Raspberry Pi 5: Challenges and Solutions in Bringing up an OpenGL/Vulkan Driv...
Transmedia Development & The New World Model
1. DAY
2:
Transmedia
Development
&
The
New
World
Model
Gunther Sonnenfeld
Principal | Digital Brand Strategist
ThinkState
-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐
2. As chaotic and far-
reaching as it is,
MEDIA, as a
practice, has already
begun to
COLLAPSE
onto itself.
4. The >>>PULL market is
creating new service layer
BUNDLING in which
publishers, networks and
content portals are being forced
into T-R-A-N-S-I-T-I-O-N as
consolidated yet unacquainted
entities, who retain different
or conflicting agendas and most
often operate against the tide of
INVENTORY and
DEMAND.
6. In between these layers, advertisers and
consumers are REDEFINING THEIR
RELATIONSHIPS (or they are creating new
ones), and the role of agencies is fast becoming one
in which these new relationships are facilitated
and nurtured.
7. In other words, agencies have
become CONTENT
PRODUCERS and
EDITORIAL EXPERTS,
not just buyers of media,
creators of ad campaigns, or
the orchestrators of PR stunts.
12. THE SOLUTION: mass collaboration that
increases everybody’s piece of the pie.
13. BUT NOT SO
FAST.
All of this content has to be
actionable for the consumer.
It has to mean something, and be
something.
More importantly, it has to make
18. It all begins and lives on with good "
STORYTELLING.!
19. STORIES are the
creation and/or
reorganization
of information
through
experiences
we can relate to
and interact
with.
20.
21.
22.
23.
24.
25. “Perhaps
it’s
not
that
‘BRANDED
CONTENT’:
MOST
adver2sing
is
failing
but
brand
OFTEN
SERVED
AS
THE
COCKTAIL
experiences
(both
on-‐
and
WITHOUT
THE
PUNCH.
offline)
are
really
what
are
capturing
the
imagina2on
of
[unlike
these
guys
today’s
consumer.”
<<<<<<<<<<<^^^^^^^^^^^^]
-‐
Garrick
Schmi<,
Group
VP
of
Experience
Planning,
Razorfish
26. The
problem
with
‘branded
content’
is
that
it
PRESUPPOSES
two
fundamental
things:
that
it
is
of
GOOD
QUALITY,
and
that
brands
are
AUTOMATICALLY
IMPORTANT
or
relevant.
27.
28. IDEAS
and
messages,
like
content,
can
come
from
ANYWHERE.
The
key
to
their
ADOPTION
is
in
WHAT
THEY
actually
DO,
or,
what
they
SUGGEST
they
can
do,
rather
than
just
what
they
SAY.
29.
30. “We are living in a time
where technology
enables us, and the
state of the world
requires us, to use new
media not only as a
revolutionary
marketing tool, but as
way to galvanize the
consumer to
participate in
transforming the
future. 21st century
branding is not just
about making
consumers’ lives
better... It’s about
making the world
better.”
- Michael Fox, Founder
of Humanitainment
31.
32.
33.
34.
35. Make no mistake about it:
PHENOMENA SPREAD QUICKLY,
and they must be managed, maintained and
CARED FOR…
… like VIRUSES.
36.
37.
38.
39.
40.
41. We’ve chosen to AUGMENT
REALITY as a means to bring us
perspective. In the hopes that we can be
brought closer to the TRUTH.
But at what CO$T OR GAIN?
50. “Transmedia
stories
are
those
which
‘unfold
across
mul2ple
media
placorms
with
each
new
text
making
a
dis2nc2ve
and
valuable
contribu2on
to
the
whole.’”
-‐Henry
Jenkins,
Father
of
Transmedia,
Director
of
the
MIT
ComparaPve
Studies
Program
"There
are
short
stories
and
mul2-‐volume
epics;
transmedia
narra2ve
is
a
way
of
conveying
messages,
themes,
and
stories
-‐-‐
a
tool
or
methodology
if
you
will.
We
try
to
dis2nguish
transmedia
narra2ve
implementa2on
from
standard
terminology
such
as
adver2sing
campaigns,
although
the
two
can
co-‐exist
or
overlap."
-‐
Jeff
Gomez,
Transmedia
Pioneer,
CEO
of
Starlight
Runner
Entertainment
57. ‘STORYMAKING’ VERSUS
‘STORYTELLING’
STORYMAKING STORYTELLING INVOLVES
INVOLVES THE THE INTERPRETATION OF
ACTIVATION OF LEGACY, THAT LEGACY WITHIN THE
AND THE BIRTH OF AN CONTEXT OF EXPERIENCE.
IDEA.
58.
59.
60.
61. KEN EKLUND POINTS TO
EXTRACTING MYTHOLOGY
FROM CIRCUMSTANCE
AND MAKING IT AN ACTIVE
PART OF CULTURE.
WHAT JENKINS HAS ALSO
ESTABLISHED AS
‘HARVESTING’.
BIRTHERS HARVEST AND
PROLIFERATE IDEAS.
IDEAS ARE THE FABRIC OF
OUR EXISTENCE, BECAUSE
THEY CAN T-RA-N-S-C-E-N-D
TIME AND SPACE.
62. TRANS media
ition
migration
lation
gression
continental
narrative
fusion
itivity
mission
lucent
act
ceive
cription
cultural
disciplinary
SCENDENT
63.
64. With TRANSMEDIA, the
OPPORTUNITY to extract the potential of
advertising, media or literary OBJECTS
and formalize them into vibrant, ongoing
NARRATIVES is always available
to us.
In fact, they BEG for it.
65.
66.
67.
68.
69.
70. CAUSES ARE THE backdrop FOR
OUR LEGACIES, OUR
IMMORTALITY.!
CAUSES, AND THEIR RESULTING
STORIES, ARE THE very balance
THAT COMPRISES THE MEDIUM.!
FROM THERE, THE
POSSIBILITIES ARE limitless.!
" "Let’s EXPLORE.!
85. Sustainability isn’t just a
function of our environment.
It’s a function of reciprocity,
a fiduciary responsibility that
allows us to look over each
other’s shoulders… and to keep
the human fires burning.!
89. Planners, media buyers,
analysts, developers and
account people who are
skeptical will inevitably ask:
“Stories don’t
necessarily sell
product or
services, why
should we
care?”
91. It doesn’t matter
where the story
came from, what
matters is where it
goes.
From there, the
decision to
purchase has
already been made.
92. We already know
that people are
willing to pay for
premium
content.
So disguise
advertising
content as
entertainment (if
you must), then
buying a product
or service
becomes the
easy part.
93. In truth, a narrative never really dies, it just keeps
reinventing itself.
So keep selling campaigns [if you must], but
remember that to consumers, brands are forever.
Until we convince them otherwise (which we are good
at doing).
95. “Go
into
the
world
and
do
well.
But
more
importantly,
go
into
the
world
and
do
good.”
-‐
Minor
Myers
Jr.,
former
President
of
Illinois
Wesleyan
University