Media : Movement : Moments

Mobile Content Strategy Workshop

CCI 2008 VancouverMarch 13th, 2008

Leora Kornfeldleora@ubiquityinteractive.com

What you got yourself into:

• Thinking about mobile as a unique mode of communication

• Small amount of head-scratching theory

• Examples of mobile installations in Vancouver

• Overview of platforms & technologies

• Small group assignment: create a mobile campaign concept

• What are the unique opportunities and affordances of mobile?

• Media as conversation

• access• eavesdrop• deposit

• From top-down infrastructures to networked physical environments

• The city as browse-able

• The city as participatory

• The serendipitous city

• Interactivity can happen anywhere, at any time

• Usability and relevance in the physical world, and in the moment

• Web world: from ‘content is king’ to ‘interface is everything’

• Mobile: ‘what I want, when I want it’ …plus across platforms & networks

Utopian Visions of Technology

• The flying car• The fridge that fills itself

Dystopian visions of Technology

• Surveillance• Identity theft• Bombardment/ stalked by marketers

Unintended Consequences

• New modalities• New centres of power• New grammars

And now some theory…

Mobile Persuasion

• ‘Captology’: computers as inherently persuasive

• Intersection of technologies and attitude, behaviour, and motivation

• BJ Fogg, Persuasive Technology Lab, Stanford University

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Anthropological and sociological analysis of mobile devices

• As instruments of self-expression and cultural artifacts

• In public, private, and everyday environments

• Issues related to impact on society and ecosystems of communication

• James Katz, Rutgers University• Rich Ling, Telenor Research Institute, Oslo• Gerard Goggin, University of New South Wales, Sydney

Selected Portfolio:

• UBC 100th anniversary cell phone tour

• Vancouver Sculpture Biennale cell phone tour

• Museum of Anthropology multimedia handheld guide

• Vancouver Opera - Tosca campaign

VUEguide at the Museum of Anthropology

Gold Award for excellence in cultural interpretationAmerican Association of Museums May 2006

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

Vancouver Sculpture Biennale Cell Phone Tour

Gold medal for innovationCanadian eTourism awards November 2007

Map of Sculpture Locations

“Art You Can Feel ”

The Grid

Community-generated media: Tagging sites of interest & retrieving content on mobile and the web

‘Singing Posters’

Series of 30-40 secondvignettes

Discrete codes with uniquecontent

Dial-a-poster

‘Singing Posters’

Series of 30-40 secondvignettes

Discrete codes with uniquecontent

Transit Tosca

UBC Faculty Club…looks like just another building

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.

UBC 100th anniversary Cell phone tour

March 2008 launch

• Contextualizing content on demand• Adding aura to the seemingly ordinary• Create your own tour• Contribute content on companion website

Toolkit:

• Text (SMS) / Shortcode• Voice• MMS (Picture &Video Messages)• Barcode Scanning• Bluetooth (Proximity-based)• Web/Mobile cross-platform• GPS • Interoperability between some of the above

Mobile as direct promotional & marketing channel

SMS

• Inbound and outbound text messaging• Voting, alerts, opt-in

Barcodes

• Coupons, ticketing

Realities & Constraints:(aka Welcome to Canada)

• Carriers rates among highest in world• True LBS (GPS-enabled) limited available• No ‘all you can eat’ data plans• No iPhone for you!

Your assignment:

• Form into groups of 3-5

• Choose from one of the following:

• Consumer Product• Tourism / Destination• Corporate Brand

• Create a framework for a mobile campaign

• Single or cross-platform• Call to action • Specify target market

• Get busy with the flip chart / Prepare to present

Media : Movement : Moments

Mobile Content Strategy Workshop

CCI 2008 VancouverMarch 13th, 2008

Leora Kornfeldleora@ubiquityinteractive.com