Executive Insight: Mads Nipper
LEGO CMO Mads Nipper explains why the intelligent integration of digital and physical is the next frontier for the business of play.
Collection
Think Quarterly: The Play Issue
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How We Play Today
Imagine a world in which you can access the media you love anytime, anywhere. Well, that world is here. Google's Director of Digital Content, Jamie Rosenberg, explains how new technology supplies people with 24/7 entertainment. The cloud has made films, books, and music ubiquitously available, and the social web is allowing us to engage with media in new, exciting ways.
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The Olympics Unpeeled
The Olympics used to be primarily a televised event. But in the past few years, the number of screens through which a user can access the games – as well as apps, social sites, information, scores and more – has exploded. How can marketers take advantage of all the media possibilities? We report on the amazing digital might that is being summoned to bring the games to every user, every device.
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Crayola’s Colorful Evolution
It may have inspired generations of kids to get creative with color, but when it comes to integrating digital technology into its products, Crayola is doing more than painting-by-numbers. We spoke with Vicky Lozano, VP of Corporate Strategy, about some of their recent efforts, including an iPad app that creates a digital coloring book experience and a YouTube channel that connects the brand to parents and educators. For Lozano, it's about remaining true to the company's goal of supporting kids’ growth and development, while constantly innovating to best fulfill consumers’ needs.
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Faire Play
Tim O’Reilly believes in fun first, business second. Looking at past technological success stories like the computer, the World Wide Web, and the touch screen, he argues that having fun with technology is the best way to unlock its potential.
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The Knowledge: Pharrell Williams
Hip hop star Pharrell Williams may be a successful pop culture icon, but he's a kid at heart. In this article Pharrell discusses "i am OTHER", his visionary YouTube channel, and shares his 10 favorite things to play when taking a break from the limelight.
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A World of Pure Imagineering
From mobile apps to fortune-telling robots, Disney’s Imagineers are using digital technology to create unique, but very human, experiences across its theme parks. While Imagineers are discovering ways that technology contributes to Disney’s magic, the company is also weary about taking digital integration too far. Here, we explore the innovative ways in which Disney is evolving to keep up with digital age, and the traditions that the imaginative brand is fighting to keep.
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The Future of Play
When fans can watch sports in life-like HD from the comfort of their living room, how are stadiums maintaining ticket sales? As technology is improving, the sports industry is being pushed to step up its game. Sports stadiums are implementing digital upgrades to foster fan engagement and enhance the live-game viewing experience. From next-generation football stadiums to fan-focused digital technology and real-time 3D environments, we look at the future of live-action sports.
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The Job’s a Game
Health recovery, household energy and finances aren’t typically thought of as fun—at least not yet. In recent years, the entertainment value of technology has become more apparent than ever. By combining digital tools with the principals of play, entrepreneurs are creating games to transform previously mundane chores into engaging activities.
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Hidden Meaning
Ever looked up directions from NYC to Tokyo in Google maps? Or typed “do a barrel roll” into Google search? Those are called "easter eggs," and they are hidden all over the web. In this article, Google's Jon Wiley explains how these bits of buried treasure can forge a more emotional connection between brands and consumers.
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Branding Brazil
Brazil is more than just an emerging market. It's one to be reckoned with. Not only will it host both the 2016 Olympics and the 2014 World Cup, it's also already the fifth largest online market in the world. Cell phones outnumber people, plus they are among the top international users of Google offerings like search and YouTube. For marketers considering this booming market, the question is not if, it's how.
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Crafting Contagious
Jonah Berger, Assistant Professor of Marketing at the Wharton School of the University of Pennsylvania, considers what makes videos go viral. From examining the New York Times “most e-mailed” articles over a three month span, he found that content that evokes emotion is more likely to be shared, with some emotions more likely to prompt action than others.
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Brain Games
Turns out that digital games might not be turning the next generation’s brains into mush. In fact, playing games might sharpen brainpower. An increasing number of researchers are beginning to view the brain as a muscle that can be toned with cognitive training, otherwise known as "play". Websites such as Lumosity, a creation of San Francisco-based Lumos Labs, offer games to challenge and improve cognitive abilities. Whether in the office, on the sports field, or simply relaxing at home, brain training might soon be an integral part of your daily routine.
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Game Your Campaign
In this article Carolyn Wei and David Huffaker, Google User Experience researchers, explore how understanding gaming sociability could help marketers communicate with a growing audience in new ways. From heightening personalization with "virtual goods", to avoiding the pitfalls of "noisy" game notifications, today's marketers can create a gaming niche that is both relevant and meaningful to a highly engaged user base.
Collection Archives
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Google for Government | May 2013 | |
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Meet the Mobile Champs | May 2013 | |
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The Full Value of Mobile | March 2013 | |
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Enhanced Campaigns Webinar Series | February 2013 | |
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YouTube Ads Leaderboards | January 2013 | |
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Holiday Research Studies | January 2013 | |
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Are you ready to GoMo? | January 2013 | |
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Wharton: Knowledge for Action | January 2013 | |
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Think Quarterly: The Speed Issue | October 2012 | Download |
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Think Quarterly: The Open Issue | October 2012 | Download |
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Think Quarterly: The Creativity Issue | April 2012 | Download |
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Search Ads Pause Studies | March 2012 | |
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Think Quarterly: The People Issue | September 2011 | Download |
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Zero Moment of Truth (ZMOT) | September 2011 | Download |
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Think Quarterly: The Innovation Issue | July 2011 | Download |
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