AMSTERDAM
LO QUE SE APRENDIÓ…2012
NO FUE UNA
COMPRIMIR 3 DÍAS DE INFORMACIÓN EN CADENA,
EN UNA PRESENTACIÓN QUE FUERA LO SUFICIENTEMENTE
DIVERTIDAPARA ENTENDERLA
TAREA FÁCIL
DE AHÍ, QUE SE HAYA DEMORADO CASI
6 MESES EN VER LA LUZ
…SE MIDE EN MUCHO MÁS QUE MILLAS
COLOMBIAY HOLANDA..
PERO ES QUE LA DISTANCIA QUE HAY ENTRE
CULTURALa
HAY ALREDEDOR DE
6 0 0 0 0 0BICICLETAS EN AMSTERDAM
EL MISMO NÚMERO DE
HABITANTES DE
LAS VEGAS
La Visión de los Problemas
La Concepción del
Negocio Digital
NEW TIMES CALL FOR NEW THINKING... LOOKING TO THE PAST IS NO WAY TO SECURE A FUTURE... COLLECTIVE CONSCIOUSNESS WAS A CONCEPT...
NOW...DIGITAL, BRING IT TO US... DIGITAL IS A PHYSICAL REPRESENTATION OF COLLECTIVE CONSCIOUSNESS WHERE YOU CAN TAP INTO THE CONSCIOUSNESS OF MILLIONS... YOU DON'T HAVE TO GUESS WHAT'S ON THE MINDS OF PEOPLE TODAY... PEOPLE ARE CONNECTED... TO STAY RELEVANT, YOU OR YOUR BUSINESS OR YOUR BRAND NEED TO BE PART OF THE CONNECTION... TODAY, YOU NEED TO TURN A MOMENT INTO MOMENTUM AND MOMENTUM INTO A MOVEMENT... THAT CAN'T BE DONE WITH 30-SECOND COMMERCIALS... YOU NEED TO CREATE CONVERSATIONS WITH YOUR CUSTOMERS... SO , MAKE CONVERSATIONS NOT ADS...
WHAT CAUGHT YOU YESTERDAY IS NOT GOING
TO CATCH THEM TODAY OR TOMORROW...
FUTURE
QUÉ ES
MAKE SURE YOU´RE DOING SOMETHING
ORIGINAL
INNOVATION
QUÉ ES
INNOVATION
WHAT’S THE UPGRADE?
TECHNOLOGY
QUÉ ES
TECHNOLOGY
FIND INSPIRATION IN WHAT YOU LIKE THE MOST
CREATIVITY
QUÉ ES
CREATIVITY
Digital es sobre todo
Cuestión de LógicaDe la cual nacen
3 REGLAS
ENTIENDE A QUIÉN LE HABLAS
1
2Y HAZLO MEJOR…CREA LA
EXPERIENCIA
FILOSOFÍA SKITTLES
AVERIGUA QUÉ LES GUSTA,
CONSTRUIR
HÁZLOS PARTE DE…DALES LA OPORTUNIDAD DE 3
DigitalArt
“ENHANCE, DON’T INTERRUPT”
CREATE DIGITAL EXPERIENCES BEYOND
THE BORDER OF THE SCREEN
“PEOPLE STILL LOOK TO TRADITIONAL MEDIA FOR
STORIES”
¿ WHAT’S
NEXT?StoryTellin
g3rd
Screen
DIGITAL INDUSTRY IS VERY CLOSE TO ART
DigitalArt
iLIGHT REVEALCAMPAÑA DE EXPECTATIVA
During 7 days before to launch Hyundai i40, users could control over a light-rig compose of 200 lights over the internet and try to reveal parts of the new car. Aunthentical real time.
http://vimeo.com/21236460
http://vimeo.com/34605247
StoryTelling“EL ARTE DE CONTAR HISTORIAS”
nuevas tecnologías “Las personas aman contar historias,
ayudarlos enfocados en las
marcas deben pensar”
es algo que las
http://www.youtube.com/watch?v=fx2ZmhYHxH4&feature=player_embedded
SCRIPTWRITTING SOCIAL
NETWORKS ANIMATIONS
Make Stories
RULES TO CONSIDER TELLING STORIES…
Gettting involved
Media Convergence
Surprise worth waiting
http://www.youtube.com/watch?v=Uk8jdqR7gNs
3rd Screen
THE THIRD SCREEN, THE
MOBILE DEVICE
IT’S ALL ABOUT EVOLUTION!!
THE FIRST SCREEN,
ALLOWED COMPANIES TO INTERACTIVELY COMMUNICATE
WITH AND SELL TO THEIR CUSTOMERS, EASILY GAINING
CUSTOMER FEEDBACK AND EVEN PERMITTING CUSTOMERS TO
PROVIDE INPUT ON PRODUCTS OR SERVICES BEING DEVELOPED.
IS A GAME
CHANGERSO THAT A COMPANY COULD REACH MILLIONS WITH WELL-CRAFTED AND TESTED MESSAGES THEY TOTALLY
CONTROLLED.
REVOLUTIONIZEDTELEVISION,
THE WAY MARKETERSREACHED CONSUMERS
THE SECOND SCREEN, THE PERSONAL
COMPUTER
THE THIRD SCREEN REVOLUTION IS ABOUT DRAMATIC TECHNOLOGICAL
AND BEHAVIORAL CHANGE.
SMARTHPHONE MARKETING”“ THE LESSON IS AGAIN:ENHACE DON’T INTERRUMP
1) MATCH INTERACTION (PREDICTION)2) OPERATE (WHERE)3) PLAY INTERACTION
3 RULES TO CONSIDER IN A MOBILE STRATEGY
•70% OF VIEWERS WATCH ON THEIR OWN AT HOMEOVER 80% OF VIEWERS IN OUR TARGET ARE DUAL-SCREENING
•YOU DON’T NEED TO UNDERTAND IT TO ENJOY IT
HEINEKEN STAR PLAYERGENUINALLY REAL TIME
BUSINNES CHALLENGE:MAKE THE WEFA CHAMPIONS LEAGUE MORE INTERESTING
http://www.youtube.com/watch?v=XP5yySEZub8
@LORENZALAMAS