o universo (digital) de star wars
TRANSCRIPT
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o universo (digital) de STAr WArS
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os fãs
Marcel Ayres | marcel ayres
João Marcelo Cunha | joao marcelo
Doutorando em Cibercultura na Póscom/UFBA. Pesquisador no GITS/UFBA. Especialista em Marketing pela FGV. Sócio e Estrategista na COM Inteligência Digital.
FB / INSTAGRAM / TWITTER | MarcelAyres
Pós-graduando em Marketing pela ESPM. Produtor Cultural pela Facom/UFBA. Redator Digital e Analista de Mídias Sociais na Propeg. Cofundador do Conselho Jedi da Bahia.
FB | joaomarcelobcINSTAGRAM | joaomarcelo_bc
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1977 intro
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2015 2017 intro
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experiência star wars experiencia
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elementos estratégicos elementos estrategicos
Gestão da Comunidade
Storytelling e Transmedia
Experiências Imersivas
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elementos estratégicos elementos estrategicos
Storytelling e Transmedia
• Não se trata, apenas, de contar uma boa história
• Ampliação e Complexificação do Universo
• Desdobramentos da história-mãe em diferentes meios
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elementos estratégicos elementos estrategicos
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elementos estratégicos elementos estrategicos
Círculo Mágico Johan Huizinga O Homo Ludens (1938)
Círculo Mágico Vida Cotidiana
ProblemasMedoIncertezaDívidasResponsabilidades
FantasiaImersãoNarrativaCatarseEscapismoDesafio
ExperiênciaSignificados
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elementos estratégicos elementos estrategicos
• Criação/gestão de diferentes pontos de contato com fãs
• Conteúdo gerado por fãs
• Foco na 'família'
Gestão da Comunidade
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elementos estratégicos elementos estrategicos
Homens Mulheres
Crianças Adultos
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elementos estratégicos elementos estrategicos
• Inserção de novas camadas de conteúdo
• Investimento em tecnologias para novos tipos de imersão
• Diversidade de formatos/meios para a experiência do universo
Experiências Imersivas
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Fonte: F8 / Facebook
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Universo digital universo digital
Conteúdo Digital
Social Media
Campanhas
Realidade Virtual/Aumentada
alguns exemplos deste universo
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conteúdo digital conteúdo digital
video 360º | FACEBOOK
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conteúdo digital conteúdo digital
conteúdo de marca | waze
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conteúdo digital conteúdo digital
conteúdo de marca | google
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conteúdo digital conteúdo digital
conteúdo de marca | google
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conteúdo digital conteúdo digital
conteúdo de marca | spotify
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conteúdo digital conteúdo digital
websérie exclusiva | youtube
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social media social media
digital influencer | chewbacca mom
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campanhas campanhas
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campanhas campanhas
360º vr experience | Nissan rogue Intelligent Safety Shield® Technology
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vr | games realidade virtual
Trials on Tatooine | HTC e ILM xLAB
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Vr | games realidade virtual
battlefront rogue one | playstation vr
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ar | games realidade virtual
JEDI CHALLENGES | LENOVO
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in a galaxy not so far away
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futuro? future
C3po r2d2 | magic leap e ilm xlab
Mixed reality - ar + vr
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futuro? future
immersive Star Wars-themed hotel | disney
alternate reality
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futuro? future
fan art - jogador número um (ready player one)
Alternate reality
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may the force be with you