Universal Pictures launched an i-Trailer on August 4 to promote Scott Pilgrim vs. The World, debuting the marketing tool on the Yahoo! Movie site. The movie studio partnered with Mark Woollen and Associates to create it.
The i-Trailer has the look and feel of an 8-bit videogame and leads consumers who opt-in to comprehensive information about the film.
Individuals can control the path they go on as they discover facts and information about Scott Pilgrim vs. The World. Examples of featured information are where a scene was shot, what the music cue was and how a particular scene in the movie relates to the graphic novel.
The goal is to better engage Universal Pictures' target audience for the film, 13 to 34 year olds, in a one-on-one experience. After its debut on Yahoo! Movies, Universal also made the trailer available on the film's official site.
Americans spend nearly a quarter of their time online on social networking sites and blogs, up from 15.8 percent just a year ago (43 percent increase) according to new research released today from The Nielsen Company.
The research revealed that Americans spend a third their online time (36 percent) communicating and networking across social networks, blogs, personal email and instant messaging.
Additional findings include:
Online games overtook personal email to become the second most heavily used activity behind social networks – accounting for 10 percent of all U.S. Internet time. Email dropped from 11.5 percent of time to 8.3 percent. (Source: Nielsen NetView)
Of the most heavily-used sectors, Videos/Movies (which includes video-specific and movie-related websites only – and is not inclusive of video streaming behavior elsewhere) was the only other to experience a significant growth in share of U.S. activity online. Its share of activity grew relatively by 12 percent from 3.5 to 3.9 percent. (Source: Nielsen NetView)
June 2010 was a major milestone for U.S. online video as the number of videos streamed passed the 10 billion mark. The average American consumer streaming online video spent 3 hours 15 minutes doing so during the month. (Source: Nielsen VideoCensus)
Despite some predictions otherwise, the rise of social networking hasn’t pushed email and instant messaging into obscurity just yet. Although both saw double-digit declines in share of time, email remains as the third heaviest activity online (8.3 percent share of time) while instant messaging is fifth, accounting for four percent of Americans online time. (Source: Nielsen NetView)
Although the major portals also experienced a double digit decline in share, they remained as the fourth heaviest activity, accounting for 4.4 percent of U.S. time online. (Source: Nielsen NetView)
Togethervilleis a social networking experience intended for your younger children (5-10 year olds). The new service is designed to provide a training ground where parents can teach their kids important lessons about online communication, community building and what it means to be a good digital citizen.
In Togetherville, grownups act as the moderator for new contacts, assuming the responsibility for inviting family members/friends and other kids' to join their child's online neighborhood. The 6-to 10-year-olds are invited to engage with their real-world friends, play games, watch videos, and create art.
Is it safe?
Togetherville is intended for kids who are too young for Facebook and is fully compliant with the Children's Online Privacy Protection Act (COPPA). Kids' are *NOT connected* to anyone without their parents approval, so parents don't need to worry about 'stranger danger.'
Unlike other child oriented social networks, kids' use their real names instead of an alias. This is important because it teaches them to be responsible for their actions within the community. Since their identity isn't a secret, the thinking is that this will reduce the chances that they will engage in cyberbullying or other no-no behaviors.
Allowance is a new site feature that helps teach kids financial literacy while providing parents with a way to reward good behavior, both online and off.
Parents or other approved adults (family members, coaches) can give a child Togetherville currency called "T-bills," which can be spent on virtual goods, games or gifts within each child's unique Togetherville neighborhood.
Once they have T-bills, parents and adults can give Allowance to children for whom they are administrators. Kids and adults can use T-bills for virtual goodies, gifts and games.
As with any feature in Togetherville, a parent or other adult with administrative rights has complete control over who can give their child funds. In addition, just like in the offline world, a parent can suspend or eliminate a child's Allowance at any time.
Developing Healthy Media Habits
A lot of people will say that kids' don't need to be online and that they should go outside and play.
Think of it this way: too much of anything is bad. Too many hours playing video games or watching cartoons--not healthy! Eating too much ice cream, Taco Bell or drinking too much soda are also not a good thing.
It doesn't really matter if it's chocolate milk, riding your bike in the dark, watching too much TV or being online. As adults, we need to be the ones who help children develop healthy habits.
Social by Design
Think of Togetherville as a social networking apprenticeship where parents act as a Facebook "expert" who mentor and help their children through the experience of participating in a social networking community.
The situated learning theory argues that learning and knowledge acquisition takes place only when situated in a social and authentic context.
Ultimately this process –known as legitimate peripheral participation—moves the newcomer deeper into a community of practiceleading them closer to acquiring the knowledge and skills required to be an expert. In Togetherville, young kids' will form a community of practice (and safety net) consisting of their peers, site moderators, and several parent "experts."
Cognitive apprenticeship is an instructional design and learning theory wherein the instructor (or parent), through socialization, models the skill or task at hand for the child. Kids' may also receive guidance from and learn from their peers.
The role of the parent is to help novices (in this case, your kids') clear cognitive roadblocks (Facebook/social networking) by providing them with the resources needed to develop a better understanding of social media. This process is called scaffolding.
Ultimately the kids will become an expert who no longer needs the scaffolding provided by Togetherville and/or parental guidance. In turn, they will have a better understanding of potential roadblocks and are now equipped the skills to navigate the world of social media/networking sites like Facebook.
Putting it All Together
In the end, what's important here is to take a balanced position when it comes to kids and technology. As a parent or teacher, don't be afraid to jump into the technology and social media pool and get your feet wet.
This is a little video produced by Ireland-based PR firm Simply Zesty that explores the state of social media in the UK.
The video includes some interesting social media stats and other demographic information, including: 85% percent of the UK population is online and they spend over 6 hours on social media sites every month, nearly 60% of them read blogs and 64% have their own profile on a social network.
Parents who believe that playing video games is less harmful to their kids' attention spans than watching TV may want to reconsider -- and unplug the Xbox. Video games can sap a child's attention just as much as the tube, a new study suggests.
Elementary school children who play video games more than two hours a day are 67 percent more likely than their peers who play less to have greater-than-average attention problems, according to the study, which appears in the journal Pediatrics.
Playing video games and watching TV appear to have roughly the same link to attention problems, even though video games are considered a less passive activity, the researchers say.
"Video games aren't less likely than television to be related to attention problems," says the lead author of the study, Edward Swing, a doctoral candidate in the department of psychology at Iowa State University, in Ames. "They were at least as strong as television at predicting attention problems."
However, the study doesn't prove that video games directly cause attention problems. It could be that kids who have short attention spans to begin with might be more likely to pick up a joystick than a book, for instance.
One of the things I enjoy most about my work is having the opportunity to talk with parents, educators and brands to dispel some of the myths or fears around kids' use of social media.
No matter the audience, my message is pretty consistent: Don't panic!
I'm also frequently asked to share some of my favorite digital parenting links, tips and other resources. So here we go! I've sorted through my bookmarks and put together this (hopefully) handy handout. Feel free to print it, tweet it and share it with anyone you think would find it helpful.
I'll be updating it as new issues and resources pop up on my radar. If you have a great resource, please feel free to share it in the comments section and I'll add it to a future draft of this handout.
“If we over-estimate their skills we underestimate the support
they need and misunderstand their practices.” – Dr.
Over the last decade there has been lots of talk, in both the press
and educational circles, about the technological prowess of "digital
natives." We've heard a lot about what's exciting in educational
technology, but the reality is that teachers still see a lot of kids
struggling to use technology.
During her keynote at DML 2010, Dr. Sonia Livingstone (London School of Economics)
shared the following examples from her research and interviews with
both parents and kids on the difficulties "digital natives" face using
Example: Going to a Web site–can take a half
hour, involve parents & most give up.
Example: Parents thought their child was very
savvy, but something about the style of her use didn't reveal her
struggles. "Megan" is confident, but one can observe her many struggles
while she uses technology.
Example: 17-year-old, quoted: "With books it's a
lot easier to research. I can't really use the internet for studying."
Another, "Every time I try to look for something, I can never find it.
It keeps coming up with things that are completely irrelevant."
Example: Teens often didn't know how to change
their privacy settings, unsure about what to click to manage this task.
(Nervousness about unintended consequences: stranger danger, parental
anxiety, viruses, crashed computers, unwanted advertising, etc.)
When it comes to youth and digital media we tend to be conservative
in the type of content we give young people and far more aggressive when
approaching them with digital media tools.
It’s important to remember
that just because we include digital media doesn’t mean youth know how
to make meaning or engage with these technologies.
Television's prime time is video games' prime time.
Television viewer erosion is the result of a fractionalized viewership -- which is due, in large part, to cable viewing and Internet usage. But a lot of video game usage is also contributing, especially in the evening hours between 7 and 11 p.m.
A new study by the Nielsen Games measuring division says Xbox 360 usage, for example, hits nearly 25% between 7 and 11 p.m, with men around 23% and women's usage at around 17%.
Xbox 360 users are comprised of 45% 18- to-34-year-olds, 31% 12- to-17-year-olds, 13% 2- to-11-year-olds, 7% 35- to-44-year-olds and 3% 45- to-54-year-olds.
This augmented reality kiosk called "DIGITAL BOX" has been
developed by LEGO Digital Systems and metaio. After an evaluatiion phase
it is now rolled out to LEGO brand stores worldwide and is widely considered to be one of the best examples of augmented reality in marketing.
Ideally, customers want to hold the product in their hands and look at
it closely from all angles. But for products like LEGO sets, it can
take hours of construction before you know what the toy really looks
Children of all ages can now hold LEGO boxes up to the DIGITAL BOX and watch a 3D animation of the product - from all angles, in every detail - in their hands. This is made possible by metaio, which fuses virtual 3D animations into a live video of the completed LEGO set.
While this is a pretty slick implementation of augmented reality in a youth marketing context, I think it actually is a powerful example of how a brand can leverage augmented reality as a digital storytelling tool.
It's one thing to look at the picture on the box, but to see the LEGO set come to life in 3D that provides youth marketers with exciting new opportunities to create a virtual storyline that draws the customer deeper into the world of LEGO and allows them to connect on a deeper, emotional level with the brand.
reports teem with stories of young people posting salacious photos
online, writing about alcohol-fueled misdeeds on social networking
sites, and publicizing other ill-considered escapades that may haunt
them in the future.
These anecdotes are interpreted as representing a
generation-wide shift in attitude toward information privacy. Many
commentators therefore claim that young people “are less concerned with
maintaining privacy than older people are.”
Surprisingly, though, few
empirical investigations have explored the privacy attitudes of young
adults. This report is among the first quantitative studies evaluating
young adults’ attitudes. It demonstrates that the picture is more
nuanced than portrayed in the popular media.
A gap in privacy knowledge provides one explanation for the apparent license
with which the young behave online. 42 percent of young Americans
answered all of our five online privacy questions incorrectly. 88
percent answered only two or fewer correctly.
The problem is even more
pronounced when presented with offline privacy issues – post hoc
analysis showed that young Americans were more likely to answer no
questions correctly than any other age group.
conclude then that that young-adult Americans have an aspiration for
increased privacy even while they participate in an online reality that
is optimized to increase their revelation of personal data.
Hoofnagle, Chris Jay, King, Jennifer, Li, Su and Turow, Joseph,. How
Different are Young Adults from Older Adults When it Comes to
Information Privacy Attitudes and Policies? (April 14, 2010). Available
at SSRN: http://ssrn.com/abstract=1589864
This is a pretty moving piece from Pathways To Housing & Sarkissian Mason depicting a “virtual” homeless man projected onto a wall in NYC, shivering from the cold of a sleepless night, alone, outdoors, he is just one of 40,000 similar people that are homeless in New York.
The campaign to raise awareness hope to create interaction with someone most people just pass by, in prompting the public to interact with the virtual homeless man by SMSing a number that opens a door.
Passers by are then given the opportunity to send another SMS to make a small donation instantly from their phone. Very, very cool work for a great cause.