Article Highlights:

• Axe is a leader in many digital areas, and digital-first marketing is no exception
• Kia's hamster campaign for the Soul is a shining example of how being different and digital-first can drive big dividends
• The "Yahoo is You" effort took a more traditional broadcast-centric strategy, while Bing hinged its efforts on placements that made it easy to try

Next In Focus

Broadcast vs. digital-first

What is the role of TV in the new media environment? Most brands continue to see TV as a one-way broadcast medium -- a platform by which we can deliver marketing messages that consumers should simply absorb and remember. In this world view, digital is an add-on -- a means of overlaying an interactive element onto what is primarily an old-school sledgehammer-to-consumer-skull effort. Little more than checking a box. You know the drill. Or perhaps I should say mallet. The brand blasts away a nice "strategic ad" over the airwaves, but spends 7 percent of the budget pushing some "viral" or "social" effort that essentially asks consumers to spit back the broadcast message.

Fortunately, a few brands are leading a transition. They understand that TV is no longer a broadcast medium so much as it is a mass distribution channel -- one that establishes awareness for a larger campaign effort that gives consumers a real role in shaping and communicating the brand essence. These are "digital-first" brands. That doesn't mean they necessarily spend a larger proportion of dollars on digital. Not at all. Rather, they use all media -- traditional and digital -- to seek out consumer participation. Participation that is channeled through digital platforms.

During an intensive five week project, five student teams conducted an iterative user-centered design process to explore future applications for the projection of interfaces on any surface suitable for display and interaction in the home of the future.

Design techniques ranged from contextual inquiry, ideation, and storyboarding, to concept visualizations and video protypes. Each design team was comprised of students from the Division of Design’s Interaction Design program and the HCI concentration in Human Centered Design and Engineering, the iSchool, Computer Science and Engineering, and students from other UW HCI-oriented majors.

The resulting five projects envision the embedding of community networks into the home, a search, interaction across walls, lifestyle coaching, and interactive cooking.

Watch videos of each of the five team presentations via the links provided at the end of each project description below: