Our brain, in its never-ending quest to preserve glucose, seeks shortcuts. If our brains didn’t do this, we would be paralyzed by every mundane choice. These shortcuts are known as heuristics, and heuristics are the cornerstone of marketing manipulation.
Consumer technology products are increasingly an essential part of brand marketing. Just as marketing teams need great storytellers, they also need great technologists. A prime example of technology driving brand growth are chatbots.
Feeding the social media beast. Ask any marketer and they’ll lament at the time spent on every Instagram post, only to have the vast majority of them underperform.
Having spent a lifetime on trying to solve this problem the old fashion way (IE put in more time) I decided to find a better way.
I have been working to create a tool that leverages machine learning to generate Instagram posts. This project was inspired by my desire to explore how to build with AI, and my frustration from having to continually feed the social media beast.
It has been a long journey for our crazy VR game show, from the mad dash in 2017 that earned us a spot at GDC and SIGGRAPH, to bootstrapping the company with Azin for nearly two years, then bringing on HTC as our exclusive development and launch partner.
Finally, VR Trivia Battle (formerly known as Kiss or Kill) is available, exclusively on Viveport!
I remember when I first interviewed with the three Quest founders to join as the head of marketing. I laid out a plan to earn their first million fans, and explained that, to do it, the company would need to create a content studio. They thought I was joking.
Back in 2011, a branded content studio was a pretty crazy idea, especially to three guys who just put their houses on the line to bootstrap a protein bar company. A content studio? To sell protein bars?
Humans are nothing, if not predictable. Say we can’t do something and, damnit, we are going to do it, or scream about how ‘they’ wont let us. While the IHOB campaign short circuited our need to gossip, the Exclusive Mural zeros in on both our need to belong, and our fear of being excluded from the group.
What helps drive mainstream audiences toward new technologies? Is it celebrity endorsement? Big budget special effects? No? Well what about the humble game show?
Content and technology have a vital symbiotic relationship. Just ask any VR developer (ahem) about the need for great content to support a new medium of entertainment – You can’t have one without the other.
From radio to TV to mobile games, and now to live interactive mobile experiences, game shows have always been at the forefront of bringing audiences to a new entertainment technology. This relationship between technology and content was perfectly on display in the 1950s, during the start of the exponential growth of television.
Kodak, originally known for still photography, transformed culture forever and set a precedent that would go on to last for over a generation. In 1891, Kodak released a transparent roll film, which inventor Thomas Edison used to develop the first motion picture camera.
Technical limitations often dictate a medium. Kodak’s film was created in the 4:3 aspect ratio. The decision by Edison to use Kodak’s film locked filmmakers and audiences into the 4:3 aspect ratio for over a century. Today, Instagram, with its release of IGTV, is following in Edison’s footsteps and solidifying a place in history for vertical video.
In the late 1800s electricity was the technology de jure, ready to change the world. But no one was sure how.
City planners, enamored with the possibilities, were unsure how to get around the cost and complexity of stringing wires to every home. They came up with what they thought was an easier solution. Electric moons. A centralized source of illumination, ensuring the town always had light.
Great technology, bad application.
Knowing a technology exists, and properly applying to daily life, are two very different things. The same goes for artificial intelligence. You know it’s going to (and already is) change the world. But do you know anything about AI?