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Participatory Culture, Sabina Bonnici, FizzyThinking


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This talk outlines three pieces of advice for digital marketeers working with brands in today's participatory culture. It includes examples of idea-sharing, consumer-led marketing, experiential campaigns, and transmedia for entertainment and brands. Delivered by Sabina Bonnici,

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Participatory Culture, Sabina Bonnici, FizzyThinking

  1. 1. Participatory Culture @SabinaBonnici
  2. 2. “a culture in which private persons (the public) do not act as consumers only but also as contributors or producers”
  3. 3. Let go.
  4. 4. Jane Ni Dhulchaointigh
  5. 5. “It was that day in the kitchen when my boyfriend James made me see that it wasn’t about me—it was about enabling other people. Suddenly, sugru became something that could be massively scaled to have a large impact. It was no longer about me being in control; it was about encouraging other people to do stuff.” “all of our marketing comes from customers in the form of hundreds of photo, stories and videos”
  6. 6. “Hackers welcome. Have a go at it: It's easy to root (and rooting won't void your warranty). Everything opens with standard screws. Hardware hackers can create their own peripherals, and connect via USB or Bluetooth. You want our hardware design? Let us know. We might just give it to you. Surprise us!”
  7. 7. Elon Musk
  8. 8. “It’s a cross between a Concorde, a railgun, and an air hockey table.” “Even if I’m wrong about the economic assumptions behind the hyperloop, it would be a really fun ride.”
  9. 9. Get real.
  10. 10. Tell it differently.
  11. 11. Source: LanceWeiler
  12. 12. Source:
  13. 13. Let go. Get real. Tell it differently.
  14. 14. Follow: @LanceWeiler @Henry Jenkins Ingrid Kopp @fromthehip @Caitlin_Burns Paula Le Dieu @archiville @DraftFCB @latddotcom
  15. 15. Your turn.
  16. 16. Thank you! @SabinaBonnici