, senior account exec, Moxie Communications Group • Anthony Batt, cofounder, WEVR
  67. 67. THANK YOU! This presentation was possible thanks to these experts: • Ben Tucker, co-owner, Handmade Mysteries • Tanya Goodin, founder, Time to Log Off • Emily Forbes, founder, Seenit • Alison Leu, producer, Seenit • Nick Rainey, business development, Seenit
  68. 68. THANK YOU! This presentation was possible thanks to these experts: • Tom Cheesewright, applied futurist, Book of the Future • Giovanni Donaldson, CEO & co-founder, SideStory • Siena Morrell, operations & social media, SideStory • Katie Griffiths, producer, The Future Is Here • Gregory Popov, visual researcher, The Future Is Here
  69. 69. EXPERIENTIAL CONTENT THE NEW CONSUMER CURRENCY
  70. 70. THE FUTURE IS HERE @JAMESWALLMAN JAMES@THEFISH.CO

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