# data[].attributes.headline
How to use the Inter-NET to catch a NFT butterfly? (Xiuya)

# data[].attributes.subject
How to use the Inter-NET to catch a NFT butterfly? (Xiuya)

# data[].attributes.body
Artist: 林琨皓 Lin Kunhao
https://www.instagram.com/dabeiyuzhou/

Applying digital data algorithm and visual aesthetic theories to create virtual butterflies for selling and collecting.
Artistic performance in the pre-cyber period.

# data[].attributes.body
There are many social media platforms used in marketing but one worth mentioning is Medium. Medium is a publishing platform with the social aspect; users, businesses can reach their target audience through informative reads and information. The great thing about Medium is that companies not only get an opportunity to market their products, but service providers also get to showcase their prowess through publishing their articles.

The key is finding out what works for your Brand, use tools to maximise your returns, with 6hours weekly you are guaranteed to see improvement in your business. Another vital factor to consider when using social media marketing is quality content. Remember, customers need to see your commitment to providing value. For instance, if you are using Instagram to market your products, invest in a professional photographer. Additionally, take time to find out things happening around you, use new trends that will help your business grow.

# data[].attributes.body
It's a social media marketing platform and the good thing about online business is the versatility it offers to business owners. You’re not only getting to market your products you can also build your brand as a scriptwriter, a life coach or a tutor and one site that has managed to incorporate many facets in online businesses is Reddit.

Reddit has 300 million active users every month and the platform allows users to post images, news, ask questions, advertise, or vote on issues. Reddit has several subreddits that enable users to join specific discussions or market their enterprise. For instance if the subreddit is about writers, then you can send your links, connect with other writers, and even get an opportunity to find out things happening within your industry.

# data[].attributes.body
https://www.youtube.com/watch?v=hu_08WchxnU&t=215s

Balenciaga has released its Fall 2021 fashion collection in the form of a video game, which sees players travel through a wonderland-style future world, passing avatars dressed in ripped jeans and metal-armour boots on the way.

# data[].attributes.body
Alyssa
https://www.nowness.com/story/virtual-embalming-frederik-heyman

Frederik Heyman

How do you want to be remembered forever?

In response to this artist and director Frederik Heyman has created the digital memorial: a way to project ourselves into the distant future and be remembered by generations to come—exactly as we want to be. Using cutting-edge 3D scanning technology, Heyman virtually 'embalmed' icons Isabelle Huppert, Kim Peers and Michèle Lamy.

# data[].attributes.body
CASE STUDY
Black Mirrors - A futuristic show that questions the present
The perverse behaviour presented in several episodes of Black Mirror can be observed on social networks. On May 15, a 16-year-old Malaysian teenager committed suicide after asking her Instagram followers if she should live or die, because 69% told her to end her life. Facebook has also been blamed for broadcasting live 17 minutes of the March 15 attacks in Christchurch, New Zealand in which 51 people died. Black Mirror repeatedly illustrates the morbid, sordid tastes of many anonymous online viewers, as in the very first episode when the the kidnapper in the movie demands that the prime minister have sexual intercourse with a pig, live on national television, for motives unknown.

# data[].attributes.body
4. Crime and Terrorism

The internet is fertile territory for malevolent forces to operate, thanks to its international nature, vast scale, and the relative anonymity that users can enjoy. Examples of this include: terrorists using social media to promote themselves and encourage others; drug dealers using the dark web to trade; pedophiles using chat rooms and other places to groom potential victims, exchange photos, videos and other information; and authoritarian regimes attempting to sway or distort elections in democratic countries.

# data[].attributes.body
3. Digital Media Manipulation

Digital media such as photographs, audio, and video are easy to edit, making the manipulation of media widespread. It's not always easy to tell what is real and what is fake anymore. Photographs can be altered using editing tools such as Photoshop. Digital audio and video can be doctored. The issues will only intensify as the technology improves.

# data[].attributes.body
2. Addiction

Social media, computer games, messaging, and dating websites can all be addictive. Games want you to play so that you will buy the next version. Websites want you to interact so that they can bring in advertising money. Users end up wasting vast amounts of time and hemorrhaging money for low return.

# data[].attributes.body
1. Social Disconnect

There is an increasing tendency for people to socialize and communicate via digital devices rather than through real-life contact. This can easily lead to a sense of disconnect and isolation. Studies have suggested that the lack of real-life contact is causing depression and other forms of mental illness in many people. Loneliness and a lack of human contact with a flesh and blood person are becoming increasingly common.

# data[].attributes.body
Chloe

# data[].attributes.body
"Wonder" is inspired by urban life and natural elements and uses a digital method to explore the boundaries between the physical and virtual worlds through 3D animation and AR. This work expresses the longing for a friend that each person has in the post pandemic world.

# data[].attributes.body
eggie
As soon as the audience walk into the room, it's like being immersed in a giant petri dish of your soul. When people touch the walls, tests appear, one by one going straight into their innermost being. After finishing the test, the soul particles will all flock to one place to generate a two-dimensional code, scanning the code will have their own personality interpretation, creating their own unique visual soul image. And whether people touch the wall or talk to the wall, the soul molecules come together. This is the most interactive experience of the four rooms, satisfying the interaction of hearing, touch and vision at the same time.

# data[].attributes.attachment_link.readable_text
21世纪，是一个快速变化的年代，我们的情感流动被突出起来的压力所堵塞，我们抑郁、孤独，且无法排解。这个时候，你有没有想过去找寻"灵魂"的本真，触摸真实的自己？

2020.11.14 - 27号，OUTPUT为SoulApp打造的数字艺术展览「Soul星球漫游计划·灵魂奇境艺术展」在tx淮海完美结束。展览第一天就排起了长长的队伍，吸引了众多观众前来观看。

展览中，除了OUTPUT的签约艺术家的其他三件作品，我们还为Soul深度定制了交互沉浸式体验《Soul Lab》，使用了投影和感应装置，给灵魂做个测试吧~

一走进房间，仿佛是沉浸在一个巨大的灵魂培养皿中，当你用手触摸墙壁，便有测试题显现出来，一题一题直接深入到你的内在。做完测试题，灵魂粒子便全部涌向一处生成一张二维码，扫码便有属于自己的性格解读，创造自己独一无二的可视化灵魂形象。而且不管是触摸墙壁还是对着墙壁说话，灵魂分子都会聚拢过来。这是四个房间中最具有互动感的体验，满足了听觉触觉视觉的同时互动！

置于Soul Lab中，在混沌中找寻自己的灵魂分子，也符合了Soul希望大家找到灵魂真我的美好期望。

# data[].attributes.attachment_link.title
沉浸式交互体验《Soul Lab》 | SoulApp 数字艺术展览|空间|展陈设计|OUTPUTofficial - 原创作品 - 站酷 (ZCOOL)

# data[].attributes.attachment_link.description
21世纪，是一个快速变化的年代，我们的情感流动被突出起来的压力所堵塞，我们抑郁、孤独，且无法排解。这个时候，你有没有想过去找寻"灵魂"的本真，触摸真实的自己？ 2020.11.14 - 27号，OUTPUT为SoulApp打造的数字艺术展览「Soul星球漫游计划·灵魂奇境艺术展」在tx淮海完美结束。展览第一天就排起了长长的队伍，吸引了众多观众前来观看。 ...

# data[].attributes.body
REDDIT & MEDIUM
https://www.reddit.com/
https://medium.com/

# data[].attributes.attachment_link.readable_text
Reddit receives an average of 165m votes per day and yet 43% of eligible voters (92m) did not exercise their right to vote in the 2016 US Presidential Election. Reddit believes the act of voting should be as prevalent offline as it is on-platform. The Up The Vote initiative was focused on alerting, educating and activating Redditors to vote where it matters most: the 2020 US election. The advertising paired contextually relevant election numbers with Reddit user content to demonstrate the power of voting; ultimately imploring over 400k people to take the actions needed to help them to vote IRL.

# data[].attributes.attachment_link.description
Reddit receives an average of 165m votes per day and yet 43% of eligible voters (92m) did not exercise their right to vote in the 2016 US Presidential Election. Reddit believes the act of voting should be as prevalent offline as it is on-platform.

# data[].attributes.attachment_link.readable_text
In 2020, the pandemic had left over 25 million Americans unemployed. So on Labor Day, instead of taking a day off, Red Wing Shoes took it on by launching a national movement dedicated to helping get the American workforce back on its feet. Instead of promoting holiday discounts, the brand promoted every open position Red Wing had with the launch of #LaborDayOn and then put the call out for any and all other brands to do the same. With over 220 brands joining the movement - including Burger King, UPS Vice and GAP - an initiative that began in small-town Minnesota sparked a movement uplifting communities nationwide.

# data[].attributes.attachment_link.description
In 2020, the pandemic had left over 25 million Americans unemployed. So on Labor Day, instead of taking a day off, Red Wing Shoes took it on by launching a national movement dedicated to helping get the American workforce back on its feet.

# data[].attributes.body
Creative Use of AI

Digital marketing that uses AI to push the boundaries of creativity. Includes the use of AI in writing the creative brief, scripting and generating commercials, producing insight and engaging with audiences (e.g. chatbots, voice assistants). You will need to show how the use of AI has directly contributed to commercial success.

# data[].attributes.attachment_link.title
Augmented Reality Art Exhibition: The Little Prince

# data[].attributes.attachment_link.readable_text
Freeview, the UK's biggest TV platform has unveiled its most innovative and ambitious advertising campaign yet, The Other Way.

With exclusive access to scripts from some of the biggest shows, Freeview is running hundreds of short contextual films in TV ad breaks that comment on the storylines of programmes being shown or events that have happened that day.

Using beautiful choreography to create memorable visuals - combined with a consistent, friendly voice - Freeview will talk to the nation in their living rooms in real time. From reactions to the latest goings on in Coronation Street to the benefits of Freeview Play, the simple format will become a recognised part of the British public's consciousness when it comes to watching and appreciating great TV.

This is the first campaign Freeview has worked on with Anomaly, who worked in collaboration with DGLB.

Using no VFX and filmed entirely in-camera, each visual captures the collective energy of over 1,000 people, filmed from above, moving around to make mesmerising, colourful patterns.

The creative approach Anomaly has taken will allow for dialling up or dialling down key messages as appropriate, using contextual, 'always on' channel principles typically reserved for online campaigns. Spots have been brokered with the sales teams at ITV and Channel 4 securing first in break for all contextual ads which comment directly on the storylines viewers will have just witnessed.

Live adverts are also planned for later this year - these will see Freeview's script writers and representatives from Clearcast working on and broadcastings ads directly from the show's studio.

Owen Jenkinson, Marketing Director, Freeview said: " The Other Way helps address two challenges in our market place: salience by being ever present and actively competing with pay TV providers by highlighting the value equation. A very smart campaign by Anomaly, beautifully executed."

Camilla Harrisson, CEO and Partner at Anomaly added: " The Other Way introduces a different approach to advertising on TV that enables us to be incredibly agile and contextual on air and will embed Freeview right at the heart of the nation's TV viewing experience - exactly where the brand belongs. It's an ambitious model, made possible by a progressive and enlightened client team and an amazing amount of trust and collaboration across agencies, partners and broadcasters."

Working with agency partners, complementary marketing and PR activities are set to roll out in the coming months.

The Other Way was created by Anomaly with visuals designed, directed and produced by DBLG. MEC is Freeview's media buying agency

# data[].attributes.attachment_link.title
Freeview positions itself as the alternative to pay TV

# data[].attributes.attachment_link.description
Freeview, the UK's biggest TV platform has unveiled its most innovative and ambitious advertising campaign yet, The Other Way. With exclusive access to scripts from some of the biggest shows, Freeview is running hundreds of short contextual films in TV ad breaks that comment on the storylines of programmes being shown or events that have happened that day.

# data[].attributes.body
Cohesive Use of Physical & Digital

Advertising that uses physical and digital component(s) in tandem to engage with a user and deliver a marketing message.
Example:
Contextual ad

Augmented reality
Chatbots and messenger Integration

Live streaming events

# data[].attributes.body
Creative Use of Data

Creative campaigns that use data to enhance the idea, amplify brand narrative, drive commercial success or improve customer experience, online or offline. This could include internal or external data; big data, real time data or competitive data. D&DA
Community.it

Sendible

# data[].attributes.attachment_link.readable_text
#1 Consumers expect brands to lead with personalized and authentic experiences

If not from you, then they will easily find it with your competitors instead. This means deeper more meaningful personalization is a requirement for businesses to compete today. Your content needs to inform for each stage of the buyers journey for each segment of audiences you address.

86% of consumers prefer an authentic and honest brand personality on social networks. (Smart Insights, 2017)

#2 Brand influencers have changed

Businesses no longer have the control they once did. The sales and marketing funnel is changing and customers are at the center. Their trust is shifting from businesses to friends, family and peers. It's about real people sharing their brand experiences.

81% of buyers trust their families' and friends' recommendations more than companies' business advice, and 55% report trusting the businesses they buy from less than they used to. 77% of consumers have shared positive experiences online.

#3 Data makes you agile and creativity puts you ahead of the game

In a Forrester Consulting study, experts shared that, "a combination of data and creativity is going to set the leaders apart from the laggards".

McKinsey found that one of the main benefits generated by creativity was speed. Firms that scored highest in creativity were ahead of the competition in part because they moved faster - in fact, 74% said they had to make decisions fast at some points, compared to only 40% of less successful firms.

#4 Data-driven campaigns will save you money, time and stress

Taking the time to build a deeper understanding of audience segments and then sharing data across teams with agreed upon outcomes eliminates confusion and improves consistency across all channels.

A recent survey by Content Marketing Institute and LinkedIn found:

68% of sales professionals say it's absolutely critical or very important to have a single view of the customer across departments/roles - yet only 17% of sales teams rate their single view of the customer capabilities as outstanding. - Salesforce

By focusing on personalizing for segments with data to creatively provide content that enhances conversations, increases brand awareness and trust, it puts your brand at top of mind when customers are looking to make a purchase. Additionally, it will reduce the time and effort sales teams waste to build their own sales communications tools.

McKinsey reports "The most creative companies employ two particular practices more than other firms: they regularly observe customers in the customers' own environments, and they understand the problems customers are seeking to solve through use of their products and services. Creative firms combine insights gained about customers' needs with technologies and new business models to come up with white-space solutions and distinctive marketing campaigns."
Back to Top

# data[].attributes.attachment_link.title
How to Build a Winning Data-Driven Creative Campaign

# data[].attributes.attachment_link.description
If not from you, then they will easily find it with your competitors instead. This means deeper more meaningful personalization is a requirement for businesses to compete today. Your content needs to inform for each stage of the buyers journey for each segment of audiences you address.

# data[].attributes.body
Creative Use of Data
Cohesive Use of Physical & Digital
Creative Use of AI

# data[].attributes.attachment_link.title
JEEP WSL 2018 by Marcio Mattos - Shock Me - Creative Director.

# data[].attributes.headline
How can the approach of Digital Platform be explored in Branding ?

# data[].attributes.subject
How can the approach of Digital Platform be explored in Branding ?

# data[].attributes.body
Edwige

# data[].attributes.body
Jeffrey

# data[].attributes.body
Juntang

# data[].attributes.body
(Alyssa)
https://link.springer.com/article/10.1007/s10676-018-9452-x

-Platforms can easily track their users with simple tools. In particular the way Uber (employees) dealt with the privacy not only of their drivers but also of their customers, caused quite a stir (Rogers 2015). It was reported that Uber used their so-called ‘God View’ real-time tracking system on customers as well as drivers.

-Online platforms play an increasingly greater role in determining what information and what news people see. A well-known example is how different persons’ Google search results vary because of a personalization algorithm that looks at things such as previous searches (Pariser 2011).

-Regulating big data and transparency of algorithms. Researchers showed that on the basis of Facebook ‘likes’, it was possible to identify someone’s sexual preference, religious and political orientation, personal characteristics and use of addictive substances (Kosinski et al. 2013).

# data[].attributes.body
533 million Facebook users' phone numbers and personal data have been leaked online

The exposed data includes the personal information of over 533 million Facebook users from 106 countries, including over 32 million records on users in the US, 11 million on users in the UK, and 6 million on users in India. It includes their phone numbers, Facebook IDs, full names, locations, birthdates, bios, and, in some cases, email addresses.

# data[].attributes.headline
Is cyber security next to be disrupted by digital platforms?

# data[].attributes.subject
Is cyber security next to be disrupted by digital platforms?

# data[].attributes.body
IBM in a research study interviewed 500 companies around the world who had experienced a data breach between July 2018 and April 2019. The study reported that the total average cost of a  data breach totals to 3.92 M$ and that it takes as long as 279 days to identify and contain it.

# data[].attributes.body
(Jeffrey)

# data[].attributes.body
·  Facilitates exchanges of  services or information. Promote the communication between users

· Leverages the community to provide enhanced value to everyone within the ecosystem.

· Ease of use and immediate appeal for users.

· Trustworthiness and security

# data[].attributes.body
(eggie)
Make the platform designs visually consistent.
Decide on a consistent brand message and tone, one that you're committed to presenting consistently across. This will make the platform looks more legitimate, credible, and memorable.

# data[].attributes.body
Network bridging happens when a single company operates in multiple markets, thus harnessing the value of interaction data from its users across multiple areas.

# data[].attributes.body
Deal in recurring transactions (i.e. the gig economy, like Thumbtack), platforms can be at risk of disintermediation, the phenomenon where users and agents find each other through the platform, but then conduct business off the platform.

# data[].attributes.body
Multihoming is the phenomenon where a person comparison shops or consults across multiple platforms to choose the best deal

# data[].attributes.body
the constellation of markets, or clusters of connected users, within a platform.

# data[].attributes.body
The power that the platform’s users and agents have on the platform’s success. The network effect is strong when more users or agents beyond the critical mass continues to equate to greater value for the company.

# data[].attributes.body
In business enterprise terms, a digital platform can be thought of as the sum total of a place for exchanges of information, goods, or services to occur between producers and consumers as well as the community that interacts with said platform. It’s imperative to understand that the community itself is an essential piece of the digital platform—without that community, the digital platform has very little inherent value.

Social media platforms like Facebook, Twitter, Instagram, and LinkedIn

Knowledge platforms like StackOverflow, Quora, and Yahoo! Answers

Media sharing platforms like YouTube, Spotify, and Vimeo

Service-oriented platforms like Uber, Airbnb, and GrubHub

# data[].attributes.body
Juntang

# data[].attributes.body
Cyber security will make users feel safe using your platform.

"Authentication of community members and
their activities is the primary responsibility of the platform owner
and partners, far more than in an offline business where physical
verification is fundamental.

Protecting a platform needs to account
for both prevention and compensation. Handled correctly, platform
owners can differentiate themselves with their commitment to
protection."

# data[].attributes.headline
Ease to share and transact to expand reach

# data[].attributes.subject
Ease to share and transact to expand reach

# data[].attributes.body
"Targeting individuals and organizations through tailored experiences across all channels at scale relies on mass personalization.

The aim is to understand customer intent and then dynamically and uniquely tailor experiences to each customer and context in a seamless manner across channels."

# data[].attributes.body
"When there are competing platforms in your space, users need some reason to believe that your platform will be worth joining, especially if doing so involves a significant investment.

To attract initial users, a new platform must satisfy those concerns by building credible expectations for its future success."

# data[].attributes.headline
Take advantage of the latest technology innovations

# data[].attributes.subject
Take advantage of the latest technology innovations

# data[].attributes.body
Utilize the features and services offered by various social media platforms to promote your platform.

"The use of AI in everything from customer service chatbots and robotics to analytics, will allow service providers and enterprises to deliver customer experiences in ways that are both personalized and automated."

Using the most up to date technologies will help in ways from receiving biometrics to more innovative interfaces.

# data[].attributes.headline
The requirement of a successful digital platform

# data[].attributes.subject
The requirement of a successful digital platform

# data[].attributes.body
(joey)