Photo by Chad Nicholson
                      1
transmotion is the seamless
movement between the physical and
        the digital worlds




                             ...
Transmedia
Virtuality
Augmented reality
   Note: the three main components of transmotion are listed above
               ...
Transmedia


             4
5
Note: entertainment stories told across different movies and other mediums such as games
                                 ...
Note: Faris Yakob (www.farisyakob.com) was one of the first to apply transmedia to brand communication
                    ...
television




                                                                                      retail


newspaper


...
television




                                                           retail

newspaper




                          ...
each touchpoint still has to reach its
audience through communication clutter

several of these channels are struggling an...
which led to the creation of




                               11
television




                                                                               retail

                 new...
the art of the heist video




             Note: the launch of the Audi A3 in North America is a prefect example of trans...
Virtuality


             14
we have been preparing for virtuality for some time




                                                      15
Jean Baudrillard (1929 - 2007)




Note: Baudrillard gave us the concept of hyperreality where the object is effaced by it...
17
our children brought
virtuality home
                       18
19
20
21
video clip of sony home virtual world




                                        22
23
14,000,000




800,000




           they came
           from september 2006 to june
           2008, the number of seco...
80,000




10,000




         they played
         from september 2006 to
         february 2009, the number of
         ...
35,000,000




15,000,000




             they paid
             in the space of 42 months the
             average value...
64,000




44,600




         they profited
         in february 2009 over 64,000
         people had a positive linden d...
32 | 45
average age                                   % female



         Note: demographic of Second Life player
       ...
Note: brands that rushed in
                              29
30
what went wrong?




Note: many brands found their presence in Second Life devoid of avatars
                             ...
limited understanding + flawed
strategy + rushed implementation
is always going to end in tears




                      ...
33
34
35
of 26 million and counting




                             36
unique avatars and within games
                                  37
38
39
40
Note: deals with use of computer generated characters in films
                                                            ...
42
Ray Winstone




               43
John Malkovich                    Anthony Hopkins                          Angelina Jolie




Note: observation that media...
source The Wall Street Journal




                                 45
virtual worlds are a
nascent technology
and may evolve with our children




                                   46
0                     1.5                   3.0                 4.5          6.0
webkinz                                  ...
48
look east...




               49
340
m i l l i o n
accounts


                50
Augmented reality


                    51
Augmented reality deals with the combination
 of real-world and computer-generated data,
where computer graphics objects a...
Augmented reality is the real-time delivery of
 digital information to enhance or enable a
     geographical / physical ex...
54
55
56
57
58
59
video clip of wikitube




Note: video demonstration of a phone application that provides information about what it is poi...
61
62
user content



marketing information



geographic reality




                        63
64
65
Video of augment reality view of Mini Cooper




                                               66
Note: augmented reality campaign in South Africa for a bookstore
                                                         ...
two points to consider




                         68
your consumer is increasingly
straddling the virtual and real




                                  69
the physical and virtual must enhance
one another and not simply duplicate




                                        70
“One of the things our grandchildren will
           find quaintest about us is that we
    distinguish the digital from th...
Patrick Collings
patrick@sagacite.co.za
+27 (0)83 616 0967




                         72
Upcoming SlideShare
Loading in …5
×

Constant Transmotion | Patrick Collings 2009

1,408 views

Published on

Transmotion is a term I use to describe the seamless movement between the physical and the digital worlds. In this presentation I look at three components of transmotion, namely: transmedia, virtuality and augmented reality. Transmotion was part of a bigger presentation that argued brands must ensure that their “offline” and “online” offerings complement and not duplicate one another. Like all of my presentation a talking head is required in front of many of the slides. I have tried to minimize the lack of a presenter by adding brief notes to several slides. Hopefully, viewers of the presentation will understand the overall points being raised and arguments made.

Published in: Business, Technology, Art & Photos
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,408
On SlideShare
0
From Embeds
0
Number of Embeds
198
Actions
Shares
0
Downloads
41
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Constant Transmotion | Patrick Collings 2009

  1. 1. Photo by Chad Nicholson 1
  2. 2. transmotion is the seamless movement between the physical and the digital worlds 2
  3. 3. Transmedia Virtuality Augmented reality Note: the three main components of transmotion are listed above 3
  4. 4. Transmedia 4
  5. 5. 5
  6. 6. Note: entertainment stories told across different movies and other mediums such as games 6
  7. 7. Note: Faris Yakob (www.farisyakob.com) was one of the first to apply transmedia to brand communication 7
  8. 8. television retail newspaper radio web direct marketing Note: the old model where a single medium dominated and others followed 8
  9. 9. television retail newspaper idea web radio direct marketing Note: a single idea applied across the different mediums 9
  10. 10. each touchpoint still has to reach its audience through communication clutter several of these channels are struggling and having to redefine their business model the audience is no longer passively receiving but has taken control of frequency & content technology allows interaction between all types of media in a way never seen before 10
  11. 11. which led to the creation of 11
  12. 12. television retail newspaper person brand person community person web radio experience Note: transmedia model delivers a number of related but different communications via multiple channels and engages with the audience to assemble them into a single message 12
  13. 13. the art of the heist video Note: the launch of the Audi A3 in North America is a prefect example of transmedia in practice 13
  14. 14. Virtuality 14
  15. 15. we have been preparing for virtuality for some time 15
  16. 16. Jean Baudrillard (1929 - 2007) Note: Baudrillard gave us the concept of hyperreality where the object is effaced by its symbol 16
  17. 17. 17
  18. 18. our children brought virtuality home 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. video clip of sony home virtual world 22
  23. 23. 23
  24. 24. 14,000,000 800,000 they came from september 2006 to june 2008, the number of second life members grew from 800,000 to 14,000,000 Note: various statistics about Second Life 24
  25. 25. 80,000 10,000 they played from september 2006 to february 2009, the number of simultaneous second life users grew from 10,000 to 80,000 25
  26. 26. 35,000,000 15,000,000 they paid in the space of 42 months the average value of transactions per month on second life went from $15m to nearly $35m 26
  27. 27. 64,000 44,600 they profited in february 2009 over 64,000 people had a positive linden dollar flow, up from 44,600 in september 2007 27
  28. 28. 32 | 45 average age % female Note: demographic of Second Life player 28
  29. 29. Note: brands that rushed in 29
  30. 30. 30
  31. 31. what went wrong? Note: many brands found their presence in Second Life devoid of avatars 31
  32. 32. limited understanding + flawed strategy + rushed implementation is always going to end in tears 32
  33. 33. 33
  34. 34. 34
  35. 35. 35
  36. 36. of 26 million and counting 36
  37. 37. unique avatars and within games 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. Note: deals with use of computer generated characters in films 41
  42. 42. 42
  43. 43. Ray Winstone 43
  44. 44. John Malkovich Anthony Hopkins Angelina Jolie Note: observation that media started referring to actors as their computer generated characters 44
  45. 45. source The Wall Street Journal 45
  46. 46. virtual worlds are a nascent technology and may evolve with our children 46
  47. 47. 0 1.5 3.0 4.5 6.0 webkinz 6.0 clubpenguin 4.7 zwinky 4.4 neopets 3.6 imvu 2.4 barbiegirls 1.8 gaia 1.3 0.6 habbo 0.6 redlightcenter kaneva 0.6 second life 0.5 unique US visitors in Sept 07, in millions 47
  48. 48. 48
  49. 49. look east... 49
  50. 50. 340 m i l l i o n accounts 50
  51. 51. Augmented reality 51
  52. 52. Augmented reality deals with the combination of real-world and computer-generated data, where computer graphics objects are blended into real footage in real time. 52
  53. 53. Augmented reality is the real-time delivery of digital information to enhance or enable a geographical / physical experience 53
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. 57
  58. 58. 58
  59. 59. 59
  60. 60. video clip of wikitube Note: video demonstration of a phone application that provides information about what it is pointed at 60
  61. 61. 61
  62. 62. 62
  63. 63. user content marketing information geographic reality 63
  64. 64. 64
  65. 65. 65
  66. 66. Video of augment reality view of Mini Cooper 66
  67. 67. Note: augmented reality campaign in South Africa for a bookstore 67
  68. 68. two points to consider 68
  69. 69. your consumer is increasingly straddling the virtual and real 69
  70. 70. the physical and virtual must enhance one another and not simply duplicate 70
  71. 71. “One of the things our grandchildren will find quaintest about us is that we distinguish the digital from the real, the virtual from the real. In the future, that will become literally impossible. The distinction between cyberspace and that which isn’t cyberspace is going to be unimaginable” William Gibson 71
  72. 72. Patrick Collings patrick@sagacite.co.za +27 (0)83 616 0967 72

×