Transmotion is a term I use to describe the seamless movement between the physical and the digital worlds. In this presentation I look at three components of transmotion, namely: transmedia, virtuality and augmented reality. Transmotion was part of a bigger presentation that argued brands must ensure that their “offline” and “online” offerings complement and not duplicate one another. Like all of my presentation a talking head is required in front of many of the slides. I have tried to minimize the lack of a presenter by adding brief notes to several slides. Hopefully, viewers of the presentation will understand the overall points being raised and arguments made.

1. Photo by Chad Nicholson
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2. transmotion is the seamless
movement between the physical and
the digital worlds
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3. Transmedia
Virtuality
Augmented reality
Note: the three main components of transmotion are listed above
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4. Transmedia
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5. 5

6. Note: entertainment stories told across different movies and other mediums such as games
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7. Note: Faris Yakob (www.farisyakob.com) was one of the first to apply transmedia to brand communication
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8. television
retail
newspaper
radio
web
direct
marketing
Note: the old model where a single medium dominated and others followed
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9. television
retail
newspaper
idea
web
radio
direct
marketing
Note: a single idea applied across the different mediums
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10. each touchpoint still has to reach its
audience through communication clutter
several of these channels are struggling and
having to redefine their business model
the audience is no longer passively receiving
but has taken control of frequency & content
technology allows interaction between all
types of media in a way never seen before
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11. which led to the creation of
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12. television
retail
newspaper
person
brand
person community
person
web
radio
experience
Note: transmedia model delivers a number of related but different
communications via multiple channels and engages with the audience to assemble them into a single message
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13. the art of the heist video
Note: the launch of the Audi A3 in North America is a prefect example of transmedia in practice
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14. Virtuality
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15. we have been preparing for virtuality for some time
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16. Jean Baudrillard (1929 - 2007)
Note: Baudrillard gave us the concept of hyperreality where the object is effaced by its symbol
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17. 17

18. our children brought
virtuality home
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19. 19

20. 20

21. 21

22. video clip of sony home virtual world
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23. 23

24. 14,000,000
800,000
they came
from september 2006 to june
2008, the number of second life
members grew from 800,000 to
14,000,000
Note: various statistics about Second Life
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25. 80,000
10,000
they played
from september 2006 to
february 2009, the number of
simultaneous second life users
grew from 10,000 to 80,000
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26. 35,000,000
15,000,000
they paid
in the space of 42 months the
average value of transactions per
month on second life went from
$15m to nearly $35m
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27. 64,000
44,600
they profited
in february 2009 over 64,000
people had a positive linden dollar
flow, up from 44,600 in
september 2007
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28. 32 | 45
average age % female
Note: demographic of Second Life player
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29. Note: brands that rushed in
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30. 30

31. what went wrong?
Note: many brands found their presence in Second Life devoid of avatars
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32. limited understanding + flawed
strategy + rushed implementation
is always going to end in tears
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33. 33

34. 34

35. 35

36. of 26 million and counting
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37. unique avatars and within games
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38. 38

39. 39

40. 40

41. Note: deals with use of computer generated characters in films
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42. 42

43. Ray Winstone
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44. John Malkovich Anthony Hopkins Angelina Jolie
Note: observation that media started referring to actors as their computer generated characters
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45. source The Wall Street Journal
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46. virtual worlds are a
nascent technology
and may evolve with our children
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47. 0 1.5 3.0 4.5 6.0
webkinz 6.0
clubpenguin 4.7
zwinky 4.4
neopets 3.6
imvu 2.4
barbiegirls 1.8
gaia 1.3
0.6 habbo
0.6
redlightcenter
kaneva
0.6
second life
0.5
unique US visitors in Sept 07, in millions
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48. 48

49. look east...
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50. 340
m i l l i o n
accounts
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51. Augmented reality
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52. Augmented reality deals with the combination
of real-world and computer-generated data,
where computer graphics objects are blended
into real footage in real time.
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53. Augmented reality is the real-time delivery of
digital information to enhance or enable a
geographical / physical experience
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54. 54

55. 55

56. 56

57. 57

58. 58

59. 59

60. video clip of wikitube
Note: video demonstration of a phone application that provides information about what it is pointed at
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61. 61

62. 62

63. user content
marketing information
geographic reality
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65. 65

66. Video of augment reality view of Mini Cooper
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67. Note: augmented reality campaign in South Africa for a bookstore
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68. two points to consider
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69. your consumer is increasingly
straddling the virtual and real
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70. the physical and virtual must enhance
one another and not simply duplicate
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71. “One of the things our grandchildren will
find quaintest about us is that we
distinguish the digital from the real, the
virtual from the real. In the future, that will
become literally impossible. The distinction
between cyberspace and that which isn’t
cyberspace is going to be unimaginable”
William Gibson
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72. Patrick Collings
patrick@sagacite.co.za
+27 (0)83 616 0967
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