This presentation was delivered 8 December 2016 in Paris to Disneyland Paris and Blue 449.

1. THE FUTURE IS HERE

2. THE FUTURE IS HERE
@JAMESWALLMAN
JAMES@THEFISH.CO

3. EXPERIENTIAL CONTENT

4. EXPERIENTIAL CONTENT
THE NEW CONSUMER CURRENCY

5. KEY QUESTIONS
In a world where people seek status through experiences…
• WHY are consumers changing their habits?
• HOW will the world of content adapt?
• WHAT does this mean for Disneyland Paris?

6. KEY QUESTIONS
In a world where people seek status through experiences…
• WHY are consumers changing their habits?
• HOW will the world of content adapt?
• WHAT does this mean for Disneyland Paris?

7. HOW WE WORK

8. William Gibson
“The future is already here,
it’s just not very evenly distributed.”

9. THE FUTURE IS HERE
1. Understand the
macro-trends
2. Investigate the
innovation
3. Use Diffusion of
Innovations curve

10. THE FUTURE IS HERE
1. Understand the
macro-trends
2. Investigate the
innovation
3. Use Diffusion of
Innovations curve

11. THE FUTURE IS HERE

12. THE FUTURE IS HERE

13. THE FUTURE IS HERE

14. THE FUTURE IS HERE

15. EXPERIENTIALISM

16. THE FUTURE IS HERE

17. Videos don't work on Slideshare,
so I've removed all videos from this presentation.
And I’ve replaced them with links
to the same or similar video
on Youtube or Vimeo.

18. Short from Rise of the Sufferfests featuring James Wallman:
https://www.youtube.com/watch?v=m2uFPH8T0JU

19. THE FUTURE IS HERE
SUCCESS
Materialism
+ Consumerism
+ Capitalism
= Wealth
+ First World Problems
Source: Hans Rosling’s Gapminder
via OurWorldInData

20. THE FUTURE IS HERE
CONNECTED LIVES
“Facebook has more people than God on
this planet, and can reach them on a
mobile phone”
Scott Galloway, NYU SterN

21. THE FUTURE IS HERE
CARBON
CONCERN
To hit the COP 21
target of <2°C,
humans must become a
carbon sink by 2070.
Source: Danny Dorling & Mark Maslin

22. “Shoppers are passing up the cashmere sweaters or leather
handbags and instead shelling out for experiences such as a beach
vacation, a dinner out on the town or a concert”
Washington Post

23. “Travel and leisure shares outperforming traditional retailers…
Experiences trump stuff for generation born between 1980-2000”
Bloomberg Business

24. “We believe that a major decoupling within retail sales is now
occurring, with consumers choosing to spend on
“experiences” rather than “things.””
KKR

25. THE FUTURE IS HERE
STILL HUMAN
“Human minds are the
product of evolution,
shaped by millions of years
of natural selection.”
Jason Collins, Evolving
Economics
• Mastery
• Autonomy
• Relatedness
• Safety, security, status

26. HOW will the
world of content adapt?

27. THE FUTURE IS HERE
5* EXPERIENCE
RATING
• Flow
• Mastery
• Awesomeness
• Relationships
• Story

28. THE FUTURE IS HERE
EXPERIENTIAL
CONTENT
• Flow
• Mastery
• Awesomeness
• Relationships
• Story
+ Status
+ Sharing

29. Content driven by
RELATIONSHIPS

30. THE FUTURE IS HERE
GLOBAL
MOMENTS
• Pokemon Go was
downloaded 500m
times
• Red Bull’s Stratos was
viewed by 8m on
YouTube Live
• Sales rose 13%
Red Bull sent Felix Baumgartner
39 km into space.

31. THE FUTURE IS HERE
• Desert Trip grossed
$150m over two
weekends
• People came from US,
Canada, South
America, UK &
Germany
• Tickets sold out in 3
hours

32. THE FUTURE IS HERE
• Desert Trip grossed
$150m over two
weekends
• People came from US,
Canada, South
America, UK &
Germany
• Tickets sold out in 3
hours
The Rolling Stones at Desert Trip.
Photo credit: Kevin Mazur

33. THE FUTURE IS HERE
PERSONAL TOURS
People don’t want to just
go somewhere anymore,
they want to experience
it with a local.
• Side Story takes
people ‘behind-the-
scenes’ to locations
not ordinarily open to
the public.
Side Story’s Karim is a urban art expert.

34. THE FUTURE IS HERE
Airbnb’s Experience
hosts have to qualify
for:
• unique access
• participation
• perspective
You can hunt for truffles
on one Airbnb Experience.

35. THE FUTURE IS HERE
RAW ACTION
“From Shanghai to
Swansea, viewers are
consuming
unrehearsed and
unpolished raw video
at huge scale.”
David Rowan, Wired UK
YouNow screenshot

36. THE FUTURE IS HERE
• YouNow has
150,000 broadcasts
per day, 100m user
sessions per month
• Twitch has 1.7m
broadcasters, an
audience of 100m
YouNow screenshot

37. THE FUTURE IS HERE
• NBC partnered with
YouNow to stream
open auditions for
America’s Got Talent
YouNow screenshot

38. Content driven by
STORY + STATUS + SHARING

39. THE FUTURE IS HERE
EXTREME SPORTS
More are taking part in extreme
sports.
• Wing-suit flying
• Parachuting
• Obstacle course racing

40. THE FUTURE IS HERE
EXTREME
EXPERIENCES
To get kudos, you have
to go one step further.
• Audi launched its R8
in the desert with
Airbnb

41. THE FUTURE IS HERE
SOCIAL
CURRENCY
CreateLondon created
the TopShop playland.
• Twitter impressions:
20m
• Twitter reach: 12m
• Stop+watch: 200,000
• Attendees: 65,000

42. THE FUTURE IS HERE
VIDEO UGC
Dronies are the new
selfies.
• Meerkat
• Periscope
• Facebook Live
GoPro’s collaboration
with Boiler Room.

43. THE FUTURE IS HERE
• With Snapchat’s Live
Stories, you can
create a content
geofence.
• Startup Seenit helps
brands co-create
content around
events.
Seenit curates a mix of content.

44. Video that shows how Seenit works:
https://vimeo.com/187175175

45. Content driven by
FLOW

46. THE FUTURE IS HERE
ESCAPE ROOMS
• People are locked in
a room
• They solve brain
teasers, puzzles,
challenges to escape
Handmade Mysteries’ Lady Chastity’s Reserve

47. THE FUTURE IS HERE
• 63 countries
• 616 cities
Source: Escape Room Directory
Handmade Mysteries’ Lady Chastity’s Reserve

48. THE FUTURE IS HERE
DIGITAL DETOX
• 59% say they’re
hooked on their
device
• 15m have taken a
“digital detox”
Source Ofcom
Time To Log Off hosts
retreats for people who are
connection-weary/hungry.

49. THE FUTURE IS HERE
DIGITAL DETOX
• 59% say they’re
hooked on their
device
• 15m have taken a
“digital detox”
Source Ofcom
Time To Log Off hosts
retreats for people who are
connection-weary/hungry.

50. THE FUTURE IS HERE
The Only Star Is You is
a no-star “hotel room”
that opened this
summer in Switzerland.
No walls, no ceilings, but a butler will call.

51. THE FUTURE IS HERE
IMMERSIVE,
RESPONSIVE
“Ultratechnologists” in
Tokyo created a
3,000-square-metre
immersive installation.
• wander as you like
• every journey unique
• responds to you
teamLab’s DMM.Planets Art

52. Great video on teamLab’s DMM.Planets Art from August 2016:
https://www.youtube.com/watch?v=m2uFPH8T0JU

53. “What if you could essentially live the movie?”
Fabien Riggall

54. Secret Cinema does Star Wars:
https://www.youtube.com/watch?v=a7bouwv3YME

55. THE FUTURE IS HERE
HYPER-
PERSONALISED
Content will become
more personalised.
• Goblins to play with!
• IBM Watson for
personalised learning
• Magic Leap’s AR
creatures
Gnomes and Goblins experimental VR game

56. Magic Leap brings C-3PO and R2D2 to life:
https://www.youtube.com/watch?v=lP5ZZI05A3g

57. THE FUTURE IS HERE
A choice in the vTime Destination Library
THE VeRy SOCIAL
NETWORK
“When you get two
people together in
virtual space… it lets
you connect as if you
were really actually in
that room with them.”
Anna Sweet, Oculus

58. THE FUTURE IS HERE
A choice in the vTime Destination Library
• vTime has been
downloaded more
than 300,000 times
from 196 countries
• Customise your body,
gender, skin, age,
hair, eyebrows etc

59. THE FUTURE IS HERE
A choice in the vTime Destination Library
“Once the destination is
built you can wander
around in it, you can be
social in it”
John Gaeta, ILMxLAB

60. THE FUTURE IS HERE
REAL VIRTUAL
The most effective VR
experiences blend
physical with virtual.
• Mr Robot at Comic
Con, San Diego
• Westworld at Comic
Con, NY
A synthetic human greets
experientialists to Westworld.

61. WHAT does this
mean for Disneyland Paris?

62. SPRINGBOARDS
Now that people seek status through experiences, how might we…
create a GLOBAL MOMENT?

63. SPRINGBOARDS
Now that people seek status through experiences, how might we…
create HYPER-PERSONALISED, COGNITIVE CONTENT?

64. SPRINGBOARDS
Now that people seek status through experiences, how might we…
embrace RAW CONTENT within brand guidelines?

65. THANK YOU!
This presentation was possible thanks to:
• Joe Pine, author, The Experience Economy
• Lucie Greene, worldwide director of trends, JWT
• Miriam Rayman, cultural intelligence strategist, Flamingo Group
• Jim Whyte, formerly head of insights, Fitch
• Dan Chapman, head of digital, MediaCom

66. THANK YOU!
This presentation was possible thanks to:
• Mark Fallows, founder/partner, Curious NYC
• Vicky Roberts, head of communications, vTime
• Alison Holberton, head of commuincations (UK, Ireland), Airbnb
• Keith Swiader, senior account exec, Moxie Communications Group
• Anthony Batt, cofounder, WEVR

67. THANK YOU!
This presentation was possible thanks to these experts:
• Ben Tucker, co-owner, Handmade Mysteries
• Tanya Goodin, founder, Time to Log Off
• Emily Forbes, founder, Seenit
• Alison Leu, producer, Seenit
• Nick Rainey, business development, Seenit

68. THANK YOU!
This presentation was possible thanks to these experts:
• Tom Cheesewright, applied futurist, Book of the Future
• Giovanni Donaldson, CEO & co-founder, SideStory
• Siena Morrell, operations & social media, SideStory
• Katie Griffiths, producer, The Future Is Here
• Gregory Popov, visual researcher, The Future Is Here

69. EXPERIENTIAL CONTENT
THE NEW CONSUMER CURRENCY

70. THE FUTURE IS HERE
@JAMESWALLMAN
JAMES@THEFISH.CO