The Future of Experiential Content
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THE FUTURE IS HERE
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Transcript of The Future of Experiential Content
THE FUTURE IS HERE
EXPERIENTIAL CONTENT
EXPERIENTIAL CONTENTTHE NEW CONSUMER CURRENCY
KEY QUESTIONS
In a world where people seek status through experiences…
• WHY are consumers changing their habits?
• HOW will the world of content adapt?
• WHAT does this mean for Disneyland Paris?
KEY QUESTIONS
In a world where people seek status through experiences…
• WHY are consumers changing their habits?
• HOW will the world of content adapt?
• WHAT does this mean for Disneyland Paris?
HOW WE WORK
William Gibson
“The future is already here, it’s just not very evenly distributed.”
THE FUTURE IS HERE
1. Understand the macro-trends
2. Investigate the innovation
3. Use Diffusion of Innovations curve
THE FUTURE IS HERE
1. Understand the macro-trends
2. Investigate the innovation
3. Use Diffusion of Innovations curve
THE FUTURE IS HERE
THE FUTURE IS HERE
THE FUTURE IS HERE
THE FUTURE IS HERE
EXPERIENTIALISM
THE FUTURE IS HERE
Videos don't work on Slideshare, so I've removed all videos from this presentation.
And I’ve replaced them with links to the same or similar video
on Youtube or Vimeo.
Short from Rise of the Sufferfests featuring James Wallman:
https://www.youtube.com/watch?v=m2uFPH8T0JU
THE FUTURE IS HERE
SUCCESS Materialism
+ Consumerism
+ Capitalism
= Wealth
+ First World Problems
Source: Hans Rosling’s Gapminder via OurWorldInData
THE FUTURE IS HERE
CONNECTED LIVES “Facebook has more people than God on
this planet, and can reach them on a mobile phone”
Scott Galloway, NYU SterN
THE FUTURE IS HERE
CARBON CONCERN
To hit the COP 21 target of <2°C, humans must become a carbon sink by 2070.
Source: Danny Dorling & Mark Maslin
“Shoppers are passing up the cashmere sweaters or leather handbags and instead shelling out for experiences such as a beach
vacation, a dinner out on the town or a concert” Washington Post
“Travel and leisure shares outperforming traditional retailers… Experiences trump stuff for generation born between 1980-2000”
Bloomberg Business
“We believe that a major decoupling within retail sales is now occurring, with consumers choosing to spend on
“experiences” rather than “things.”” KKR
THE FUTURE IS HERE
STILL HUMAN “Human minds are the product of evolution, shaped by millions of years of natural selection.”
Jason Collins, Evolving Economics
• Mastery
• Autonomy
• Relatedness
• Safety, security, status
HOW will the world of content adapt?
THE FUTURE IS HERE
5* EXPERIENCE RATING
• Flow
• Mastery
• Awesomeness
• Relationships
• Story
THE FUTURE IS HERE
EXPERIENTIAL CONTENT
• Flow
• Mastery
• Awesomeness
• Relationships
• Story + Status + Sharing
Content driven by RELATIONSHIPS
THE FUTURE IS HERE
GLOBAL MOMENTS
• Pokemon Go was downloaded 500m times
• Red Bull’s Stratos was viewed by 8m on YouTube Live
• Sales rose 13%
Red Bull sent Felix Baumgartner 39 km into space.
THE FUTURE IS HERE
• Desert Trip grossed $150m over two weekends
• People came from US, Canada, South America, UK & Germany
• Tickets sold out in 3 hours
THE FUTURE IS HERE
• Desert Trip grossed $150m over two weekends
• People came from US, Canada, South America, UK & Germany
• Tickets sold out in 3 hours
The Rolling Stones at Desert Trip. Photo credit: Kevin Mazur
THE FUTURE IS HERE
PERSONAL TOURS People don’t want to just go somewhere anymore, they want to experience it with a local.
• Side Story takes people ‘behind-the-scenes’ to locations not ordinarily open to the public.
Side Story’s Karim is a urban art expert.
THE FUTURE IS HERE
Airbnb’s Experience hosts have to qualify for:
• unique access
• participation
• perspective
You can hunt for truffles on one Airbnb Experience.
THE FUTURE IS HERE
RAW ACTION “From Shanghai to Swansea, viewers are consuming unrehearsed and unpolished raw video at huge scale.” David Rowan, Wired UK
YouNow screenshot
THE FUTURE IS HERE
• YouNow has 150,000 broadcasts per day, 100m user sessions per month
• Twitch has 1.7m broadcasters, an audience of 100m
YouNow screenshot
THE FUTURE IS HERE
• NBC partnered with YouNow to stream open auditions for America’s Got Talent
YouNow screenshot
Content driven by STORY + STATUS + SHARING
THE FUTURE IS HERE
EXTREME SPORTS More are taking part in extreme sports.
• Wing-suit flying
• Parachuting
• Obstacle course racing
THE FUTURE IS HERE
EXTREME EXPERIENCES
To get kudos, you have to go one step further.
• Audi launched its R8 in the desert with Airbnb
THE FUTURE IS HERE
SOCIAL CURRENCY
CreateLondon created the TopShop playland.
• Twitter impressions:20m
• Twitter reach: 12m
• Stop+watch: 200,000
• Attendees: 65,000
THE FUTURE IS HERE
VIDEO UGC Dronies are the new selfies.
• Meerkat
• Periscope
• Facebook Live
GoPro’s collaboration with Boiler Room.
THE FUTURE IS HERE
• With Snapchat’s Live Stories, you can create a content geofence.
• Startup Seenit helps brands co-create content around events.
Seenit curates a mix of content.
Content driven by FLOW
THE FUTURE IS HERE
ESCAPE ROOMS • People are locked in
a room
• They solve brain teasers, puzzles, challenges to escape
Handmade Mysteries’ Lady Chastity’s Reserve
THE FUTURE IS HERE
• 63 countries
• 616 cities Source: Escape Room Directory
Handmade Mysteries’ Lady Chastity’s Reserve
THE FUTURE IS HERE
DIGITAL DETOX • 59% say they’re
hooked on their device
• 15m have taken a “digital detox”
Source Ofcom
Time To Log Off hosts retreats for people who are connection-weary/hungry.
THE FUTURE IS HERE
DIGITAL DETOX • 59% say they’re
hooked on their device
• 15m have taken a “digital detox”
Source Ofcom
Time To Log Off hosts retreats for people who are connection-weary/hungry.
THE FUTURE IS HERE
The Only Star Is You is a no-star “hotel room” that opened this summer in Switzerland.
No walls, no ceilings, but a butler will call.
THE FUTURE IS HERE
IMMERSIVE, RESPONSIVE
“Ultratechnologists” in Tokyo created a 3,000-square-metre immersive installation.
• wander as you like
• every journey unique
• responds to you
teamLab’s DMM.Planets Art
Great video on teamLab’s DMM.Planets Art from August 2016:
https://www.youtube.com/watch?v=m2uFPH8T0JU
“What if you could essentially live the movie?” Fabien Riggall
Secret Cinema does Star Wars:
https://www.youtube.com/watch?v=a7bouwv3YME
THE FUTURE IS HERE
HYPER-PERSONALISED
Content will become more personalised.
• Goblins to play with!
• IBM Watson for personalised learning
• Magic Leap’s AR creatures
Gnomes and Goblins experimental VR game
Magic Leap brings C-3PO and R2D2 to life:
https://www.youtube.com/watch?v=lP5ZZI05A3g
THE FUTURE IS HERE
A choice in the vTime Destination Library
THE VeRy SOCIAL NETWORK
“When you get two people together in virtual space… it lets you connect as if you were really actually in that room with them.” Anna Sweet, Oculus
THE FUTURE IS HERE
A choice in the vTime Destination Library
• vTime has been downloaded more than 300,000 times from 196 countries
• Customise your body, gender, skin, age, hair, eyebrows etc
THE FUTURE IS HERE
A choice in the vTime Destination Library
“Once the destination is built you can wander around in it, you can be social in it” John Gaeta, ILMxLAB
THE FUTURE IS HERE
REAL VIRTUAL The most effective VR experiences blend physical with virtual.
• Mr Robot at Comic Con, San Diego
• Westworld at Comic Con, NY
A synthetic human greets experientialists to Westworld.
WHAT does thismean for Disneyland Paris?
SPRINGBOARDS
Now that people seek status through experiences, how might we…
create a GLOBAL MOMENT?
SPRINGBOARDS
Now that people seek status through experiences, how might we…
create HYPER-PERSONALISED, COGNITIVE CONTENT?
SPRINGBOARDS
Now that people seek status through experiences, how might we…
embrace RAW CONTENT within brand guidelines?
THANK YOU!
This presentation was possible thanks to:
• Joe Pine, author, The Experience Economy
• Lucie Greene, worldwide director of trends, JWT
• Miriam Rayman, cultural intelligence strategist, Flamingo Group
• Jim Whyte, formerly head of insights, Fitch
• Dan Chapman, head of digital, MediaCom
THANK YOU!
This presentation was possible thanks to:
• Mark Fallows, founder/partner, Curious NYC
• Vicky Roberts, head of communications, vTime
• Alison Holberton, head of commuincations (UK, Ireland), Airbnb
• Keith Swiader, senior account exec, Moxie Communications Group
• Anthony Batt, cofounder, WEVR
THANK YOU!
This presentation was possible thanks to these experts:
• Ben Tucker, co-owner, Handmade Mysteries
• Tanya Goodin, founder, Time to Log Off
• Emily Forbes, founder, Seenit
• Alison Leu, producer, Seenit
• Nick Rainey, business development, Seenit
THANK YOU!
This presentation was possible thanks to these experts:
• Tom Cheesewright, applied futurist, Book of the Future
• Giovanni Donaldson, CEO & co-founder, SideStory
• Siena Morrell, operations & social media, SideStory
• Katie Griffiths, producer, The Future Is Here
• Gregory Popov, visual researcher, The Future Is Here
EXPERIENTIAL CONTENTTHE NEW CONSUMER CURRENCY
