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The Future of Wearable
Technology & Advertising
Blasphemy by Sean Scott
What we’ll cover
• A little about me
• What is a wearable?
• Who uses wearables?
• What is the present and future of wearables?
• What about tomorrow?
A little about me
QUICK FACTS
First 5 years was
on the coding side
of advertising.
Next 10 has been
focused on digital
strategy and user
experience.
My second tour in
Minnesota.
Run my own User
Experience Studio
AGENCY &
BRANDS
Why are wearables important to
me?
The Future of Wearables for MCAD
The Future of Wearables for MCAD
The Future of Wearables for MCAD
What is a wearable?
FITBIT CHARGE
APPLE WATCH
And while smart wristbands and
watches are the most popular types
of wearable, they are many more
WEARABLE
TYPES Finance &
Commerce
Fitness, Physical
Health and
Wellness
Communication &
Productivity
Scrapbooking
Commemoration
Media
Consumption
Location Tracking
& Wayfinding
Scrapbooking
Commemoration
GO PRO HERO
Fitness, Physical
Health and
Wellness
ATHOS WEAR
Location Tracking
& Wayfinding
DISNEY MAGIC BAND
While the wearables we just saw capture data,
whether number of steps or video, some
augment or completely change users reality
Media
Consumption
OCULUS RIFT
Who uses wearables?
today
ZACH
EARLY ADOPTER
23 YEARS OLD
HAS AN PEBBLE
WATCH. USES IT AS AN
EXTENSION OF HIS
SMARTPHONE
ELLA
FITNESS AWARE
32 YEARS OLD
HAS A FITBIT
USES IT TO MOTIVATE
HERSELF AND STAY
ACTIVE
tomorrow
ZANDER
GAMER
16 YEARS OLD
HE USES THE OCULUS
RIFT TO CONSUME
CONTENT AND PLAY
GAMES
MAINSTREAM?
SOURCE: eMARKETER WEARABLE BRAND/DEVICES OWNED BY US INTERNET USERS APRIL, 2015
What is the present and the
future?
The most popular
wearable category
today is the fitness/
wellness category.
Lets look at how
Nike leveraged its
fitness tracking band
Nike Fuelband
One thing that Nike did was bake
social into their wearable. This
gave them the opportunity to
focus on social media and make
the interaction between customer
and brand very personal.
#makeitcount
Nike would incentivize
user to keep using their
product by creating an
artificial competition
between them
But Nike Fuelband users were
not just exercising, they were
also playing Nike sponsored
games, where progress in a
mission would unlock the next
chapter in the story.
All the while, as millions of Nike Fuelband
users walked, ran and exercised their way to
their daily goal, Nike was capturing that
data.
With the help of AKQA,
Nike created 100,000
custom films directed by
individual Nike+ member
data
It also created
unique stories
around 4 different
cities.
#nikefuelbox was a guerilla
marketing campaign where
users could redeem their
Nike Fuel for actual Nike
products.
What this means for marketers: Wearables will allow
brands to collect more data on their users than ever
before. Value to both brands and the customers won’t
found in pretty graphs. They will be found in the stories
the data helps illustrate.
Campaigns can be:
• authentic and personal,
• about action vs just inspiration
• conversational vs static
• multi layered, ie city, vs team vs individual.
Media
Consumption
While fitness tracker is the
biggest wearable category it’s
not the only one that have
caught the attention of
marketers. Let’s explore a few
other campaigns.
Location Tracking
& Wayfinding
Fitness, Physical
Health and
Wellness
Lets look at how XBOX
and the NFL partnered to
provide fans with an inside
look not possible before.
The NFL outfitted every one of
their active players on all 32
teams with game day wearable
RFID chips, allowing it to track
movement and speed.
It not only gave fans through,
XBOX One, the ability to
consume football in a new
way but took fantasy football
to a whole new level.
What this means for marketers: Wearables will allow us to
present brands and events in a fresh new way. For existing fans
and consumers, wearables will allow brands and marketers to
create a deeper connection that up to now was not feasible or
possible. And it will also allow us introduce to change perception
and present the brand to a new set of fans entirely.
So what is trending? What is
up next?
Media
Consumption
I mean, there’s always a
richer way that people
want to share and
consume thoughts and
ideas, and I think that
immersive 3D content is
the obvious next thing
after video.
Mark Zuckender, Facebook founder
“
“
Lets take a look at
how HBO leveraged
Virtual Reality at
SXSW
Prior to season 4, in order to
re-engage fans of GOT, HBO
created a traveling VR display
that transported users to the
top of the famed Wall.
The experiential display
included a vibrating
floor and wind machine
to complete the effect.
The experiential display
included a vibrating
floor and wind machine
to complete the effect.
What this means for marketers: As you just saw from people’s
reaction, Virtual Reality is a game changer. It allows brands to
create authentic experiences, anywhere in the world about any
other place in the world, real or imagined. Consumers can
actually try it, or be there during the consideration.
But how could Virtual
Reality be leveraged
by an older brand?
For Marriott the challenge
was how do we make
convince young business
travelers to consider an 87
year-old brand?
The answer,
take them on a
trip.
The Future of Wearables for MCAD
What this means for marketers: By being
so immersive, VR allows brand to land a new
message to a new message and do it in a
way that is authentic.
What about tomorrow?
Wearables like technology will become smaller and
almost invisible. They will track activity, store credit cards
and behaviors. They will also be able to transport us to
new places. The only question is how will marketing
leverage that data/power.
“Life Imitates Art”
Oscar Wilde
Thank you
@kalisurfer

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The Future of Wearables for MCAD

  • 1. The Future of Wearable Technology & Advertising Blasphemy by Sean Scott
  • 2. What we’ll cover • A little about me • What is a wearable? • Who uses wearables? • What is the present and future of wearables? • What about tomorrow?
  • 4. QUICK FACTS First 5 years was on the coding side of advertising. Next 10 has been focused on digital strategy and user experience. My second tour in Minnesota. Run my own User Experience Studio
  • 6. Why are wearables important to me?
  • 10. What is a wearable?
  • 13. And while smart wristbands and watches are the most popular types of wearable, they are many more
  • 14. WEARABLE TYPES Finance & Commerce Fitness, Physical Health and Wellness Communication & Productivity Scrapbooking Commemoration Media Consumption Location Tracking & Wayfinding
  • 18. While the wearables we just saw capture data, whether number of steps or video, some augment or completely change users reality
  • 21. today ZACH EARLY ADOPTER 23 YEARS OLD HAS AN PEBBLE WATCH. USES IT AS AN EXTENSION OF HIS SMARTPHONE ELLA FITNESS AWARE 32 YEARS OLD HAS A FITBIT USES IT TO MOTIVATE HERSELF AND STAY ACTIVE tomorrow ZANDER GAMER 16 YEARS OLD HE USES THE OCULUS RIFT TO CONSUME CONTENT AND PLAY GAMES MAINSTREAM? SOURCE: eMARKETER WEARABLE BRAND/DEVICES OWNED BY US INTERNET USERS APRIL, 2015
  • 22. What is the present and the future?
  • 23. The most popular wearable category today is the fitness/ wellness category.
  • 24. Lets look at how Nike leveraged its fitness tracking band Nike Fuelband
  • 25. One thing that Nike did was bake social into their wearable. This gave them the opportunity to focus on social media and make the interaction between customer and brand very personal. #makeitcount
  • 26. Nike would incentivize user to keep using their product by creating an artificial competition between them
  • 27. But Nike Fuelband users were not just exercising, they were also playing Nike sponsored games, where progress in a mission would unlock the next chapter in the story.
  • 28. All the while, as millions of Nike Fuelband users walked, ran and exercised their way to their daily goal, Nike was capturing that data.
  • 29. With the help of AKQA, Nike created 100,000 custom films directed by individual Nike+ member data
  • 30. It also created unique stories around 4 different cities.
  • 31. #nikefuelbox was a guerilla marketing campaign where users could redeem their Nike Fuel for actual Nike products.
  • 32. What this means for marketers: Wearables will allow brands to collect more data on their users than ever before. Value to both brands and the customers won’t found in pretty graphs. They will be found in the stories the data helps illustrate.
  • 33. Campaigns can be: • authentic and personal, • about action vs just inspiration • conversational vs static • multi layered, ie city, vs team vs individual.
  • 34. Media Consumption While fitness tracker is the biggest wearable category it’s not the only one that have caught the attention of marketers. Let’s explore a few other campaigns. Location Tracking & Wayfinding Fitness, Physical Health and Wellness
  • 35. Lets look at how XBOX and the NFL partnered to provide fans with an inside look not possible before.
  • 36. The NFL outfitted every one of their active players on all 32 teams with game day wearable RFID chips, allowing it to track movement and speed.
  • 37. It not only gave fans through, XBOX One, the ability to consume football in a new way but took fantasy football to a whole new level.
  • 38. What this means for marketers: Wearables will allow us to present brands and events in a fresh new way. For existing fans and consumers, wearables will allow brands and marketers to create a deeper connection that up to now was not feasible or possible. And it will also allow us introduce to change perception and present the brand to a new set of fans entirely.
  • 39. So what is trending? What is up next? Media Consumption
  • 40. I mean, there’s always a richer way that people want to share and consume thoughts and ideas, and I think that immersive 3D content is the obvious next thing after video. Mark Zuckender, Facebook founder “ “
  • 41. Lets take a look at how HBO leveraged Virtual Reality at SXSW
  • 42. Prior to season 4, in order to re-engage fans of GOT, HBO created a traveling VR display that transported users to the top of the famed Wall.
  • 43. The experiential display included a vibrating floor and wind machine to complete the effect.
  • 44. The experiential display included a vibrating floor and wind machine to complete the effect.
  • 45. What this means for marketers: As you just saw from people’s reaction, Virtual Reality is a game changer. It allows brands to create authentic experiences, anywhere in the world about any other place in the world, real or imagined. Consumers can actually try it, or be there during the consideration.
  • 46. But how could Virtual Reality be leveraged by an older brand?
  • 47. For Marriott the challenge was how do we make convince young business travelers to consider an 87 year-old brand?
  • 48. The answer, take them on a trip.
  • 50. What this means for marketers: By being so immersive, VR allows brand to land a new message to a new message and do it in a way that is authentic.
  • 52. Wearables like technology will become smaller and almost invisible. They will track activity, store credit cards and behaviors. They will also be able to transport us to new places. The only question is how will marketing leverage that data/power.