May 27, 2016

The Weekly Wins: Digital Entertainment at its best.

WRITTEN BY: Michelle Knight

There are moments in digital when great content just keeps coming. This was one of those weeks – Google patent a weird pedestrian trapping car (I know), the virtual world embraces horror, SpaceX do it again, Bose made a great marketing move, and neuroscience join the screen debate.

Happy Friday! This week was all about crowd-sourced entertainment – the best kind. Pick up a stress quenching drink and let the Weekly Wins entertain you.

1. The coming horror of V.R.

In V.R, horror is in its richest form. It truly champions the strongest responsive elements of entertainment (I might be slightly biased). In a recent article by Simon Parkin, in the New Yorker, he talks about the palpable terror and phantom pains you get from Capcom’s five-minute virtual-reality demo Kitchen. In true Japanese cinema horror style – he paints Kitchen as an almost paralyzing fear. VR bridges the gap between the user and their character – creating an almost, utterly, confusing emotional circle. VR creates a mirrored world, based entirely on compassion. You more you feel for others the richer your experience will become. Some experiences now include an intensity level. This is a must-read.

Conceivably, the suffering could be so extreme as to be considered torture. – Michael Madary and Thomas K. Metzinger.

2. SpaceX rocket launch.

Watch the live stream. If you miss takeoff do not fret we have been promised that the fun starts soon after launch, when the Falcon 9’s 14-story first stage separates and makes its way back to planet earth. It will be another attempt to land it on an autonomous drone ship in the Atlantic Ocean. This is all in an effort to cheapen the cost of going to space. Who can argue with that?

3. Google’s weird Patent

According to an article in Gizmodo, Google Patented a Sticky Car Hood That Traps Pedestrians Like Flies -termed the ‘human flypaper’. Famed for their safety-first-approach to auto engineering, and aware that accidents happen, Google has focused on making them, slightly, less deadly. The design is to protect pedestrians and cyclists from experiencing secondary impact after the initial collision. The design’s main feature is safety glue that is put on the hood of the car. It’s an interesting resolve for a rather large problem. A for effort.

 

Getting hit by a car once is much preferable to getting hit by a car and then the ground and then another car. – Rebecca Thompson

4. Bose add melodies to messages

Bose transform social chats into musical tracks. Bose fans (and, I imagine there are many) get their Twitter messages made into recorded lyrics. A smart move when the product is essentially an experience. It was a campaign for last year’s Super Bowl. PSFK were looking back at interesting advertising campaigns from the past few months and decided to highlight this particular gem. It is a great consumer engagement piece.

5. Neuroscience joins the debate.

Marketing Mag shared an interesting article, this week, on The Neuroscience That Explains TV’s Enduring Appeal. Brainsights, a Toronto-based firm carried out a study that tracked the brainwave activity of a viewer’s attention on a piece of marketing. Claiming that the research can decipher whether the ad made a “connection” with people and became committed to memory. They found that story-driven brand-focused ads had the best results on TV. It is thought that this is due to the larger screen and high-definition resolution.

I think there is tons of opportunity to use both screens effectively. But we have to recognize the power of TV and its ability to help drive to those second screens - Gardner.