Second Life; perhaps Metaverse archetype

The climate crisis has a source. There is a clock that tells the time based on quotes from literary masterpieces. There are posts about a podcast that you can see and feel. There is an application to share secrets. All this and much more in the new Koot Week.

Gert Koot writes it weekly – all about him and the profession in the wild world of branding, media and entertainment. Koot worked for more than twenty years in various advertising agencies and was also a director of marketing for a time. For several years, Koot has had his own consultancy under the name of Branded Entertainment and advises on new and digital media. As a teacher, he is associated with SRM and NIMA, among others. In this column on Marketingfacts, Koot discusses “what needs to be discussed.”

#1 Graphics that don’t change

Marketers want you to believe that consumer beliefs and behavior are constantly changing. “This new generation is different.” “This is the new normal.” “Yogurt buyers will never be the same again.” But is that really so? To find out, BBH Labs looked at how attitudes in Britain have changed over the last 20 years. The results, write Harry Guild and Dean Matthewson, tell a different story. This is the introduction to a study showing that looking for ‘insights’ is often less meaningful than looking for things that stay the same. Or maybe even easier than instead of just looking for trend lines showing a change in behavior on a chart. Data is a problem, especially people’s growing belief that visualized data is some kind of magical passport to wisdom. A story that is a wonderful vision in itself!

#two a visual podcast

You are listening to a podcast. That’s the only option, right? For its new program “More Than This”, Vox Media wanted to create a podcast that you too can see and feel. The result was an “immersive transcription” accessible to the deaf and hard of hearing. Vox Creative worked with a team of graphic artists and designers to create this shape. The visual experience was also tested by a focus group of deaf and hard of hearing users. What a great way to make an audio product accessible to the estimated 400 million deaf and hard of hearing people around the world.

#3 climate crisis source

We often talk about creativity. This is another wonderful example of an app that speaks for itself. Helsigin Sanomat is one of the national daily newspapers in Finland. 20% of all Finns have a subscription to a daily newspaper and 48% of them have a subscription to Helsigin Sanomat. In March 2021, this newspaper won a silver medal in the experimental design series of the Society for News Design’s annual Best of Digital News Design competition. The winning entry was Climate Crisis Font by HS, “an OpenType variable font that helps people see the urgency of climate change.” The source responds to data from the NSIDC (National Snow and Ice Data Center). The more the ice shrinks, the harder the font becomes to read. Anyone can use it and HS uses it for their own logo on their website.

#4 Author Clock

Another wonderful idea. A clock that tells the time based on quotes from literary masterpieces. What a wonderful idea!

#5 really fake

Last Sunday morning, Sander Duivestein was present at our Clubhouse session to have a nice chat about the lessons from the recently published book Nep Echt. The first reviews are already beginning to see the light. Of course we won’t take them all, but this one from Marco Derksen is so interesting that we want to pay attention to it anyway. After devouring the book over a weekend, he dedicated a nice post to it on his (interesting) website Koneksa Mundo. This story also features a number of elements discussed in the book. So again a good recommendation for you to make this knowledge yours.

#6 A valuable digital life?

Second Life is perhaps the archetype of what we now see as the Metaverse. The platform was founded in 2003 by Linden Lab in San Francisco and was hailed as the future of the Internet at the time. That future was short-lived: in 2007 Second Life peaked at one million active users, after which the number of Second Lifers slowly declined before leveling off at around eight hundred thousand active users. You can see it as a technical platform, but it is much more interesting to see it from the user’s point of view. This week there was a story in De Correspondent that does just that. Not what it is, but what it can do for users. So read Satyamo’s report here. And perhaps, in addition to the possible resistance, you can also recognize something of the opportunities, the creativity and the endless possibilities.

#7 The Metaverse Primer

If you don’t already have enough information about the possibilities and opportunities of the Metaverse, this is a great starting point to learn more about the possibilities. Metaverse Primer is a 9-part series of stories about the individual components that play a role in what we now call the Metaverse. Matthew Ball is one of the leading thinkers in the field, so this is a great opportunity for anyone interested in delving into the individual components. Provided with a handy preface that lays the groundwork for the next steps.

#8 model me

Many times we have talked about virtual influencers. Totally digital people account, non-existent. But if that is possible with influencers, it is not so difficult to think that you can also use it as an alternative for fashion models. Just look at ModelMe. This service allows fashion brands to generate models for use on their websites and catalogues. Using AI, you specify gender, height, skin color, and other parts, and the system allows you to produce an infinite number of generated and posed images of said models. You can then dress it up in your own collection. This results in huge savings in production costs and probably less work for the models and their desks.

#9 The death and birth of technological revolutions

An interesting question. Are we nearing the end of the current technological revolution or are we only halfway through and have not yet entered the “golden age” phase? Ben Thompson discusses Carlota Pérez’s theory in his Stratechery newsletter. He is an honorary professor at various universities and author of the book “Technological Revolutions and Financial Capital”. You can read a more than readable summary of that book by Jerry Neumann here. Because we cannot see the future, finding an answer is impossible. But this story gives you great insights into the how and why of the current situation. And maybe you can come to a good conclusion yourself.

#10 share a secret

Useful tool if you need to share something that no one else should know about. And remember that a “secret” can also simply be a login code for Netflix. Or an access for a specific account. But bigger secrets are also allowed. Share the message via an encrypted link and the information will disappear once the recipient has viewed the message. And yes, if you ever screenshot that again, you will of course lose control of your secret.

podcast of the week

Every week, Airborne chooses the Podcast of the week. This Week’s Podcast: This week’s Old Spice, showing you how to make audio part of a campaign.

The podcast was invented as a serial audio file. So a podcast is (almost always) linked to an RSS feed, so you’re automatically notified when a new episode comes out. Old Spice shows that you can also use audio once, as a central part of a campaign. The audio story ‘The most epic seafaring legend ever told’ is done beautifully and, above all, creatively, in the now characteristic style of Old Spice. In short: exaggerated, with a lot of irony and humor. Around the launch of a new deodorant (Old Spice Captain), Old Spice in Spain asked Instagram followers to think of the most epic marine story ever. The end result is a half-hour audio story: high wind, crashing waves, and the deep voice of a tough captain. What makes the campaign clever is the way Old Spice unfolds the story. The full story is illustrated on the campaign site, for Instagram it was split into different Stories, and the audio story was also distributed as a 10-part series via radio, bringing us back to serial distribution of content.

You can see the case of this podcast here:

X Insight & Connect branded entertainment. Fresh out of the oven and still warm. The written version now also in audio. Join us for your mental breakfast and start the dialogue. Today (Sunday, October 24) at 9:00 am in the Clubhouse. Under the inspired moderation of Sylvie Verbiest. Featuring the Airborne Podcast of the Week. We’ll skip Tino Stuij’s talk column today because Tino is getting inspired.

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