The Lost Golden NoseA concept by:

Ruby EkkermanErnesta Civilkaite

Andreas Wiberg Sode

e-concept developer

• Comic Relief• campaign (Red Nose Day)• our game• gaming strategy• social aspects• mobile fundraising

agenda

• London based charity• fundraising through the power of

entertainment• Red Nose Day and Sport Relief

Comic Relief

• massive TV-show (March 15)• re-engage the audience

Red Nose Day

RND today

TV shows NOTV Artists

Corporate partners Merchandize Public fundraising

RND Building Blocks MobileApplication

• location based game application (LBG)– the noses of Red Nose Day have gone missing– public treasure hunt– GPS coordinates

• augmented reality– hide objects (noses) in the environment– connects the real world with the digital one

our game

engage……and reward

• how do we engage the audience?– mini games– trophies (achievements)– Shop:• add-ons• boosters

– audience influence

gaming strategy

• team up• nose-a-gram– use items from your inventory– invite friends– “Hi Mom, I’m on TV!”

• share share share

social aspects

• What to watch out for?– Apple (iOS) guidelines

• App Store (distribution)• charitable donations banned• external process• the Apple cut

• our approach:– in-game currency (gold coins)– optional donation feature– optimised campaign website

fundraising

• Mobile– 92% of all 18-25 will own a smartphone in 2015– more shares– more donations– optimise for mobile

• Facebook– 21 million users (UK) – 4 out 5 on mobile and tablet– more donations per share– £5 per share

why mobile fundraise?

mobile growth

*http://www.emarketer.com/Article/Nearly-Half-of-UK-Consumers-Will-Use-Smartphones-This-Year/1009956

mobile vs. desktop

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/

Facebook worldwide

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/

more shares

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/

more donations

*http://blog.justgiving.com/nine-reasons-why-social-and-mobile-are-the-future-of-fundraising/

• friend-to-friend fundraising (crowdfunding)– Comic Relief– JustGiving (UK based company)

• mobile card reader• Google Checkout (now Google Wallet)• text-to-give donations

options?

• peer to peer payments– smartphone to smartphone

• NFC?– Near Field Communication (Bluetooth)– Close proximity to another device such as a card

reader or another smartphone• mobile wallet– goodbye big wallet!

the future of fundraising

familiar?

mobile wallet

questions?

?? ?

Thank You!

• Transmedia Storytelling – Where did the story go? (why down prioritize the story?)

Big community (UK and London in particular) vs. a small community (Odense)

• Convergence Culture: Changing the common Protocols around Red Nose Day (as a brand)

Creative ways of using Augmented Reality and LBGs

How could the “Lost Golden Nose” benefit from Cultural Probes?

• The “Lost Golden Nose” in the future?

Could “Lost Golden Nose” be combined with “5 seconds of Fame” (concept idea) somehow?

• Media storm: What consequences can the latest media attention have on our concept and Red Nose Day in general?

suggestions for discussion

• team– budget– resources– time

• previous experience• complex story• duration

where did the story go?

Transmedia Story

• what Comic Relief originally wanted– story across multiple platforms (with noses hidden)

• Facebook and Twitter• campaign website• video• blogs• real world locations (our application)

– everything should lead up to the show on March 15– change the way people experience RND– stronger Transmedia story– increase the flow of content across many platforms

• encourage people to seek out new information and makeconnections among dispersed media content

– participatory culture• invite fans/customers of RND to actively participate in the creation and circulation of

content (why have the red noses disappeared?)

convergence culture

touch-point timeline