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What’s the Point with
Tech Anyway?
OPTIMIZE THE BRAND EXPERIENCE BY APPLYING STORY TO INNOVATION
Tunisha Singleton, Ph.D. ©2017
Turn Awareness into Behavioral Change
(& Consumer Loyalty)
Immersive
media is
contagious,
spreading across
multiple
industries
 Live sports
 Social advocacy
 Video games
 Medical, Psychotherapy
 Military training
 Movies, entertainment
 Tourism
The Point of Immersive
VR and 360 video aims to
put people in places
they’ve never been
before
VR/AR represents a turning point
in media consumption.
The sport experience is now
STORY LIVING brought to you by
technology.
Cause Marketing & Immersive Experiences
 TURN A USER INTO A DONOR
 EMPATHY  TO ACTION
Charity: Water gave donors a VR experience
at this black-tie gala in New York (2016)
Photo: Adam Mason
Note the pattern between
media consumption &
human behavior
What is this experience you speak of...
EXPERIENCE – the sensation of being emotionally
or aesthetically moved by an occurrence directly
observed or actively participated in; the totality
of a person’s perceptions, feelings, and
memories that cumulatively make up particular
qualities of a person or group of people.
...so what’s the point?
The push to integrate the newest
technologies is all well and good...
But are bells and whistles enough?
Am I doing it out of industrial force and
pressure to keep up?
FOMO? (fear of missing out)
Need for Applied-Research
Dive into the relationship
between human culture and
technology
The Need for Story
Let technology be the car and story be the
driver.
The car will not go anywhere w/o something
behind the wheel.
Story and intent makes technology:
- useful
- relevant
- and participatory.
Marketing the
acceleration of
content is not
enough.
The 3Es:
 Emotion
 Engagement
 Experience
Integrate my framework of experiential
marketing into your content and
marketing strategy

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What's the Point of Tech Anyway...

  • 1. What’s the Point with Tech Anyway? OPTIMIZE THE BRAND EXPERIENCE BY APPLYING STORY TO INNOVATION Tunisha Singleton, Ph.D. ©2017
  • 2. Turn Awareness into Behavioral Change (& Consumer Loyalty)
  • 3. Immersive media is contagious, spreading across multiple industries  Live sports  Social advocacy  Video games  Medical, Psychotherapy  Military training  Movies, entertainment  Tourism
  • 4. The Point of Immersive VR and 360 video aims to put people in places they’ve never been before
  • 5. VR/AR represents a turning point in media consumption. The sport experience is now STORY LIVING brought to you by technology.
  • 6. Cause Marketing & Immersive Experiences  TURN A USER INTO A DONOR  EMPATHY  TO ACTION Charity: Water gave donors a VR experience at this black-tie gala in New York (2016) Photo: Adam Mason Note the pattern between media consumption & human behavior
  • 7. What is this experience you speak of... EXPERIENCE – the sensation of being emotionally or aesthetically moved by an occurrence directly observed or actively participated in; the totality of a person’s perceptions, feelings, and memories that cumulatively make up particular qualities of a person or group of people.
  • 8. ...so what’s the point? The push to integrate the newest technologies is all well and good... But are bells and whistles enough? Am I doing it out of industrial force and pressure to keep up? FOMO? (fear of missing out)
  • 9. Need for Applied-Research Dive into the relationship between human culture and technology
  • 10. The Need for Story Let technology be the car and story be the driver. The car will not go anywhere w/o something behind the wheel. Story and intent makes technology: - useful - relevant - and participatory.
  • 11. Marketing the acceleration of content is not enough. The 3Es:  Emotion  Engagement  Experience Integrate my framework of experiential marketing into your content and marketing strategy