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Markenkommunikation und Erlebniswelten – die Nutzung innovativer Medientechnologien zur Inszenierung von Sport im Raum

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Veröffentlicht am

Vortrag im Rahmen des 16. internationalen Hamburger Kongress für Sport, Ökonomie und Medien am 13. September 2016.

Veröffentlicht in: Marketing
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Markenkommunikation und Erlebniswelten – die Nutzung innovativer Medientechnologien zur Inszenierung von Sport im Raum

  1. 1. Markenkommunikation und Erlebniswelten – die Nutzung innovativer Medientechnologien zur Inszenierung von Sport im Raum Andreas Hebbel-Seeger Int. Hamburger Kongress für Sport, Ökonomie und Medien | 13. September 2016 hochschule macromedia university of applied sciences
  2. 2. In wirtschaftlichen Umfeldern, in denen sich Produkte kaum noch über Funktionen, Fertigungs- oder Dienstleistungs- qualitäten voneinander unterscheiden, kommt Imagefaktoren für die Positionierung am Markt eine immer größere Rolle zu. Foto:„Flaschen“byFrederikS...(http://bit.ly/2clzcJZ;cc:by,nc,sa)
  3. 3. Indem Produkte über Imagefaktoren aufgeladen werden, ergeben sich Alleinstellungsmerkmale; wird das Produkt für den Kunden in der Masse des Angebots sichtbar und werden aus Produkten Marken Foto: „iPhone“ by Michael Verhoef... (http://bit.ly/2cIEJL7; cc: by, nc, nd)
  4. 4. Die Intensität des Images, mit der ein Produkt aufgeladen wird, hängt dabei zum einen von der Sichtbarkeit und Häufigkeit ab, mit welcher die Marketingbotschaften penetriert werden...
  5. 5. ...und zum anderen vom subjektiven Erleben der Zielgruppe.
  6. 6. Auf der einen Seite eignen sich daher hoch emotionale Umfelder, wie sie der Sport bietet, idealtypisch für eine Markenkommunikation.
  7. 7. Auf der anderen Seite verändern sich Sport und Sportkommunikation, weil die Inszenierung nicht mehr „nur“ auf die sportliche Aktivität selbst sondern vor allem auf die Erlebnismöglichkeiten für die Zuschauer und Konsumenten abhebt...
  8. 8. ...die zeitlich und räumlich immer weiter verlängert werden.
  9. 9. Innovative Medientechnologien sorgen u.a. für Neuigkeitsreize; z.B. durch ungewohnte Perspektiven. Action-Cams, Video-Drohnen...
  10. 10. Unsere Mission: Wir erforschen welche Möglichkeiten innovative Medientechnologien für eine medienvermittelte Kommunikation eröffnen.
  11. 11. Video-Drohnen erweitern die Optionen für ein Storytelling über einen „Dialog“ zwischen Sport und Raum, der sich aus variierenden Perspektiven und einem Spiel zwischen Nähe und Distanz speist.
  12. 12. 360 Grad-Kameras bilden die Komplexität eines Raums ab.
  13. 13. Variierende technologische Lösungen für die Aufnahme von 360-Grad-Ansichten
  14. 14. Von Kamera-Kopplungen über Doppellinsenkameras bis zur Single-Lens-Lösung mit 240-Grad-Bildwinkel
  15. 15. Die Welt in einer Kugel...
  16. 16. Das mediale Erschließen eines Raums als aktive Handlung...
  17. 17. ...die durch individuelle Vorerfahrungen und Interessen bestimmt wird.
  18. 18. Höhenangst?
  19. 19. Kletteraffin?
  20. 20. VR-Brillen zahlen auf ein Immersionserlebnis ein...
  21. 21. ...das durch ein Abkapseln von der Außenwelt...
  22. 22. .. einen niedrigschwelligen Zugang durch die Verwendung von Alltagstechnologie...
  23. 23. ...sowie eine native (bewegungssensitive) Navigation im Raum gekennzeichnet ist.
  24. 24. Kooperationsprojekt im Sommersemester 2016 mit Sports Social Network (www.sqor.com) zur Nutzung von 360-Grad-Video
  25. 25. Welche Möglichkeiten eröffnen Interaktion und Immersion im Kontext einer Social Media Kommunikation für ein Storytelling?
  26. 26. 360 Inhalte TypenContext Story Persönlicher Bezug Eintauchen ZIELGRUPPE
  27. 27. 360 Inhalte TypenContext Story ZIELGRUPPE Interaktion I Rezeption Interaktion II Verlängerung Das 360-Grad-Erlebnis wird durch Social Media flankiert, in seiner Komplexität gesteigert sowie aus Nutzerperspektive (noch) stärker situiert und individualisiert Die zentralen Motive stellen einerseits Identifikation und Interesse sowie andererseits die Selbstinszenierung dar Community
  28. 28. 360 Inhalte TypenContext Story ZIELGRUPPE Motive werden aktiviert über Art und Inhalt des Contents, über die rezipierte und adressierte Community und über die eigenen praktischen und medialen Fertigkeiten. nachhaltige vs. flüchtige Kommunikation Community Macher
  29. 29. Innovative Medientechnologien transportieren und inszenieren Sport im Raum. Der hohe Immersionsgehalt befördert das mediale Erlebnis. In dieser Erlebniswelt erschließen sich für eine Markenkommunikation neue Kommunikations- qualitäten.
  30. 30. Prof. Dr. Andreas Hebbel-Seeger Head of Media School am Campus Hamburg der Hochschule Macromedia, University of Applied Sciences Gertrudenstr. 3 20095 Hamburg eMail: a.hebbel-seeger@macromedia.de Präsentation: www.sky-hi.de Feedback: http://speakerscore.com/HH2016-ahs

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