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Dallo Storyscaping all’Immersive Storytelling: quando la narrazione diventa immersiva

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Sempre di più i brand sono alla ricerca di nuovi approcci per creare relazioni profonde con i consumatori. Evoluzione dello storytelling, lo ""storyscaping"" permette di creare esperienze coinvolgenti capaci di imprimersi nel cuore e nella mente delle persone. La storia di un’azienda, la sua mission, le caratteristiche di un prodotto, i valori e la philosophy di un brand sono gli ingrediendi da cui partire per creare narrazioni coinvolgenti che evolvono in Immersive Storytelling in cui sentirsi i protagonisti e con cui emozionarsi.

MICK ODELLI
CEO DrawLight

Veröffentlicht in: Marketing
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Dallo Storyscaping all’Immersive Storytelling: quando la narrazione diventa immersiva

  1. 1. Main PartnerORGANIZZATO da CONTENTMARKETINGisthestrategicmarketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action. - Content Marketing Institute “ “ CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Dallo Storyscaping all’Immersive Storytelling: quando la narrazione diventa immersiva — MICK ODELLI • DRAWLIGHT
  2. 2. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Copyright 2018 ©Senso S.r.l. All rights reserved. MICK ODELLI Immersive Storytelling Consultant • Founder & CEO DrawLight S.r.l. • Founder & CEO Senso Immersive S.r.l. • TedX Speaker 2015: Immersive experience in technology and the senses • TedX Guest Speaker 2017: Adaptive Storytelling • Immersive Retail Lecturer @ Fashion Research Italy • BoA Degree in Visual Communication (University of New England, Sydney)
  3. 3. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Copyright 2018 ©Senso S.r.l. All rights reserved. BeCurious
  4. 4. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Copyright 2018 ©Senso S.r.l. All rights reserved. FOLLOW YOUR CURIOSITY
  5. 5. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da WHAT IF LIGHT WAS TO ESCAPE?
  6. 6. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  7. 7. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da — SHOWREEL • https://youtu.be/lmJlF-60hwk
  8. 8. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 MIXED REALITY AUGMENTED REALITY VIRTUAL REALITY HOLOGRAMS IMMERSIVE STORYTELLING NEUROSCIENCE BASED CONTENT
  9. 9. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  10. 10. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Copyright 2018 ©Senso S.r.l. All rights reserved. Immersion is a metaphorical term derived from the physical EXPERIENCE of being submerged in water. We seek the same feeling from a psychologically immersive experience that we do from a plunge in the ocean or swimming pool: the sensation of being surrounded by a completely other reality. Janet Murray
  11. 11. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Copyright 2018 ©Senso S.r.l. All rights reserved.
  12. 12. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 EXPERIENCE is the knowledge of an event gained through involvement in or exposure to it. Copyright 2018 ©Senso S.r.l. All rights reserved.
  13. 13. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 THE PLEASURE OF EXPERIENCE
 SUPPORTS INTRINSIC MOTIVATION. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  14. 14. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da WE ARE NOT ALONE
  15. 15. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da WHY
  16. 16. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Life offers you a story as far as the road goes.
  17. 17. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  18. 18. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da When I get home after work
  19. 19. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Don’t miss the bus, lunch is coming.
  20. 20. STORIES ARE Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  21. 21. you’ll get burnt with those stoves. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  22. 22. STORIES ARE STICKY. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  23. 23. 2. Story is simply a way of structuring information. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  24. 24. 3. A story provides packets of sensory language presented in a particular way that allows the listener to quickly and easily internalize the material, comprehend it, and create meaning from it. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  25. 25. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Story is how the brain creates meaning. Copyright 2018 ©DrawLight S.r.l. All rights reserved.
  26. 26. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da significantobjects.com Copyright 2018 ©Senso S.r.l. All rights reserved.
  27. 27. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Copyright 2018 ©Senso S.r.l. All rights reserved.
  28. 28. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da dopamine = focus / motivation / memory how = suspence / cliff-hanger / storytelling Copyright 2018 ©Senso S.r.l. All rights reserved.
  29. 29. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da oxytocin = kindness / trust / bonding how = empathy Copyright 2018 ©Senso S.r.l. All rights reserved.
  30. 30. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da endorphin = creativity / relax / focus how = fun Copyright 2018 ©Senso S.r.l. All rights reserved.
  31. 31. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da cortisol = focus attention how = hero on distress Copyright 2018 ©Senso S.r.l. All rights reserved.
  32. 32. Temporal asymmetry between speaker–listener and listener–listener neural couplings. Greg J. Stephens et al. PNAS 2010;107:32:14425-14430 ©2010 by National Academy of Sciences Main PartnerORGANIZZATO da
  33. 33. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 When you see yourself in the story, it becomes more real than facts. Copyright 2018 ©DrawLight S.r.l. All rights reserved.
  34. 34. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Copyright 2018 ©DrawLight S.r.l. All rights reserved. PITY | FEAR | CATHARSIS
  35. 35. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da THE HERO Copyright 2018 ©Senso S.r.l. All rights reserved.
  36. 36. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da SPORT SCIENZA Copyright 2018 ©DrawLight S.r.l. All rights reserved.
  37. 37. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 The biggest mistake brands make in storytelling is to believe they must play the role of hero. This is just plain arrogant. Your product or service should play the role of those magical ruby slippers. Copyright 2018 ©Senso S.r.l. All rights reserved.
  38. 38. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 The most successful marketing groups are reassigning consumers from the role of audience to the role of protagonist. It’s their journey that matters. Copyright 2018 ©Senso S.r.l. All rights reserved.
  39. 39. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 PRODUCTS & SERVICES experiences enablers. Copyright 2018 ©Senso S.r.l. All rights reserved.
  40. 40. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018
  41. 41. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  42. 42. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da — MASSIMILIANO & MANET • https://youtu.be/HF-0DnOFONc
  43. 43. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  44. 44. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  45. 45. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  46. 46. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  47. 47. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  48. 48. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  49. 49. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  50. 50. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 WALK THE WALK. Copyright 2018 ©Senso S.r.l. All rights reserved.
  51. 51. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Not only do people remember compelling stories, they share them.
  52. 52. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 You can push information out to people or you can pull them in with a story.
  53. 53. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 value story experience value exp story
  54. 54. Copyright 2018 ©Senso S.r.l. All rights reserved. Main PartnerORGANIZZATO da CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 THE JOURNEY OF ME
  55. 55. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da — GOLDEN THEATRE • https://youtu.be/fixpbNA6atc
  56. 56. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da — JUNE • https://youtu.be/LQaW-beDkI4
  57. 57. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da
  58. 58. CONTENTWARE SUMMIT LESOLUZIONIPERILCONTENTMARKETING BASEMilano30ott2018 Main PartnerORGANIZZATO da Mick Odelli Founder & CEO hello@drawlight.net Twitter: @mickodelli Instagram: @mickodelli www.justmick.tv www.drawlight.net www.sensoimmersive.com Grazie!

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