Tuesday, 2 June 2009

Live & Digital presentation - part 2

We presented our Live & Digital shtick to Poke last week. It seemed to go well and Iain wrote a nice post about it. Part one is here. Part two follows below (sorry, I haven't broken this presentation at a very sensible point).

image courtesy of Kevan

You might have seen the ICA’s Memory Cloud installation in Trafalgar Square last year. The public’s text messages were projected through cloud’s of smoke but gave the allusion that the messages were cloud form.

Locle is another nice idea at the intersection between digital and live. It is a mobile phone ap that, without the need for GPS, lets you see where your mates are. Perfect for keeping in touch with a gang of friends at a festival and seeing who is getting the beers in. – We haven’t seen any brands do anything interesting with this yet.

Image courtesy of pristyles

Before I hand over to Paul, here are a couple of interesting ones that have precious little to do with digital but are worth knowing about if you haven’t seen them before.

This is Bompas and Parr’s (the people behind scratch and sniff) breathable gin & tonic. It was based on the same system as Anthony Gormely’s cloud installation in the Hayward. Visitors spent 15minutes in a booze vapour - apparently the equivalent of drinking one G&T, the experience was accompanied by a drunken soundtrack.

And finally, scheduled for this summer, a giant domino topple by an organisation called Station House Opera. It is part of the cultural build up to the Olympics and will involve 50cm high concrete dominoes set up along a 15km route stretching through the five Olympic boroughs. The topple will apparently take 6hours and include a crossing of the Thames. Hopefully with one of those domino zip wire things that I remember seeing on Blue Peter.

Paul then picked up the pace and shared some great projection techniques. I'm going to post these elsewhere as they warrant their own space.

We finished the presentation with four tips for thinking about live stuff.

Don’t just look for entertaining ideas, there are already too many bucking bronco type things in the world, think also about how a brand experience might be useful.

Tide Cleanstart, which visits disaster areas, is at the extreme end of the useful spectrum. A really clever idea, fulfilling a very definite consumer need - after all who thinks about clean clothes in a disaster?

They also have an area where people can video their stories, which are hosted on to the website, and they integrate the idea with their product by selling special yellow top containers, a percentage of the profit from which goes to charity.

The value of a live experience is not just in the face-to-face experience.

Red Bull & Oakley spent $500k on a half pipe for snowboarder Shaun White at Silverton, in the Rockies. It was only for him and could only be accessed by snowmobile or helicopter. Two things that are interesting, firstly value to be had in the PR rather than the face-to-face experience, secondly it is a great example of demonstrating brand passion.

Normally brands effectively purchase a footfall for their events, whether that is a space in a railway station or at a music festival.

Image courtesy of caji

More ambitious brands create their own events and effectively take on the role of a promoter in trying to attract an audience.

Whilst there is more financial risk for the brand, there are lots of advantages. They have total control over the event and its details, they can use the content in a myriad of different ways and, most importantly, can create an event directly born of the brand's passion - for example flying!

Finally, the exciting thing for us in talking to you is that in the past live was often a bit isolated; limited by being too short lived or not reaching enough people. Cleverly integrating a live spark into a digital platform enables you to extend the live experience over a far longer time frame and to a far wider audience.

Thank you.