Here is a bit of their latest blurb:
PICNIC ’06 will focus on showcasing content delivered to consumers via TV, the Internet, mobile phones, gaming, virtual reality and music. From online and mobile games to interactive TV show formats, from multi-format brands to consumer-generated content, PICNIC ’06 will inspire you to explore the world of cross media.
Yeah, it will inspire them, but not show them how to do it well! I’ve searched deep, and here are some sessions that will provide some guidance for producers wanting to delve into this area:
Thursday: 11:00 – 11:30 New Formats, New Business
What does it take to be a serial creative genius? John de Mol, Co-Founder of Endemol, Founder of Talpa and one of the founding fathers of reality TV, will provide insight on how to build a super-successful global content production business while pioneering new formats and encouraging the creative process. John will also provide a sneak preview of some of the new programming that Talpa, his new company, is producing.
? John de Mol, Founder of Talpa, Co-Founder of Endemol, Reality TV Pioneer (The Netherlands)
Joseph is the only one who will authentically be holding up the cross-media flag, since he thinks that way.
Friday: Track #2: Life after the 30-Second Spot
9:00 – 10:00 Keynote Presentation: Life After the 30-Second Spot
According to Joseph Jaffe, “traditional advertising, led by its poster child, the 30-second television spot, is dead, dying, or in dire need of a shot in the arm”. Interactive session about alternative marketing practices such as on-demand viewing, viral marketing, gaming, branded entertainment, and experiential marketing, which offer fresh approaches to engaging consumers and developing new advertising solutions.
? Joseph Jaffe, Author of “Life after the 30-Second Spot”, marketing guru, blogger (United States)
10:00 – 11:00 Cross Media Transformations
10:00 – 10:20 Cross Media Transformation 1 – Yellow Pages
Previously known primarily for its Yellow Pages directories business, World Directories is transforming itself from a print to a cross media powerhouse. Andrew will discuss how changes in consumer communications habits are driving companies like his to enter new channels with innovative content and services.
? Andrew Day, CEO, World Directories (Belgium)
10:20 – 10:40 Cross Media Transformations 2 – Heineken
Beer brand Heineken has always been a major advertiser but these days Heineken also runs its own television network in clubs, organises games and contests, hosts major music events and supports hip hop artists. A view on the move from push to pull and the new media roles an advertiser like Heineken can play.
? Peter van Campen, Global Marketing Director, Heineken (the Netherlands)
10:40 – 11:00 Cross Media Transformations 3 – to be confirmed
11:00 – 11:30 Coffee break
11:30 – 12:30 The Art of the Pitch
During this workshop, ad agencies will repeat cross media pitches they’ve made to real-life advertisers. The audience will listen to a series of short pitches, ask questions and evaluate each pitch with input from the audience. Get valuable tips on how to sell cross media formats to potential advertisers and clients.
? Brian Elliot, Creative Director, StrawberryFrog (The Netherlands)
Okay, and here are some mono-media sessions that will be interesting:
14:30 – 15:45 Virtual Worlds, Real Lives
We no longer talk of ‘cyberspace: the connected world intermingles with everyday reality. From virtual reality to permanent games, from identity switches to visual and geographic information overlays, this
PICNIC ’06 session explores the social realities, business models and creativity of virtual worlds.
My Second Life
Second Life is a subscription-based, hugely-popular persistent 3D virtual world that emphasises social interaction. Second Life gives its users (referred to as “residents”) tools to enhance and edit its world and participate in its economy. The majority of content in Second Life world is resident-created. Linden Lab, the company behind Second Life, actively promotes the concept that residents retain the intellectual property rights to objects they create. Find out who the thousands of Second Life residents are and why they’re there.
? Philip Rosedale, Founder, Linden Lab/Second Life (United States)
My Virtual Girlfriend
Artificial Life, a Hong Kong-based company, combines artificial intelligence software with virtual worlds and has launched services like My Virtual Girlfriend and V-Disco. [CD: V-girl is one of my favourite mobile applications!]
? Eberhard Schöneburg, CEO, Artificial Life (Hong Kong)
Our Virtual Baby
Eccky is the name of an MSN game in which two parents can make, name and raise a virtual child using the Web and mobile phones. Online chats are becoming a major entertainment and commercial platform. [CD: I reviewed Eccky last year]
? Yme Bosma, Business Manager Eccky, Media Republic (The Netherlands)
My Virtual Hotel
Habbo Hotel is a virtual community that combines the concept of both a chat room and an online game.
? Sampo Karjalainen, Chief Creative Officer, Sulake (Finland)