Archive for the ‘Immersive’ tag

MKTG Releases Latest Whitepaper: Immersive Experiences

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Something big is happening. We’ve all felt the earth shifting beneath our feet as we bear witness to a rapidly-changing marketing landscape. So, how do we understand this sea change? We call it convergence. Simply put: the old industry silos segregating B2B from B2C marketing are blurring and breaking down. As these marketing arenas collide, a new framework comes into view — B2P, people-first marketing.

In the latest whitepaper from MKTG, our team digs deep into demystifying “immersion” and shares the five degrees of difficulty we’ve mapped out to help brands successfully engage their target on every level and create a direct, positive experience for all. Click HERE to read the piece and learn how MKTG approaches immersive experience design and how you can implement these steps when planning your next B2P experience.

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Written by Stephanie Rudnick
Stephanie Rudnick

June 28th, 2018 at 2:18 pm

TEAM EPIC’S DAY AT MIT MEDIA LAB

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mit
Dentsu Aegis Network’s partnership with MIT Media Lab provides our network’s talent access and connections to some of the smartest minds in the media and technology world. Our people learn, get inspired and make connections through the Lab. This partnership helps our talent stay on top of what’s next so we can in turn help our clients do the same. Last week Eric Ginsberg and Caity Kauffman, our Digital Strategy colleagues from Team Epic, had the privilege of spending the day touring the Media Lab and applying these learnings to their roles.

So what exactly is the MIT Media Lab?

Actively promoting a unique, antidisciplinary culture, the MIT Media Lab goes beyond known boundaries and disciplines, encouraging the most unconventional mixing and matching of seemingly disparate research areas. It creates disruptive technologies that happen at the edges, pioneering such areas as wearable computing, tangible interfaces, and affective computing. Today, faculty members, research staff, and students at the Lab work in 24 research groups on more than 350 projects that range from digital approaches for treating neurological disorders, to advanced imaging technologies that can “see around a corner,” to the world’s first “smart” powered ankle-foot prosthesis. The Lab is committed to asking the questions not yet asked–questions whose answers could radically improve the way people live, learn, express themselves, work, and play.

Read more about Eric and Caity’s insights below….

Eric Ginsberg, Director, Digital Strategy:

We had an amazing opportunity to tour the MIT Media Lab in Cambridge, MA. Overall, we were blown away by the level of innovation in such a wide variety of fields. One of the most impactful sessions was a meeting with Mike Bove, who heads up the ‘Object-Based Media’ lab. Mike holds an SBEE, an MS in visual studies, and a PhD in media technology, all from MIT.

The overview of this lab is as follows: Can the physical world be as connected, engaging and context-aware as the world of mobile apps? We make systems that explore how sensing, understanding and new interface technologies (particularly holography and other 3D and immersive displays) can change everyday life, the ways in which we communicate with one another, storytelling, play and entertainment.

As we think about the future of lifestyle marketing, the ‘Object-Based Media’ lab is a potential resource to help shape the future of how consumers interact with technology.

Caity Kauffman, Senior Manager, Digital Strategy:

The opportunity to visit MIT was amazing. What struck me most was how each individual lab had its own way of exploring and tinkering. Researchers didn’t always know what the end result was going to be or know how today’s development could impact tomorrow. Regardless of the lab, each person had a similar sentiment: sometimes their research fixes a problem they didn’t know existed.

At one of the labs, a researcher named Penny showed us a project where they were developing fabric that curled and shifted when it hit certain temperatures or precipitation. The entire purpose of this research was to simply experiment with ways to cause fabric to move and flex. Their team spent weeks, hours and months poking and prodding at triangle-shaped swatches of different types of fabric. Somewhere along the way, a major athleticwear company saw this as an opportunity to create a ventilated product that opens up when an athlete gets hot.

As someone who is always strategically thinking with a specific goal in mind, it was a unique opportunity for me to talk to thinkers who approach their work in an open-ended manner, and with the freedom to let their curiosity lead the way.

Thanks Dentsu Aegis Network for the opportunity!

–Contributed by Team Epic & MKTG Global Communications Team

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