Picnic09 My Key Learnings

PICNIC
09

A few key
learnings

www.isabelleokane.com

1. Developments in gaming will transform how we
interact with digital.

“2009 is a landmark year – where the revolution starts.
Expect the unexpected. The entertainment we
experience the way we interact with it the way we
consume it is about to change forever.”

- Peter Molyneux


Project Natal by Xbox: depth sensor enables us
to interact/interface without any controls/devices.

http://www.youtube.com/watch?v=oACt9R9z37U


Project MILO: An AI boy that lives in a game using
NATAL interfacing

http://www.youtube.com/watch?v=hJafixNH2NE


While we’re talking about interfacing…
•  Emotiv: a company that has
developed both conscious
and non conscious brain
interfacing

•  Airstrike: Interactive
Holograms: that you can
control using hand gestures
–  Virtual assistants, models,
product demos
–  Someone your talking to on
phone
–  Your FB friends… www.isabelleokane.com

Games enable people to IMMERSIVELY EXPERIENCE an idea
or (branded) world, rather than to receive or “interact/engage”
with messages.

And become even more powerful when they
cross over into real world experiences.

Parking Wars: v simple Facebook game that
outshone the TV programme it was promoting

Park legally or illegally on you friend’s
streets.

Collect fines when you find illegally
parked cars on your street

Over 400k players in 2 months
30-40% of Parking Wars players are active in the game on any given day
Over 250M page views in 2 months

INSIGHT: players would take advantage of knowledge of their
friends RW activities to park illegally on their streets

“We Tell Stories” for Penguin Books:
Website of interactive stories inspired by Alternate Reality Games

The 21 Steps: a thriller by Charles Cumming, uses
Google Maps to show readers the movements of a
desperate man caught up in a mysterious conspiracy.

Zero ATL or Marketing, purely WOM, over 200k people read the
stories, generating massive amounts of press and almost 1800
blogposts

ConQuest
– a game to promote Qwest Wireless mobile phones

•  First ever use of “semacode”
•  City wide treasure-hunt (treasure = code)
•  Players went through the city with Qwest phonecams “shooting treasure”
and moving their “totem pieces” to capture territory

Extended to 10 US cities and now an annual, spectator event

2. Be social, or be ignored.

•  18mths: socially augmented reality


Social media is in it’s infancy

•  12-24 mths: intelligent virtual “social agents”

•  2 yrs: a social business , or none
–  nurturing consumer ecosystems

•  3yrs: social capital is more important than money
& biz models based on social capital


12 mths: social media is CRM


Social media
= nurturing consumer ecosystems


Being social = being open

It’s about natural conversation
Huge organisational implications

“Brands are a network of the unacquainted…”
Neeraj Nayar, President,
Contagious Communications

Opportunity for brands:
bring the unacquainted together
and enable/entertain them.

Being social = not just about talking to your followers – but by
bringing your followers TOGETHER. Peer to Peer.
Enhancing the HORIZONTAL engagement.

Being social =
providing SOCIAL VALUE

For brands this means being
USEFUL, RELEVANT or ENTERTAINING

And enhancing the horizontal network


Think of a dinner party



Introducing friends to each other

=

nurturing social ecosystem,

enabling the network to survive without you as the linchpin.



Telling a funny story

=

being entertaining



Providing your point of view to the dinner party discussion

=

Being relevant



Offering something to drink

=

giving value


Useful: Kraft Food Assistant
•  Over 7,000 recipes
•  Instant shopping lists for recipes
•  Cook along with how-to videos
•  Locate the nearest grocery store
•  Shortcuts, snack ideas etc

•  At 99c a download, the assistant
is a new revenue stream
•  Plus it contains advertising
•  In top 100 most popular apps
•  #2 in lifestyle category
If an idea doesn’t work 1st time around,
evaluate & try again. This was Kraft’s 3rd
time trying to make this app work.


Relevant: Nike Chalk Bot

Lance Armstrong/Nike Livestrong campaign:

Tweet your message of encouragement, It’s about:…….. In honour of a cancer survivor
or message of hope

Message gets printed on the road during the tour de france

Real social/human value
NB photo & position of message is sent back to the sender.

Entertaining: Virgin Mobile
•  Viral of Vanilla Ice apologizing for a
musical wrong
•  Case for/against developed by users on
website
•  Tour of Vanilla Ice across Australia
•  Huge media converage
•  Campaign actively engaged over 640k
consumers
•  PR ROI of 18:1

YouTube ‘apology was UNBRANDED & given time to go viral before being
tied back to Virgin.

Vanilla Ice was briefed on how to integrate the messaging into his own
opinions on music, so that he could seemlessly promote Virgin Mobile while
being interviewed..

3. Mobile - the 7 th Mass medium
huge penetration, huge growth

More phones than people or than bank accounts, many have dual phones,
huge growth in developing world where phones are the only portal to online.

The phone is a unique marketing channel/platform/
tool, which must be treated on it’s own merits


Serving a range of consumer
needs


The 6 opportunities for mobile
activation


•  Movement: how I move with my phone tells a story, e.g.
carbon footprint

•  Moment: phone with me every moment in time, e.g. App can
alert me to when my flowers need water

•  Me: personal tool, e,g, mobile love detector (voice recognition)

•  Multiuser: E.g. VW: gaming/community or RW: music player

•  Money: E.g mobile books already 6 times bigger than e-
books/payment via phone

•  Machine/Functional: E.g. layar augmented reality browser,
only available via mobile.

The future of advertising:

LIVED
(cross media, mobile, natural interfacing)

CO-CREATED
(non linear narratives, consumer generated, p2p generated, brand/consumer generation)

SOCIAL
(enabling the horizontal, adding value)

(branded) experiences.

Picnic09 My Key Learnings

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