On Wednesday I started off by attending the Innocean Worldwide seminar. It was about the movie Project Regeneration. I had seen the trailer for the movie before and was interested because I loved the idea of seeing how the musicians collaborated having such different styles. As I said, it was a combination of old music and new digital music. There were five collaborations in one project and Hyundai was the sponsor for the movie. This taught me that in the upcoming years many movies will probably be sponsored by different brands. Hyundai wanted to speak to a big audience and do something big to reach the new creative generation that includes bloggers, artists, and fashion designers. This is because they are so hard to reach because they are skeptical.The movie challenged five DJs to rethink and combine a new genre and made a documentary out of it. I thought it was somewhat interesting to hear about the movie, listen to the music, but the only thing I learned is that brands are now going to start being major players in the film industry; which could possibly reshape how films are made today.
Then I went to my first Tech Talk which was about how publishers can most of their digital assets. I learned that publishers need to take control, connect, and know their audiences. It is not about the acronyms but it is about what's moving forward. They displayed magazine covers showing how things have changed over the years; which I thought was the most interesting part of the tech talk. Something new I learned that I had never learned before was that failure of success sometimes is size; which leads to structural inertia and that you need to focus on your strength. An interesting fact that I learned was that digital music accounts for fifty percent of music sales. He made it important to point out that you need to talk with your audience rather than talking about them if you want them to pay attention and remember you. If you are a content producer you need to personalize and suite to the consumers needs. The main point I got out of this tech talk was that the age of a conversation facilitated by technology.
I was really looking forward to the R/GA and Nike seminar so I made it a point to stand in line early, and boy I sure was glad I did because I was one of the last three people to be let into the actual theatre room. I thought their PowerPoint was really good because it had an overall theme that fit together with Nike's brand and R/GA's agency feel. I learned that horizontal integration is when you start with one brand and then branch off. An example being Coca-Cola. I learned that vertical integration has been happening for the past 50 years and companies build capabilities and make them more efficient. An example of vertical integration is Exon Mobile. The most important thing I learned was about functional integration. It is about the consumer; which is at the center but then you have to surround them with products that involve them and move things forward. For example companies such as Apple and Amazon. And another example is Google because they started being a simple search website, then moved to maps, and so forth. They went on to explain how Nike fits into functional integration. Under the umbrella of Nike + so much has been going because they want to engage their consumers. Nike started off as a running company and existed because they wanted to simple help runners get better. And now, the athletes who demand to get better push Nike to use technology better. The role of the brand changes to helping people and enabling them but technology is not the marvel. What matters now is what we do with the technology. It is very true that people love to measure themselves and that is why they created the Nike fuel band. It is the ultimate measure of activity. No matter what your activity consists of you earn points because it measures your oxygen intake. Nike developed and built the band in two years which is very short; which was is so surprising to me. They mentioned that it is not about the device itself but rather about the connection. It's a universal product and is amazing how they combine technology and connections to people via your phone, shoes, and the fuel band. Something I learned earlier in the festival is that timing is very important and they are going to release their newest shoes that measure your capabilities right before the Olympic games.With their functional integration model Nike worked with R/GA to have a shift in strategy; which is that the purchase of any Nike product needs to be the beginning of the relationship to keep people involved. Overall, it was an interesting seminar but more of a promotion for their products. But hey, they convinced me to buy a fuel band! Ha.
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