presentation: snowstorm e-concept developer conference 2014
DESCRIPTION
TRANSCRIPT
The Lost Golden NoseA concept by:
Ruby EkkermanErnesta Civilkaite
Andreas Wiberg Sode
e-concept developer
• Comic Relief• campaign (Red Nose Day)• our game• gaming strategy• social aspects• mobile fundraising
agenda
• London based charity• fundraising through the power of
entertainment• Red Nose Day and Sport Relief
Comic Relief
• massive TV-show (March 15)• re-engage the audience
Red Nose Day
RND today
TV shows NOTV Artists
Corporate partners Merchandize Public fundraising
RND Building Blocks MobileApplication
• location based game application (LBG)– the noses of Red Nose Day have gone missing– public treasure hunt– GPS coordinates
• augmented reality– hide objects (noses) in the environment– connects the real world with the digital one
our game
engage……and reward
• how do we engage the audience?– mini games– trophies (achievements)– Shop:• add-ons• boosters
– audience influence
gaming strategy
• team up• nose-a-gram– use items from your inventory– invite friends– “Hi Mom, I’m on TV!”
• share share share
social aspects
• What to watch out for?– Apple (iOS) guidelines
• App Store (distribution)• charitable donations banned• external process• the Apple cut
• our approach:– in-game currency (gold coins)– optional donation feature– optimised campaign website
fundraising
• Mobile– 92% of all 18-25 will own a smartphone in 2015– more shares– more donations– optimise for mobile
• Facebook– 21 million users (UK) – 4 out 5 on mobile and tablet– more donations per share– £5 per share
why mobile fundraise?
mobile growth
*http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956
mobile vs. desktop
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
Facebook worldwide
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more shares
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
more donations
*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/
• friend-to-friend fundraising (crowdfunding)– Comic Relief– JustGiving (UK based company)
• mobile card reader• Google Checkout (now Google Wallet)• text-to-give donations
options?
• peer to peer payments– smartphone to smartphone
• NFC?– Near Field Communication (Bluetooth)– Close proximity to another device such as a card
reader or another smartphone• mobile wallet– goodbye big wallet!
the future of fundraising
familiar?
mobile wallet
questions?
?? ?
Thank You!
• Transmedia Storytelling – Where did the story go? (why down prioritize the story?)
Big community (UK and London in particular) vs. a small community (Odense)
• Convergence Culture: Changing the common Protocols around Red Nose Day (as a brand)
Creative ways of using Augmented Reality and LBGs
How could the “Lost Golden Nose” benefit from Cultural Probes?
• The “Lost Golden Nose” in the future?
Could “Lost Golden Nose” be combined with “5 seconds of Fame” (concept idea) somehow?
• Media storm: What consequences can the latest media attention have on our concept and Red Nose Day in general?
suggestions for discussion
• team– budget– resources– time
• previous experience• complex story• duration
where did the story go?
Transmedia Story
• what Comic Relief originally wanted– story across multiple platforms (with noses hidden)
• Facebook and Twitter• campaign website• video• blogs• real world locations (our application)
– everything should lead up to the show on March 15– change the way people experience RND– stronger Transmedia story– increase the flow of content across many platforms
• encourage people to seek out new information and makeconnections among dispersed media content
– participatory culture• invite fans/customers of RND to actively participate in the creation and circulation of
content (why have the red noses disappeared?)
convergence culture
touch-point timeline