Page 34 - AC/E Digital Culture Annual Report 2014

AC/E digital culture ANNUAL REPORT 2014Again, the combination of the offline and digital worlds through the Internet and mobile phones makes it possible to create participative experiences in settings with low levels of interaction to gain access to new kinds of users.SHOW ME YOU ARE MY BEST FANAnother field in which gamification is being used as a technique for stimulating user commitment is music and the way appreciation of it is enhanced by the artists themselves through communities of their most faithful fans.Some artists and record labels are employing game thinking and mechanics to encourage people to share news about tours, viralise news about the artist, learn about the latest music videos and share all this content through the social media with the aim of reaching a wider public and selling more copies of their discs.Universal Music Group’s Interscope in the USA was a pioneer in using this technique to increase the commitment of the fans of artists such as LMFAO, Lady Gaga and Robin Thicke and through them, make their musical offerings available to more people.Universal uses Web sites to support its gamification strategy by asking the fans of these artists to show that they really are their fans by incorporating challenges, generally to viralise content, and demonstrating their achievements through classification tables.Gamification not only tries to create amusing and moving experiences but also to use elements of games to stimulate players, as may be the case through perceived status whereby people throughout the world compete to show these artists that they are their best fans to improve their positioning while increasing appreciation of the music.AC/EGENERATING INTERACTION THROUGH THE SECOND SCREENThe adoption of technology and the social media in our lives has changed certain of our habits when consuming content through mass media such as television. In fact, it is well known that people are increasingly combining time devoted to television with access to the Internet via devices such as mobile phones and tablets.These changes in behaviour are affecting the impact of content generated through television such as films, series or programmes in terms of television audience levels.This has given rise to the concept of the ‘second screen’ understood as the place where interaction is produced, mainly social interaction, concerning the content generated through television.Thus, producers are becoming obliged to create new formats for this second screen with the aim of maximising the attention of users and hence the profitability of the content generated for this platform.Despite various attempts being made in the social networks to capture this kind of interaction by television viewers while they are watching TV, some of the efforts are already employing gamification in this second screen to lead users again to the content being transmitted at the time.Specifically, in Spain we have seen some uses of this technique such as the project by Canal + on the occasion of the launching of the second series of Game of Thrones.Canal + launched a multimedia application for mobile phones to interact with viewers of the series, mainly young people, digital natives and accustomed to the immediacy and interaction of the Internet.WHERE WE ARE HEADING: DIGITAL TRENDS IN THE WORLD OF CULTURETHEME 3: GAMIFICATION, GENERATING COMMITMENT TO CULTURE CURRENT PAGE...34