This document summarizes a pilot project that used computer games and animated films to market a summer reading program to children. The goals were to promote the reading program, collect user behavior data through the games, and evaluate the efficiency of this promotional method compared to traditional approaches. The pilot was successful in increasing participation in the reading program and demonstrating how games can unobtrusively gather user data. However, the level of staff resources required was comparable to other methods. Overall, the results showed that gaming technologies can be effective promotional and data collection tools for libraries.
Ma thesis: adaptation & narrative - books into cartoons into gamesClaudio Pires Franco
Feel free to download it, but if using it please mention me as author - and a LIKE would be nice.
This thesis is based on an empirical study of the BBC’s Muddle Earth multiplayer online game. It is a study of game production in the context of cross-media strategies, and follows the adaptation journey of the Muddle Earth IP from a book, into a TV series, and finally into a game.
At a time when cross-media strategies have become an established part of the children’s media landscape, staying ‘on brand’ across different media is an essential factor to maximise audience benefits. In order to provide seamless cross-media experiences, game adaptations are required to live up to the expectations set up by their source materials – brand consistency becomes an essential target for production.
Brand consistency, however, is a fluid concept with floating meanings, often only defined in operation when producers provide feedback in processes of revision leading to the approval of new content. Furthermore, it can be found at different levels, from surface form (visual elements, game assets), to deeper content (tone, style and effect). The research investigates both, and makes use of narrative concepts and models to assess brand consistency at the more complex level of content.
Game adaptations are also required to meet the expectations of game players. Adapting into a new medium includes some level of remediation, but also entails the use of new devices and conventions, which offer different kinds of pleasures. This study looks at the ways in which these were translated, continued and modified in Muddle Earth.
The research looks at the text and its production, drawing on empirical data from game-playing, interviews with producers and the analysis of design and production documents. The theoretical framework is derived from game studies, adaptation studies, intertextuality theory, narrative theory, and political economy.
Tactics and Decision Making for Successful Museum Digital ProjectsAndrew Lewis
This paper discusses what tactics and decision-making mean in practice within museum digital technology projects. It offers practical suggestion for tactical approaches drawn from the author’s twelve years of experience managing digital projects and services.
Andrewlewis multilib-phase2-report1-rbwm-2005-06-01Andrew Lewis
This document reviews Phase 1 of the Multi-Lib project, which aimed to use multimedia and computer games to encourage children's use of library computers. It describes the creation of 6 games and 2 animated trailers to develop children's skills and promote library services. Usage data showed the games were very popular with children, receiving almost 6,000 uses in peak months. Feedback was also positive. While initial costs were around £4,730, the report considers returns on this investment through increased usage, skills development, and advocacy for the library. It concludes the multimedia approach was successful but requires careful planning and attention to ongoing resources.
Andrewlewis multimedia-children-libraries-lilac-2005-04-05Andrew Lewis
This document summarizes a project called Multi-Lib that explored using multimedia like computer games to engage children with libraries. The project found that games created by the library were very popular among children and helped promote library services. An evaluation showed that games increased library computer usage and some children joined the reading program after playing games. The project demonstrated that multimedia can successfully market libraries if content is carefully planned and evaluated.
Master thesis for Mathematics on Financial Mathematics and Advanced Statistic...Daniel Antunes
Implementation of a computer financial management system which permits the trading of securities via a computer network. The securities traded are the web-clicks generated by any web-site, times a cost per click (c.p.c.), based on a certified log statistics file (e.g. Google Analytics).
The server computer generates a market price using the Black-Scholes model. The buy and sell orders for the derivative financial instruments are made from a plurality of client computers, to a server computer which stores every transaction in a database.
Finantial Derivatives for the populariety of internet sites.
European Patent application no. 09160449.6, ref. ZZZ-P01987EP: "Stock Market for Popularity of Internet Sites".
This document outlines the tasks and requirements for a unit on digital publishing production. It provides context for the course, which involves creating digital publications using various technologies. Students will learn about digital publishing opportunities and techniques, and produce their own digital publication. The main tasks involve researching digital publishing topics, evaluating interactive elements, designing magazine advertisements, and creating a digital newsletter on youth culture for a local publisher. Students will be assessed on their knowledge, skills, and ability to plan and produce an original digital publication that meets the given brief.
This white paper discusses evidence that educational technology can support learning. It provides examples of research showing that viewing educational television programs positively impacted skills like reading and math. Studies also found that using computers for activities like math problem-solving and reading games led to knowledge gains. However, the document notes technology alone is not enough - it must be properly integrated into instruction by teachers to truly benefit learning.
This document is a report by the Federal Trade Commission (FTC) staff regarding mobile privacy disclosures. The report provides recommendations to improve transparency around how consumer data is collected and shared on mobile devices. It recommends that mobile platforms: 1) provide just-in-time disclosures and obtain consent before apps access sensitive data; 2) create a dashboard for users to view what data apps access; and 3) consider offering a "Do Not Track" mechanism for mobile. It also recommends that app developers improve privacy policies and coordination with third parties to provide accurate disclosures to consumers.
Ma thesis: adaptation & narrative - books into cartoons into gamesClaudio Pires Franco
Feel free to download it, but if using it please mention me as author - and a LIKE would be nice.
This thesis is based on an empirical study of the BBC’s Muddle Earth multiplayer online game. It is a study of game production in the context of cross-media strategies, and follows the adaptation journey of the Muddle Earth IP from a book, into a TV series, and finally into a game.
At a time when cross-media strategies have become an established part of the children’s media landscape, staying ‘on brand’ across different media is an essential factor to maximise audience benefits. In order to provide seamless cross-media experiences, game adaptations are required to live up to the expectations set up by their source materials – brand consistency becomes an essential target for production.
Brand consistency, however, is a fluid concept with floating meanings, often only defined in operation when producers provide feedback in processes of revision leading to the approval of new content. Furthermore, it can be found at different levels, from surface form (visual elements, game assets), to deeper content (tone, style and effect). The research investigates both, and makes use of narrative concepts and models to assess brand consistency at the more complex level of content.
Game adaptations are also required to meet the expectations of game players. Adapting into a new medium includes some level of remediation, but also entails the use of new devices and conventions, which offer different kinds of pleasures. This study looks at the ways in which these were translated, continued and modified in Muddle Earth.
The research looks at the text and its production, drawing on empirical data from game-playing, interviews with producers and the analysis of design and production documents. The theoretical framework is derived from game studies, adaptation studies, intertextuality theory, narrative theory, and political economy.
Tactics and Decision Making for Successful Museum Digital ProjectsAndrew Lewis
This paper discusses what tactics and decision-making mean in practice within museum digital technology projects. It offers practical suggestion for tactical approaches drawn from the author’s twelve years of experience managing digital projects and services.
Andrewlewis multilib-phase2-report1-rbwm-2005-06-01Andrew Lewis
This document reviews Phase 1 of the Multi-Lib project, which aimed to use multimedia and computer games to encourage children's use of library computers. It describes the creation of 6 games and 2 animated trailers to develop children's skills and promote library services. Usage data showed the games were very popular with children, receiving almost 6,000 uses in peak months. Feedback was also positive. While initial costs were around £4,730, the report considers returns on this investment through increased usage, skills development, and advocacy for the library. It concludes the multimedia approach was successful but requires careful planning and attention to ongoing resources.
Andrewlewis multimedia-children-libraries-lilac-2005-04-05Andrew Lewis
This document summarizes a project called Multi-Lib that explored using multimedia like computer games to engage children with libraries. The project found that games created by the library were very popular among children and helped promote library services. An evaluation showed that games increased library computer usage and some children joined the reading program after playing games. The project demonstrated that multimedia can successfully market libraries if content is carefully planned and evaluated.
Master thesis for Mathematics on Financial Mathematics and Advanced Statistic...Daniel Antunes
Implementation of a computer financial management system which permits the trading of securities via a computer network. The securities traded are the web-clicks generated by any web-site, times a cost per click (c.p.c.), based on a certified log statistics file (e.g. Google Analytics).
The server computer generates a market price using the Black-Scholes model. The buy and sell orders for the derivative financial instruments are made from a plurality of client computers, to a server computer which stores every transaction in a database.
Finantial Derivatives for the populariety of internet sites.
European Patent application no. 09160449.6, ref. ZZZ-P01987EP: "Stock Market for Popularity of Internet Sites".
This document outlines the tasks and requirements for a unit on digital publishing production. It provides context for the course, which involves creating digital publications using various technologies. Students will learn about digital publishing opportunities and techniques, and produce their own digital publication. The main tasks involve researching digital publishing topics, evaluating interactive elements, designing magazine advertisements, and creating a digital newsletter on youth culture for a local publisher. Students will be assessed on their knowledge, skills, and ability to plan and produce an original digital publication that meets the given brief.
This white paper discusses evidence that educational technology can support learning. It provides examples of research showing that viewing educational television programs positively impacted skills like reading and math. Studies also found that using computers for activities like math problem-solving and reading games led to knowledge gains. However, the document notes technology alone is not enough - it must be properly integrated into instruction by teachers to truly benefit learning.
This document is a report by the Federal Trade Commission (FTC) staff regarding mobile privacy disclosures. The report provides recommendations to improve transparency around how consumer data is collected and shared on mobile devices. It recommends that mobile platforms: 1) provide just-in-time disclosures and obtain consent before apps access sensitive data; 2) create a dashboard for users to view what data apps access; and 3) consider offering a "Do Not Track" mechanism for mobile. It also recommends that app developers improve privacy policies and coordination with third parties to provide accurate disclosures to consumers.
Master's Dissertation - The Effectiveness of Online Brand Communities and Use...Zach B. Miller
This is my Master's Dissertation in full. The purpose of my study was to build upon the most recent work in digital marketing research. More specifically, I tested the digital marketing tactics of building online brand communities and user engagement on how they actually influence purchase. In order to do this I chose the company Rooster Teeth as a case study. I chose Rooster Teeth as they are one of the highest subscribed YouTube channels and have a history of digital marketing excellence. I completed a massive cross-sectional research analysis with over 1,500 participants, used SPSS to analyze the quantitative data, and offered new insights to digital marketing researchers as well as an actionable plan to the case study organization.
Heuristics for developing and evaluating smartphone mobile websites - Vasilei...Vasileios Xanthopoulos
The document is a thesis that investigates usability problems with smartphone websites. It conducted user testing with 24 participants performing tasks on 7 smartphone websites using think-aloud protocols. Usability problems were identified and categorized into a hierarchy with 4 main categories and 16 subcategories. These categorized problems were then transformed into a set of 16 heuristics for developing and evaluating mobile websites. The heuristics created overlap with established desktop website heuristics but provide a specialized focus on the mobile context of use. The heuristics aim to improve the usability and user experience of smartphone websites.
This document appears to be an introduction or overview of a media fact book for Romania in 2011. It discusses the declining Romanian advertising market in 2010 and an expectation that the market will continue to decline slightly in 2011 before potentially growing in 2012. It also notes the growth of digital and online media in Romania as well as the continued dominance of television in the advertising market. The document provides context on the state of the Romanian media and advertising industries.
The document discusses the challenges faced by the National Telecommunications and Information Administration (NTIA) in administering the TV Converter Box Coupon Program during the United States' digital television transition. The program provided $40 coupons to help consumers purchase converter boxes so older analog TVs could still receive digital broadcasts. Major challenges included a lack of inexpensive converter boxes in the market, ensuring widespread retail participation, and conducting large-scale consumer education. Through public-private partnerships and flexibility, the program was able to overcome these challenges and was ultimately deemed a tremendous success that helped the digital transition proceed smoothly.
New media platforms like social networks, mobile apps, and digital outlets are changing how people consume information and advertising. As people spend more time on their mobile devices, brands are developing new ways to reach consumers through these channels. Tesco's Homeplus case study shows how creating a mobile app allowed customers to purchase items on subway displays using QR codes, leading to increased online sales and membership. As the average smartphone user spends over 10 hours per month using apps, the mobile app market is growing exponentially and becoming a crucial new advertising platform. These shifts demonstrate how new media are transforming advertising from traditional one-way broadcast messaging to personalized interactions between brands and connected consumers.
This document describes a computer game project submitted to Babcock University in Nigeria to fulfill the requirements for a Bachelor of Science degree in Computer Science. The game, called Beet 3D, aims to educate students about work-study programs through a virtual simulation of community service scenarios at Babcock University. It seeks to address the problem of increasing work-study ignorance among students by developing an interactive 3D environment that models the university's work-study program and helps students understand its benefits. The project follows a systems development life cycle methodology to design and implement the simulation game using the Unity 3D game engine.
The document summarizes two projects completed during an internship at JCDecaux:
1. Psychographic Spatial Segmentation (PSA) aimed to cluster geographic regions based on residents' preferences from an external data provider, but the project was interrupted when data access stopped.
2. Ads Recognition sought to classify ad image content to restrict inappropriate ads, comparing free models to Amazon Rekognition. Various datasets and models were evaluated to map image tags to business needs.
This document provides information and tasks for two units on a BTEC course in Creative Digital Media Production: Unit 14 on Writing for Digital Media Products and Unit 15 on Digital Games Testing. It outlines eight tasks for students to complete, including exploring writing styles and purposes, researching digital magazines, testing games for bugs, and producing articles for a digital games magazine. Deadlines for completing the tasks are also listed. Recommended reading materials on media studies and video games are provided to support students' work.
This document summarizes a study on the economic value of the advertising-supported internet ecosystem:
1) The study found that direct employment in the U.S. internet ecosystem doubled from 2007 to 2011, adding 1 million new jobs for a total of 2 million. Including indirect jobs, 5.1 million jobs are now owed to the internet.
2) Growth was fastest in the consumer support layer of digital ad agencies, ad networks, analytics firms, and listening platforms that support consumer-facing companies. This layer was the "unsung hero" driving innovation and growth over the last four years.
3) Sole proprietors and very small firms contributed 375,000 jobs and were big beneficiaries,
The document discusses customer experience management (CEM) and how it helps organizations engage with customers across multiple channels by extracting value from managed content. CEM aims to exceed customer expectations to improve business results. It allows organizations to reach out to customers instead of waiting for them to come, and create a consistent digital presence. The document explores how social media, mobility, and rich media are impacting customer interactions and priorities for organizations.
Making the Transition from Conventional Web to Contemporary Digital Experienc...OpenText
Learn how to make the transition from conventional websites to contemporary digital experiences and about the key advantages of a modern web content management platform.
Master Thesis - A Column Generation Approach to Solve Multi-Team Influence Ma...Manjunath Jois
This document presents a thesis submitted to the State University of New York at Buffalo for a Master of Science degree. The thesis proposes a column generation approach to solve a multi-team influence maximization problem for social lottery design to promote energy conservation. It first reviews literature on modeling influence spread in social networks and identifying optimal sets of nodes to maximize awareness spread. It then defines the problem of designing a social lottery to maximize awareness of energy savings and develops a linear programming model. The thesis proposes using column generation to solve large real-world instances of this problem by iteratively generating and adding candidate teams to the solution. Computational experiments are performed on real social network datasets to demonstrate the efficiency of the approach.
Report written by Henrik Valstad. This report is a pre-study for a project called "framsIKT" in Sør-Trøndelag county. The project aim to develop futuristic classrooms and look at new ways to use ICT in education.
For more information about the project, please visit: http://framsikt.wordpress.com
This document outlines the course requirements and units for a BTEC Level Three Diploma in Creative Media Production. It includes three key units: Unit 2 focuses on communication skills; Unit 3 on research techniques; and Unit 22 on single camera techniques. Students will complete practical assignments and meet deadlines to develop both creative and technical skills for careers in media. They are responsible for equipment and backing up work. The brief asks students to create a film trailer by researching genres and analyzing example films.
This document presents the key findings of an international panel convened by Educational Testing Service to study Information and Communication Technologies (ICT) literacy. The panel developed a framework for ICT literacy to guide the design of assessments. The framework defines ICT literacy as including both technical skills and critical cognitive skills. It also views ICT literacy as a continuum, rather than an either/or concept. The panel recommends large-scale assessments and diagnostic tests to inform policies and identify gaps in ICT literacy globally. The assessments would be based on the framework developed by the panel, which defines the domain of ICT literacy and can guide the creation of evaluation tools.
This document provides resources for institutions to implement integrated digital marketing strategies to attract international students. It outlines an agenda for a presentation on the topic, introducing speakers from the consulting firm International Education Advantage. Various free tools and guides are listed to help institutions enhance their digital marketing, including e-books on recruiting international students, managing international networks, and guides for marketing boarding schools and language schools online. Links are provided to access additional free resources from the firm on their website.
This academic report has been created in 2013 for the last year of study in ISC Paris business school.
The purpose of this study is to demonstrate the importance of digital communication in the video game industry, and the supremacy League of Legends possesses in this field. As in every other sector, the video game industry had to go through the digital revolution. Stores that sold cultural products are now in a difficult position because of their weak revenues1. Despite these dramatic circumstances, League of Legends plays its cards right by proposing a free offer that perfectly suits Internet users.
This document summarizes senior thesis projects from 2008 at Carnegie Mellon University's Qatar campus. It includes two thesis projects: Noura El-Moughny's project on developing an adaptive Braille writing tutor to facilitate learning Arabic Braille, and Amer Hasan Obeidah's project on code verification when design deviates from code. The document provides an abstract about the projects and then details each student's thesis, including contents sections and references. It aims to retrospectively collect final reports from the 2009-2010 academic year Computer Science majors on the Qatar campus.
Assistive Computing Technology For Learning To Write Braille....................Amy Roman
This document summarizes senior thesis projects from computer science students at Carnegie Mellon University's Qatar campus from the 2008-2009 academic year. It includes two thesis projects:
1. Noura Mohammed El-Moughny enhanced the Adaptive Braille Writing Tutor to include Arabic letters, redesign the software architecture, and add an educational game to increase motivation.
2. Amer Hasan Obeidah studied differences between software design documents and implementation code.
The document provides background on assistive technologies used by blind students in Qatar, and overviews each student's thesis work and contributions to the fields of assistive technology and software engineering.
Coping strategies for using data when developing customer servicesAndrew Lewis
This document discusses strategies for making effective use of customer data when developing digital services. It recommends establishing a common language to discuss data across an organization. It also suggests making data visible so everyone understands what data is available and its value. The document advises designing systems to capture useful customer data from the start of digital projects to provide evidence of what drives customer behavior and engagement.
Using evidence from users to improve web servicesAndrew Lewis
10 February 2016
Strong data evidence informs and strengthens influence and leads to truly useful change.
Reviews how you can understand your users in ways that lead to digital services that are meaningful for them, based on examples of live services developed and implemented by the V&A Digital Media team.
Outlines the value of planning the collection and presentation of evidence of services effectiveness.
Covers iterative testing and simple user observation with prototypes to avoid investing in unwanted features or even whole services. Examines how careful implementation of behavioural data capture will let you see exactly how users really use your digital products.
Keynote at Digital Past (Gorffennol Digidol), Llandudno organised by Royal Commission on the Ancient and Historical Monuments of Wales (Comisiwn Brehninol Henebion Cymru)
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Master's Dissertation - The Effectiveness of Online Brand Communities and Use...Zach B. Miller
This is my Master's Dissertation in full. The purpose of my study was to build upon the most recent work in digital marketing research. More specifically, I tested the digital marketing tactics of building online brand communities and user engagement on how they actually influence purchase. In order to do this I chose the company Rooster Teeth as a case study. I chose Rooster Teeth as they are one of the highest subscribed YouTube channels and have a history of digital marketing excellence. I completed a massive cross-sectional research analysis with over 1,500 participants, used SPSS to analyze the quantitative data, and offered new insights to digital marketing researchers as well as an actionable plan to the case study organization.
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The document is a thesis that investigates usability problems with smartphone websites. It conducted user testing with 24 participants performing tasks on 7 smartphone websites using think-aloud protocols. Usability problems were identified and categorized into a hierarchy with 4 main categories and 16 subcategories. These categorized problems were then transformed into a set of 16 heuristics for developing and evaluating mobile websites. The heuristics created overlap with established desktop website heuristics but provide a specialized focus on the mobile context of use. The heuristics aim to improve the usability and user experience of smartphone websites.
This document appears to be an introduction or overview of a media fact book for Romania in 2011. It discusses the declining Romanian advertising market in 2010 and an expectation that the market will continue to decline slightly in 2011 before potentially growing in 2012. It also notes the growth of digital and online media in Romania as well as the continued dominance of television in the advertising market. The document provides context on the state of the Romanian media and advertising industries.
The document discusses the challenges faced by the National Telecommunications and Information Administration (NTIA) in administering the TV Converter Box Coupon Program during the United States' digital television transition. The program provided $40 coupons to help consumers purchase converter boxes so older analog TVs could still receive digital broadcasts. Major challenges included a lack of inexpensive converter boxes in the market, ensuring widespread retail participation, and conducting large-scale consumer education. Through public-private partnerships and flexibility, the program was able to overcome these challenges and was ultimately deemed a tremendous success that helped the digital transition proceed smoothly.
New media platforms like social networks, mobile apps, and digital outlets are changing how people consume information and advertising. As people spend more time on their mobile devices, brands are developing new ways to reach consumers through these channels. Tesco's Homeplus case study shows how creating a mobile app allowed customers to purchase items on subway displays using QR codes, leading to increased online sales and membership. As the average smartphone user spends over 10 hours per month using apps, the mobile app market is growing exponentially and becoming a crucial new advertising platform. These shifts demonstrate how new media are transforming advertising from traditional one-way broadcast messaging to personalized interactions between brands and connected consumers.
This document describes a computer game project submitted to Babcock University in Nigeria to fulfill the requirements for a Bachelor of Science degree in Computer Science. The game, called Beet 3D, aims to educate students about work-study programs through a virtual simulation of community service scenarios at Babcock University. It seeks to address the problem of increasing work-study ignorance among students by developing an interactive 3D environment that models the university's work-study program and helps students understand its benefits. The project follows a systems development life cycle methodology to design and implement the simulation game using the Unity 3D game engine.
The document summarizes two projects completed during an internship at JCDecaux:
1. Psychographic Spatial Segmentation (PSA) aimed to cluster geographic regions based on residents' preferences from an external data provider, but the project was interrupted when data access stopped.
2. Ads Recognition sought to classify ad image content to restrict inappropriate ads, comparing free models to Amazon Rekognition. Various datasets and models were evaluated to map image tags to business needs.
This document provides information and tasks for two units on a BTEC course in Creative Digital Media Production: Unit 14 on Writing for Digital Media Products and Unit 15 on Digital Games Testing. It outlines eight tasks for students to complete, including exploring writing styles and purposes, researching digital magazines, testing games for bugs, and producing articles for a digital games magazine. Deadlines for completing the tasks are also listed. Recommended reading materials on media studies and video games are provided to support students' work.
This document summarizes a study on the economic value of the advertising-supported internet ecosystem:
1) The study found that direct employment in the U.S. internet ecosystem doubled from 2007 to 2011, adding 1 million new jobs for a total of 2 million. Including indirect jobs, 5.1 million jobs are now owed to the internet.
2) Growth was fastest in the consumer support layer of digital ad agencies, ad networks, analytics firms, and listening platforms that support consumer-facing companies. This layer was the "unsung hero" driving innovation and growth over the last four years.
3) Sole proprietors and very small firms contributed 375,000 jobs and were big beneficiaries,
The document discusses customer experience management (CEM) and how it helps organizations engage with customers across multiple channels by extracting value from managed content. CEM aims to exceed customer expectations to improve business results. It allows organizations to reach out to customers instead of waiting for them to come, and create a consistent digital presence. The document explores how social media, mobility, and rich media are impacting customer interactions and priorities for organizations.
Making the Transition from Conventional Web to Contemporary Digital Experienc...OpenText
Learn how to make the transition from conventional websites to contemporary digital experiences and about the key advantages of a modern web content management platform.
Master Thesis - A Column Generation Approach to Solve Multi-Team Influence Ma...Manjunath Jois
This document presents a thesis submitted to the State University of New York at Buffalo for a Master of Science degree. The thesis proposes a column generation approach to solve a multi-team influence maximization problem for social lottery design to promote energy conservation. It first reviews literature on modeling influence spread in social networks and identifying optimal sets of nodes to maximize awareness spread. It then defines the problem of designing a social lottery to maximize awareness of energy savings and develops a linear programming model. The thesis proposes using column generation to solve large real-world instances of this problem by iteratively generating and adding candidate teams to the solution. Computational experiments are performed on real social network datasets to demonstrate the efficiency of the approach.
Report written by Henrik Valstad. This report is a pre-study for a project called "framsIKT" in Sør-Trøndelag county. The project aim to develop futuristic classrooms and look at new ways to use ICT in education.
For more information about the project, please visit: http://framsikt.wordpress.com
This document outlines the course requirements and units for a BTEC Level Three Diploma in Creative Media Production. It includes three key units: Unit 2 focuses on communication skills; Unit 3 on research techniques; and Unit 22 on single camera techniques. Students will complete practical assignments and meet deadlines to develop both creative and technical skills for careers in media. They are responsible for equipment and backing up work. The brief asks students to create a film trailer by researching genres and analyzing example films.
This document presents the key findings of an international panel convened by Educational Testing Service to study Information and Communication Technologies (ICT) literacy. The panel developed a framework for ICT literacy to guide the design of assessments. The framework defines ICT literacy as including both technical skills and critical cognitive skills. It also views ICT literacy as a continuum, rather than an either/or concept. The panel recommends large-scale assessments and diagnostic tests to inform policies and identify gaps in ICT literacy globally. The assessments would be based on the framework developed by the panel, which defines the domain of ICT literacy and can guide the creation of evaluation tools.
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This academic report has been created in 2013 for the last year of study in ISC Paris business school.
The purpose of this study is to demonstrate the importance of digital communication in the video game industry, and the supremacy League of Legends possesses in this field. As in every other sector, the video game industry had to go through the digital revolution. Stores that sold cultural products are now in a difficult position because of their weak revenues1. Despite these dramatic circumstances, League of Legends plays its cards right by proposing a free offer that perfectly suits Internet users.
This document summarizes senior thesis projects from 2008 at Carnegie Mellon University's Qatar campus. It includes two thesis projects: Noura El-Moughny's project on developing an adaptive Braille writing tutor to facilitate learning Arabic Braille, and Amer Hasan Obeidah's project on code verification when design deviates from code. The document provides an abstract about the projects and then details each student's thesis, including contents sections and references. It aims to retrospectively collect final reports from the 2009-2010 academic year Computer Science majors on the Qatar campus.
Assistive Computing Technology For Learning To Write Braille....................Amy Roman
This document summarizes senior thesis projects from computer science students at Carnegie Mellon University's Qatar campus from the 2008-2009 academic year. It includes two thesis projects:
1. Noura Mohammed El-Moughny enhanced the Adaptive Braille Writing Tutor to include Arabic letters, redesign the software architecture, and add an educational game to increase motivation.
2. Amer Hasan Obeidah studied differences between software design documents and implementation code.
The document provides background on assistive technologies used by blind students in Qatar, and overviews each student's thesis work and contributions to the fields of assistive technology and software engineering.
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Coping strategies for using data when developing customer servicesAndrew Lewis
This document discusses strategies for making effective use of customer data when developing digital services. It recommends establishing a common language to discuss data across an organization. It also suggests making data visible so everyone understands what data is available and its value. The document advises designing systems to capture useful customer data from the start of digital projects to provide evidence of what drives customer behavior and engagement.
Using evidence from users to improve web servicesAndrew Lewis
10 February 2016
Strong data evidence informs and strengthens influence and leads to truly useful change.
Reviews how you can understand your users in ways that lead to digital services that are meaningful for them, based on examples of live services developed and implemented by the V&A Digital Media team.
Outlines the value of planning the collection and presentation of evidence of services effectiveness.
Covers iterative testing and simple user observation with prototypes to avoid investing in unwanted features or even whole services. Examines how careful implementation of behavioural data capture will let you see exactly how users really use your digital products.
Keynote at Digital Past (Gorffennol Digidol), Llandudno organised by Royal Commission on the Ancient and Historical Monuments of Wales (Comisiwn Brehninol Henebion Cymru)
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Presentation at Museums Computer Network, Minneapolis 7 November 2015
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Looks at how rapid change in consumer technology makes service design extremely difficult. Consumer hardware changes, data is being produced by almost any activity we do and this is being communicated in many different ways.
This changes user behaviour and designing for users when you don't know how they live their lives is hard...
Thinking Holistically about Mobile-Responsive ServicesAndrew Lewis
A run through of simple concepts of responsive design and how these specifically apply to mobile-responsive services.
The idea that mobile technology affects social behaviour is explored and examples given of how this affects web service design for mobile phones.
The idea that mobile users are not distinct from desktop and tablet users, but often the same people at different times is considered.
To show how these simple concepts can be applied to usefully create mobile services, examples from live V&A mobile-responsive web designs are reviewed in terms of how they were planned based on how users behave. These include the main V&A website responsive display and the award-winning digital Explorer Map.
Help to plan responsive web services. The main focus is mobile-responsive and tablet-responsive displays. It also considers more generally what responsive-design means and the importance of understanding specific user contexts (like tablet use on a comfy sofa)
Making Cultural Heritage Mobile: Challenges and PossibilitiesAndrew Lewis
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Key note for 'Making Cultural Heritage Mobile: Challenges and Possibilities' Conference CRASSH Centre for Research in the Arts, Social Sciences and Humanities
University of Cambridge
29 November 2013
Digital Asset Management. What is it and why do it?Andrew Lewis
Keynote presentation for Digital Asset Management for Museums:
Conference by UK Collections Trust, 27 November 2013
Explores the user context of digital and how proliferation of digital devices and services changes user expectation of museum services. Looks at digital assets from collections and other sources and how making data portable allows flexibility and responsiveness in an unpredictable development climate.
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Presentation from session "Responsive Web on Mobile" 7th Museums & Mobile Online Conference on Tuesday, October 15th, 2013.
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Review of the current thinking and strategic approaches being adopted by the Digital Media department of the V&A in their work of creating public-facing digital media services.
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This presentation reviews the current direction of change in the digital work of the V&A. Topics include the governance of digital media, team restructuring, the creation of a single digital content programme, the rationalisation of content delivery systems and shorter, faster, incremental development.
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Delivered to Museum Computer Network conference, Seattle 2012
Andrewlewis multilib-phase2-report4-rbwm-2007-01-17Andrew Lewis
This document describes a pilot project to create an accessible talking comment form for children using Adobe Flash. The form was tested with various accessibility tools and users. It was found to be generally accessible and received positive feedback, though some limitations of interoperability between Flash and screen readers remained. The pilot demonstrated that Flash can be used to create an engaging and accessible service when designed with user needs in mind.
Cultural Sector Online Strategy Forum 2 October 2012 Andrew Lewis
Informal overview of digital content delivery within the Digital Media department at the V&A, presented at Online Strategy Forum, at National Theatre, London, 2 October 2012
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http://bit.ly/KZiudD
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MuseumNext 2012 session discussing how statistics can be used to manage expectation of resources with practical hints and tips from real implementations. This session was about influencing organisational attitude and did not require an extensive knowledge of either web technology, nor of Google Analytics.
1. Multi-Lib Phase 2
Report 3:
Pilot 1
Marketing the Reading Voyage
July – August 2005:
• Using computer games to deliver cartoon trailers
• Automated capturing of user-behaviour
information using game data
Andrew Lewis
October 2006
Library and
Information Services
The Royal Borough of
Windsor and Maidenhead
Supported by a Research and Development grant
from MLA South East.
2. Reading Voyage July – August 2005:
Executive Summary
In this pilot a combination of animated films and interactive computer games were used
under controlled conditions to market reading to children, to demonstrate these media’s
usefulness in automated data collection of user behaviour, and to investigate the efficiency
of such methods.
The pilot was successful in achieving its objectives.
A measurable impact of getting children onto the annual Summer Reading Scheme using
these media was demonstrated. The level of impact per unit staff resources was
comparable in scale to other traditional promotional methods, and results indicate that a
proposed model of distributing content to large audiences could make these methods an
efficient marketing tool as the size of the target audience increases.
The pilot also successfully demonstrated the use of computer games to affect users
physical behaviour in a library, and their use to record data about children’s behaviour in
an automated way without using staff intervention.
The results demonstrate simple but clear practical illustrations of how game technology
multimedia can be used as a serious tool in libraries for marketing to children, as a means
of measuring user behaviour in a non-intrusive way and as an efficient method of providing
data about customers and services for planning development.
3. Contents
Scope ...................................................................................................................... 4
Background ............................................................................................................. 4
Objectives................................................................................................................ 4
Resources used....................................................................................................... 5
Method .................................................................................................................... 6
Method used for cartoon trailer 6
Method used for computer games passwords 9
Results .................................................................................................................. 12
Results for cartoon trailer 12
Analysis of results for cartoon trailer 14
Results for computer games passwords 19
Analysis of results for computer game passwords 20
Conclusions ........................................................................................................... 21
Success against objectives 21
Overall conclusions 21
Appendix A – Reading Voyage Vocal recording scripts for voiceovers ................. 23
References ............................................................................................................ 24
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 3
4. Scope
The report is not presented as a detailed case study, but as practitioner research is offered
to the professional library community for use when considering the use of multimedia
within libraries.
Background
The use of cartoon-type advertisements had previously been used during the 2004
summer reading scheme (Reading Rollercoaster) to promote reading, and to test the use
of multimedia as a means to record user activity in an automated way.
This pilot builds upon the limitations of these earlier investigations by adding a more
focussed level of data recorded, and comparing impact for use of resources with other
staff work on the scheme.
This work is described in more detail in works detailed under references.
Objectives
Animated films and interactive computer games were used under controlled conditions
with the intention of:
• Marketing the summer Reading Voyage scheme to children across Borough libraries
• Demonstrating the use of automatically collected data as an indication of predescribed
user behaviour in this marketing campaign
• Comparing the level of resources required by this method with other marketing
methods used in this campaign.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 4
5. Resources used
The pilot was delivered using the library’s popular children’s computer games service,
which are provided to develop children’s ICT basic skills and confidence. These games
are available on all library public computers.
The games, aimed at a target audience of 5-11, are very popular, and average about 5000
downloads each month. Because of this existing popularity, they offered an ideal vehicle
for attracting children in the target group for the Summer Reading Challenge.
The main resources produced were an animated trailer that played before the games were
loaded, and a new game provided specifically for the pilot, and only available during the
Reading Challenge, which required special codes to unlock extra content. Supporting
printed marketing material was produced with special codes on, that were needed to
access the content.
The standard reading scheme registration cards provided by the Reading Agency were
adjusted to allow children to more specifically indicate where they found out about the
promotion.
In addition, a diary was kept throughout the pilot, of the time spent for creating the media
and for making it available as required. For comparison, the time librarians spent
physically promoting the service by traditional means was obtained from their separate
documentation.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 5
6. Method
The pilot lasted for two calendar months, from 1st July 2005, about 2 weeks before the
Challenge started, until 31st August 2006, about a week before the Challenge ended, and
consisted of two main methods, one using cartoon trailers the other using games
passwords.
Method used for cartoon trailer
The first part of this pilot exposed children to an advertisement trailer to raise awareness
of the Reading Challenge. The success of this
was measured by the number of people who
indicated that they had found out about the
scheme from a library computer. This was
measured by adjusting the standard Reading
Challenge registration card. In Fig. 1, the area in
the box was added.
Figure 1 Adjusted feedback section on TRA Reading Challenge registration card
When they launched the games children normally saw the standard interface listing what
games are available.
Figure 2 The standard games interface on public computers in 2005
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 6
7. For the duration of the pilot, an animated promotional cartoon trailer, lasting about 30
seconds was displayed every time a child accessed the games.
Key to the pilot was the fact that every child accessing the games was exposed to this
trailer before they could see the interface.
The trailer animated marketing combined images from the Reading challenge, with
additional specially created material and vocal recordings. The design was full screen
colour with bold graphics, stark headline facts and key messages delivered in a comic and
striking way. The storyboard is below.
For a full transcritption of this trailer see Appendix A.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 7
8. Do you find the summer holidays.. BOR – ING!! Do you need some… ADVENTURE!
BOOOM!.. Or maybe… you’re in the mood for… luuurrve Then you need the Reading Voyage Escape with a book to…
romance… adventure… not only that, but prizes too… The Reading Voyage, starts, etc
Figure 3 Outline storyboard for the Reading Voyage
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 8
9. Method used for computer games passwords
After the trailer had played, an amended version of the games interface was visible with an
optional extra game, available only for the duration of the pilot
Figure 4 Games Interface in 2005 with new game option displayed
The number of accesses of the main interface was recorded which gave the total number
of time the trailer was seen in the pilot.
The game itself was a simple music making game, which allowed the player to turn on
sound effects by pressing keys on the keyboard. Each letter key when pressed would
start a repeating sound effect. By pressing different combinations, the user could make
their own music play using the sequenced effects.
Figure 5 Music game with restricted content showing how to get the extra content
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 9
10. Although the game was playable with the top row of letter keys (Q,W,E,R,T,Y,U,I,O,P) the
other sound effects controlled by other keys were only accessible by entering a special
code.
The game told children to ask staff in their library for a password if they wished to access
the extra content. (see fig. 5)
Each library was issued a set of tickets to give out to any child who reacted to this
incentive. A fixed number of tickets were issued at each different library, and these tickets
had a unique code identifying that library. (see fig 6.)
Figure 5 Marketing leaflet (front and back views) showing marketing messages and password
Staff were issued with instructions about how to issue the tickets. These told them to
issue a separate ticket for every child who asked, and to count the total number they gave
over the period of the whole pilot.
A separate ticket was issued every time. This was strictly enforced to measure exactly
how many times the incentive caused a child to react, and ask for marketing material.
Once a child had entered the code from the ticket into the game, they were able to play
the full game. This made available sound effects for all keys, and also displayed stick
figures that danced in time with the music, the children created. Different steps were
linked to different sound effects.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 10
11. Figure 6 Music game shoing full version unlocked by passwords
Although the extra content made available looked the same in each library, a separate file
was downloaded for each separate library, corresponding to the code for that library. The
number of downloads for each file was recorded. This indicated how many times the
distinct codes had been entered corresponding to that library, and this was compared to
the number of tickets given out.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 11
12. Results
Results for cartoon trailer
Timings
Event Date
Date media went live: 1st July 2006
Date media was removed: 31st August 2006
Reading Challenge started: 16th July 2006
Reading Challenge ended 5th September 2005
Resource inputs recorded to promote the Reading Voyage
Task Input
Time spent designing and creating the promotional trailer: 17 hours
Time spent by librarians promoting Reading Challenge in traditional activities: 254 hours
Time spent by volunteers promoting Reading Challenge in traditional activities: 104 hours
Total spent promoting Reading Challenge in traditional activities: 358 hours
Time spent on Reading Voyage that is independent of scale of operation (admin, etc) 232 hours
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Pilot 1: Marketing reading using computer games
Page 12
13. Time spent on Reading Voyage that is dependent of scale of operation (events etc.) 126 hours
Reading Voyage Material Resources spent £1,176
Equivalent hourly rate used to compare material costs with staff time costs (RBWM 2005 scale 6): £11.31
Equivalent staff resource used based upon materials spent (£1176/£11.31) 104
Number of schools visited: 8
Impact of promotions as indicated by children on Reading Voyage registration cards
Means of promotion: Numbers joining
School: 352
Library: 72
Library (staff): 310
Library (computer): 6
Cartoon trailer file downloads (how many times the trailer was viewed)
month number
Jul-05 1259
Aug-05 1536
Total 2795
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Pilot 1: Marketing reading using computer games
Page 13
14. Analysis of results for cartoon trailer
The amount of staff time it took to create the cartoon trailer promotion was 17 hours, which
was designing, recording and delivering the media content. The results show that the trailer
did have a measurable impact on uptake of the reading scheme with 6 children who
undertook the scheme directly attributing this to finding out about it from the computers on
their registration cards. However given that the overall uptake was 1047, this represents just
0.6% of people who took part did so because of this method of promoting it.
Traditional methods of promotion included administering the scheme, managing school
visits to 8 schools, organising 35 events in libraries, and distributing posters and materials to
libraries. It is however difficult to be sure about how far these methods can be exactly
attributed to the feedback options available to children on their registration cards. There is
no way of telling exactly whether a child who indicated they found out from “staff “ meant
extra promotional staffing or operational staffing (not counted). In addition the cost of
materials is an extra resource on top of the staff costs.
To compare return on investment between the two methods, some adjustments were made
to the raw data for traditional methods. Firstly the cost of traditional promotional materials
was converted to an equivalent cost in staff terms. Then three separate figures were
created as benchmarks: unweighted impact, weighted impact upper limit, and weighted
impact lower limit
Unweighted impact assumed that all impact except the option “computer” was attributed
purely from the traditional promotional staffing input (non-operational) involved. The
limitation on this was that potentially significant factors such as word of mouth, having done
it last year, and operational staff alerting children are discounted. No allowance for cost of
materials was included.
Weighted impact lower limit assumed that all impact was attributed to traditional activity
except that from the options “computer”, “staff” and “posters”. This was on the assumption
that “staff” meant operational staff. “library” was included as being for promotions in the
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Pilot 1: Marketing reading using computer games
Page 14
15. library. Posters were put up by operational staff. In addition an equivalent staff resource
weighting was added for the cost of materials.
Weighted impact upper limit made the same assumptions as weighted impact lower limit but
it was also assumed “from staff” meant promotional staff rather than operational staff.
As well as creating three possible figures for comparison, a separate factor to be compared
was the extent of which the input resource was dependent upon the scale of operation. For
the cartoons the work to create and distribute the content was a single task that was the
same no matter how many times the resource was used. For traditional methods, this was
true for administration, but for running events, and providing materials, the resource input
increases as the size of promotion increases
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Pilot 1: Marketing reading using computer games
Page 15
16. The following table is a comparison of the cartoon promotion against the traditional methods based upon the overall findings in this study with
a scaling factor to indicate the effect of scale of promotion on return on investment
impact return independent dependent total
method % independent
on investment input input input
games 0.35 17 0 17 100.00%
traditional
2.91 232 126 358 64.80%
unweighted impact
traditional
1.8 232 230 462 50.22%
weighted impact upper limit
traditional
1.13 232 230 462 50.22%
weighted impact lower limit
This table shows the effect of economy of scale as the scale of promotion increases
promotion size
(multiples of sample) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
games 0.35 0.71 1.06 1.41 1.76 2.12 2.47 2.82 3.18 3.53 3.88 4.24 4.59 4.94 5.29 5.65 6.00 6.35 6.71 7.06 7.41 7.76 8.12 8.47 8.82
traditional (unadjusted) 2.91 4.30 5.12 5.66 6.04 6.32 6.54 6.72 6.86 6.98 7.08 7.16 7.24 7.30 7.36 7.41 7.45 7.50 7.53 7.57 7.60 7.62 7.65 7.67 7.70
traditional (adjusted
1.80 2.41 2.71 2.89 3.01 3.10 3.17 3.22 3.26 3.29 3.32 3.34 3.36 3.38 3.39 3.41 3.42 3.43 3.44 3.45 3.46 3.46 3.47 3.48 3.48
higher)
traditional (adjusted
1.13 1.51 1.70 1.82 1.89 1.95 1.99 2.02 2.04 2.07 2.08 2.10 2.11 2.12 2.13 2.14 2.15 2.15 2.16 2.16 2.17 2.17 2.18 2.18 2.19
lower)
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 16
17. Impact return on investment relation to audience size
10.00
9.00
8.00
Return on investment (impact per unit input)
7.00
6.00
games
traditional (unadjusted)
5.00
traditional (adjusted higher)
traditional (adjusted low er)
4.00
3.00
2.00
1.00
0.00
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25
audience sam ple scaling factor
This analysis shows that for the scale independent model of a single piece of work distributed to as wide an audience as possible the return
on investment (cartoon method) overtakes that of models where input is dependent on extra work (traditional methods).
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 17
18. Using figures in this in this study increasing the promotion size by between 5 and 9 times would indicate that the cartoon method would be as
efficient as traditional methods. Even with no weighting the efficiency will still be overtaken at a scaling of around 22.
Assumptions made about attribution of impact of promotional methods to input
Method indicated Assumption
School A proportion of staff time could be directly attributable to staff time indicated as 8 school visits were
conducted – could range from 0 to 352.
Library (not attributed) Not attributed as most likely to be operational staff or posters put up by them.
Library (staff) Not attributed to project staff time as this likely to mean told by operational staff
Library (computer) Directly attributed to cartoon trailer production input, as no other promotion of the scheme appeared on the
computers
Library (poster) Not attributed to project staff input as provided by separate operational staffing
Assumptions made about relation of input to scale of audience
Method indicated Assumption
Administration, co-ordinating ordering of packs, receipting are assumed to be independent of scale of
Reading Voyage operation.
traditional staff resource Materials, and staff resources needed for running events are assumed to be dependent of scale of operation
In this analysis, promotional activity subsumed within general operational staff time is not included.
Cartoon trailer resource Creation of media content is a one off piece of work and independent of scale of operation
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 18
19. Results for computer games passwords
total total % who
accesses accesses accessed old
ascot cookham container datchet dedworth eton etonwick maidenhead sunninghill windsor
of music extra extra windsor
game content content
Jul-05 289 45 15.6 10 2 1 9 1 1 1 7 1 2 10
Aug-05 281 46 16.4 0 9 1 11 2 0 12 6 0 2 3
Total 570 91 16.0 10 11 2 20 3 1 13 13 1 4 13
tickets handed out 3 7 0 3 1 0 9 11 1 4 0
Indicated joined scheme 0 2 1 0 1 0 0 2 0 0 0
The total number of tickets handed out over the 2-month pilot was 39.
Assumptions about methods used in computer password pilot
Method Assumption/limitation
Handing out tickets That each ticket was issued to a separate child (this cannot be guaranteed, as staff work shifts, but where
known staff indicated this was the case)
games downloads That the number of downloads is not necessarily the same as the number of users (this cannot be known)
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 19
20. Analysis of results for computer game passwords
It was clear that the incentive of obtaining extra content did measurably cause children in
libraries to act in the predicted way, by asking for the marketing material that was created
for the promotion. Over the 2-month period, the game was accessed 570 times in total,
and in 16% of these accesses, the player also accessed the extra content, which required
the password from the marketing ticket.
The actual number of children who asked for the tickets was 39, and they accessed the
content 91 times in total, and average of 2.33 times per child. Because as far as was
reported by staff, each ticket was issued to an individual child, this meant that the child
was keeping hold of the ticket between accesses.
It is not possible to say if this meant that they took the ticket away with them, as they may
just have played twice on the same visit, but it was possible that they took the ticket home
and brought it back in next time. This raises the intriguing possibility that the incentive
could be used to cause children to distribute the marketing material outside of the library,
for example by passing onto their friends or a family member
There were some anomalies in the results in that some libraries reported that no tickets
were handed out, yet the game download data showed that the passwords had been
used. This was never explained, although it was possible that staff had given out the
passwords without handing out the tickets.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 20
21. Conclusions
Success against objectives
Marketing the summer Reading Voyage scheme to children
The cross-promotion of the reading scheme using cartoon trailers was successful in
demonstrating a measurable impact upon uptake of the scheme. Although the modest,
there was conclusive evidence from children’s direct feedback on their registration cards
that this was how they found out about the Reading Voyage.
Comparison of resources involved in marketing methods
Although the impact in absolute numbers appears very small relative to the traditional
event based marketing methods used, by comparing impact per unit of staff input the
difference was much less, at about a quarter as effective as the event based promotions.
In addition the data collected indicated that by scaling up the audience size of the
promotion by a factor of between 5 and 8, the efficiency of this method could be predicted
to match that of traditional methods.
This is a positive concept requiring further investigation, but some caution may be
advisable in these results, as the effectiveness of this scheme relied on a pre-existing
computer game service already well used on library computers by children customers of
the library. They were easy to identify and target, and this is likely to have been a factor in
the success of this pilot.
Automatic data as an indication of predrescribed user behaviour
The data derived from the password-controlled game showed that customer behaviour
that had been predicted in advance had successfully been demonstrated to have
occurred, and in a significant number of children.
The incentives to gain extra content in the promotional game had caused approximately
16% of all children who played the game to approach staff and ask for marketing material.
In addition the data indicated that there was repeat use, and that this may have meant that
the marketing material had been further distributed outside the libraries.
Overall conclusions
Computer games are a complex and powerful medium. Although the scale and scope of
this pilot is modest, various aspects of the medium’s significant potential have been
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 21
22. demonstrated. These include their ability to deliver movie-like content, the use of game
incentives to influence behaviour, and the use of game data to record activity in unobtrusive
ways.
The creation of multimedia content can be labour intensive, but once produced the content
can be most effectively used by distributing to as many customers as possible. This model
offers a scalable efficient vehicle for promotion.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 22
23. Appendix A – Reading Voyage Vocal recording scripts for voiceovers
Character Script Vocal notes on screen imagery
Narrator Do you find the Summer Holidays… Prim, and formal text
Child BORE-RING! Loud obnoxious text
Narrator Do you need some… Prim, and formal text
Voiceover ADVENTURE! IMPACT, Hollywood style text
Narrator Or perhaps some.. Prim, and formal text
Voiceover DANGER! IMPACT, Hollywood style bomb
SFX Loud explosion noise Immediately after previous explosion flash
Narrator Or maybe you are in the mood for.. Prim, and formal text
Voiceover LUUURVE! IMPACT, Hollywood style Heart + text
Narrator Then you need some… Formal blank
Voiceover Books! IMPACT, Hollywood style books
Narrator Go on a Voyage this summer and leave boredom behind Purring, smoooooth Boat sails through
with… fading bookpile
Voiceover The Reading Voyage Hollywood style - warm logo
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
Page 23
24. Narrator The Reading Voyage. Efficient, Official, Fade to image of boat
professional with waving flag
Escape with a book to adventure fun, or wherever you like
to go.
Not only do we have thousands of great reads, we’ll give
you prizes too including, including fridge magnets, stickers
and more.
Starts July 16th at your local library…ask staff for details
References
LEWIS, ANDREW. Review of Multi-Lib Phase One. Maidenhead: Library and Information
Services, Royal Borough of Windsor and Maidenhead, 2005.
LEWIS, ANDREW. Marketing Library Computers To Young Children Using Multimedia. In:
New Review of Children's Literature and Librarianship. vol 11(1) Routledge, April 2005.
Library and Information Services The Royal Borough of Windsor and Maidenhead
MultiLib Phase 2. Report number 3 Pilot 1: Marketing reading using computer games
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