2015

Vol.13 Ed.1

INTERVIEWS

Carlos Becil, Connected CMO, Equinox Peter Duffin, SVP, Brand and Marketing, Spaces, Lincoln Center Connected Experiences

Features:

More Than a One-Click Experience Participation Can’t Be Pirated R/GA FutureVision Vol.13 Ed.1 2 R/GA FutureVision Vol.13 Ed.1 3 Contents R/GA FutureVision Vol.13 Ed.1 2 R/GA FutureVision Vol.13 Ed.1 3

00 Introduction 04 Reclaiming Life Outside the Screen Andrea Ring, SVP, Managing Director, Insights & Planning, R/GA

01 Spaces: More 6 - 33 Trends: More Than a One-Click Experience

Than A One-Click 34 - 39 Conversations : In Pursuit of Connected Cycling Carlos Becil, CMO, Equinox Experience Jonathan Greene, VP, Managing Director, Mobile & Social Platforms, R/GA Rather than trying to compete with e-commerce on 40 - 43 Perspectives : 21st Century Experiences for convenience, brick-and-mortar stores are revamping their physical spaces to better showcase their strengths. Analog Beings Fabiano Coura, VP, Managing Director, R/GA São Paulo

02 Experiences: 44 - 67 Trends: Participation Can’t Be Pirated

Participation 68 - 73 Conversations : Re-Engaging the Live Audience Peter Duffin, SVP, Brand and Marketing, Lincoln Center Can’t Be Pirated Erin Lynch, Group Executive Creative Director, Experience Design, R/GA Similar to physical retail spaces, marketers are 74 - 75 Perspectives : Technology in the Live using technology to restore live performances to the you-had-to-be-there events they used to be. Event Space: A Perfect Storm Louis Marino, Executive Creative Director, Experiential, R/GA Kai Tier, Group Technical Director, Experiential, R/GA

About 76 - 77 What Is FutureVision?

Appendix 78 Sources R/GA FutureVision Vol.13 Ed.1 4 R/GA FutureVision Vol.13 Ed.1 5 Introduction:

Reclaiming Life Outside the Screen

Andrea Ring SVP, Managing Director, Insights & Planning, R/GA

The other day on Canal Street, in two areas: the reinvention of experience. And the burgeoning field I bumped into an entire class of brick-and-mortar stores and the of virtual reality promises an even more high school juniors from Sioux renaissance of live events. realistic way to see an event without Center, Iowa. They weren’t looking having to be part of it. The ease and up at the buildings, checking out As digital screens compete for customers interactivity of these innovations knockoff handbags, or searching by offering shoppers a hassle-free, have put pressure on brands to offer for illegal fireworks. They were convenient way to make a purchase, one-of-a-kind experiences that can’t buried in their phones: screening. brick-and-mortar stores are focusing on be pirated or replicated. Even in one of the liveliest shopping engagement, creating connected spaces districts of the greatest city in the that invite interaction and give consumers Technology is at the core of the changes world, their digital screens were additional reasons to visit in person. we’re seeing in these two areas, shifting winning the attention war. Brands are realizing that purely digital the paradigm from the all-too-common services may not be enough to satisfy scenario where devices make us miss While these teens were buried in their consumers, and are creating hybrid out on the best parts of life, to a new phones, I couldn’t help but think of experiences that combine the ease and reality where we use them to augment my own behavior, and the behavior immediacy of digital channels with the and enhance the in-person experience. of my peers. We’ve all had those tactile nature of physical stores. At the This doesn’t mean that digital screens out-of-body experiences before, core of this experience is a human will disappear; it means that we will engrossed in our phones instead of connection: technology is enhancing learn how to harness them to provide what’s going on in front of our faces. the relationship between the sales more engaging experiences in the real associate and the shopper, not world. We’re entering a period when our But things are starting to change. replacing it. devices will make the main attraction People are beginning to react against even better—not serve as a distraction. this real missing out on life. They are Live events are undergoing a similar Things are about to get really good. beginning to demand rich, human rebirth. Just as commerce has been experiences that may use screens, hijacked by e-commerce, digital but don’t depend entirely on them. screens have eroded the appeal of live entertainment. High-definition screens, As marketers, we have the opportunity live streams, and ubiquitous social to help brands reclaim life outside updates have commoditized what used to the screen. This is most evident be an exclusive, communal, in-person R/GA FutureVision Vol.13 Ed.1 4 R/GA FutureVision Vol.13 Ed.1 5 R/GA FutureVision Vol.13 Ed.1 6 01/ More Than a One-Click Experience R/GA FutureVision Vol.13 Ed.1 7 111111 111111 111111 111111 111 >1 R/GA FutureVision Vol.13 Ed.1 8 R/GA FutureVision Vol.13 Ed.1 9

TODAY, PHYSICAL SPACES ARE EVOLVING TO DIFFERENTIATE THEMSELVES FROM THEIR DIGITAL COUNTERPARTS.

HOMES ARE OFFICES ARE BECOMING STORES ARE BECOMING BECOMING SMARTER: MORE COLLABORATIVE: MORE PERSONALIZED: While DIY smart home Remote employees can With online services eating solutions have existed for years, collaborate across workspaces away at the informational they’ve been too complex for by using cloud services and and transactional aspects of anyone but tech enthusiasts. teleconferencing. R/GA’s new in-store shopping, retailers The Nest Learning Thermostat headquarters will integrate like Tiffany are using digital is a consumer-friendly solution many high-tech features. information to improve face- that automates heating and HOTELS ARE BECOMING GYMS ARE BECOMING to-face interactions in-store. cooling needs. MORE WELCOMING: DATA-DRIVEN: Mobile-first consumers have Facing competition from new expectations for how Fitness apps and streaming they use their devices while services, fitness clubs like traveling. Hotels like Aloft are Equinox are integrating responding by streamlining user data to offer access to check-in and using robots more than expert trainers to deliver amenities. and “dumb” equipment. R/GA FutureVision Vol.13 Ed.1 8 R/GA FutureVision Vol.13 Ed.1 9

MUSEUMS ARE BECOMING THEME PARKS ARE MORE INTERACTIVE: BECOMING MORE SOPHISTICATED: Cultural institutions like the Cooper Hewitt Design Disney is leading the charge in Museum are introducing tactile providing a complete end-to- experiences that let visitors end experience for guests with interact with, and curate the art. MagicBands, wristbands that replace a room key, wallet, and LIBRARIES ARE BECOMING STADIUMS ARE BECOMING admission ticket at the park. MORE RELEVANT: MORE CONNECTED: With information now freely Addressing the issue of available online, physical connectivity and convenience, resources and human services the new Levi’s Stadium is are in greater demand. At wired to keep 75,000+ fans maker spaces and living connected at all times, watch libraries, visitors can borrow instant replays and order tools and consult experts food from their seats. who know how to use them. R/GA FutureVision Vol.13 Ed.1 10 R/GA FutureVision Vol.13 Ed.1 11

TRENDS 01.1/ Experiential Showrooms Stores can differentiate themselves from their online counterparts by creating environments that encourage hands-on trials. While massive shopping malls and bland department stores may be dying a slow death, innovative retailers that embrace the physical space as a way to offer shoppers new ways to interact, and new reasons to linger, stand to win. R/GA FutureVision Vol.13 Ed.1 10 R/GA FutureVision Vol.13 Ed.1 11

Virtual Interactions 12 - 13 Save Floor Space

Retail Environments 14 - 15 for Testing Products

Brand Narratives 16 - 17 and Retail Theater R/GA FutureVision Vol.13 Ed.1 12 R/GA FutureVision Vol.13 Ed.1 13

TRENDS Virtual Interactions Save Floor Space

Technology has given online commerce endless scalability, but offline space is limited. Whereas Zappos offers an array of nearly 25,000 women’s shoes online, your local Nordstrom probably has only a few dozen. Digital technology enables retailers to show infinitely larger selections than their physical footprints allow.

A realistic rendering of products can help its use of interactive screens to “test” customers test big-ticket items like cars a car. But innovation doesn’t stand still, and appliances. Retailers are attempting and interactive screens in 2015 aren’t that to provide hands-on experiences using big of a deal. big tech installations. For example, the Samsung CenterStage is a digital Audi recently introduced a virtual reality showroom for the brand’s home appliances experience to give dealers an even more that lives in select Best Buy stores. It lets immersive way for consumers to test- customers interact with massive screens drivea car. The company partnered with to learn about the new features of a fridge Samsung VR for the activation, following or the ins-and-outs of a washer/dryer— in the footsteps of Volvo, which had appliances that are usually unplugged introduced a virtual reality test-drive at in showrooms. the LA Auto Show a few months prior. In an industry first, Volvo used Google’s To help extend its footprint in London low-cost, virtual reality solution, Google without taking up additional square footage, Cardboard, to introduce potential buyers Audi created Audi City, a virtual showroom to the new XC90, building excitement for where consumers can see the entire Audi a car that wouldn’t launch until the portfolio. The dealership features floor- following year. to-ceiling digital screens and interactive touch tables that allow consumers to configure their perfect car. Consumers can also interact with cars on-screen by virtually opening doors and looking inside. When Audi introduced Audi City in 2012, the brand received praise for R/GA FutureVision Vol.13 Ed.1 12 R/GA FutureVision Vol.13 Ed.1 13

Samsung CenterStage

Customers can virtually interact with appliances at select Best Buy stores.

Photo Credit: Samsung

Volvo Reality

Volvo used Google Cardboard for virtual test-drives at the LA Auto Show.

R/GA Work R/GA FutureVision Vol.13 Ed.1 14 R/GA FutureVision Vol.13 Ed.1 15

TRENDS Retail Environments for Testing Products

If you want to see how a sweater will fit, you simply try it on. It’s easy to understand what cashmere feels like, but it’s harder to explain less tangible benefits like performance—for example, how would a retailer simulate how Nike Dri-FIT tech works in 100-degree heat?

When Nike introduced the Nike+ FuelBand —a much more exciting and engaging in 2012, it had to show what it means to experience than simply picking a coat earn NikeFuel points. Rather than try to off the rack. explain the product, Nike partnered with Selfridges in London to create the Nike Nike’s Knitting Machine and The North House of Innovation, a playground of sorts Face’s Never Stop Exploring: Press that let people experience the product worthy? Check. Sustainable? No. While in person. Nike also took a “Just Do It” Nike and The North Face each gave approach to demonstrate how Nike Flyknit shoppers a “real-world” experience, Lunar2 shoes are made. R/GA Buenos both creative executions were stunts. Aires helped create a special treadmill Even more beneficial to consumers is a connected to a loom. The so-called retail experience that lets them test and Knitting Machine was activated when try the products on an ongoing basis. people started running and knitted lanyards Reebok has been a leader in taking a for race medals in a fashion similar to how lifestyle approach to its retail stores, the shoes themselves are made. renaming them “FitHubs” and offering CrossFit classes alongside merchandise Similarly, a brand like The North Face displays. Nike has followed Reebok’s can’t really demonstrate the value of lead, and the brand’s firstwomen’s only its sub-zero outdoor gear, or its tagline, store in Newport, California, serves “Never Stop Exploring,” in a regular retail as both a shopping destination and a setting. So to simulate an expedition testing ground. Not only can customers in-store, The North Face surprised shop- pick up new gear, they can take a yoga pers in South Korea with a disappearing class, participate in a Nike+ Training showroom floor and a climbing wall; Club session, or join a run, as well. shoppers were challenged to scale the wall to test out the gear (and win freebies) R/GA FutureVision Vol.13 Ed.1 14 R/GA FutureVision Vol.13 Ed.1 15

Nike Knitting Machine

Treadmill lets customers simultaneously test Nike Flyknit Lunar2 shoes and see how the fabric is made. [Argentina]

R/GA Work

Nike Fashion Island

The women’s only store serves as a retail destination and fitness studio.

Photo Credit: Nike R/GA FutureVision Vol.13 Ed.1 16 R/GA FutureVision Vol.13 Ed.1 17

TRENDS Brand Narratives and Retail Theater

Sometimes, it’s not enough to simply let consumers try the product. Sometimes, they need to be taken by the hand and led on a journey. Inspired by museums, stores are incorporating creative experiences that add a specific narrative or process to in-person visits.

Selfridges has a long history of experiential technician prescribed each shopper a activations. For example, the retailer fragrance based on the questionnaire and collaborated with mobile phone company an analysis of the decisions she made HTC to create a temporary Skatepark in during the experience. the store’s basement. Its No Noise Project reintroduced the concept of a silence room, Retail theater doesn’t need to be such a or a place for shoppers to recover from carefully calculated affair. More subtle cues their shopping. During the No Noise Project, can also help shift perspective. Now that no logos appeared on shopping bags or Starbucks has become omnipresent, the products, and the department store hosted brand is trying to attract more premium meditation sessions through a partnership customers by invoking a bit of retail theater with meditation app, Headspace. And of at its new Reserve Roastery in Seattle. course, no cell phones were allowed. The location features rare coffee beans, and customers can watch the roasting Selfridges also created the Fragrance Lab process thanks to a network of clear to help customers pick a signature scent pneumatic tubes overhead. Starbucks matched to their personality. During the likens the Roastery to a “real-life Willy 15-minute, multisensory experience, Wonka experience.” shoppers filled out a questionnaire, then were guided by audio through light-infused rooms. They were encouraged to smell and touch various objects, and were asked what memories each scent triggered. This sensory experience helped distill personal likes and dislikes in a more distinct way than the typical “Do you prefer floral scents?” question. At the end of the tour, a lab R/GA FutureVision Vol.13 Ed.1 16 R/GA FutureVision Vol.13 Ed.1 17

Selfridges Fragrance Lab

Immersive experience helps customers pick a signature scent. [UK]

Photo Credit: Selfridges

Starbucks Reserve Roastery

Seattle store highlights the company’s new take on “premium.”

Photo Credit: Starbucks R/GA FutureVision Vol.13 Ed.1 18 R/GA FutureVision Vol.13 Ed.1 19

TRENDS 01.2/ Interactive Sales Floors Adding interactive elements to the physical shopping experience can help educate consumers about products and provide new inspiration. Interactive sales floors also offer shoppers the ability to easily visualize and customize a product, while enhancing the advice they receive, giving them more confidence that they know exactly which product is best for them. R/GA FutureVision Vol.13 Ed.1 18 R/GA FutureVision Vol.13 Ed.1 19

Visualizing and 20 - 21 Customizing for Pre-Purchase Assurance

Dynamic Displays 22 - 23 Provide Rich Product Information

Intelligent Installations 24 - 25 Scan Shoppers, Offer Style Advice R/GA FutureVision Vol.13 Ed.1 20 R/GA FutureVision Vol.13 Ed.1 21

TRENDS Visualizing and Customizing for Pre-Purchase Assurance

It’s often difficult to visualize how a home renovation will turn out, or how a certain blush will look on your face—because you typically can’t test these things before you buy them. That’s changing.

Lowe’s has introduced the Holoroom, hand and a bottle of nail polish on an customers to design their own footwear. a home improvement simulator that uses RFID-enabled platform to try multiple Shoppers can customize shoes on 3D augmented reality to help shoppers shades without marring their manicure. an iPad and see and feel the textures visualize what appliances will look like and colors of the different options in a in context. Using an iPad, shoppers Another advantage of virtual testing design studio. Uggs recently opened a can pick a floor plan that matches their is that it makes it easier for people to high-tech concept store in Washington, own home’s and drag and drop objects customize products. Shoppers can use DC, featuring large touchscreens that let around the room as desired. Once digital tools to tweak a product until it’s people research and customize items. shoppers are happy with the setup, perfect—rather than designing it all at Using wireless tracking technology, they step into the Holoroom to see what once and hoping it turns out right. At the the screens also offer suggestions the new design would look like. After pop-up concept YR Store, traditional based on what shoppers are holding they’ve explored the room, they receive racks of clothing were replaced by in their hands or trying on their feet. a link to the 3D image layout so they YrWalls, interactive “graffiti walls” that The combination of physical touch and can view it later, share it with friends, or gave customers the ability to design digital customization allows shoppers have the model information handy if they their own shirts with a digital spray can. to feel confident they are designing decide to purchase the products later. Shoppers selected a basic T-shirt and and purchasing the perfect product. personalized it by uploading photos, Augmented reality is also a great fit creating their own patterns, or choosing for the cosmetics industry. Sephora preloaded images from a participating introduced a Virtual Mirror in stores to artist. Once they were satisfied with help shoppers sample makeup. The their design, they could preview it on augmented reality mirror was designed an interactive mirror before sending it to make it easier for shoppers to test to an in-store printer, where it would be new brands, products, or colors. ready for pickup in about 10 minutes. Burberry’s stand-alone beauty store, Selfridges, Topshop, and Topman the Beauty Box, features a “Digital have partnered with YR Store to bring Runway Nail Bar” that lets shoppers customization and interactivity to virtually test Burberry’s latest nail polish their stores. Nordstrom has partnered shades. Shoppers can place their with startup Shoes of Prey to allow R/GA FutureVision Vol.13 Ed.1 20 R/GA FutureVision Vol.13 Ed.1 21

Lowe’s Holoroom

Augmented reality room lets shoppers visualize how new appliances will look in their own home.

Photo Credit: Lowe’s Innovation Labs

YrStore

Interactive kiosks let consumers upload their own images or select from preloaded patterns to customize T-shirts. [UK]

Photo Credit: YrStore Facebook

Uggs

Uggs new concept store provides large touchscreens for customizing footwear.

Photo Credit: Deckers Brands R/GA FutureVision Vol.13 Ed.1 22 R/GA FutureVision Vol.13 Ed.1 23

TRENDS Dynamic Displays Provide Rich Product Information

Interactive displays can work a lot harder for retailers than traditional static ones, and they can play an educational role.

Interactive displays help customers find system in its first offline store in New in-store. When shoppers picked up items in the store, suggest styling tips, York City, allowing shoppers to read products on a display table, they could and show the popularity of products online reviews of products at the shelf. watch videos depicting the brand lifestyle. online. These displays provide the Adding online reviews to the display customer with enhanced information preempts shoppers’ urge to search for Mannequins are an important means about a product, which complements reviews on their phones. PERCH is an of display, as well. In fact, window the knowledge of sales associates. interactive display system that seamlessly mannequins can determine whether integrates rich media with the in-store a shopper does or doesn’t enter a store. Some retailers, are ditching paper shelf experience through a projector-based British department store House of Fraser tags in favor of digital displays. Kohl’s system that works on any surface. has installed beacons in its mannequins. uses LCD screens with e-ink to display Online-only jewelry brand BaubleBar When customers with the store’s app are product information and sale prices, which is one brand that has leveraged PERCH within 50 meters of one, its beacon sends cuts down on the manual labor required – at a New York City pop-up store – to a message with information about the to swap out tags when prices change. It provide a unique way for shoppers to learn clothes, their prices, and where they are also ensures that customers always see more about products. When a shopper located in the store. the most up-to-date price. Kate Spade picks up an item on, say, a display table, Saturday takes this idea one step further an optical sensor inside the projector unit in its Tokyo flagship store. The brand detects the movement to respond in replaced all paper signage with iPads, real time. Any shopper who picked up a which allows the store to dynamically necklace or bracelet was given general update pricing. Customers can also use style tips as well as the opportunity to the iPads to read product reviews and see how Instagram influencers had worn see how to pair different items in the store. the piece. Kate Spade has also used Birchbox has implemented a similar PERCH to extend branding campaigns R/GA FutureVision Vol.13 Ed.1 22 R/GA FutureVision Vol.13 Ed.1 23

Birchbox Soho

Retail store displays online reviews next to products.

Photo Credit: Birchbox

PERCH

Display system projects interactive content onto actual products.

Photo Credit: Perch Interactive

House of Fraser

Beacon-equipped mannequins tell shoppers where to find clothes in the store. [UK]

Photo Credit: iconeme R/GA FutureVision Vol.13 Ed.1 24 R/GA FutureVision Vol.13 Ed.1 25

TRENDS Intelligent Installations Scan Shoppers, Offer Style Advice

Thanks to sites like Pinterest and Polyvore, along with the magazines shoppers have always relied on, customers are more tuned in than ever to seasonal trends. Retail stores obviously reflect these trends in their merchandise, but now they can also offer smart recommendations with styling advice.

New scanning technology and retail auto- of clothing to see online ratings and reviews. mation systems add utility by providing After a shopper has scanned an item she’s shoppers with complementary product trying on, the tablet recommends acces- suggestions based on what they’re already sories to complete the look. A button on wearing, their purchase history, or what the tablet summons a sales associate they’re trying on in the fitting room. to fetch the extra items — allowing Bloomingdale’s to up-sell and cross-sell To entice shoppers into the store, New in an unobtrusive way. Zealand fashion retailer AS Colour installed a window that scanned the outfits Rebecca Minkoff’s high-tech fitting rooms of passers-by and recommended items to take even more of the friction out of the improve their look. The window rated their process. They interact with RFID-enabled outfits on a scale of 1 to 100 based on clothing tags, so when a customer enters trendiness and originality, then suggested the dressing room, the mirror automatically a complementary color in stock at AS senses what she is trying on and suggests Colour. Sales increased 16% after the complementary items in the store, no activation. Similarly, the L’Oréal Paris’ manual scanning required. Intelligent Color Experience was a New York City subway installation that scanned riders’ outfits to suggest matching makeup.

Retailers are now embedding these types of recommendations into their store’s infrastructure. Bloomingdale’s is testing smart fitting rooms with wall-mounted tablets that allow shoppers to scan items R/GA FutureVision Vol.13 Ed.1 24 R/GA FutureVision Vol.13 Ed.1 25

L’Oréal Paris

Subway installation scanned colors in riders’ outfits to suggest cosmetics in complementary hues.

RGA Work Photo by Jonathan Pozniak

Bloomingdale’s

Wall-mounted tablets in fitting rooms let customers scan items to see online reviews.

Photo Credit: Mobispoke

Rebecca Minkoff

Fitting room mirror interacts with RFID tags on clothing to automatically display matching items.

Photo Credit: Rebecca Minkoff R/GA FutureVision Vol.13 Ed.1 26 R/GA FutureVision Vol.13 Ed.1 27

TRENDS 01.3/ Syncing Online and Offline Online retailers have historically had one major advantage over brick-and-mortar retailers: data. But it’s now becoming easier for store front retailers to access the personal information of on-site shoppers—often as soon as he or she enters the premises. This information is allowing stores to pull shoppers in and efficiently direct them to specific products based on personal preferences, previous purchases, and current shopping lists. R/GA FutureVision Vol.13 Ed.1 26 R/GA FutureVision Vol.13 Ed.1 27

Mobile Technology 28 - 29 Drives Foot Traffic

Getting In, Getting Out 30 - 31

A Shared Interface 32 -33 for Simplified CRM R/GA FutureVision Vol.13 Ed.1 28 R/GA FutureVision Vol.13 Ed.1 29

TRENDS Mobile Technology Drives Foot Traffic

The gap between our online and offline lives is shrinking, as the two become increasingly linked through our omnipresent smartphones. When we leave the house, our online browsing history and preferences come with us, whether we intended to go shopping or not.

Google is leading the way in targeting are huge traffic drivers for e-commerce the omnichannel shopper by introducing sites, but how does this social activity a Google Now card that alerts consumers translate to brick-and-mortar traffic? when a product they’ve researched online Mammut’s experimental Beacon.Store is available at a nearby brick-and-mortar Ecosystem uses beacons to bring store and what the price is. For example, shoppers’ digital preferences in-store, if a shopper has searched for a KitchenAid matching what they’ve liked online to the mixer online and is near a Williams-Sonoma store’s layout. Shoppers download the store that sells it, she’ll see a Google Now Mammut app and link it to their social card with the product and price. media accounts, so the app can capture each item they pin or share. When they A challenge with the Google Now card walk into the store, beacons alert staff is there’s no guarantee the desired that they’ve arrived, and lights specially product will be in stock at a particular fitted into racks highlight their favorited store. But a collaboration between products. The app links online social Google and Macy’s is solving this issue. behavior to offline browsing to give By incorporating local inventory into shoppers a better in-store experience. mobile search in a timely, relevant way, Macy’s might be able to provide some here-and-now convenience that even overnight shipping can’t compete with. Platforms like Pinterest and Instagram R/GA FutureVision Vol.13 Ed.1 28 R/GA FutureVision Vol.13 Ed.1 29

Google Now

Users receive alerts when they’re near stores that carry products they’ve researched online.

Photo Credit: Search Engine Land

Macy’s

Department store partnered with Google to incorporate local inventory into mobile search.

Photo Credit: Google

Mammut

Store features specially designed shelves that light up based upon what products a customer has looked at online. [Germany]

Photo Credit: Behance R/GA FutureVision Vol.13 Ed.1 30 R/GA FutureVision Vol.13 Ed.1 31

TRENDS Getting In, Getting Out

One major downside of shopping in stores is all the distractions. Finding a specific product can be time consuming and frustrating, but new technology is making it easier for customers to get what they need and get out with fewer headaches.

Chances are, if you shop at your local brands. Once they’re inside the store, Target or grocery store on a weekly the app uses geolocation to guide them basis, you have a general idea of where to their selections. The app can also basic items are in the store. Clothing is help them find their friends within the on the right-hand side, produce on the maze-like store. left-hand side, etc. But while familiarity whittles down the number of aisles you Sainsbury’s, a UK-based supermarket have to walk looking for something, it chain, is testing a timesaving app that doesn’t help you pinpoint a particular offers a little bit of everything. The app item—especially if it is something you lets customers create shopping lists and don’t normally shop for. Downloading a guides them to their chosen proucts. Once retailer’s app and creating a shopping there, they can scan and pay for the items list can save valuable time, however. with the app, skiping the checkout line. To help bargain hunters find deals and navigate the crowds on Black Friday, For people who don’t want to go to the Target partnered with indoor-mapping store, there’s always delivery. Whole company Points Inside to add in-store Foods recently partnered with Instacart, maps to its mobile app. Now shoppers a digital service that sources on-demand can type in an item they’re looking for grocery delivery. Whole Food shoppers in and see exactly where it is in the store. Boston and Austin can also order online and pick up items in store at a time of their Sometimes, navigating the crowds and choosing using a locker system similar browsing are part of what makes the to Amazon Locker. shopping experience fun. At Galeries Lafayette, the goal is less about saving time and more about optimizing time spent wandering around the historic 10-story Paris department store. Customers can use the store’s app ahead of time to create an itinerary around their favorite R/GA FutureVision Vol.13 Ed.1 30 R/GA FutureVision Vol.13 Ed.1 31

Galeries Lafayette

Mobile app helps shoppers create itineraries for navigating the massive department store. [France]

Photo Credit: Galeries Lafayette

Sainsbury’s

Mobile app guides users to items on shopping list and enables scan and pay to skip the checkout line. [UK]

Photo Credit: Sainsbury’s

Whole Foods + Instacart

Shoppers can order groceries online and pick them up at on-site lockers.

Photo Credit: Whole Foods Market R/GA FutureVision Vol.13 Ed.1 32 R/GA FutureVision Vol.13 Ed.1 33

TRENDS A Shared Interface for Simplified CRM

While customer relationship management (CRM) systems have been around for ages, they no longer reside in databases on desktop computers. Today’s platforms are manifesting in the real world, bringing face-to-face customer relationships into the Connected Age.

Often, the information gathered through easy way to keep track of customers, these platforms isn’t entered by some understand individual preferences, anonymous data broker or low level and prepare for the meeting so they clerk. In many cases, the information is can create an experience that lives input by the customer. up to each customer’s expectations. The app also allows sales associates Tiffany is piloting a “clienteling” app to gain the information they need to at its famous Fifth Avenue flagship in follow up with customers after the visit. New York City. The app lets customers This app and an accompanying Ring make an appointment to view the rings Finder app are big steps toward creating they’ve saved in their queue. When a seamless transition from digital customers arrive, they’re greeted by consideration to in-store purchase. name at the entrance, escorted to the engagement section, and introduced to an associate who speaks their language and has already gathered the rings they want to see, in their size. They even get a glass of champagne. For sales associates, the app is an R/GA FutureVision Vol.13 Ed.1 32 R/GA FutureVision Vol.13 Ed.1 33

Tiffany & Co.

Clienteling app creates seamless transition from digital consideration to in-store purchase. R/GA FutureVision Vol.13 Ed.1 34 R/GA FutureVision Vol.13 Ed.1 35

CONVERSATIONS In Pursuit of Connected Cycling

“The digital platforms we’re creating are a layer that empowers our trainers, instructors, and members with tools and information.” —Carlos Becil R/GA FutureVision Vol.13 Ed.1 34 R/GA FutureVision Vol.13 Ed.1 35 R/GA FutureVision Vol.13 Ed.1 36 R/GA FutureVision Vol.13 Ed.1 37

Carlos Becil CMO, Equinox

Jonathan Greene, VP, Managing Director, Mobile & Social Platforms, R/GA, speaks with Carlos Becil, CMO, Equinox, about the fitness/lifestyle company’s new “connected cycling” program.

The Pursuit by Equinox is a set of the more we know about them, the CB: the category—a completely immersive studio cycling classes that use riders’ more we can guide and coach them. We just launched the program this studio experience, based on data real-time performance data to drive past June, so we’re really still coming generated by each member’s ride. a variety of competitive, team-based, JG: out of the gate. Our members are still and cooperative games. The result is That lets you see a much more adapting to sharing information with We have two different classes: a unique, immersive experience that holistic view of your customers us. But it’s already allowing them to The Pursuit: Build, which is all about brings riders together while pushing and their lifestyles, through their personalize their relationships with our endurance, and The Pursuit: Burn, which them to new levels of performance. whole day, through their week. trainers. And over time, as members is about performance. There are multiple choose to share more information, they’ll rides in each class, and it’s all gamified CB: be able to work one-on-one with their in some way. You can compete against Bringing Data into the Fitness Club Yes. We obviously know what’s trainers more effectively. It’s not just yourself, compete against other riders happening in our clubs in terms of when about movement in the clubs, but also in the class, or compete as part of a Jonathan Greene: our members are checking in, whether about focusing on members’ nutritional team. So it’s very connected in many In this Connected Age, what is the they’re taking classes, whether they’re goals and needs, and on regeneration— ways and there’s really no way to hide role of technology in fitness clubs? training with us. And this additional sleep and workout recovery. The in the class. Every rider matters and all data really helps us coach them and more we understand those three, your data goes up on the big screen. Carlos Becil: guide them. So it ultimately boils the more we can maximize results. But what’s really interesting happens Obviously, the last few years have seen down to results for our members. after the class, when you can track your a huge transformation, and it’s affecting And that process begins with our data and see how you’re doing within not just our members’ workouts, but their We were one of the first brands to trainers. They’re highly educated, your teams, within your classes, and lifestyles overall. We’re already a social integrate with Apple Health. And we’re highly skilled, so they can make good among your friends. That creates a business; our members are connected. now starting to see data from other use of that client information to plan really connected environment—a much We have a quarter of a million members apps that our members have linked routines to get the best results. more friendly, competitive environment. around the world, and all of them are to the platform—their behaviors in part of communities—little tribes. And in terms of running, cycling, and other JG: the last few years, between wearable activities outside the club. That lets Connected Cycling So, in a very competitive studio devices and other new technologies, us better understand their fitness cycling market, it sounds like you’ve clearly our members are becoming routines, their lifestyle routines, their JG: created a differentiated experience. even more connected. sleep, and we can use that information Let’s talk about connected cycling, I think people would simply expect a to help them. So what’s happened in which you launched recently. Could you leaderboard scenario where they’re We’re just starting to track activity data the past year or two has been quite give us an overview of what it is, and laddering up or laddering down, but for our members. This year we launched transformational in many ways. what the opportunity is for Equinox? the way you’re describing it, it sounds a new app and a whole new digital layer totally different, like they get a much where they can monitor anything from JG: CB: richer view of their performance. workouts to calories counted, to activity When members contribute their data, Today we’re at our Equinox Soho Club, inside and outside the club, so they can how is that changing their relationship which is one of the first clubs to unveil CB: better understand their behavior. And with the club and with their trainers? the latest phase of our connected You have to take it to really understand we believe they’ll want to share that cycling program. It’s called The Pursuit it. We don’t see anything else out there information with us, because ultimately, by Equinox, and it’s like nothing else in just like it. There are some classes that R/GA FutureVision Vol.13 Ed.1 36 R/GA FutureVision Vol.13 Ed.1 37

are leaderboard-driven, where you can We know our members are very goal- instructors, and members with tools and What’s Next for Data Driven Workouts see your name in a slot on the board, focused, so we looked at how we could information. But ultimately I would say and so forth. But that’s not what this is generate and capture a tremendous it’s 70 to 80 percent people-focused. JG: about. This is about pushing yourself amount of data in a class, and how we How do you see this platform evolving? to your limits. As you’re riding you could turn that data into something at JG: can see whether you’re riding uphill, the end of the day. Because data is just It sounds like there’s a real opportunity CB: whether you’re burning more calories— data unless you do something with it. to enhance the connection—to We’re looking ahead to the next two, all with data visualization that lets you How do you make it actionable? How do create a richer, more personal three years. Starting in the first quarter see the work you’re putting into your you make it motivating? How do you use experience for your members. of 2015, we are rolling out The Pursuit by ride. That pushes you to go harder, it to fulfill the needs of this community? Equinox to our 75 clubs around the world. to go past your limits. It’s incredibly So that led us to create The Pursuit CB: We’re starting with those two classes, competitive, but it also creates a sense by Equinox. It’s performance-driven, Very much so. In the classes, you’ll and we’re already developing the third of community in the class, versus simply it’s group-driven, it’s competitive and be caught up in the moment, in and fourth iterations to keep it fresh. seeing your rank on a leaderboard. intense, and it really starts to tap into the the technology and the games, but This isn’t just about competing to mindset and the needs of our members. ultimately it all sits on the shoulders And even for members who won’t be win; it’s also about working as part of of the instructor. She or he is leading taking The Pursuit in the next few a team, cheering for each other. It’s that class, guiding you, coaching months, every rider and every cycling a lot of fun, it’s super intense, and it Next-Generation Trainers you, pushing you to the next level. class will be able to track their data and makes you sweat like never before. And that’s a part of who we are see how they’re doing within different JG: and that will never go away, no groups, within their club or their region. JG: How do you see the role of the trainers matter where technology goes. And that, for us, is even more powerful As you considered this concept of evolving in your cycling and other than having them just take a class. It connected cycling, what led you to programs? Will the classes be driven by JG: means we can provide better coaching where you are now, with The Pursuit? a combination of computer algorithms How are the trainers taking this transition? and guidance to all of our riders, no Can you talk a little bit about your plus human encouragement, or will What’s the opportunity for them? matter which class they’re taking. design and your brand considerations they be entirely led by the trainers? So the future for us is very much when developing a program like this? CB: about personalizing experiences for CB: Our instructors are lining up to take our members, and connected cycling CB: It’s a little bit of both. At the end of the and then to teach these classes, and gives us the data to begin doing that. We knew our members were interested day, we are a people business. We have that’s creating its own community of in more high-intensity training. And a tremendous and deep relationship people saying, “I want to teach, I want We wanted to start with cycling in our cycling program, we saw a with our members, and that’s built to be one of the stars leading this.” because it’s a significant part of our clear preference for more group on the foundation of our instructors These are people who are incredibly membership base. But like I said earlier, activity—not just group classes, but and trainers. We have 4,000 of them, committed to their work, and they’re we’re a community-based business, activities where members could work so they’ll be the ones to lead, coach, also digitally savvy, socially savvy. and there are many subgroups and together and compete with their and deepen the relationships with our They’re tech-focused, so it’s very easy subcommunities with different interests. colleagues and their friends. So that members. I think technology and all for them to embrace this. There’s been And for the next project, we’re looking presented an opportunity for us. the digital platforms we’re creating are no lack of demand on the part of our at our community of runners. a layer that empowers our trainers, own team and talent to be a part of it. R/GA FutureVision Vol.13 Ed.1 38 R/GA FutureVision Vol.13 Ed.1 39

We launched a whole new array of running programs this summer, and “This isn’t just about competing over time, we’d like to continue creating new groups of like-minded, goal-oriented members to coach them to win; it’s also about working and really engage them in these kinds of connected experiences.

as part of a team, cheering for JG: Now that The Pursuit by Equinox has launched, are you seeing a each other.” change in members’ expectations? A sense of “I have to do this, no more regular studio cycling for me?”

CB: It’s actually been a lot of fun. We’re just getting started rolling it out, so we’re in three clubs: Equinox Soho and Equinox Columbus Circle here in NYC, and then Equinox Santa Monica out West. And it’s kind of funny, because the buzz is now building and a lot of members are hearing about it and they’re asking, “When is it coming to my club? When can I take this class?”

The conversation has been great, particularly on social media, so we are exactly where we want to be in terms of creating that interest for it. And we know once we roll out across the broader portfolio of clubs, I mean, it’s just going to take off.

Bike Screen Main Screen R/GA FutureVision Vol.13 Ed.1 38 R/GA FutureVision Vol.13 Ed.1 39

After Class R/GA FutureVision Vol.13 Ed.1 40 R/GA FutureVision Vol.13 Ed.1 41

PERSPECTIVES 21st Century Experiences for Analog Beings

Fabiano Coura VP, Managing Director, R/GA São Paulo

How the digital world is reshaping the ways we interact with the people and objects around us.

Since the ‘90s, our industry has worked Satisfying the Primitive Brain unique experiences that build value for To spread this message, we created a to bring the brick-and-mortar world online. consumers and loyalty for their brands. 21st Century version of the record store. But in the last few years, there’s been Our minds evolved to face the challenges LEGO, for example, has recently become a movement in the opposite direction: of millennia past. They’ve given us an the world’s leading toy brand. Its product is The goal was to recreate the experience the digital world is invading the physical internal reward system that motivates the same as it’s been for decades—very of getting lost in bins full of vinyl and one, reshaping the ways we interact with us to action—to hunt, eat, build, and tactile, very much part of the real world. emerging with a one-of-a-kind discovery. the people and objects around us. The protect the people closest to us. These But in the last few years, it’s tapped into The YouTube Playlist Store offered playlists change is being driven by a number of drives have kept the species going, and the digital world, launching products that were curated by artists—with “cover forces—some that are very new, and they’re still at work in our brains. Even the that are extensions of movie and video art” created by top Brazilian illustrators. others that go back to the Stone Age. most immersive virtual experience can’t game franchises. The company has also Visitors could physically browse through fully satisfy those drives, as long we stay created content of its own—games, the playlists, listen to them, then download I’m 37 years old, so I can remember a time rooted to our chairs, staringinto a screen. TV shows, even a full-length movie. All them to their smartphones and save them when my friends and I were building our of this extends the LEGO platform with to their YouTube accounts. The experience own toys, flying kites, racing soapbox cars, That gap explains why even in this digital inspiring stories that keep children playing, was built inside a Google Creative Sandbox and climbing trees. But today, playtime age, people are still seeking out tangible, and parents buying. event, and the store became one of its is screen time. Children (and adults) live real-world experiences. Entire media main attractions, drawing huge crowds virtual lives—fighting wars, growing crops, empires have been built to teach us how The connection can also work in the eager to find their own playlists. and mining and crafting in digital worlds, to cook, sew, build, and repair the things opposite direction—using the physical with people we may never meet in real around us. Vinyl records have acquired world to add value to digital-world brands. For brands looking to bridge the life. At work, we sit in front of multiple a cachet that MP3s can’t match. And Recently, R/GA São Paulo created a physical and virtual divides, here’s some screens—chatting without using our voices during the 2014 World Cup in Brazil, pop-up brick-and-mortar music store for of what we’ve learned from our experience and writing without using our hands. Millennials fanatically collected official YouTube Brazil. The idea was to promote working on the YouTube Store: FIFA stickers, traveling to events around the video platform as a streaming music But all of that is good news. Technology the country where they swapped stickers service—it had a larger music library Build immersive retail spaces. has enriched our lives, making us more to fill up albums. than any of its competitors, and people For today’s consumers, visiting a store productive and giving us capabilities were already using it as their main audio is less about browsing and more about and experiences we could never have How Brands Bridge the Gap streaming platform. YouTube wanted to validating a choice they’ve already made had just a few years ago. But it’s grow this audience; it needed a way to online. To get around “showrooming,” impoverished some important, primal When businesses bridge the digital connect its brand with the act of listening, physical stores need to deliver more than systems embedded deep in our brains. and the virtual worlds, they can create not just watching. just the convenience of online shopping. R/GA FutureVision Vol.13 Ed.1 40 R/GA FutureVision Vol.13 Ed.1 41 R/GA FutureVision Vol.13 Ed.1 42 R/GA FutureVision Vol.13 Ed.1 43

They need to create fully immersive experiences that attract customers in “The goal was to recreate the consideration and shopping phases. Technology can be the key here, but it needs to go beyond digital screens and the experience of getting tablets, to engage both the modern and the primitive sides of shoppers’ brains.

lost in bins full of vinyl Turn mobile phones into personal assistants. Our phones have become extensions of our bodies and our senses. and emerging with a They go wherever we go, connecting us to the digital world and the physical world, with cameras, microphones, GPS, and one-of-a-kind discovery.” other sensors. Retailers can tap into the power of these ubiquitous devices to give shoppers a heightened experience within the store. Focus on the physical R/GA FutureVision Vol.13 Ed.1 42 R/GA FutureVision Vol.13 Ed.1 43

interface. Devices like Kinect have brought it’s easy for people to watch as others connected environment should be able natural human movements and gestures participate, so they can mimic that to record actionable data from every into the digital world. Consumers can do a behavior later. key interaction point. Your customers lot by tapping and swiping, but consider should be leaving digital as well as adding physical and analog interactions to Make it sharable. Great experiences, like physical fingerprints as they move connect with the primitive brain. great ads, motivate people to share with through the space. Then, you need to their friends and the world. Adding a social consider three simple questions: What Design experiences that are easy layer to your experience can facilitate this. data do I want to capture? How will I to mimic. Scientists have identified a In the YouTube Playlist Store, visitors got capture it? And what do I want to do hard-wired system of mirror neurons in both a physical product (the cover art) and with it? Your answers will help guide our brains, designed to help us learn a sharable digital product (the curated you as you design the experience. new skills by imitation—a faster and playlist). The cover art gave them a lasting safer method than trial and error. We memory of the experience, but the playlist can unconsciously replicate the actions, made it easier for them to share that languages, behaviors, and emotions of experience with others. the people around us, and that can help simplify complex interactions. When Plan for earned data. Like any other designing your experience, make sure digital communication, a well-designed, R/GA FutureVision Vol.13 Ed.1 44 02/ Participation Can’t Be Pirated R/GA FutureVision Vol.13 Ed.1 45 P P P P P P R/GA FutureVision Vol.13 Ed.1 46 R/GA FutureVision Vol.13 Ed.1 47

SIMILAR TO PHYSICAL RETAIL SPACES, MARKETERS ARE USING TECHNOLOGY TO RESTORE LIVE PERFORMANCES TO THE ‘YOU HAD TO BE THERE’ EVENTS THEY USED TO BE.

Advances in technology have broadened the spectrum of live, challenging the notion that in-person attendance provides the best experience. In response, venues are providing exclusive experiences that can’t be enjoyed on a screen. R/GA FutureVision Vol.13 Ed.1 46 R/GA FutureVision Vol.13 Ed.1 47

OLD SCHOOL: MASS MEDIA: For centuries, receiving a written letter The invention of the radio (1895) signaled telling of a distant event was the best news a breakthrough in mass communication. delivery anyone could get. The mid-1800s The introduction of TV (1927) allowed saw the birth of the telegraph (1837) and events to come to life in our living rooms. telephone (1876). These devices sped Collectively watching events, like the moon things up, but still required a mediator. landing (1969), brought nations together.

24/7 CABLE NEWS: DVR INDIFFERENCE: The introduction of CNN (1980) turned With TiVo (1999), viewers could record everything into breaking news. Endless an event and watch it later. Whether tickers fly across screens to keep it was the World Series or the State viewers up to date on sports, the stock of the Union address, the program market, and local weather. Natural could now wait until after dinner. disasters and car chases have also been inserted into our media diet.

AUTHENTIC PERSPECTIVES: LIVESTREAMING: Social media services like Twitter (2006) Red Bull Stratos (2012) was the first branded gave us access to real-time, unfiltered event to draw big audiences online; more information. When smartphones became than 8 million people tuned into YouTube to ubiquitous, citizen journalists began watch Felix Baumgartner jump from space. delivering raw, first-person video during events like the Arab Spring (2010).

SECOND SCREENING: INTERACTIVE LIVESTREAMS: To accommodate smartphones and Twitch (2011) brought live streams into tablets, award shows began focusing on the mainstream, giving gamers/viewers interactivity. MTV let fans vote for the MTV face-to-face interaction and control over Movie Awards’ Best Hero category using multiple perspectives. Over 12,000 people Instagram photos and hashtags (2013). attended the League of Legends tournament (2013), but over 32 million streamed it live.

HOLOGRAMS: VIRTUAL REALITY: Even live audiences are seeing digital Beck recorded a 360-degree interactive reproductions. In Japan, fictional video of a live concert (2013). While anime character Hatsune Miku has the footage can be viewed in virtual performed in front of live audiences as reality (2014), as of yet, VR has not a hologram since 2009. Janelle Monae gone real-time. That said, experiments and M.I.A. even performed a live duet on are already well underway. opposite sides of the country (2014). R/GA FutureVision Vol.13 Ed.1 48 R/GA FutureVision Vol.13 Ed.1 49

TRENDS 02.1/ Exclusive Experiences for In-Person Attendees Audiences at home have a distinct advantage over those at a concert or sporting event: the couch always provides the perfect vantage point, and unless your seats are front-row center, the at-home viewing experience is often better (not to mention a whole lot cheaper and more convenient). Brands are adapting to this reality by rewarding in-person attendees with exclusive content and an enhanced experience. Fans do more than simply attend: they become invested participants. R/GA FutureVision Vol.13 Ed.1 48 R/GA FutureVision Vol.13 Ed.1 49

The Best Perspective, 50 - 51 from Any Seat

Connected Fans, 52 - 53 Collective Participation

Over-the-Top 54 - 55 Multisensory Spectacles R/GA FutureVision Vol.13 Ed.1 50 R/GA FutureVision Vol.13 Ed.1 51

TRENDS The Best Perspective, from Any Seat

People want to see what’s happening on stage or on the field, and at today’s ticket prices, they’re not willing to put up with obscured views. At the same time, they want to be able to access relevant information on their devices, yet poor Wi-Fi often makes that difficult.

Fans watching a game at home can also see stats and instant replays. NFL the app is available only for select perfor- hear commentary from experts and see teams have announced plans to install mances, its utility could help attract new explanatory graphics like first down lines locker-room cams that broadcast audiences and remove some of the fear and play patterns information that’s not exclusive behind-the-scenes content of trying something new. It’s important to readily available to fans sitting on the to in-person attendees. Of course, this note that mobile apps for cultural events sidelines. Now venues are making infra- begs the question—what exactly will the entail a different set of design considertions structural improvements that let attendees NFL be able to provide without spilling than apps for sporting events. Whereas use their smartphones to get the best of team secrets, or offending fans? sports fans expect to use their mobile both worlds. Perhaps the most buzzed devices to enhance their experience at about construction project over the past Delivering this type of supplemental content games, phones are usually frowned upon year has been Levi’s Stadium, which is is not limited to sporting events and massive at cultural performances. The Philadelphia being heralded as the most high-tech stadiums with nosebleed seats. It works Orchestra designed the LiveNote app to stadium ever. One of the most anticipated just as well at cultural events where all be minimally disruptive—visual elements features? Reliable Wi-Fi. of the seats are good. For instance, the include a black screen with white text to Philadelphia Orchestra introduced minimize light. Levi’s Stadium dethrones Barclays Center LiveNote, an app that encourages concert as the most connected stadium. Barclays goers to keep their phones on during a Center uses Cisco’s StadiumVision to performance to receive real-time information allow attendees to see more of the game. about the music they’re listening to. The StadiumVision Mobile app provides Throughout the performance, the app, Brooklyn Nets basketball fans with like Shazam, listens along and gives enhanced views of the court. No matter users bits of information at just the right where they’re sitting in the stadium, they time to expand their understanding of can watch live footage from the baseline, the historical context, the lyrics, and the the backboard, or overhead. They can structure of the composition. Although R/GA FutureVision Vol.13 Ed.1 50 R/GA FutureVision Vol.13 Ed.1 51

Levi’s Stadium

The San Francisco 49ers’ new stadium has been heralded as the most high-tech ever.

Photo Credit: Levi’s Stadium

Barclays Center

The Brooklyn Nets arena uses Cisco’s StadiumVision to let fans see the game from multiple angles.

Photo Credit: Barclays Center

The Philadelphia Orchestra

LiveNote mobile app provides real-time context for performances.

Photo Credit: LiveNote App R/GA FutureVision Vol.13 Ed.1 52 R/GA FutureVision Vol.13 Ed.1 53

TRENDS Connected Fans, Collective Participation

Audience members already compulsively reach for their mobile devices during live performances to document and share the experience. Concertgoers used to wave lighters during a performance to show their engagement. Now they wave smartphones.

While some performers (and fans) have embedded with PixMob LED lights. The host a “Bioreactive” concert where the expressed frustration at the distance mobile effect was a “video canvas,” with each fan temperature went up or down depending devices create between performers and a pixel. (Pepsi sponsored the stunt, so on how many people were dancing. Held audience members, many artists are taking naturally one of the images was a Pepsi at Battersea Power Station in London, the advantage of people’s mobile habits to logo.) Pharrell created a similar effect 2012 Nike+ FuelFest was a concert billed add to the show. during a Sprint Sound Session to promote as a friendly competition between boys a special edition of the HTC One (M8) and girls to see who had more energy. With By providing audience members with phone. Audience members were given an Nike+ FuelBands to collect data, the harder connected devices—or better yet, by M8 phone that interacted with Pharrell the 4,000 guests danced, the more points syncing with the mobile phones they’ve throughout the show by flashing different they earned. They could get additional brought to the arena—performers can colors as he performed. motivation by seeing their NikeFuel point effectively outsource lighting and visual totals displayed in real time. At peak effects to the crowd. Early innovators in this Another way to connect audience members moments, the hype man urged the crowd space include Coldplay, who distributed with performers is through “responsive to “Put your FuelBands in the air!” No Xylobands to audience members during parties” where participants’ feedback is more Zippos. A new era has arrived. their 2012 Mylo Xyloto World Tour. The LED directly incorporated into the action. For wristbands lit up in sync with the music, instance, Lightwave is a wristband that, creating a massive audience-powered when worn by those in the crowd, gives light show. In 2014, the Super Bowl took DJs real-time insights on how the audience the concept one step further, making a is feeling. It measures movement, audio giant video screen out of the high-tech hats levels, and body temperature. It can also audience members were given to wear. be used to unlock a response when crowd At halftime, approximately 80,000 fans were activity reaches a certain threshold.Pepsi instructed to don the hats, which were used the wristbands at SXSW 2014 to R/GA FutureVision Vol.13 Ed.1 52 R/GA FutureVision Vol.13 Ed.1 53

Synced Concerts

Like at the Sprint Sound Session, fans’ smartpones can be an integral part of a live performance.

Photo Credit: Getty Images

Pepsi Bioreactive

Pepsi equipped SXSW partygoers with smart wristbands that measured the excitement of the crowd.

Photo Credit: Lightwave Inc. Facebook

Nike+ FuelFest

Real-time data aggregated from Nike+ FuelBands powered an interactive dance party. [UK]

R/GA Work R/GA FutureVision Vol.13 Ed.1 54 R/GA FutureVision Vol.13 Ed.1 55

TRENDS Over-the-Top Multisensory Spectacles

For the most part, connected events, or those enhanced with technology, require attendees to interface with the performance through mobile devices. But soon, events will be immersive and participatory without the aid of connected devices.

Musical performers like Amon Tobin have could walk through the psychedelic forest example, released a strawberry scent. started incorporating 3D projection mapping and feel as if they’d been transported Edible yellow confetti tasted like bananas. into their performances, creating the illusion into the magical world of Pandora from of different surfaces and stages. Fashion the film Avatar. Trees came alive, and These immersive, multisensory experiences designers are also transforming the notion holographic mythical cretures floated cannot be fully appreciated through of space with projection mapping. For the through the air. screen-based interactions, but already spring 2015 Polo Women’s show, Ralph this is changing. 4D movie theaters are Lauren created a catwalk in Central Park Departing from the familiarity of screen- augmenting our senses by featuring seats out of a 60-foot wall of water and 4D based interactions opens a world of that vibrate and emit scents to match the projection mapping. Holographic models opportunity for brands and performers on-screen action. How high will the bar be seemed to walk on air, an experience unlike looking to take audiences to new places set in the future, and what other sensory anything else at New York Fashion Week. and leave them awestruck. Swarms of experiences will we be able to simulate for autonomous drones can act as pixels in at-home viewers? Projection mapping replaces the screen the air, flying in perfect alignment to form in an attendee’s hand with a larger screen. three-dimensional designs. Created by Ars But production companies like Moment Electronica Futurelab, Spaxels can move Factory are upping the ante by creating with pinpoint accuracy to form any number fully immersive multisensory experiences of shapes. The lab is even experimenting where screens disappear altogether. with slow exposures to create 3D One of its more interesting projects was animations in the sky. When we look to Foresta Lumina, a mile-long multimedia the stars, our eyes can be manipulated, trail where light art, video mapping, and but so can our sense of smell. For New architectural installation were interwoven Year’s Eve 2013/2014, Bompas & Parr to create a nighttime tourist destination partnered with Vodafone to create in a forest outside of Quebec. Without “Multisensory Fireworks” that onlookers having to pick up a single device, guests could smell and taste. Red fireworks, for R/GA FutureVision Vol.13 Ed.1 54 R/GA FutureVision Vol.13 Ed.1 55

Amon Tobin

ISAM is an immersive audiovisual show pushing the boundaries of projection mapping.

Photo Credit: Still from “’ISAM’ Live - Mutek Premiere Video”

Forest Lumina

A mile-long, multimedia nighttime walk combining light art, video mapping, and architectural installation. [Canada]

Photo Credit: Moment Factory

Multisensory Fireworks

Bompas & Parr partnered with Vodafone to release scented fireworks over London on New Year’s Eve. [UK]

Photo courtesy of Vodafone Group R/GA FutureVision Vol.13 Ed.1 56 R/GA FutureVision Vol.13 Ed.1 57

TRENDS 02.2/ From Social Proofing to Social Connections With mobile devices in hand, event attendees are eager to document their experiences and share in real time, but stadiums and outdoor festivals often lack the connectivity to allow them to connect with friends at home, much less with friends at the event. R/GA FutureVision Vol.13 Ed.1 56 R/GA FutureVision Vol.13 Ed.1 57

Staying Connected 58 - 59

Sharing the Experience 60 - 61 R/GA FutureVision Vol.13 Ed.1 58 R/GA FutureVision Vol.13 Ed.1 59

TRENDS Staying Connected

Getting separated from friends is part of the festival experience, but only on rare occasions does it turn out to be a blessing in disguise. More often than not, it’s a major inconvenience.

Even equipped with mobile devices, Users could also locate friends by viewing network and limited Wi-Fi. Attendees often friends can find it difficult to connect their last check-in, a high-tech variant of leave handwritten notes for each other. due to poor connectivity. At an event the old buddy system. But FireChat allowed people easily and with 90,000 attendees, networks can efficiently to find friends and learn about quickly get overloaded, and smartphones Mesh networking may ultimately negate events happening around them. become useless. the need for event organizers to make expensive investments in additional A concert, conference, football game, or Outside Lands Music & Arts Festival infrastructure. Open Garden, a startup other event is a great opportunity to make partnered with Esurance in 2013 to create based in San Francisco, makes apps new connections, as attendees already a wearable wristband to help attendees that enable users to create wireless have at least one interest in common. Many stay connected during the event in San hotspots. The company introduced the travel and hospitality brands have led Francisco’s Golden Gate Park. Ticket FireChat mobile app to let users chat the charge in helping facilitate connections holders could register their NFC-enabled with others in their immediate vicinity. among guests. Marriott Hotel’s Six Insider Bands through their Facebook To relay a message, users just need to Degrees app matches guests milling in accounts, which allowed them to check be within a 70-meter radius of another the hotel lobby based on their shared into eight 14-foot towers placed around FireChat user—even if there isn’t an interests and information on LinkedIn. the festival. After tapping one of the Internet connection. Mesh networking Because business travelers often attend NFC-enabled tablets mounted to the is a lower-cost option, with the added events solo, this app could provide a new towers, users could take a photo and share benefit of being physically unobtrusive. way to network. Through a partnership it with their Facebook network, download FireChat is a perfect solution for large with the Here on Biz app, Virgin America set lists, and—most importantly—send a outdoor events where coverage is often is connecting passengers on their way to message to any other Facebook friend spotty. It should come as no surprise, events. The app uses geolocation and who registered an Insider Band, ensuring then, that the app was a success at flyers’ LinkedIn profiles to create networking that lost friends didn’t stay separated Burning Man this past year. In the remote opportunities 35,000 feet in the air. for long. desert location, there is no centralized R/GA FutureVision Vol.13 Ed.1 58 R/GA FutureVision Vol.13 Ed.1 59

Outside Lands Music & Arts Festival

NFC-enabled wristbands allowed attendees to stay connected with friends.

Photo Credit: Tomas Wischerath/ClearHart Digital

FireChat

Mobile app creates mesh networks to keep large crowds, like those at Burning Man, connected while off the grid.

Photo Credit: Creative Commons / Steve Jurveston

Marriott Hotels

Mobile app matches guests based on their shared interests and information on LinkedIn.

Photo Credit: MIT Mobile Experience Lab R/GA FutureVision Vol.13 Ed.1 60 R/GA FutureVision Vol.13 Ed.1 61

TRENDS Sharing the Experience

The desire to document an event and prove you were there is an ancient tradition, one made incrementally better with each new piece of technology.

Before smartphones and social media, this feature lets attendees add Snaps creating a digital scrapbook to keep attendees could only share their expe- to a single, location-specific story, and share with friends. Spotify helped riences after the event. Now attendees essentially creating a curated channel of Coachella attendees capture and can share them in real time. Instagram user-submitted videos from all around share their festival experiences with the updates, Twitter hashtags, Facebook posts the event. (Anyone on Snapchat can #WeWereThere campaign. Attendees —fans have a multitude of ways (and view the stories, but the feature uses received RFID wristbands that enabled mediums) to tell the world they’re attending geolocation to allow only attendees them to check into stages to get up- an event. But Snapchat has perhaps to contribute.) “Our Story” has since dates from bands and collect playlists done the most to position itself as the been used at the World Cup, college from Spotify. The wristbands also social network of choice for event football games, and the American tracked attendees’ movements around attendees, by introducing location-specific Music Awards, where it was turned into the grounds, compiling data on which “geofilters” and the event-targeted an ad product. The American Music performances they watched. At the end “Our Story” feature. Awards “Our Story” was sponsored by of the festival, attendees could log on Samsung and featured a mix of behind- to a special microsite to see a snapshot “Geofilters” are photo filters that the-scenes photos and videos along of all of the activity at the event, which can only be unlocked when a person is with user-generated shots from the they could then share with friends. in a specific place, such as branded crowd. There were clips of performers locations like Disneyland or SoulCycle like Taylor Swift and One Direction, as allowing users to brag to friends about well. All of this content helped viewers where they are. at home feel closer to the event.

“Geofilters” were Snapchat’s incremental Social media lets attendees share their improvement to social proofing, but an experiences in real time, but posts and even bigger change was its introduction hashtags also allow them to relive an of the “Our Story” feature. First introduced event at any time. Brands are providing at the Electric Daisy Carnival, a massive tools to help attendees aggregate their electronic music festival in Las Vegas, experiences into one central location, R/GA FutureVision Vol.13 Ed.1 60 R/GA FutureVision Vol.13 Ed.1 61

Snapchat Geofilters

Location-based photo filters can only be unlocked when a person is in a specific place like Disneyland.

Photo Credit: Snapchat

Snapchat Our Story

Event attendees can add to a collective Snapchat story. Samsung used the feature to provide behind-the-scenes access to the American Music Awards show.

Photo Credit: Josh Constine, TechCrunch

Spotify & Coachella #WeWereThere

Fans could document their entire festival experience using RFID wristbands.

Photo Credit: Spotify USA Twitter R/GA FutureVision Vol.13 Ed.1 62 R/GA FutureVision Vol.13 Ed.1 63

TRENDS 02.3/ Branding Experiences Marketers are recognizing the importance of reaching fans with live experiences. According to a report from IEG, brands spent more than $1.3 billion sponsoring music venues, festivals, and tours in 2014. If anything, they should be spending more. Three out of four millennials say they value experiences over products, and they plan to spend more on experiences—like live events—than on material goods. R/GA FutureVision Vol.13 Ed.1 62 R/GA FutureVision Vol.13 Ed.1 63

Cultural Events, 64 - 65 Promotional Stunts

Supporting Culture, 66 - 67 Creating Relevance R/GA FutureVision Vol.13 Ed.1 64 R/GA FutureVision Vol.13 Ed.1 65

TRENDS Cultural Events, Promotional Stunts

Rather than simply attaching their name as sponsor of an event or distributing logoed merchandise, brands are now delivering experiences that delight and provide tangible value while communicating the brand message.

Bud Light’s “Up For Whatever” campaign Bud Light transformed the town of MasterCard used beacon technology to kicked off during the 2014 Super Bowl and Crested Butte, Colorado, into a giant surprise attendees who had downloaded has included traditional TV spots as well marketing message and beer party. the Northside app. Surprises included as real-world experiences for fans. The MasterCard has also been at the forefront contextually relevant rewards, including campaign has even been extended to its of enabling experiences for cardholders complementary backstage passes, the bottles: the brand has started printing with its long-running “Priceless” campaign. ability to skip lines, and food vouchers. labels with unique messages like “the The 17-year-old campaign has gone With over 72,000 Priceless Surprises perfect beer for forming a one-person through several iterations. The most recent, delivered, this effort helps deliver value conga line.” These messages help the “Priceless Surprises,” is a platform to cardholders, showcases the benefit brand communicate its fun-loving nature. developed to deliver rewards, big and of having a MasterCard, and enables Some also align with sponsored events small, to consumers simply for being priceless experiences. like festivals and sporting events, and cardholders. By engaging with the brand include event-specific instructions. If some- on social media via #PricelessSurprises, one buys a bottle with the message “the or using their MasterCard, cardholders perfect beer for getting backstage,” for can be surprised with anything from example, they might be given instructions headphones and seat upgrades at their on how to do just that. Bud Light has also favorite ballpark to truly once-in-a-lifetime recently introduced a mobile app that experiences—like spending a day with allows users to order cases of beer with Justin Timberlake. For the holidays a click of a button. Some deliveries will also MasterCard partnered with Lyft to surprise be accompanied by surprise-and-delight cardholders with a special evening in a experiences. And in an event it called winter wonderland-themed ride. At the “Whatever, USA”, Northside Festival in Brooklyn, New York, R/GA FutureVision Vol.13 Ed.1 64 R/GA FutureVision Vol.13 Ed.1 65

Bud Light “Up For Whatever”

Campaign enhances live experiences with event-specific instructions printed on beer bottle labels.

Photo Credit: Bud Light

MasterCard “Priceless Surprises”

Campaign gives cardholders the opportunity to receive special surprises and exclusive experiences.

Photo courtesy of: MasterCard R/GA FutureVision Vol.13 Ed.1 66 R/GA FutureVision Vol.13 Ed.1 67

TRENDS Supporting Culture, Creating Relevance

Instead of riding the coattails of pop cultural events, brands are investing in initiatives that let them incubate creative cultures of their own.

These initiatives thank the fans who are installed throughout the studio to and be part of the company’s developer support the brand by providing them create sharable video and audio content. program, in which ads are hosted and with support and unique experiences. Sour Patch Kids, the Mondelez-owned revenue is shared. Aside from this Many of these experiences also generate candy brand, also supports musicians in monetary gain, YouTube is able to build media of their own, furthering the exchange for content through a low- out its content base and finance it all promotional impact. investment arrangement. The company by introducing the creators to brands. opened up a house in Brooklyn where Launched in 1998, Red Bull Music touring bands can stay for free if they Through these initiatives, brands align with Academy is a traveling series of work- create some sort of content for the Sour and endear themselves to fan subcultures, shops and festivals supporting DJ culture. Patch Kids Tumblr, Facebook, Twitter, or providing a feeling of goodwill that can’t be The public portion of the program includes Instagram accounts. The scope of work achieved through a traditional ad campaign. concerts, club events, and lectures. depends on the length of stay, and isn’t It’s one thing to say that Converse loves However, the cornerstone of the series is limited to music. Providing resources music by showing images of famous band the annual academy where 60 students and support to emerging artists can pay members wearing the shoes, but it’s from around the world learn from the best off in the long term. The partnerships another thing to provide aspiring musicians in the industry. Even though Red Bull does create useful media, and if the artists make with the opportunity to create—and maybe not own the music produced during the it big, their success rubs off on the brands one day become the stars of a Converse ad. academy, it’s a great opportunity for that were there to support them early on the brand to extend into and support (at least in theory). Because of efforts niche subcultures. like these, video content creators are increasingly in demand behind the scenes. Converse Rubber Tracks is a Brooklyn- based recording studio that helps emerging YouTube built a space in New York City artists record their music with no strings to support its core community of content attached. Bands can give Converse limited creators and give them the tools they rights for promotional use, but are not need to advance their skills. The only obligated to repay the brand for the space, requirement is that they have a minimum time, or equipment. However, cameras of 5,000 subscribers to their channel R/GA FutureVision Vol.13 Ed.1 66 R/GA FutureVision Vol.13 Ed.1 67

Brooklyn Patch

Sour Patch Kids opened a house where traveling bands can stay in exchange for creating branded content.

Photo Credit: Tumblr, Brooklyn Patch

YouTube Space

YouTube offers top creators free production resources at branded spaces around the world. The newest one recently opened in New York City.

Photo Credit: YouTube R/GA FutureVision Vol.13 Ed.1 68 R/GA FutureVision Vol.13 Ed.1 69

CONVERSATIONS Re-engaging the Live Audience

“We want to tell the stories that go on behind the travertine walls—to show what actually happens inside our theaters, the pulse of Lincoln Center.” —Peter Duffin Lincoln Center Festival 2014, Bolshoi Ballet, Swan Lake R/GA FutureVision Vol.13 Ed.1 68 R/GA FutureVision Vol.13 Ed.1 69

Lincoln Center Festival 2014, Bolshoi Ballet, Swan Lake Photo Credit: ©Stephanie Berger R/GA FutureVision Vol.13 Ed.1 70 R/GA FutureVision Vol.13 Ed.1 71

Peter Duffin SVP, Brand and Marketing, Lincoln Center

Erin Lynch, Group Executive Creative Director, Experience Design, R/GA, speaks with Peter Duffin, SVP, Brand and Marketing, Lincoln Center, about extending the digitization of one of the world’s greatest cultural landmarks—and New York’s greatest tourist attractions—into the Connected Age.

Lincoln Center is beginning a project campus more open and welcoming. So How can you get your story, your photo, PD: to turn its 16-acre campus into we hired Liz Diller, from Diller Scofidio your video up on the screens? How can One of the things we are looking at a connected space, using digital + Renfro, to oversee the project. And we do that in a way that is meaningful is beacon technology. There are a lot technology to enhance the visitor at the time it was a really bold choice, for the campus? of cultural institutions looking at that experience. At the same time, it’s because she hadn’t completed a because it allows us to know where using digital to extend the excitement building anywhere in world. We chose EL: visitors are, so we can feed them of its live performances beyond the her because she had this vision for How are you bringing those stories information to help them navigate campus, to audiences worldwide. Lincoln Center—she wanted to take outside? How are you taking all of this what’s going on. So imagine you’re what happens inside the theaters and energy and the passion that’s going on standing in front of Alice Tully Hall and Turning Lincoln Center Inside Out put it out on the streets. She wanted inside these buildings, and exposing your phone can tell you what’s going to look at those points where the city them to the world? on there tonight—a brief description Erin Lynch: meets Lincoln Center and find ways and a short video. There are lots of Lincoln Center is one of the city’s to energize those locations, to create PD: things we can do like that to enliven top destinations for tourists: you two-way traffic. So now our main We do that in many ways, and I the campus, to take those stories that have millions of people coming to entrance has a stairway with LEDs in think digital really offers us a lot of are inside the theater, and bring them visit the campus every year. How are it, which turn it into a big marquee that opportunities here. to where people can access them. you drawing them inside, into the tells the world what’s going on here. theaters, to see live performances? One of the things we did when we went EL: Then she looked at some key infra- through our renovation recently was to Are there any other institutions that Peter Duffin: structure things that really helped us put digital signage out on the streets, so are doing this really well? We have about five million people open up Lincoln Center and make it when you’re coming to a performance in come to the campus every year. And more welcoming. You’ll see there’s the evening, you’ll see a video of what’s PD: we want them to experience the great much more glass now. You used to going on backstage: the musicians I always look to sports. I think they have, things that are going on here every come to the campus and it would just preparing, for example, or a ballerina frankly, a lot of the money that we don’t day. We want to tell the stories that be these travertine walls. Now she’s getting ready. People get really excited have in the not-for-profit arts world. go on behind the travertine walls— built a dance studio with a glass wall about understanding what it takes to So they can experiment with things to peel back those walls and show looking out over Broadway, and there get ready for an amazing performance. and be more in the vanguard. Levi’s what actually happens inside our are cafés with glass walls, so you can Stadium is a really interesting example theaters, the pulse of Lincoln Center. see all the activity that’s happening There’s also a lot we can do for people of taking technology and integrating on campus on a daily basis. walking around with smartphones. it into the user experience. They call For example, in this building, on the How can we feed information to this that a BYOD stadium—Bring Your Own fifth floor, we have the School of With digital, I think we can really extend technology that people are walking Device. You can order drinks from American Ballet, which is one of the that work, to make the campus even more around with every day and help them your seat. You can use your phone as world’s great ballet conservatories. So open and welcoming. So whether that really engage with our stories? a really easy way-finding tool; it’ll tell you have that going on, you have the means taking these stories and putting you where the shortest bathroom lines New York City Ballet’s costume shop them out on the streets, or delivering EL: are. And you can see action replays of here. There are all of these amazingly content to smartphones, that’s really And how are you bringing visitors what just happened on the field. So, rich things going on, and we want to exciting for us to do. And we can also make inside? Are there any features on the they’re really finding ways to integrate get those stories out to the world. that a two-way communication where you campus that are used specifically to technology into the live experience. can actually interact with the campus. We reach people who are just visiting and We’ve just completed a $1.2 billion have these beautiful signs—how can you bring them into a performance? renovation focused on making the use your smartphone to interact with them? R/GA FutureVision Vol.13 Ed.1 70 R/GA FutureVision Vol.13 Ed.1 71

Technology Before, During, and After can we help someone anticipate the performance—it was another Mahler I think that’s a really exciting idea that an Event performance? There was a recent study piece—at Avery Fisher Hall, and they were enables people to live that moment again on the intrinsic impact of the arts and it in the café researching Mahler’s wife, and again. EL: found that the more you anticipate an event, because he had written the piece about Speaking of smartphones and devices, the more you enjoy it. So if we can help her. How can we provide that information When we speak to our audiences, they there are a lot of digitized venues out there you build up to that experience, give you for them? How can we give them the tools have so much passion for what we do —like Disney World, and you mentioned the tools and the information that you need to help them find insights into the work here, and it’s so exciting to be a part of Levi’s Stadium in San Francisco—where to really have a great time, that’s going to we do? that. How can we take that passion and it’s acceptable for people to be looking at improve your enjoyment. And that can help our patrons become ambassadors their phones. But inside your theaters, happen before and after the performance. EL: for us? there are probably different rules about So that’s how you draw them in before how people engage with their devices. EL: the performance and how you help How do you explain to people what’s So you can use digital to make the live them more deeply engage during the Theaters Without Walls appropriate and what’s not appropriate? performances more accessible, to help performance. What about after the audiences better understand them. performance? How do you extend the EL: PD: audience’s engagement with the work? Speaking of extending the experience, Live performance is such a special thing PD: you also live-stream your performances here at Lincoln Center. I mean, you have Yes. We do a lot of work creating program PD: to theaters. Can you talk a little some of the world’s greatest performers notes for our performances, and they’re One of the amazing things about a about that? coming through here every day. You have usually focused very much on what we live performance is that you have this audiences that are expecting a certain call our core audience. These are people community of strangers. You’re all in the PD: experience when they are in the hall. So who are very knowledgeable about the auditorium, you all share this very rich, As I said, there is just so much amazingly we think a lot about their expectations pieces they go to see, so the notes provide often very emotional experience. I know rich content here on a daily basis. We have and what their experience should be. a lot of rich background information. But I’ve been in audiences where you’re operas, theater performances, ballets, how can we tell the same stories in ways? just thinking, “Wow, we are all feeling classical music…there’s this rich repo- Now, different organizations are expe- How can we engage different levels of the the same thing at the same time!” How sitory. But it’s all confined at the moment rimenting with mobile technology. The audience that have different experiences can we extend that for our audience? to the Upper West Side of Manhattan in Philadelphia Orchestra has an app that and different understandings of what they How can we encourage people to talk this 16-acre campus—which is a great lets you follow along with the piece being can expect to get from the performances? about that socially? How can we provide location, but it’s just confined; you have to played, and during certain movements, the tools to help people share that come here to see those performances. you’ll get information about those passages: If you take an example like Mahler’s experience with friends who weren’t But now we can take those performances what the composer was thinking about, Fifth Symphony, some people want to there, or to reconnect with people who to our audiences around the world, and what the inspiration was, what the audience understand the musicological background were there? I think there is so much we that’s an exciting development for us, should be listening for. I think those are of the piece. Some people just want to can do to help enrich the experience. because it allows us to build a whole new really interesting innovations, but you have understand what the motivation was—what community around our work. to think about everyone else in the audience. was in Mahler’s soul and heart when he For example, in our theaters you can’t was writing that piece? take photos of the performance; obviously, We had a performance in Damrosch One thing we can do is focus not just on we don’t want flashes going off, we don’t Park this summer and we used a single the event itself. There’s a whole experience So how can we get that information out want people holding up phones. But we can hashtag for the live experience and for leading up to the event, and then there’s to our audience? How can they read it feed you a photo afterwards that you can the digital live stream. So we had this the experience after the event, where on their phones? I remember hearing then share with your friends, and maybe you great conversation going on between digital can really play a big part. So how about a couple who were coming to a can write a little micro review on top of it. different communities. I remember there R/GA FutureVision Vol.13 Ed.1 72 R/GA FutureVision Vol.13 Ed.1 73

“With digital, we can really make the campus even more open and welcoming.”

was someone in Santa Fe who tweeted, awareness of our brand. And that’s a really PD: “I am watching this in my backyard; isn’t exciting opportunity. Then the next step You know, I think it’s a really interesting technology great?” And then someone is to give that person a kind of concierge question. I mean, there are always going here on the campus responded to him, experience—to hold their hand and lead to be people who want to do things the so it was a really wonderful moment where them on their journey through way they’ve always done them, and that’s you had these two worlds connecting. Lincoln Center. fantastic. I want to help those people We had created a community that was access the information the way they want larger than the single event here and larger We’re also looking at our website, which to. I think that’s the great thing about than the live stream. is something we’re working on at the technology, and especially technology moment because there are different that’s mobile: You can choose whether or We did a Cassandra Wilson live stream audiences online and we need to engage not to opt in. You can download an app or recently, and the city with the fourth-largest them in different ways. So a tourist will you can choose not to download it and get viewership was Tokyo. We were able to have a very different set of interests your performance notes in the Playbill. reach this community in Japan, and they than someone who lives on the Upper We need to be everywhere our audience learned about Lincoln Center and the great West Side. is, so if they’re getting their information things that go on here. So the next time socially, I need to be on social channels. they come to New York, they’ll check out Interestingly, we found out that 25 percent If they’re getting it on their phones, I need Lincoln Center. And that becomes part of people on our website come to Lincoln to be there. If they want it in print in the of their lives now. Center ten or more times a year, so they’re concert hall, I need to be there as well. our power users. It’s really interesting for We need to be in all these different venues EL: us to have that insight into how we can and we need to have alignment across Now that you’re getting all these perfor serve those people. I think that’s been a all those different channels to make sure mances out there—to Tokyo or to Santa Fe real shift in our digital strategy recently. it’s a consistent message. or wherever they’re watching them—how It’s allowed us to think about it from the do you get that audience to come to your patrons’ perspective: How can we serve So if you just want the short paragraph campus and see your performances? them? How can we help them do what description of the show, that’s fine, here they want to do here at Lincoln Center it is. If you want the really robust and rich PD: and make that a seamless experience? description of the performance, that’s Well, that guy in Santa Fe who is watching fantastic too. But having those options so in his backyard—the next time he’s in EL: that people can opt in or not—I think New York, Lincoln Center is now a known Are there any purists out there who don’t that’s the key. commodity, so it becomes a destination think that technology has any place at for him. So we look at live streaming as a Lincoln Center? way to extend our reach, to extend the Photo courtesy of Lincoln Center R/GA FutureVision Vol.13 Ed.1 72 R/GA FutureVision Vol.13 Ed.1 73

Photo courtesy of Lincoln Center R/GA FutureVision Vol.13 Ed.1 74 R/GA FutureVision Vol.13 Ed.1 75

PERSPECTIVES Technology in the Live Event Space: a Perfect Storm

Louis Marino Kai Tier Executive Creative Director, Experiential, R/GA Group Technical Director, Experiential, R/GA

How live events can inspire awe in the connected age.

More than any other channel, live events relationship with rain by traversing a A universal theme. Everyone has been and second-screen technology have allow us to immerse consumers in the pure room where the heavens opened, but out in the rain. forced live events to compete with expression of a brand: we can shape no one ever got wet. (Imagine the opposite virtual versions. the messaging as well as the environment of the poor cartoon characters chased by A completely new experience. where visitors encounter it. Brands are a single storm cloud all the way to the Humans have long sought to control the Sports fans, for example, are increasingly increasingly gravitating toward live events horizon.) The installation was driven by weather, but when it rains, we still run for choosing to stay home and watch games as a way to make a deeper, more memo- technologies that have recently matured shelter. Rain Room let us turn the tables, in their living rooms rather than venture rable connection with consumers. to the point where they’re reliable and forcing the rain to stop wherever we out to the ballpark for the real thing. The accessible enough for wider use. The showed up. San Francisco 49ers’ new Levi’s Stadium A burst of technological innovation over mechanics of the installation were very is solving this issue by turning digital the past few years has made live events simple: motion-tracking sensors determined Exclusivity. Only a limited number of technology into an ally. The stadium is even more compelling; as Arthur C. Clarke the location of the visitor; this information people could walk through the exhibit on embracing streaming video, portable famously said, “Any sufficiently advanced was fed to a matrix of pumps that switched any given day. screens, and high-definition monitors to technology is indistinguishable from on or off as the person moved through enhance the experience of attending the magic.” Thanks to this magic, live events the space, clearing a path between Easy shareability. Rain Room was simple game in person. The connected ballpark are creating unique, lasting impressions the drops. Despite this simplicity, the to describe, and videos of it looked great is able to deliver enhanced experiences for audiences, even when competing exhibition created a lasting impression, in social media feeds. to fans, while reducing the frustrations of against the distractions of screens. generating strong word of mouth, and navigating a large, crowded event. The press attention from around the globe. When the Live Experience stadium’s innovations include: Learning from Rain Room Lines of people waited hours for their Meets the Virtual World chance to walk through the room. • A Wi-Fi network that can connect In 2012 and 2013, museums in London While technology makes shared in-person over 70,000 fans, allowing them to and New York City hosted an exhibition What made this experience so successful? experiences like Rain Room possible, it view content on their own devices by Random International called Rain There are a few elements that stand out can also drive people back into their own Room—an immersive experience that as universally applicable for brands to worlds and away from live events. In the • The ability to serve up game insights asked visitors to explore the human consider when they’re planning an event: last two decades, video capture, HDTVs, that used to be exclusively R/GA FutureVision Vol.13 Ed.1 74 R/GA FutureVision Vol.13 Ed.1 75

available to home viewers—instant For marketers, the good news about replays, for example connected spaces like Levi’s Stadium is that experiencing live events with these • Beacons that can locate fans and new innovations can make consumers guide them to vendors, bathrooms, less resistant to trying them elsewhere. For and other destinations example, a fan who uses a wayfinding app in the stadium will already understand the • Over 2,000 screens throughout the benefits of geofencing when he encounters stadium, showing game footage the same technology in a mall. and related content to viewers even when they’re out of their seats We live in an exciting time, when the technical barriers that limit digital creativity • 70 4K screens, offering better in the real world are falling away. It used picture quality than most to be that the edge of a video wall or the people have in their homes surface of a touchscreen was a clear boundary between the virtual and the • Apps that (among other features) allow physical worlds, and customers were fans to order food from their seats forced to decipher how they were expected to engage. As our palette of tools continues It’s important to note that while this list to expand, we get ever closer to developing of innovations is long, none is just experiences that, for consumers, may technology for technology’s sake. The indeed be indistinguishable from magic. stadium’s innovations are designed to swing the pendulum back by co-opting the benefits of the virtual experience for the live audience. Photo Credit: Faheem Patel R/GA FutureVision Vol.13 Ed.1 76 R/GA FutureVision Vol.13 Ed.1 77 What is FutureVision?

At R/GA we’re constantly talking about, FutureVision has matured into a robust FutureVision Core Team: sharing, and experimenting with the trends-and-insights offering—one that latest technologies. We’re excited nourishes the creative and strategic Jonathan Greene about change and are tuned into practices across the agency. Our FutureVision Editor-in-Chief, developments that are transforming internal resources and client offerings VP, Managing Director consumer behavior. FutureVision is a help our teams reach a common program focused on the trends that understanding about the digital Allie Walker promise to disrupt brands and markets landscape. After all, our best work FutureVision Strategist over the next two to five years. We use begins with a dynamic exchange of the FutureVision program to harness the ideas with our clients and a clear Jeff Squires ideas and insights generated every day perspective about where tomorrow’s FutureVision Research Director in countless emails, tweets, and hallway trends will take business. conversations among the more than 1,400 R/GAers worldwide. We not only If you’d like to learn more about share this intelligence with our clients presentations and workshops, please but also apply it to our work, making it contact the FutureVision team at both a powerful business tool and an [email protected]. outlet for our passions.

At its core, FutureVision is a set of open-source, client-agnostic resources that everyone across the agency can access, customize, and share with stakeholders. Our team curates and redistributes knowledge and ensures that the learnings from one project can be securely transferred to the next.

CONTRIBUTORS Graphic Design: Additional Thanks To: Noelle Newbold Nick Law Kris Pito Kara Benton Design Director EVP, Global Chief Creative Officer EP, Art Production, Content Studio Copy Director Blas Madera Daniel Diez Andrew Dowd Kevin Rankin Associate Designer EVP, Global Chief Marketing Officer Social Content Studio Director Planner

Chapin Clark Danielle Sessler Michael Elenterio EVP, Managing Director Production Coordinator Marketing Coordinator Production: Kai Tier Randi Cohen Brian Kerr Group Technical Director Production Manager, Live Action Group Resource Manager Genevieve George Director, Marketing Operations Louis Marino Jesse Beller Executive Creative Director Technology & Post Erica Jensen Production Supervisor Executive Producer, Print Production Fabiano Coura VP, Managing Director, Brazil Zane Gould Olga Lamm Digital Video Editor Senior Implementation Specialist Jonathan Lewis Associate Creative Director Jessica Rosen Intern, Digital Studio Erin Lynch Group Executive Creative Director Stephen Barnwell Studio Manager Elliott Burford Design Director Mary Boniece Proofreader Yumi Nakamura Senior Designer R/GA FutureVision Vol.13 Ed.1 78 R/GA FutureVision Vol.13 Ed.1 79 Appendix

01/ More Than a Intelligent Installations Scan Shoppers, 02/ Participation Can’t Be Pirated Supporting Culture, Creating Relevance Offer Style Advice One-Click Experience 2.0 Infographic Red Bull Music Academy - AS Colour - http://futurevision.rga.com/2014/04/window- http://www.redbullmusicacademy.com/ 1.0 Infographic: display-scans-shoppers-clothing-to-suggest-new-styles/ 2.1 Exclusive Experiences for In-Person Attendees Converse Rubber Tracks - Nest - https://nest.com/ L’Oreal Paris’ Intelligent Color Experience - http:// https://www.converse.com/rubbertracks www.nytimes.com/2013/10/30/business/media/stand- The Best Perspective, from Any Seat Aloft- http://techcrunch.com/2014/08/13/starwood- Sour Patch Kids - http://adage.com/article/cmo-strategy/ clear-of-closing-doors-protect-your-manicure.html introduces-robotic-butlers-at-aloft-hotel-in-palo-alto/ Levi’s Stadium- http://time.com/3136272/ sour-patch-kids-opens-house-touring-bands/295671/ Bloomingdale’s - http://futurevision.rga.com/2014/11/ levis-stadium-tech/ Equinox - http://www.equinox.com/ YouTube - http://www.nytimes.com/2014/10/13/ fv-feed-inside-the-fitting-room-of-the-future/ Barclays Center - http://www.barclayscenter. business/media/youtube-takes-manhattan-.html Tiffany- http://thestage.ny.rga.com/?p=25603 Rebecca Minkoff - http://futurevision.rga.com/2014/11/ com/news/detail/barclays-center-utilizes- cisco-to-transform-fan-experience Cooper Hewitt Design Museum - http://www.fastcodesign.com/ fv-feed-inside-the-fitting-room-of-the-future/ 3039370/the-5-coolest-things-about-the-revamped- Locker-Room Cams - http://mashable.com/2013/04/03/ smithsonian-design-museum Syncing Online and Offline nfl-locker-room-cams/

Levi’s Stadium - http://www.levisstadium.com/stadium-info/ Mobile Technology Drives Foot Traffic Philadelphia Orchestra LiveNote - https://www.philorch.org/ stadium-app/ Google Now Shopping Alerts - https://plus. tags/livenote#/

Disney Magic Bands - https://disneyworld.disney.go.com/ google.com/+google/posts/gqipsEeLcvg plan/my-disney-experience/bands-cards/ Connected Fans, Collective Participation Macy’s & Google - http://adage.com/article/cmo-strategy/

macy-s-google-show-mobile-users-stock-nearby/295517/ Coldplay - http://www.xylobands.com/coldplay-wristbands/ 1.1 Experiential Showrooms Mammut Beacon Store - http://vimeo.com/92820616 2014 Super Bowl- http://pixmob.com/project/ Virtual Interactions Save Floor Space super-bowl-halftime-show/ Samsung CenterStage - http://futurevision.rga.com/ Getting In, Getting Out Pharrell HTC - http://www.billboard.com/articles/news/ 2014/07/samsung-creates-high-touch-interactive- Target & Point Inside - http://www.pointinside.com/partners/target/ 6070383/pharrell-williams-sprint-htc-m8-sound-sessions retail-experience/ Galeries Lafayette - http://futurevision.rga.com/2014/07/ Lightwave - http://www.lightwave.io/ Audi City - http://microsites.audi.com/audi-city/en/ galeries-lafayette-creates-in-store-navigation-app-to-ease- Pepsi Bioreactive Concert - http://vimeo.com/91690892 Audi & Samsung Gear VR - http://global.samsungtomorrow.com/ shopping-woes/ samsung-gear-vr-headset-lets-audi-customers-take-tt-s- Nike+ FuelFest - http://www.rga.com/work/nike-fuelfest/ Sainsbury’s App - http://j-sainsbury.co.uk/media/latest- coupe-around-the-track-using-virtual-reality-technology/ stories/2014/1109-the-end-of-lost-lists-and-wandering- Over-the-Top Multisensory Spectacles Volvo Reality - http://www.volvocars.com/us/about/our- the-aisles/ stories/google-cardboard Amon Tobin - http://thecreatorsproject. Whole Foods & Instacart - http://fortune.com/2014/09/08 vice.com/amon-tobin/isam-20 whole-foods-instacart-turn-up-heat/ Retail Environments for Testing Products Ralph Lauren 4D Show- http://thecreatorsproject.vice.com/ Nike House of Innovation - http://news.nike.com/news/ A Shared Interface For Simplified CRM blog/watch-holograms-strut-the-catwalk-for-ralph-lauren experience-the-future-of-sport Tiffany - http://thestage.ny.rga.com/?p=25603 Foresta Lumina - http://www.forestalumina.com/en Nike Knitting Machine - http://futurevision.rga.com/2014/10/ Spaxels - http://www.aec.at/spaxels/ nike-knitting-machine-showcases-flyknit-technology/ Bompas & Parr Multisensory Fireworks - North Face Never Stop Exploring - http://futurevision.rga.com/ http://bompasandparr.com/projects/view/flavour-fireworks 2014/10/north-face-stunt-challenges-shoppers-to-rock- climb-for-gear/ 4D Movie Theaters - http://www.nytimes.com/video/ business/media/100000003258668/movies-meet-theme- Reebok FitHub - http://reebokcrossfit5thave.com/video/ park.html reebok-concept-store/ Nike Fashion Island - http://news.nike.com/news/new-nike- 2.2 From Social Proofing to Social Connections experience-store-in-newport-beach-california-combines- Staying Connected best-of-women-s-products-with-fitness-studio Outside Lands Music & Arts Festival - Brand Narratives and Retail Theater http://futurevision.rga.com/2013/08/wearable-tech- keeps-people-connected-at-music-festivals/ Selfridges Skatepark - http://www. selfridges.com/en/info/skate-park FireChat - https://opengarden.com/firechat

Selfridges No Noise Project - http://www.selfridges.com/ Marriott’s Six Degrees- http://mobile.mit. content/article/no-noise-selfridges edu/projects/marriott-six-degrees/

Selfridges Fragrance Lab - http://www.selfridges.com/ Virgin America - https://www.virginamerica.com/cms/ content/article/fragrance-lab about-our-airline/press/2014/virgin-america-to-launch-first- in-flight-social-network Starbucks Reserve Roastery - http://roastery.starbucks.com/ Sharing the Experience 1.2 Interactive Sales Floors Snapchat Geofilters - http://futurevision.rga.com/2014/07/ Visualizing and Customizing for snapchat-introduces-location-specific-photo-filters/ Pre-Purchase Assurance Snapchat Our Story - http://futurevision.rga.com/2014/06/ Lowe’s Holoroom - http://www.lowesinnovationlabs.com/ snapchat-introduces-group-sharing-feature-our-story/ innovation-holoroom/ Snapchat & Samsung American Music Sephora Virtual Mirror - http://futurevision.rga.com/ Awards - http://futurevision.rga.com/2014/11/ 2014/06/beauty-digest-5/ snapchat-debuts-new-ad-format/

Burberry’s Beauty Box - http://futurevision.rga.com/2013/ Spotify & Coachella #WeWereThere - http://spotify- 12/burberry-opens-high-tech-beauty-store-in-london/ wewerethere.com/

YrStore - http://www.yrsto.re/ 2.3 Branding Experiences

Nordstrom/Shoes of Prey - http://shop.nordstrom.com/ IEG stat - http://adage.com/article/media/marketers- st/nordstrom-bellevue-square rush-summer-music-festivals/292669/

Uggs D.C. - http://www.washingtonpost.com/news/digger/ Millennial values stat - http://eventbrite-s3.s3.amazonaws. wp/2014/11/12/bedazzled-boots-a-first-look-at-uggs-high- com/marketing/Millennials_Research/Gen_PR_Final.pdf tech-store-in-tysons/ Cultural Events, Promotional Stunts Dynamic Displays Provide Rich Product Information Bud Light “Up For Whatever”- http://adage.com/ Kohl’s - http://www.nytimes.com/2013/02/10/technology/ article/special-report-super-bowl/bud-light- digital-tags-help-ensure-that-the-price-is-right.html putting-100-messages-bottles/296128/

Kate Spade Saturday - http://www.fastcolabs.com/ Bud Light Button- http://www.budlight. 3006774/future-retail/most-ambitious-store- com/more/button.html retail-ipad-integration-weve-ever-seen Bud Light Whatever, USA- http://www.usatoday.com/story/ Birchbox - http://futurevision.rga.com/2014/07/ money/business/2014/09/05/bud-light-turns-tiny-ski- birchbox-opens-first-brick-and-mortar-store/ town-into-whatever-usa/15172279/

BaubleBar & Perch - http://vimeo.com/73473522 Mastercard Priceless Surprises - http://pricelesssurprises.com/ House of Fraser - http://www.wired.co.uk/news/ archive/2014-08/12/mannequin-surveillance R/GA FutureVision Vol.13 Ed.1 78 R/GA FutureVision Vol.13 Ed.1 79 R/GA FutureVision Vol.13 Ed.1 80 Get in touch

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