Gen C By Dan Pankraz 1228108588460973 8

640 views

Published on

A Look at Generation C.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
640
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • What ‘C’ stands for has been widely debated: it encompasses connectivity, creativity, communities, channels, content & much more In total it defines an audience whose interests & behaviour are expressed across the technologically progressive backdrop of MySpace, Flickr, Nokia, gaming & much more We’re going to explore this world & discover how 5 can fit within it
  • What ‘C’ stands for has been widely debated: it encompasses connectivity, creativity, communities, channels, content & much more In total it defines an audience whose interests & behaviour are expressed across the technologically progressive backdrop of MySpace, Flickr, Nokia, gaming & much more We’re going to explore this world & discover how 5 can fit within it
  • Forget what your parents told you…your school days are no longer the best years of your life. 24 is the age most AU/NZ wanted to be and in the In the US people wanted to be 23yrs old Globally it’s 25yrs old. In Europe the average age was higher at 27yrs old
  • Oasis: the forbidden love between Cactus Kid and his girl.
  • Gen C By Dan Pankraz 1228108588460973 8

    1. 1. Generation C By Dan Pankraz
    2. 2. C for…..?
    3. 3. Content Creators Connected Co-creation Customise Community Curious Control ‘C’
    4. 4. “ The spread of digital technology has exploded the number of video moviemakers, bloggers & bedroom musicians. Suddenly we're all poets & publishers. Are we witnessing a creative renaissance?” Idealog
    5. 5. 5 THINGS TO KNOW ABOUT GEN C <ul><li>They love creating and ‘mashing’ content </li></ul><ul><li>They are not passive, they form ‘active communities’ </li></ul><ul><li>They thrive on social media sites where they can get involved in ideas and cultural conversations </li></ul><ul><li>They’re in control of their own lives and are happy with complexity </li></ul><ul><li>Gen C aspire to work in more creative industries with less rigid social structures </li></ul>
    6. 6. MYTH: Gen C is exclusively teenagers
    7. 7. … is the age Gen C most wish to be
    8. 9. THEY’RE DIGITAL STORYTELLERS, CONSTANTLY CAPTURING AND SHARING THEIR LIVES <ul><li>96% of wired Aussies under 21 have joined a social networking site </li></ul>Source: Universal McCann Global study on social media trends April 2008
    9. 10. WHO LOVE THEIR ‘15 SECONDS OF FAME’
    10. 11. And crave constant stimulation… … there is NO OFF SWITCH
    11. 12. THEY’RE WORLD IS BASED ON CONTINUOUS PARTIAL ATTENTION
    12. 13. iTunes MP3 MMORPGs Avatars iMovie CGI YouTube iPod DV cam Blogs PSP Xbox Apps Wii AV remixes USB MySpace Chat rooms IM Camera phones Twitter Facebook Mash-ups Skype Sidekick / Hiptop UGC Nokia Online profiles iPhone Flickr L8R ;-) File sharing WiFi Wiki HD Widgets Torrent VOIP WITH HUNDREDS OF DIGITAL ACRONYMS TO KEEP THEM OCCUPIED Facebook
    13. 15. THEY’RE CREATIVITY HAS EXTENDED TO AN EXPLOSION IN BODY ART
    14. 16. AND A RESPECT FOR BRANDS WHO CREATE CULTURE, NOT MIMIC IT. Cuprocking.com Andy Uprock bringing his graffiti revolution to the world..thanks to Aussie brand Mooks
    15. 17. THEY HAVE A PASSION FOR LEARNING NEW SKILLS <ul><li>Comical instructional footage on how to improve your photoshop skills </li></ul>WHILE NOT TAKING THEMSELVES TOO SERIOUSLY
    16. 18. AND FLOCK TO BRANDS WHO ALLOW THEM TO TAKE OWNERSHIP OF IDEAS
    17. 19. LIKE VOTING ON HOW AN AD CAMPAIGN ENDS Flickr Sightings Source:runcactuskidrun.com
    18. 20. EVERYTHING HAS TO BE CUSTOMISABLE
    19. 21. AS THEY TREAT CONTENT AS COLLABORATIVE AND RECOMBINANT The ‘Control C Generation ’
    20. 22. LIKE SPOOFING THEIR FAVOURITE CHARACTERS ON YOUTUBE
    21. 23. Movies are now being created based off gaming platforms GAMING NOW DWARFS HOLLYWOOD
    22. 24. Gen C see real and imaginary worlds as one….their personas can be fluid and malleable through these different worlds
    23. 25. GEN C LOVE PLAYING WITH ‘AVATAR’ CREATION TOOLS THEY CAN PASS ON
    24. 26. BRANDS WHO INTRIGUE THEM WITH BRANDED CONTENT WIN
    25. 27. OR WHO SIMPLY MAKE THEIR LIFE BETTER FIAT ECODRIVE HELPS GEN C BECOME MORE FUEL EFFICIENT DRIVERS
    26. 28. THEY’RE INSPIRED BY BRANDS INVITING THEM TO BE PART OF BIGGER WORLD ISSUES VIRGLE..THE 1 ST PERMANENT HUMAN COLONY ON MARS
    27. 29. GEN C LOVE MYSTERIOUS CHARACTERS… NOT THE CLEAN CUT Experimental Torah Bright Restless Imaginative Mysterious Challenging
    28. 30. Bam Marguerra is THE cult Gen C hero…. He’s dark, constantly rebelling and doesn’t take himself too seriously
    29. 31. THE GEN C LOOK IN 2008/09 Casual cool Fluid Unisex Understated Anti-colour Industrie
    30. 32. Terminator 4 Tip: HYPER REAL AND SCI FI MOVIES WILL CAPTIVATE GEN C IN 2009 Transformers 2 Watchmen Wolverine
    31. 33. 10 THINGS TO TAKEAWAY <ul><li>Focus on sparking conversations in culture, not on one way messages </li></ul><ul><li>Foster their creativity and allow for participation/co-creation in all your ideas </li></ul><ul><li>Treat Gen C as ‘active communities’ who can spread your message NOT target audiences you’re aiming to hit </li></ul><ul><li>Make sure your brand is always in BETA mode..never fixed or static </li></ul><ul><li>Plan for content you don’t create, building flexibility into your marketing programs </li></ul><ul><li>Create useful stuff like widgets and applications that’s relevant to their lives. </li></ul><ul><li>Treat real and virtual worlds as one..ensuring ideas live seamlessly across all platforms </li></ul><ul><li>Don’t treat your brand too seriously…stick to a core idea, but allow for lots of different manifestations to keep Gen C interested </li></ul><ul><li>Don’t be scared of complex ideas which ‘build’ across different media platforms….don’t just plaster one message everywhere </li></ul><ul><li>Think about how your brand can make a meaningful contribution to gaming culture </li></ul>
    32. 34. THANKYOU [email_address]

    ×