r/ga's strategies on multiscreen implementation

Multi-screen ImplementationR/GA’s Strategies for SuccessAdobe MAX

Peter ColeTechnology Director

Yasmin NestlenAssociate Creative Director

R/GA helps brands change the way they think, design and respond.

To us, users are …

potential purchasers of a brandstudents of a brandadvocates of a brandco-creators of a brandand many are all of the above.

When interacting with a brand, consumers choose the screen(s) that best support their needs and goals.

And need to be shared with multiple people

Not being on a screen, or the right screen, is a missed opportunity and potentially a missed sale.

Multi-screen campaigns

Allow brands the opportunity toconnect with, entertain, and provide value to their customers at home, at work, and everywhere in-between

Challenges

There are a variety of devices each with unique screen sizes, resolutions and features.

Devices no longer have a defined role, they can fulfill multiple tasks.

There is data coming from multiple sources and it needs to stay in sync, often in real-time.

There are different screens and eachsupports different experiences.

Mobile: Short and Focused

Snack-sized experiences that happen during users down time or while on the go.

Desktop: Deeper and multi-page

More immersive experiences for users who want depth and have the time to seek content they desire.

Retail: Immediate and Responsive

Users are already inclined to purchase in this environment. Experiences in this environment should create attention, and give customers more reasons to go to the register.

Out-of-home: Environment Specific

Social experiences that happen while people are away from their more traditional screens. These experiences generate buzz through stunts and high visibility.

We need to consider and influence new screens.

New technologies on the horizon.

Future-forward sensing technology

Multi-touch sensing vs. touch sensing

Holographic projections

E-paper or e-ink displays

Wearable screens

Approach

We design for flexibility.

Start with base functionality and build up from there

Create strict separation between content and UI

Services-based architecture

Display appropriate layouts, images, etc. based on context

We respond and adapt.

We no longer design silo-ed, one dimensional (controlled) solutions. Instead, we create integrated, multichannel, and connected experiences.

We design for all screens at once

Case Studies

DROID DOES Time Square

ChallengeFor Verizon, R/GA found an innovative way to show off the DROID’s most unique feature; location-based voice search.

Using any phone on any network.

SolutionBystanders control massive interactive billboards at Time Square New York via commands sent from their mobile phones.

Signs respond by returning location-based searched results.

GoalsGenerate Buzz / Awareness for Android Capture the attention of passersbyReach and draw participation from users at homeAllow people to experience Android Voice Search even if they didn't have an Android phoneCapture global audience

OutcomeThe most successful Android Launch to date. Helped establish Android as the number one mobile operating system in the world. (Gross activations and market share)

Using only voice commands, users controlled two of the world’s largest digital out-of-home signs with any phone.

Twenty-three story signs powered by actual Motorola Droid Devices!

Web users could view the Time Square experience in real-time or dive deeper into site content.

DROID DOES Time Square: Screens

Mobile screen demonstrated Google search.

Desktop screen allowed participation from any-where around the globe.

Out-of-home screen displayed instant feedback and generated buzz.

Nike+ GPS

ChallengeNike had already revolutionized the running shoe, it was up to R/GA to revolutionize running for all runners.

Even if they weren’t wearing Nike shoes.

Nike+ GPS

SolutionNike + GPS allows every type of runner to set goals, map runs, manage progress and get the motivation to run even further.

A runner can hear cheers from celebrities or friends who “like” or comment on their run status via facebook, or can challenge them in a game of Nike+ Tag.

Nike+ GPS

GoalsRunners – the ultimate users “on the go” Address on route and at home needs Keep running social

Using the Nike+ GPS mobile app, runners get feedback immediately.

Runners are able to review their routes, set and manage goals, and challenge others on the Nike+ website without syncing.

Runners can connect with friends and the Nike+ community directly from their mobile phone while on their run.

Nike+ GPS: Screens

Mobile screen provided interaction and feedback during a run.

Desktop screen included socializing, data visualization and engagement outside of a run.

McCormick 2011 Grilling

ChallengeFor McCormick Grill Mates, R/GA was challenged to extend the flavor and passion for grilling into the digital space and beyond. As well as position McCormick as a leader in the culture of grilling.

SolutionCombining two social activities, grilling and Foursquare, RG/A empowered grillers to make their backyards a check-in worthy destination. Users were encouraged to share further by participating in a unique contest where the griller with the most Foursquare check-ins became the Mayor of Hunt Valley Maryland for a day. Using multiple screens grillers could upload photos to Times Square and Facebook.

GoalsTake the traditional activity of grilling digitalReach grillers and new approachesConnect the passion and competitiveness of grilling enthusiastsExtend social aspects beyond the grill

Grillers checked-in their backyards as Foursquare venues with their mobile phones.

To reach and engage all avid grillers there were multiple touch points online.

Grillers were broadcasted on digital out-of-home signage and on Facebook.

McCormick 2011 Grilling: Screens

Mobile screen turned suburban backyards into Foursquare venues.

Desktop screen extended the social activity of grilling beyond the grill.

Out-of-home screen brought grillers to thousands of passerbys in Time Square.

In Closing

TechnologyStart with base functionality and build up from thereCreate strict separation between content and UIServices-based architectureDisplay appropriate layouts, images, etc. based on context

ExperienceUnderstand consumer’s behaviors and expectations are evolvingThink beyond the screen - create integrated, multichannel, and connected experiencesRespond to users’ input in real-time on any screenRemember screens are key points to purchase

Thank You.

Q & ACONTACT US AT

Peter ColeTechnology Directorpeter.cole@rga.com

Yasmin NestlenAssociate Creative Directoryasmin.nestlen@rga.com @coelestine

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