Archive for the ‘culture’ Category
12th April 10
Author: Steve Peck, Art Director, BBH New York
If you follow golf, then you know that the Masters and the word ‘innovation’ don’t usually belong in the same sentence. In many ways, that still holds true – The Masters certainly isn’t changing the game in how it’s played. But, in the way the Masters site functions, it is changing how it is experienced. Here’s how:
Multi-Camera Live Streaming Coverage - Choose one of five cameras to watch a live broadcast (full screen if you prefer). You can also view an additional camera with the picture-in-picture feature and swap back and forth between the two. Not a bad live viewing experience.
Time-Based Viewing - Watch tagged highlights throughout the day for each of the set cameras. If you’re watching the camera for holes 15 and 16 live at 4pm, you can scrub across the timeline to see thumbnails of previous highlights earlier in the day. So you can go check out that long birdie putt that Mickelson laid in at 11:30 am. You can return to live viewing at any time.
Scorecard-Based Viewing - The leaderboard offers another unique feature; not only does it provide updated scores in real time, but the score from each player on each hole, but a yellow outline around the score denotes a video. It allows you to track an individual player’s highlights throughout the round as it’s played.
User-directed Viewing Experience - Essentially you can view the tournament from a specific vantage point through a live camera; historically in a timeline throughout the day; or through any one individual player’s round. The Masters iPhone app further provides a multitude of features including: live mobile tv; video highlights; streaming radio; leaderboard; news; photos; and a course overview. The mobile app extends the Masters reach and is available for free. It is very useful for the audience since most people are at work during live coverage throughout the day Thursday and Friday. The web and mobile features allow the audience to stay current and decide what and how they want to experience the tournament.
Take a look at how the site felt to experience in this film:
So how did they make all of this happen?
The Masters has a limited media and sponsorship structure and is fully supported by only three (admittedly large) companies: AT&T, ExxonMobil, and IBM. The Masters doesn’t run many commercials and all of them come from those three companies. While AT&T and ExxonMobil operate like traditional sponsors, IBM’s participation is unique and extends further than pasting logos around the event and running television media during live broadcasts. In fact, IBM actually utilizes their technology and expertise to power the masters.com website. Rick Singer, VP of client executive marketing at IBM says, “We provide virtually all of their technology needs from beginning to end. That includes a wide range of tasks such as: core infrastructure and data center management; website design and interactive content development; networking and security; and golf scoring and player statistics, a.k.a. “data management.”
More information about the technical specifics are available here.
An important thing to note is that IBM is actually proving their product functionality through this sponsorship. They are demonstrating their technology management capabilities in providing an engaging experience online and in the mobile space. It’s about *doing it*, not just saying it.
The Masters is a great example of how the interactive space can change and enhance the viewing experience. It’s way more dynamic and personalized than broadcast and provides more useful tools and information. This would have been outstanding for the Winter Olympics earlier this year; you might have been able to see earlier ski races you might have missed, for example, or watched Shaun White in training. It will be exciting to see how implementing this technology will develop into the future. When watching football, you could go and view a video clip of each touchdown or scoring drive (let’s wait and see how the coming World Cup in June turns out – there’s surely innovation to come there). When watching baseball, you could click on your favorite player to see clips of all his hits for that game (or any game).
We say kudos to the Masters and to IBM for taking up the challenge and setting an exceptional benchmark in changing the game for live events.
What did you think? What might have been different or better? What did we miss?
9th March 10
When we first heard about The International Exchange (TIE), we were immediately impressed and a little scared in equal measure. TIE is a rare and radical thing: a magical combination of social change and personal development, with a difference. This isn’t a series of talks in swanky conference centres: TIE puts you on the ground where you’re needed, testing everything you think you know about the communications industry along the way.
In a sentence, TIE marries the skills of an individual in the communications industry looking to be stretched professionally and personally, with a project in a developing country needing their time and skill (at this point in time TIE’s focus is Brazil). The experience is like no other, as people who’ve taken part so far testify:
Check out more case studies on TIE’s site: they are an inspiration and an education in equal measure.
We’re happy to say BBH has signed up to take part, so we caught up with Philippa White, TIE’s founder, to hear more about the idea. Read full post
23rd February 10
BBH Labs will be streaming today’s Burberry London Fashion Week show live in the below video players from 4pm GMT / 11am EST. Thanks to some clever player tech, the show will be broadcast on 73 other websites including Vogue, Grazia, CNN, Sky News, The Times, The Daily Beast and Yahoo. The player is also optimised for iPhone viewing.
Over at http://live.burberry.com the video stream will be complimented by live comments from global Burberry fans. Visitors can log in with their Facebook / Twitter sign in and post comments live as the new collection comes down the catwalk.
Finally, in a fashion and technology first, the show will also be broadcast live in stunning 3D to global VIP events in Los Angeles, New York, Paris, Dubai and Tokyo. You can read more about the project here:
Thanks to VideoJuicer for some very clever player technology.
BBH is a strategic digital partner of Burberry.
22nd December 09
We need your help.
We’re after a big room, studio or small stage in NYC for three days in January (14-16th). We’re trying to find a space where we can re-create the Chrome Features short films we’ve just made for Google.
For a start, we want to have a little party, and January seems like a good time to be doing that. But we’d like to open it up to anyone who wants to come along and have a look at how they were made.
The space needs to be around 60 x 40 ft, with – ideally – some good height to the ceiling. If you have somewhere you can lend us, or you know someone who might, please email me at firstname.lastname@example.org
THANKS & HAPPY HOLIDAYS
Here are the films:
And here is a film about how we made them:
13th August 09
We like this, and look forward to seeing what comes from it.
GOOD Magazine are asking people: “If you were to invent anything to push the world forward, what would it be?”
The jury’s still out on whether collaborative creativity can provide a viable business model (high enough quality; low enough costs) for creative businesses, but this seems to us to be a smart way of focusing the minds of artists, inventors and other thinkers on some of the more important questions.
We’ll watch with interest – what would your idea be?
(Thanks to John Winsor of CP&B – @jtwinsor – for the heads-up).
10th August 09
A potentially strong application of collaborative intelligence . . . with a twist.
(Un)classes starts with the premise that everyone has something to teach, and much to learn. But, pragmatically, few of us are going to sign into formal programs. Casual learning (as they frame this form of education) is aimed squarely at people who lead hectic lives but still want to satisfy their intellectual curiosity.
(Un)classes is thus in effect a marketplace for matching interests with passion, simply connecting people who’d otherwise have few ways of directly collaborating in this way. It’s deliberately informal, with few rules and none of the stuffiness that could surround what is in effect a ‘learning’ service.
(We’re also reminded of the campaign BBH New York helped create for one of BBH’s clients, NYC & Co, around using one’s skills, passions, and willingness to help address some of NYC’s most important issues: What’s Your Blank?)
The depth of the (Un)classes offering seems quite shallow at the moment, but as people sign up, and choice and quality deepen, it will be interesting to see whether the idea takes off. We wish them luck.
More details at: http://www.unclasses.org/about