Which trends will knock the marketing world out?

Which trends will knock the marketing world out?

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Does virtual reality bring the promise of changing marketing for the better? How will it influence the process of building bond between a user and consumer with a brand? What makes individually designed message a mass success? Answers to these and many other questions could be found at this year’s Filmteractive 2016.

Filmteractive 2016 is the sixth edition of the festival of interactive communication. Invited speakers included representatives of such consumer and media brands as Orange, Samsung, Castorama, Discovery, Vine, Vice or Disney. The main theme, this year’s hottest trend – virtual reality – left no one indifferent.



Total immersion in virtual reality
The real adventure was provided by VR Adventure Box – an installation prepared by Deloitte Digital team – the organiser of Filmteractive festival. Virtual reality could be experienced thanks to pre-release Oculus Touch – unique controllers capturing gestures and hand movement, providing total immersion. VR Adventure Box took users on a journey through a forest, ocean depths and a canyon. The audience could participate in the adventure as observers, watching the experience on a specially installed 10-metre screen.





#VR dominated Filmteractive Market as well. The final projects selected by the international jury could be enjoyed up close in Innovation Zone and during pitching sessions. The winning project – Virtelio from Luxembourg – received the main prize (10 000 PLN) and MIPTV invitation. The jury awarded the second and the third prize as well, to Chernobyl VR and RAY respectively.


     
The topic of virtual reality had its crowning in a discussion panel moderated by Artur Kurasiński, who also hosted the festival. New technology – its chances, threats and ethics – was discussed by: Morgan Bouchet (Orange), Dorota Żurkowska-Bytner (Discovery Networks), Piotr Iwanicki (Superhot), Łukasz Kosuniak (Samsung Electronics) oraz Dawid Marcinkowski (The Kissinger Twins).





Creativity in the age of Data Driven Marketing. Where are we headed?
A special guest of Deloitte Digital straight from the USA was National Director of Brand Creative & Content Marketing – Alan Schulman. Over his 25+ year career, Alan has held Executive Creative & Content leadership roles at several leading global agencies including McCann-Erickson, FutureBrand Worldwide, Foote, Cone & Belding. He was named one of North America’s “Creative All Stars” by ADVERTISING AGE Magazine in 2013. At Filmteractive he explained how to use Big Data and Marketing automation to create more personalized messaging and campaigns at scale that will move consumers emotionally, not just deliver an offer, product or price.



Building brand universe in the age of digital consumers
Communication and new media unleashing creativity and facilitating marketing activities were the topics dominated by Dan Biddle (Twitter / Vine UK), Maksymilian Litwinow (Castorama), Rafał Mietelski and Ewa Wolska-Rzewuska (Vice), and Brand & Marketing Strategy Directors at Stratosfera by Deloitte, Patrycja Venulet i Jan Kisielewski.
Artur Pacuła (Disney Interactive CEE) explained how to transfer a world of fairy tales onto real content marketing and how to look for audience.
An unforgettable speech by Joeri Van den Bergh, a cofounder of Gen Y Expert InSites Consulting and author of How cool brands stay hot, allowed the audience to understand the frame of mind of Millennials and compare their behaviour and preferences with the ones of generation X and Baby boomers. What about the next generation? Ask those who had a chance to participate in the meeting with Joeri Van den Bergh.
See you in a year!







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Filmteractive Market 2016 winning projects

This year the main prize of Filmteractive Market 2016 (10 000 PLN and MIPTV invitation) cofounded by Creative Europe Programme and Deloitte Digital was awarded to Virtelio project from Luxembourg. The jury awarded the second and the third prize as well, to Polish project Chernobyl VR and Spanish RAY respectively.