Socially and Emotionally Connected - Cannes Lions

Day 3:

42 Entertainment (Workshop)

The first workshop I attended today was hosted by Susan Bonds and Alex Lieu of 42 Entertainment. The presenation was titled "How Game Play, Social Networking and User Generated Content are ReShaping the Playing Field." The world today is connected digitally with one another. From computers to music players, mobile phones to the world platform. The entire world has endless opportunities for Advertisers and Marketers alike to tell stories. The opportunity to tell an interactive experience that is both engaging and entertaining has gained prominence in digital era. "Distributive Narative," as Susan Bonds calls it breaks down the barriers of how audiences are intimately engaged with rich storytelling. No longer are marketing limited by traditional methods of advertising such as Print, Photo, and Audio. ARG's,or Alternative Reality Games allow users to now drive the naratives created by advertisers. This direct engagement of user-participation allows individuals to contribute and build much stronger relationships with brands. Read here for details of their award winning campaign for Year Zero. Year Zero Case Study

Cheil Worldwide (Seminar)

The second event I attended was hosted by speaker Andrew Berglund of Cheil Worldwide. The presentation was titled "A Day in the Life of a YMC (Young Marketing Consumer) in Seoul." In the 21st Century, Korea has been able to emerge as a global leader in the mobile communications era. The mobile phone, as it has also done in American life, has become a significant part of Korea life. Utlized completely through the use of branded services and products such as SHOW Video Call and SHOW Internet, the mobile phone has emerged as a significant tool for connecting to the world. Cheil has allowed users to be engaged with brands through customizable content. Both the technology and culture are connected in YMC life, allowing mobile to enrichen their experiences this day and age.Being able to provide branded services and products that enhance day-to-day experiences allows mobile to create stronger connections to the brand. Mobile is become something more, it has gone beyond a method a communications. It has enhanced everyday life to create a digital platform for these YMC's in Korea.

R/GA and Nike Present (Seminar)

The third event I attended was a seminar hosted by my favorite, Stefan Olander of Nike and Bob Greenberg of R/GA. The seminar was titled "Three Ideas" and dealt with the user connecting to the digital world in a physical world. Nike Id - Making Your Own Shoe. It is important to understand that connecting a digital experience to a physical experience is important for creating lasting relationships to the brand. The convergence of digital and physical has allowed Nike to create engagement with their loyal customers and enthusiasts. Enrichening their experience through customizable and engaging content has placed Nike as a model for strong brand relations this decade. These connections create everlasting bonds that have allowed Nike to emerge not only as a brand, but as a community for consumers to connect with brand and each other.

Until next time,

Cheers!

Irving Escobar