How ‘social TV’ enables immersive involvement in live events

massrelevance

Audience participation with live TV events via social channels like Twitter is becoming increasingly common and a big part of audience expectations.

I’m thinking of campaign-type events, not spontaneous or serendipitous actions by individual tweeters, Facebookers or Google+ers with their communities.

This is about orchestrated activities: programme-makers and the television broadcasters creating a broader platform for wider, richer and valuable content dissemination where the tweeter becomes an active part  – and, perhaps, influencer – of a broadcast event that embraces true multi media.

And it’s way beyond simply sticking a hashtag on the TV screen.

Nowhere is this more part of the fabric of live TV events right now than in the US with shows like The Voice and – perhaps more significantly – live ‘town hall’ debates with President Obama.

CNET News reports on Mass Relevance, a “social experience platform for brands and media” (says its Wikipedia entry), and how it puts Twitter in front of television audiences, boosting the social network’s public profile and altering its perception as a place for more than pointless babble to being an essential tool that enables and facilitates immersive involvement in live events.

Understand the platform:

[…] Mass Relevance is software-as-a-service for brands, agencies, and producers. It’s a technology platform that instantly scans content flowing through the APIs of social media companies, Twitter in particular, and filters it according to the client’s desires. The rapid filtering piece, which is far cooler than it sounds, is what gives television producers like Nicolle Yaron of “The Voice” the confidence to put viewer comments on display and to let audiences vote live on a song for contestants to sing.

The platform, using real-time filters, sifts through hundreds of thousands of tweets, dumps the retweets and replies, purges the content producers know they don’t want — profane tweets, for instance — and then presents what’s left in a queue where someone manually approves the tweets to go on screen. The system can also collect and analyze data for visualizations and power audience polls […]

And you’ll understand more about what’s coming.

A far cry from the nostalgia of the test card from yester year!

It’s useful, too, to see this aspect of Twitter’s growing role in the evolving media landscape if you have interest in Twitter’s forthcoming stock market flotation.

Full story from CNET News: The secret company behind Twitter’s TV takeover.

(First posted to my Flipboard magazine as a story link.)

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Disney brings the second-screen experience to the movies

Disney Second Screen Live: The Little MermaidThe advent of mobile devices – especially tablets – has changed people’s behaviours in how we access, consume and share information across multiple devices, and where we do it, as surveys constantly show us.

One place you don’t see that happening, though, is in the cinema. Using a smartphone, tablet, etc, in a darkened theatre is regarded in most cultures as the height of socially-unacceptable behaviour, not to mention an assumption of piracy by anyone who could use one to illicitly record what’s on the screen.

That’s about to change as Disney brings the immersive, interactive and mobile audience experience to the movies with Disney Second Screen Live: The Little Mermaid in the US this week:

EXCLUSIVELY IN THEATERS STARTING SEPTEMBER 13, 2013. Bring your iPad with you to the special screenings of The Little Mermaid to interact with the film, play games, sing along, find new surprises and compete with other audience members.

It’s not a passive, consumption experience that Disney’s offering. On the contrary, this is immersive where you’re encouraged to take an active role in the story with an app for iPad or iPad Mini:

Bring your iPad to the movie theater and experience special event screenings of “The Little Mermaid” on the big screen like never before! It’s “Disney Second Screen Live: The Little Mermaid,” where you become part of the story. Interact with Ariel, Sebastian and Flounder. Compete with the audience as you play games, sing-along, and collect hidden treasure. But watch out for Ursula, who just might try to steal your points. It just got better, down where it’s wetter, with “Disney Second Screen Live: The Little Mermaid.”

Watch the trailer below to see Disney’s vision of a future where mobile devices bring immersive audience interaction to the cinema experience.

So ideal for kids. And marketers.

(If you don’t see the embedded video, watch it at YouTube.)

(Via BroadwayWorld.com)

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The standout experiences of LeWeb London 2013

leweb1leweb2leweb3

The second LeWeb London conference took place earlier this month when 1,200 or so people gathered in London  – joined by thousands more via the net – to hear other people talk about the sharing economy.

That dry description belies the dynamism and exuberance of this seminal biz/tech conference and exhibition  that has grown from the social homebrew kick-start days of blogging nearly a decade ago to being arguably the most influential European conference of its type today.

I was there on June 5 and 6, at the splendid Methodist Central Hall just across the way from the Houses of Parliament,  as one of the official bloggers. It was my first LeWeb since 2006 although I did parachute in via Google+ Hangout On Air sessions in London and Paris last year. Huge fun!

In actually being physically there this time, my goal was mostly to listen – to meet interesting people and hear interesting ideas. And that is exactly what happened.

I met up with my good friend Silvia Cambie – who along with her colleague Gloria Lombardi have written terrific perspectives of their experiences of LeWeb – and we shared some of our own thoughts about what we saw and heard as we saw and heard them (and we chatted about some of that on a Simply TV interview on June 7).

Last week, on June 10, I spoke of my impressions of LeWeb London 2013 in a 10-minute report on episode 707 of For Immediate Release, the weekly business podcast I co-host with Shel Holtz. I’ve embedded that specific clip below if you’d like to listen here and now (and feel free to download it if you prefer):

You might want to listen to the whole podcast episode as after my report, Shel and I continued talking about LeWeb for another five minutes or so.

In my report, I highlighted these standouts:

The audio-visual spectacle that was the “LeWeb experience” in terms of how the plenary room and each of the session rooms were decorated, lit,  audio’d; in essence, the full experience. Awesome, in a word.

You can get a sense of that from the many photos taken in or of the plenary room, such as these from my LeWeb London set on Flickr.

After a few teething troubles at the start of day 1, the wifi turned out to be excellent. As I mentioned in the FIR report, there were Cisco routers everywhere you looked, even peeking from behind John Wesley.

3 official bloggersThe Official Bloggers I met were a great bunch. The blogger programme was very ably set up and managed by Ricardo Sousa who set the bar pretty high for future such programmes at LeWeb.

We did have some group photos taken on the last day but I can’t find any of them online. So until I can, here’s one I made, a selfie during the photo shoot.

The stand-out blogger for me was Adam Tinworth who live-blogged much of the two days. Excellent posts, great content and full of detail. (Adam’s very good at this, as I know from his work at the last B2B Huddle in May.)

Of the many speakers, a half-dozen of all I saw and heard really made a strong impression on me. Not only because of what they said – good though it all was – it was also in the telling of their stories: how they said it and the attention their story-telling attracted.

You can watch video recordings of each of those speakers – either presenting to the audience or in conversation with LeWeb founder Loic LeMeur –  and see what you think:

These are but six of the 38 individuals who spoke at LeWeb London 2013 and who were video-recorded in wonderful high definition – check them all out on YouTube.

As I mentioned earlier, my major goal in being at LeWeb London was to meet interesting people and hear interesting ideas. That also enabled me to record two special interviews that I published earlier this week as FIR Interview podcasts:

A final congratulatory word must go to Loic LeMeur and Géraldine LeMeur, the two founders of the LeWeb conferences, for their peerless dedication and outstanding presences over almost a decade with a brand that has now moved to a new level.

Take a look at what others have said about LeWeb London 2013. And here’s looking to LeWeb London 2014!

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Your gleeful inner child: a marketing winner for Evian

evian baby&me

Evian, the premium bottled-water brand of French foods group Danone, has enjoyed some success in recent years for its imaginative and virally-attractive online video campaigns centred around babies.

Not ordinary babies, though – these are dancing babies and roller-skating babies, all behaving in their body movements and expressions like miniature grown-ups.

From a brand marketing perspective, the success behind such campaigns can be seen in metrics like the 17.8 million views to date of the roller-skating babies video since it was first posted on YouTube in July 2009.

Yet that number pales in comparison to what’s happening with Evian’s latest video posted last month: Baby & Me.

This latest video sees Evian’s babies repeat the formula of previous babies videos to represent “your gleeful inner child,” but this time they want to dance with you. Take a look:

As of today, the video has garnered over 45 million views in the three weeks it’s been available on YouTube.

That’s not all: perhaps of more interest and significance – that brings the phrase ‘viral video’ to life – is what’s happening across the social web according to Visible Measures:

[…] Baby & Me took top billing on the Viral Chart [in the last week of April], garnering a True Reach of more than 35.8 million views. The campaign also has more than 80 related clips, 740,000 Facebook shares, and 11,000 comments. Since it’s debut on April 19, the campaign has raked in a True Reach of more than 42.3 million views.

I would imagine Evian’s marketers are pleased with such results although I claim no knowledge of their specific objectives for this campaign, nor how they measure what success looks like. (A case study of Evian’s Live Young campaign by Syndicate Media Group gives you a great sense of what the measures may be.)

Creatively, I think the video works well. So I was interested to find out how the producers matched adults with babies in appearance. Yes, they searched for actors with a clear resemblance between their generations.

AdWeek has the story:

[…] The spot, filmed in Buenos Aires and Paris, features adults and kids who were cast because they looked like each other. From there, thanks to some CGI, they mirror each other’s dance moves.

AdWeek goes into some detail about the campaign and what else it involves beyond the video.

Marketing and social – an imaginative collaboration.

[This post is part of an experiment in brand story-telling.]

The sound of an F-type

Jaguar F-type
Intriguing piece of story-telling in this short (13 minutes) film “Desire” for Jaguar and its new just-launched F-type sports car, made by Ridley Scott, starring Damian Lewis and Shannyn Sossamon with music by Lana Del Rey.

Best viewed in 1080p HD at full screen to get the maximum impact from the beautiful photography.

Not sure about the story line itself but the photography really is excellent. The audio star is the car’s exhaust tones.

And maybe that’s what it’s all about.

More about the car (and the film): https://f-type.jaguar.com/gl/en/#!/scroll

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Six reasons why Vine is worth your time

Vine

The buzz about Vinepro and con – is non stop. BBC News has a great 6-point analysis of why they think it will continue grabbing attention:

  1. Stop motion animation is alive and well
  2. Ads work at six second length
  3. People tend to do rather than say
  4. Artificial limits help hype a social media offering
  5. Aggregations of Vine are mesmerising
  6. Cats/porn dominate every platform on the internet

All credible. Read the detail behind each point on the BBC website. And a nice video quiz there well illustrates some of the imaginative uses of Vine.

BBC: Six things people have learned about Vine
Twitter’s video app Vine, which allows users to share six-second clips, has generated masses of hype in its first week.

Google+: View post on Google+

Post imported by Google+Blog. Created By Daniel Treadwell.

Image at top via Mashable: What Makes Vine So Hot? Add to your reading after you’ve read the BBC story.

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