Docstoc

smallville tv show

Document Sample
smallville tv show Powered By Docstoc
					Out-of-Home Interactive Advertising Play Book
Design Document

Umyot Boonmarlart
ITGM 755 • Interactive Studio 1 • Prof. Brenda Brathwaite




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
   1
Thesis Statement




Interactive media installations can help advertising catch an audience's attention. However, not every
out-of-home interactive advertisement is successful in terms of the marketing impact that was expected.
This thesis studies examples of both successful and failed out-of-home interactive advertising in order to
develop a prototype interactive installation and accompanying guidelines to improve out-of-home interac-
tive advertising.

Scope

This research covers these areas that involve advertising and marketing success.

• Location: How does one pick a good out-of-home location for interactive advertising?

• Target group: What are good targets group for interactive advertising?

• Campaign Length : How long should the interactive advertising be displayed, and how long should the
  campaign run?

• Time: How long should the participation take to participate with the piece?

• Space: How big should the interactive installation be?

• Interaction: What kind and level of interaction are suitable for interactive advertising?

Definition

• Successful interactive media – an interactive media that achieves its purpose whatever to inspire, to
  persuade, to educate, or to communicate.

• Bittorrent users – people who use Bittorrent clients to download and share content on peer-to-peer
  networks.

• Music industry – Music business focused on album legally sale income both in-store and online to mu-
  sic labels.

Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                       2
Visual component Pirate’s Music Box




For the visual part of the thesis, there will be an example of out-of-home interactive advertisement that use
influences, qualities, and techniques from regular advertisements and interactive art piece applied to
reach the visual component’s objectives. For this thesis, the example is an interactive advertisement for a
campaign against piracy music call Pirate’s Music Box.

Pirate’s Music Box is an interactive installation that tries to convey a message about the fall of music in-
dustry. I'll bring up pictures of music legend like Jimi Hendrix, The Beatles, etc... and divide them in pix-
els. And then, I'll sync those pixels in each picture with the amount of online Bittorrent users. The pixels
on of the pictures will be distorted depends on the number of the user. For example, 1000 users online,
Jimi Hendrix's portrait will be destroy 1000 pixels.

PMB allows users to click on the broken pixels. The user can use the mouse to click on broken pixel to hi-
light them. Each hi-lighted pixel works like a pin in a music box. When the play head reaches a pin, the
play head sounds from PMB sound library. Each pin or pixel that is broken will contain the an IP address
of an online user. The last two digits of each IP address will decide which sound should be played.


Message

• Every time people download music, it hurts artists and the music industry.




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                            3
Sketches




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
   4
System View




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
   5
Screen Mock-up

Material List




• High performance computer

• High-speed internet connections

• Software: Processing, Flash, Arzueus Client

• Projector



Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
   6
Research
Interview with Interactive Artists

Zack Simpson

                                            1. What kind of contents you mainly communi-
                                            cate through your works?

                                            I am mostly interested in getting people to ask ques-
                                            tions about why they do things. Or at least to make
                                            them change the way that they initially attempt to do
                                            something. Only a few of my pieces actually succeed in
                                            this regard I think. Save the Baby, Moderation, and
                                            Butterfly. A few pieces try to demonstrate a something
                                            about the world such as the series about nano tech and
                                            the artist series, I don't think they do as well in accom-
                                            plishing their goal.



2. What are the techniques you used to let the participant understand your
works?

I try to make things hospitable. I want people to feel comfortable and respected but at the same
time not give away all the surprises. Again, I think that some do this better than others. Much

contemporary art is inhospitable -- it seems to be full of itself and dismisses other people's points
of view, belittling them for "not getting it". I think that interactive art must not follow this ex-
ample because the art is meaningless without people engaged in it, that's the whole point. No
one wants to engage with something that doesn't respect their fears, ignorance, etc.




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                    7
Chris Mendoza

                                                     1. What kind of contents you mainly
                                                     communicate through your works?

                                                     Hard to say. I don't think that there is any one
                                                     particular thing that my work is consistently
                                                     about. Lately I have been making software and
                                                     installations that meditate on the issues of data
                                                     collection and databases, mostly focused to-
                                                     wards the perception of language-as-data. I
                                                     feel that databases are becoming the defining
underlying logic of cultural productions of post-industrial societies, and thus, it is an issue that
artists should look closely at, hopefully in a critical way. I would venture that the one thread that
does tie my work together is the use of technology and the reflection of how said technology im-
pacts society and culture.

2. What are the techniques you used to let the participant understand your works?

Artists and designers have different goals in terms of what "understanding a work" is concerned.
Obviously, both want to communicate something, but I feel that there is a bit more room for in-
terpretation in the world of art. My recent work can be interpreted in a variety of ways, and I am
not uncomfortable with many of the explanations that are given to me about it. I do set out to cre-
ate something with a particular goal in mind, but generally, once you put a work out there, what-
ever people may think about it is largely out of your control. In general though, this is what is in-
teresting about art. If at least the work is though-provoking, if it stimulates a certain amount of
discussion, I would consider the work successful and in a sense "understood."

!       That said, I don't think that there is any one particular technique to let the participant
"understand the work." In my practice I have found that the work always requires a bit of expla-
nation in order for it to be fully appreciated. Since process in a lot of my work is very important,
and software art in a sense is "process in motion", my works are generally accompanied by a
short explanation of what is it that the viewer is seeing. However, accompanying labels never pre-
clude the viewer from interpreting the work; I just simply highlight the process, not what I think
about such process.




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                     8
Inspirations
Examples of the works

Out-of-Home Interactive Advertisements
Nokia New:

Nokia Hong Kong launched interactive work as marketing material to establish a new maketing
campaign ‘New’. Universal Everything is a studio that produced this piece. The interactive cam-
paign focuses on showing newness and advanced technology of the new phone. The studio de-
veloped an interactive window display for Nokia shops in Hong Kong. The interactive theme still
carries to interior design inside the shops and T-shirts as well.




Actually, this interactive component has been seen in many fine art installation such as Daneil
Rozin’s Wooden Mirror <http://www.smoothware.com/danny/smallmirror.html> , Geoffery
Bell’s Penumbra <http://www.gmbell.com/penumbra_small.mov>, and Øyvind Kolås’s Now
and Then <http://pippin.gimp.org/#gallery/video/naa_av_da.flv>

!        In short, from my point of view, experimental interactive art can influences advertising
where newnesws quality is needed. Advertising can save some times achieving higher standard by
selecting and applying interactive art component correctly. In order to use interactive advertising
successfully, advertising producers have to study and understand the concept of interactive art.

Links:

Universal Everything - http://www.universaleverything.com/recent_activity/


Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                 9
Interactive Advertising From Adobe CS3




Brand New School, an advertising and motion graphic production house, just cooperated with
The Studio for Interactive Media launch an interactive campaign for Adobe CS3. The work look
facinating at the first glance ‘though the doesn’t have Ad character much. I think I’ll try to inter-
view people from these company see if they can give any good thoughts.



Watch VDO

<http://www.brandnewschool.com/project.php?id=410>




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                10
Flight Interactive: Best Location for Interaction




Air France offers “In-Flight Education” that allows passengers to learn languages from 23 option
interactively with the flight touching screen. This move shows a response to Status Skill trend
that continues from the last year.

!       The idea of time killing interactive media is a great example of location utilizing for in-
teractive advertisement because the users don’t have anything to do anyway. Classic Ad. law: if
the medium moves, the audience is still. If the audience is still, medium moves. Interactive media
are moving media.

<Read Whole Article at
http://www.springwise.com/education/inflight_education/index.php>

<Read Status Skill article at http://www.trendwatching.com/trends/status-skills.htm>




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                   11
Interactive and Music integration




Jason Freeman, professor of Georgia Tech and a composer, installed a new approach to music
composition with interactive component called Flock. Flock is described on the official website
in “Flock is a full evening performance work for saxophone quartet, conceived to directly engage
audiences in the composition of music by physically bringing them out of their seats and enfold-
ing them into the creative process. During the performance, the four musicians and 60-80 audi-
ence members move freely around the performance space. A computer vision system determines
the locations of the audience members and musicians, and it uses that data to generate perform-
ance instructions for the saxophonists, who view them on wireless handheld displays mounted on
their instruments. The data is also artistically rendered and projected on multiple video screens
to provide a visual experience of the score. ”



‘Though this is not the first time of interactive approach in music, Flock is a updated example
proving interactive music projects are not out dated.



Flock Official site : http://music.columbia.edu/~jason/flock/




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
               12
BBC World On-Site Voting Billboard




BBC World penetrates the US viewer market using interactive billboard in the heart of New York
city. The board shows a current social issue and let people vote by using text messages. This idea
from BBDO New York answers the current interactive ad stream in the right place and time. The
location is right because it has high traffic. Most important, the billboard works as a counter itself
that proves ad viewed number while it promotes BBC dynamic content image. In addition,
BBDO New York walked with a Best of show award from OBIE awarded by Outdoor Advertising
Association of America.

!        This is a successful example of subtly using interactive component for advertising. The
ad fixes the issue moving media and moving people because normally moving ad cannot commu-
nicate with moving audience very well. However, BBC vote billboard is still to support moving
audience but dynamic enough to be very interesting.

Read more:

• Advertising Age: http://adage.com/article.php?article_id=116589

• BBC UK:
  http://www.bbc.co.uk/pressoffice/bbcworld/worldstories/pressreleases/2006/06_june/w
    nt_ad_camp.shtml

• International Herald Tribune, “British news outlets seek to fill U.S. hole”:
    http://www.iht.com/articles/2006/06/01/business/adco.php




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                13
Interactive On Web

Advertising Trend: Supporting the Thesis Hypothesis

                                            Advertising Age, the April 19, 2007 issue, just re-
                                            ported that Toyata Yaris promoted TV spot in a new
                                            way in Smallville TV show embed commercial in the
                                            show concept. The commercial is two-minute comic
                                            book stylish TVC that leads to another interactive
                                            campaign on Smallville website
                                            <http://justice.cwtv.com/user/smallville/landing> .
                                            Therefore, there is no big commercial break that the
audience will leave the screen to the bathroom. This TVC can guarantee that the Ad would be
seen; moreover, the web game will count the number of users logging on the site to prove that
how impact the ad does.

!       This shows that today’s commercials have to be embedded with the content because
there are so many clutters in media that the audience will ignore every message. One of the solu-
tion is to render Ads. as contents, so they wouldn’t be junk messages for viewers.

!       The tie-in concept supports interactive adverting that the ad and content are one. The
user can play and interact with the ad, so the ad can communicate more efficient. However, inter-
active ads have to due with the issue that how they can bring people to interact with because not
everyone wants to hold his busy life and play with something all the time.



Read the whole article at <http://adage.com/article.php?article_id=116206>




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
               14
TRYSUMER: Interactive media can help


March 2007, Consumers, the Generation C(ontent), are Trysumers. Experienced consumers
expect to access to more information more than before. Sellers have to provide more than sam-
ples but trial of the products. They rent instead of buy; they try to make sure the products can
satisfy them.

!       "While price and picture quality remain strong purchase motivators, competitive parity
is making product features, functions and brand reputation less important to consumers," said
Steve Kirkeby, executive director of telecommunications and technology research at J.D. Power
and Associates. "In a market where there is increasing product parity, listening and effectively
responding to the voice of the customer is crucial to manufacturers in providing products that
will improve satisfaction and solidify loyalty."




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                15
!       As all things digital and virtual are so much easier to sample, TRYSUMERS and the on-
line space are a match made in heaven. Expect a renewed interest in lifelike avatars, which can try
out and try on anything on behalf of their real world alter-egos. Companies like My Virtual Model
(which already partners with Sears, Land's End, H&M, Speedo and Adidas), and Gizmoz, a
Flash-based 3D avatar product made from a single picture of a person plus their recorded voice.
The company calls it 'bringing Pixar to the people'. (Source: Techcrunch.)

!       The TRYSUMER pay-off? According to My Virtual Model, shoppers using their solu-
tions spend more, buy more and return far fewer items—resulting in higher sales and reduced
shipping and handling costs.



<Read whole article from Trend Watcher /
http://www.trendwatching.com/trends/trysumers.htm>




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
             16
Motograph: Interactive music for marketing




Motorola is always famous for using music marketing correctly to achieve youth market. Moto-
graph is another success about the use of a combination of interactive media and music. Moto-
graph opened the campaign with an event that invited many graffiti artists to do graffiti with grow
in the dark paint. Then the system translated the strokes into sound signals combined to songs
that people can log on a website to download them. The audience also had a chance to join and
paint themselves, and they could go to the site to load their self-graffiti translated ringtones.

!       However, the event was over, and Motorola does not provide the previous service any-
more. Motograph transformed into web-based DIY ringtone maker. The users can pick any ele-
ments, text message, logo or graphic, to let the system translates them into ringtones that the
users can download them into their Motorola cell phone.

!       This project is a good example of a successful project because it caught a lot of attentions
and emphasized Motorola brand for the market. Also, the project shows an example of dynamic
visual translation into sound, influence of music on interactive art, using music and interactive
art as marketing components, and adaptation from interactive event into web-based interaction.



Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
                 17
Dynamic Interactive Art
Everybody loves Bittorrent: Processing Bittorrent Visulization




Everybody loves Bittorrent is a dynamic visualization using Processing to visualize information
transferred I via Bittorrent clients. Jeff Atwood, the programmer, used processing to get Google
cache and refactor it to visualize.

http://www.codinghorror.com/blog/archives/000795.html




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
               18
Torrent Raider




Torrent Raider is a shooting game that has dynamic 3D environment based on information trans-
fer through Bittorent.

http://www.torrentraiders.com/

Packet Garden




Packet Garden: Grow a world from network traffic. Packet Garden captures information about
how you use the internet and uses this stored information to grow a private world you can later
explore.

http://www.selectparks.net/~julian/pg/pmwiki.php?n=Main.HomePage


Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
               19
Breathing Earth




Breathing Earth: Flash based interactive art gathering the number of people born, die, and CO2
quantity dynamically.
http://home.iprimus.com.au/dawidbleja/microcosm/pages/BreathingEarth




Out-of-Home Interactive Advertising Play Book• Design Document • Umyot Boonmarlart
         20

				
DOCUMENT INFO