VR on the Croisette

Publicis bold statement about shifting resources into AI rather than continuing to showcase its work on the Croisette, seems to be creating more buzz than the 2017 Cannes Lions winners.
The industry is concerned about what it means for International Festival of Creativity, It also reveals a lot about the value of agencies in a world where AI/ AR/ VR are transforming their role, purpose and creative process.

I say AI/ AR/ VR because one of my observations from attending the Cannes Lions this year is that these 3 disciplines are often grouped together and take up most of the innovation stage.

My focus for this post is going to be on VR: How was VR represented at the 2017 International Festival of Creativity ?

First, some general observations:

  • VR campaigns have swept awards in the innovation & digital craft categories
  • The differentiating points of campaigns come from outstanding level of creativity or utility, rather media strategy
  • Google stands out with 4 awards (TiltBrush, Earth VR, Google Arts & Culture)
  • Independent specialist agencies (e.g.: Analog & Rewind)are ahead of the global holdings

Now, here are the Lion winners showing what VR can do for creativity & advertising:

Digital Craft Grand Prix Lion: Bjork
REAL-TIME VIRTUAL REALITY EXPERIENCE FOR BJÖRK’S NOTGET

Innovation Grand Prix+ Bronze Digital Craft Lions: Audi
THE ENTER SANDBOX VR EXPERIENCE

Innovation + Digital Craft Gold Lions: Google
GOOGLE TILT BRUSH

Digital Craft Silver Lion: Nike
NIKE ID VR STUDIO

Digital Craft Silver Lion: BBC
BBC HOME: A VR SPACEWALK

Digital Craft Bronze Lion: Google
BACK TO LIFE IN VIRTUAL REALITY: RHOMALEOSAURUS & GIRAFFATITAN

Innovation Bronze Lion: Google
GOOGLE EARTH VR

Congrats to the creators and brands who won some VR Lions.
Marie Sornin

 

 

 

Owning an Oculus rift: 6 months of excitement, 5 hours of set up, 2 hours on Ebay

 

Before I share my experience as an Oculus rift early adopter, I just need to say that I have no doubt that VR will transform the way we consume content.

I absolutely believe that VR is one of the biggest disruption the entertainment industry has ever seen…  even if the following might not sound like I believe in what I just wrote…

  • 6 months of excitement

I have been excited about VR way before I had my first experience with it.
Thanks to @WSL for letting me go on a surf trip to Teahupoo with Taj Burrows.

That’s why I was one of the 1st to pre order my oculus rift back in January 2016.

Since then I have been playing with Google cardboard and tried the Samsung gear VR 4D ride in the NYC Samsung experience store and was anxiously waiting for my Oculus rift order update.

So last week, when my huge Oculus box got delivered I could not wait to unpack it!

  • 5 hours of set up:

Discovering the product was fascinating. It’s a device of its own.

Just like an apple product, it is delightful to unwrap and discover. The material, the device and its components are beautifully designed.

The rift headset comes with a sensor, a remote control, an Xbox command and lots of cables….

Even though I was aware that it only works with a PC running windows 7 ore newer and with a GeForce GTX 970 or AMD Radeon R9 290 or better graphic card,… Plugging the cables, setting the sensor directly across the rift and getting error pop up upon error pups on our poor PC was not the best fun.

After upgrading the graphics card and testing every possible USB to cable configuration, we were finally ready to immerse ourselves in this new world and leave the reality of our tiny Manhattan living room scattered with cables, laptops, remotes and packaging everywhere .

Then I wen through this 3 stages…

Wooooooo!!!

The Oculus operating system is amazing.
The navigation system takes you into your virtual home, Japanese style with some water feature and a fireplace that you can hear gently crackling in the background… nothing like the cable & PC jungle I was in a second a ago.

Euh?

The visuals appeared a little blurry, like if I was extremely shortsighted… that was because our PC was giving all its power but still couldn’t keep up with how much the rift was sucking out of it!

And then for someone who more familiar with purchasing mobile apps than video game, $40 for an Oculus app (in this case a game) felt really steep….

Hmmm?

After playing with the operation system for a few minutes. My husband’s nagging, who was out of the experience, was too much so I had to let him try it.

So, if you have a crowded household… you might want to think about the dynamics the rift might create…

  • 2 hours on Ebay

With our living room taken over by the mess of VR, we were facing 2 options:
Upgrade our PC or get rid or the Rift.

We decided to put the Rift on Ebay and if it didn’t sell we would gladly upgrade the PC.

2hrs later the Rift was on its way to a state where space is a lot cheaper than NYC and hopefully to a home with a game room and a Oculus rift ready computer.

I loved this experiment and I can’t wait for VR to become a mass product.

It actually has led me to understand Google’s cardboard strategy a lot better.
It is actually with Google cardboard that I have (and will for the next few months/ years) consumed the most VR content, through New York Times, VRse, Discovery… through a library of content relevant to a standard consumer (i.e.: not a gamer).

Google cardboard is making VR accessible to all…. which is a pretty compelling proposition for today’s users and content creators… until the tech becomes accessible to a majority!

Marie Sornin

 

 

This is what I do

 

Some good work started in Australia in 2013 that I am now continuing internationally from New York with @TwitterAmplify

Marie Sornin

Sex, drugs and rock’n roll @IgniteSydney

Here is my participation at IgniteSydney for marketers, on the topic of the three words that will guarantee social media success.

As you will see: Sex, drugs and rock’n roll is not all it takes…

 

Try it at work, and give thumbs if you like!

Marie Sornin

Cookies n sharks: the new recipe for ad planning

Today’s post is about the impact of social media on ad planning. Nothing to do with the main industry news of the day: the recent and surprising Publicis-Omincom merger.
This would be my attempt at leveraging real time events, pretty lame… I know…

The more experience I build in social media, the more obvious the challenge faced by marketers appears to me… Clearly, the agency<>client<>media-owner trio is not geared to operate in real time. From this situation arise most of the difficulties advertising professionals face in their day-to-day jobs, such as lack of understanding of the platforms, fear of loosing control to consumers, poor content, etc.…

The social media powered world evolves around breaking news, live events, influencers and their clout. For advertisers, it means capturing moments as they happen and turning them into “social currency” for their brands.

How? By introducing the concept of agile marketing.

Attempting a definition, would give something like “create, communicate and deliver unique value to an always changing consumer in an always changing market.

The perfect example of agile marketing is the Oreo daily twist campaign.

Every day for 100 days, the brand hijacked pop culture events and turned them into Oreo sharable content broadcasted via their social media channels. Oreo called it an “ambitious exercise of real time culture jacking”.

The effect: Oreo was the real winner of the Super Bowl with their “You can still dunk in the dark”. Did Oreo spend millions of $ to buy a TV spot during the Super Bowl? No… did Oreo reach millions of eyeballs during the game? Yes! Do people remember & talk about their message? Hell yes!
SuperBowl Oreo. You can still dunk in the dark

The smarts in this activation is that it keeps on giving way past the 100 days of the campaign… Proof is the “sharks in your living room” referencing the recent Sharknando phenomenon.
Oreo for Sharknado: sharks in your living room

So, how did they do it and why is it such an important case study?

They did it by getting their agencies and brand staff to collaborate as a virtual newsroom! By doing so, they transformed their brand planning cycle to “agile marketing”. And it worked!

With the rise of social media platforms it becomes more and more important for the trio (agency<>client<>media-owner) to adapt, react and even create live opportunities to communicate.

I believe that we should retire the yearly or quarterly planning cycles to unlock endless opportunities for brands to exchange with their audiences. The brands that will stand out in the future are the ones able to engage with their customers in the moment

Marie Sornin