World Outgames 2009

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World Outgames 2009

World Outgames 2009Project documentationMMD International Class, 1.Sem. Group 3Hand in date: 01/11 2007Group members:Szilvia Beky, Anna Ciuba, Gudny Gudbjartsdottir, Sanober Afzal, Peter Kurucz


TABLE OF CONTENTS:1. INTRODUCTION ..............................................................................................32. TARGET GROUP RESEARCH ........................................................................32.1. TARGET GROUP RESEARCH CONCLUSION ........................................................63. TECHNOLOGY/PLATFORM RESEARCH.......................................................64. THE CONCEPT - LOVE OF FREEDOM, FREEDOM TO LOVE......................74.1. THE WEB PAGE .............................................................................................84.1.1. The connection ....................................................................................94.1.2. The profile page...................................................................................94.2. THE SCREEN AND PROJECTORS......................................................................94.3. THE PHONE ................................................................................................105. COSTS ...........................................................................................................116. OUR PROJECT AND AIDAS COMMUNICATION MODEL ...........................116.1. ATTENTION.................................................................................................117. GROUP REFLECTION...................................................................................138. SUMMARY .....................................................................................................14RESOURCES .....................................................................................................15APPENDIX..........................................................................................................17MOBILE LAYOUT PLAN.........................................................................................17PROJECTOR LAYOUT PLAN ..................................................................................18WEB LAYOUT PLAN.............................................................................................19WO Project - MMD International Class, 1. Sem. Group 3 2


1. IntroductionFrom July 25 th to August 2 nd , 8000 delegates and approximately 20 000visitors from all around the world will gather in Copenhagen to celebrate andacknowledge the talents, contributions and, rights and responsibilities of LGBTmen and women from every corner of the globe. 1 It is an enormously importantgathering; therefore, a huge effort must be taken to make it become a significantand unique event for all.In this report we are going to present a research process that led us to aconcept of a multimedia solution for World Outgames. Our main thought was tomake these nine fabulous days an unforgettable experience and to contribute towider acceptance and understanding of LGBT community.The paper describes our concept in details and gives an idea on how itcontributes to already existing WO web solutions. We also put forward an idea onhow to make the product desirable and popular.In the end, we bring our personal reflection on the concept developmentprocess and our group cooperation, with relevance to six thinking hats sequenceand learning styles.2. Target group researchOur target group is young people between 16 and 25. The primary targetgroup is young homosexuals, bisexuals and transsexuals. Information presentedbelow is concerning our target group and roots from a desk research combinedwith some field research. By desk research we mean browsing the Internet forthe latest data on LGBT issues. The field research consisted of informalinterviews with young LGBT and heterosexuals. We are aware of the fact thatsome of our Internet sources are impossible to be relied on truly. Nevertheless,due to the time limitations, a deeper research was out of discussion.The research we conducted covered issues of the young peoplemultimedia usage and their image in marketing field mainly. We also tried to find1 Briefing from Word Outgames.WO Project - MMD International Class, 1. Sem. Group 3 3


out their reflection on identity to some extent. The purpose of this research is tocome up with a suitable multimedia solution for our target group.With our research we found out that the majority of young people usemultimedia devices and services to a large extend 2 . They, for example, chat,have their own profiles online and communicate with their acquaintances thisway. Really large part of young Internet users aim at meeting new people there.On Myspace alone, there are 207260321 members all over the world in all ages.When we concentrate on our primary target group, gay community has 1247people with Myspace profile in Denmark alone 3 . Facebook is also a very popularsite for our target group. It has 3,85 millions members around the world, there areabout 85% of students in colleges have a profile there. About 85% of themembers log in at least once week and 93% log in at least once a month 4 .Multimedia is used by young people as a record to inform and updatefamily, friends, and colleagues via text and/or pictures of the author's activitiesand whereabouts 5 . Therefore, the product will be highly useful for thoseyoungsters who attend WO and want to share their experience. People usuallyshare the most important events in their lives and we expect WO to be thesignificant part of our target groups’ life as it corresponds with their identity andinterests to a large extent.Additionally, we found out that young gay people that are struggling withcoming to terms whit their sexuality find it more supporting to use Internet andchat rooms to meet similar people. They obtain needed information and supportvia the Internet rather than in the real world 6 . We took that into consideration aswell.2 Games Press, Glu Challenges Mobile Myths With New Consumer Survey, 01.2006,http://www.mobileindustry.biz/article.php?article_id=978, downloaded on 31.10.2007.3 Source: www.myspace.com/tom downloaded on 31.10.2007.4 Source: http://www.techcrunch.com/2005/09/07/85-of-college-students-use-facebook/,downloaded on 31.10.2007.5 A. Nardi, D. J.Schiano, M. Gumbrecht, L. Swartz, I'm Blogging This. A Closer Look at WhyPeople Blog, http://www.ics.uci.edu/~jpd/classes/ics234cw04/nardi.pdf, downloaded on31.10.2007.6 The Australian Research centre in Sex, Health and Society,WO Project - MMD International Class, 1. Sem. Group 3 4


Another important issue that should be considered when creating amultimedia solution is that it should be as easy to use as possible because youngpeople usually are very busy and sociable so they do not have a time to spendon operating a complex product. Number of informants also admitted that theywould enjoy an opportunity to put the photo or text on the web without forcinganyone to respond if they did not wish to. It was seen as less intrusive 7 . This wason our minds too, when we were developing our concept.Above that, the research showed us that there is lots of stereotypes abouthomosexuals, like: gay men earn more money than the general population, haveexpensive tastes, enjoy fashion, theater, home decorating, dance music, art,design, gourmet goods, etc., lesbians don't like fashion, makeup, or shopping ingeneral because they are political-minded feminists who don't subscribe toconsumerism. 8 Our research has proven those stereotypes wrong. It is not likelyfor young homosexuals we interviewed to earn above average or have a taste forluxury that much. Still, what we found out, they enjoy taking pictures of their ownand sharing them with others. The also do not stand careless to gay pride eventsand gay games. We took that aspect into consideration when creating theproduct.To reach the target group we aim at is possible through the channelsthey use most. Media and multimedia devices are an inevitable part of their lives.These persons are most online and use their phones a lot. Sending advertisingabout a new product or new feature that they can be a part of it will surely attracttheir attention. This is a group that wants to be a part of something and “get outthere”, meet new people at the same time. That is why we decided to create ahttp://groups.google.dk/group/bit.listserv.gaynet/browse_thread/thread/3cbe757f32d3d8d1/57003ddafb325bd8?hl=da&lnk=st&q=Young+people+who+are+attracted+to+others+of+the+same+sex+#57003ddafb325bd8, downloaded on 31.10.2007.7 A. Nardi, D. J.Schiano, M. Gumbrecht, L. Swartz, I'm Blogging This. A Closer Look at WhyPeople Blog, http://www.ics.uci.edu/~jpd/classes/ics234cw04/nardi.pdf, downloaded on31.10.2007.8 Gay marketing Resources, http://www.commercialcloset.org/cgibin/iowa/about.html?pages=resources,downloaded on 31.10.2007.WO Project - MMD International Class, 1. Sem. Group 3 5


service the users could contribute to and develop it themselves, with so called“user added value”, that is a part of Web 2.0 concept.2.1. Target group research conclusionTaking all gathered facts into consideration, we came up with a multimediasolution that is described in detail in upcoming paragraphs. Our product is veryeasy to use, attracting attention and entertaining. It is photo posting mainly, butaffords scope for other communications the author might wish to post as well,such as text.We strongly support the opinion that our product will get popular to a largeextend and correspond with the philosophy that stands behind WO.3. Technology/platform researchAs we were also researching the existing WO web solutions, we’ve foundout that it has a well made page, with all the useful information about the WO.Nevertheless, the page does not include any web 2.0 features. The visitors arenot a part of the web page it is only an information page. The users are not ableto experiment with it, or are not able to play on the page. The page is not toattract the people who visit it. Even though the page has a blog, this is used bythe WO authorities to share their reflections; there is no possibility to leavecomments. Most of the users wouldn’t want to spend time on the page, after theyget the information they want. Moreover, the page links to youtube.com. Thatmakes a user leave it and proceed to youtube movies.Our research has shown that people like the pages from the Web 2.0generation more. Thus, it would be advisable to make a part of this page “usercreated”. It would probably make more people to visit the WO page, and get themmore interested in the subject. Our suggestions are: an interactive chat service,interactive online games etc.As far as other platforms that we find relevant for our target group, wepropose mobile phone. The age group of 16-24 year old is the fastest growingsector of the mobile entertainment industry, 29% of them are using there phoneWO Project - MMD International Class, 1. Sem. Group 3 6


as a entertainment device playing games and using MMS 9 . Texting is replacingspeech to a large extend in communication amongst young people. It isimmediate, accessible, private, and gives young people unprecedented controlover how they communicate with their friends and family. With 95% of youngpeople claiming access to a mobile phone, texting now plays a key part in theirsocial lives. It is used by nine out of ten (89%) 11 – 21 year old mobile phoneusers at least once a day and over half (54%) use it at least five times a day. 10Our product is a demanded response to that trend.4. The concept - love of freedom, freedom to loveOur aim was, as previously stated, to find out how to market the WorldOutgames interactively. We also want to give performing participants, touristsand ordinary visitors an exciting and entertaining experience during the event.We focused on young participants who use Internet and cell phones on dailybasis and gain a lot of satisfaction with this. The further aim that our product hasis: understanding and wider acceptance of the gay community that will last longafter the World Outgames 2009 has finished.Our idea is to develop a service that combines interactive user createdwebpage with pictures sent by MMS and text messages with concerning theevent, a mobile extra feature allows for using the website. The concept alsoincludes projectors in the city that display the user’s pictures.We focused on young participants who use Internet and cell phones ondaily basis and gain a lot of satisfaction. Users will be able to get their own profilecreated by sending in the first MMS/SMS to a specific number and than the willreceive a message with their profile password and a short description about theservice. MMS/SMS will by shown around the city by projectors at popular places,clubs, gay bars, the metro, sport events and conference halls.9 Games Press, Glu Challenges Mobile Myths with New Consumer Survey, 01.2006,http://www.mobileindustry.biz/article.php?article_id=978, downloaded on 31.10.2007.10 Nestlé research programme, Press releases, http://www.spreckley.co.uk/nestle/pr03.htm,downloaded on 30.10.2007.WO Project - MMD International Class, 1. Sem. Group 3 7


Pictures are rated by the users. There is a possibility of a picture conteston the web, the winner of the best and most voted picture will win a competitionand for example win a new phone with a really good pictures quality.The process4.1. The web pageIn the main page we will display the latest pictures and SMS. Next, there isalso an information board that lets the user know about WO events; and somespace for banners of clubs, bars etc. There is a possibility to choose from severalcategories (MAIN, SPORTS, CULTURE, CONFERENCE, and BESTPICTURES). These can be viewed without being logged in. It is also possible, bysigning up, to create your own account that allows for adding comments andratings and uploading pictures from a home PC.WO Project - MMD International Class, 1. Sem. Group 3 8


There is one person responsible for categorizing the incoming MMScontent and taking out the inappropriate content.4.1.1. The connectionOur concept also includes the original World Outgames (WO) siteconnection to this site with a “behind the scene” menu to the profile of the WO.This contains the preparing of the next to years like photos of other sport events,parties, office life, funny situations. We can give the same possibility to thegaybars, clubs and sport organizations as well. This would function on the WOsite and would attract more people to go back more often to check the site andthen go to the event.4.1.2. The profile pageThis page appears when a user logs in with a number and the passwordthat is sent automatically. Than it is possible to change it into your nickname andones own password. In the page, there are: user photo, details (name, country,interests), and also the photos user uploaded and sent by MMS). It is possible tocomment and vote for the pictures or upload own pictures from home PC. Thecontest for the best picture is also possible, and the winner can get a modern hitechtelephone as a prize. The search for other pictures by: phone number, nickname date is also possible.4.2. The screen and projectorsWhen the WO starts we will have projectors around the city where thepictures and messages that people send in are displayed. They will be set up inpopular places around the city for everyone to see. Big screen projectors will bewhere there is always big crowd of people, like main squares, Rådhuspladsen,Amagertorv, and Kongens Nytorv. The outside projectors will only be on in theevening time when it is dark enough to see what is there. We will also place littleprojectors in the popular clubs in Copenhagen, like Rust and Vega, gay bars likeOscar bar café and Cosy bar, coffee houses, the stadium where the sportsWO Project - MMD International Class, 1. Sem. Group 3 9


events are, and central metro stations. The projector at the bars/clubs can beplaced to one of the walls, (through a computer), where the guests can see it.4.3. The phoneMain interface: Choosing one of the menu points (e.g.: SMS, MMS,events, categories, best, log in, search), by using the up/down buttons or thejoystick you can enter any of the sub pages. In the main menu we already havesome advertising, right next to the menu points, what could be changed afterevery refreshing. The user can easily close the service by clicking to the buttonwhat has the EXIT sign next to it.MMS sub page: When the user enters the sub page you can see the threelatest MMSs, two in the background and one in the middle. These pictures aremoving around in every 2 seconds, by turning in a 3D way. New photos wouldappear, when on was showed. By using the joystick or the right/left button, weare able to go back to the last picture, or just skip the next one. The user can alsocheck out the message what was sent with the MMS, right under the picture. Theway back to the main page, or out of the program is still simple, press the buttonwhat has the EXIT, or the MENU sign next to it.Categories sub page: By going to the categories menu point the user canchoose between the picture categories, and able to go to those sub pages.Log in sub page: The user can also use his/her profile, by logging in on thelog in sub page.Search sub page: It´s easy to find your friends pictures by using thesearch option.Best sub page: Similar to the MMS sub page, but the user can see thebest photos there, and able to vote for them.SMS sub page: The user is able to read the latest SMSs here.WO Project - MMD International Class, 1. Sem. Group 3 10


5. CostsTo make this project work we need at least 10 projectors, a running pagewhere you can upload your photos/videos or send them by mms and text. Weneed some kind of product for phones where it is possible to see the pictures andmessages. Some persons to work at the website while WO are needed to decideif some pictures are not fitting to the page (for example pictures that are toexposed). The platform for the phone is going to cost about DKK 15,000, and tohave a person to do the webpage will cost about DKK 25,000. We will have torent at least 10 projectors and 3 screens that will be placed outside in the city(Rådhuspladsen, Amagertorv, and Kongens Nytorv).6. Our project and AIDAS communication modelMaking the event interesting to young people and seeing that people arehaving fun there will be an impulse to attend the event for our target group.People have to see how interesting it is to be a part of this event and know howbig it is. Not only international sporting games but also cultural and human rightsevents need to be advertised. Letting the people show how they experience theevent and showing the world how much fun they are having is crucial.Showing the gay community in positive light will make a real differenceand put an impact on our target group. Also those who are a part of the gaycommunity will need to see the positive sides of sharing their experience to getmore open minded.Being aware of the fact that our product has to be widely advertised tobecome successful, we developed a strategy to make it popular among our targetgroup. Using the AIDAS communication model appeared to be very useful.6.1. AttentionWe will grab our target group attention by advertising our product onpopular sites and popular places like sending it out on Myspace and Youtupe.We will also use leaflets and posters with provoking statements, like, forexample: Want to get big? Take a picture and send it to our page, well make youWO Project - MMD International Class, 1. Sem. Group 3 11


2 meters tall, or Upload yourself to ourpage.com, be famous, or just: Nice moodtoday? Share it with us!What we find useful is also writing emails with information, putting bannerson the pages, inviting media to advertise on our board. To get wider attention, wecan use sales promotion, ex.first day of mms sms service can be free (that wouldrequire contact with mobile company that can become our sponsor and can getadvertised on the webpage and on the screens. “Tell a friend” box on the web willalso be useful.6.2. InterestOur target group will get interested because the product is something new,fun, and consists of the features that are most liked by this group. To show thatproduct is useful and interesting, we can put view ratings on the page if there arelots of visitors.6.3. DesireIt is human behavior that people like to expose themselves, it was provenmany times by the popularity of entertainment like Big Brother Show or otherkinds of reality games, the popularity of Flickr or Facebook public messageboards. Seeing themselves on a webpage or on a big board the will attractpeople. It’s also known that people like to see how other people are partying orlook in the funny pictures. This is also an opportunity to show people that theLGBT communities have fun.6.4. ActionThe page and projector is designed to entertain the people that are goingto the World Outgames and it is created by them to a large extent. They wouldfind it interesting and love to be a part of it. The people who have not seen itbefore the will start taking pictures and sending them in to the webpage oncethey experienced how entertaining it is.6.5. SatisfactionThe user will get satisfied seeing oneself in a webpage on the projector orin the mobile phone. It will also be satisfying to be able to get back to the pastand bring the memories back after some time.WO Project - MMD International Class, 1. Sem. Group 3 12


7. Group reflectionWe decided to fallow a sequence of White, Green, Yellow, and Black.First of all, we sat together with a white hat on and thought about whatinformation we have and what we still need to find out. We shared the researchfield and after everybody has found what he/she was supposed to, we gatheredand put all the information together. Therefore we found out what it is that we stillneed to research for. Next, we used a green hat for creativity. We let all the ideasflow and wrote everything down with little criticism. What followed was the yellowhat that let us find value and benefits in all of our ideas. In the end, we used theblack hat to look at the possible bad points of our ideas. We found out what mightnot work and agreed on what should be dropped in the end. It helped us to makeour plan detailed and tough before we actually started to put it into action. Wewere, thanks to the black hat, prepared for difficulties. From time to time we useda red hat to let our emotions and intuition out and to understand each othersreasoning. We also had a blue hat manager who took care of following the hatsequence, but it was not the same person all the time.The method was very useful for us, but in the beginning, we had somedifficulties with developing the concept because the task was quite complex andbluntly stated. We repeated the hat sequence three times. Our first idea turnedout to be too narrow and the second idea was far too broad. Finally, afterdeveloping our first idea wit the green hat thinking, we got our final product thatwas described above.We have been acting as a group, without any big problems while working andtask division. Anna being a reflector and an activist she combined both theleaning styles by doing research. She used web as her main source writing thereport. Peter used all his learning styles (Activist, Reflector, and Theorist). Heworked with Photoshop mainly and made research using theorist and reflectorside of himself and showed the activist side of when it came to groupcoordination and management. Gudny showed the reflective part of herself as bydoing the research and writing the reports. She also used web as her mainlearning source and used pragmatism when it came to designing and concepts.WO Project - MMD International Class, 1. Sem. Group 3 13


With Sanober being a theorist she used her capabilities in making research andthe concept and designing part. She worked with Photoshop and madeobservation for getting ideas. Szilvia being a reflector, worked on gatheringinformation. She worked with preparing the report and also with Photoshop. Shetried coming out of her learning style by making new ideas, working withPhotoshop and group conversation.8. SummaryOur product is a result of a group research and innovation process. It rootsfrom what we found out about our target group and is created to fulfill the needsand desires of the young participants of World Outgames. It combines theyoungsters’ taste of mobile phone using, showing of self and entertainment. It isan easy to use product that is also not very expensive to be introduced. It is also“future proof” because cell phones with cameras and Internet are getting moreand more popular and accessible. These features guarantee the success.We strongly believe that it will give positive experience to all the WOparticipants. We are convinced that this experience will than contribute to wideracceptance and understanding of LGBT group and that the festival’s motto, Loveof freedom, freedom to love, will be used on everyday basis.WO Project - MMD International Class, 1. Sem. Group 3 14


ResourcesI. Articles and complete research reports1. Briefing from Word Outgames.2. Games Press, Glu Challenges Mobile Myths With New Consumer Survey,2006, http://www.mobileindustry.biz/article.php?article_id=978.3. Gay Marketing Resources, http://www.commercialcloset.org/cgibin/iowa/about.html?pages=resources.4. Nardi A., Schiano D. J., Gumbrecht M., Swartz L., I'm Blogging This. ACloser Look at Why People Blog B.http://www.ics.uci.edu/~jpd/classes/ics234cw04/nardi.pdf5. Nestlé research programme, Press releases,http://www.spreckley.co.uk/nestle/pr03.htm.6. Takács J., Social exclusion of young lesbian, gay, bisexual andtransgender people (LGBT) in Europe, ILGA-Europe and IGLYO April2006. (http://www.pfc.org.uk/files/ILGA_Social_Exclusion_Report-Apr_2006.pdf )7. The Australian Research centre in Sex, Health and Society,http://groups.google.dk/group/bit.listserv.gaynet/browse_thread/thread/3cbe757f32d3d8d1/57003ddafb325bd8?hl=da&lnk=st&q=Young+people+who+are+attracted+to+others+of+the+same+sex+#57003ddafb325bd8.II. Statistics available on the web (all downloaded between 27.10.– 1.11.2007)1. http://en.wikipedia.org/wiki/Gay_community2. http://en.wikipedia.org/wiki/Gay_marketing gay markadurinn3. http://www.gaymarketnews.com/4. http://www.ilga-europe.org/5. http://www.newswiretoday.com6. http://www.oreilly.com/pub/a/oreilly/tim/news/2005/09/30/what-is-web-20.html?page=1WO Project - MMD International Class, 1. Sem. Group 3 15


7. http://www.techcrunch.com8. www.myspace.com/tomWO Project - MMD International Class, 1. Sem. Group 3 16


AppendixMobile layout planWO Project - MMD International Class, 1. Sem. Group 3 17


Projector layout planWO Project - MMD International Class, 1. Sem. Group 3 18


Web layout planHome pageCategories (Best, Sport, Culture, Conference, All photos)WO Project - MMD International Class, 1. Sem. Group 3 19


Edit my profileWorld Outgames profileWO Project - MMD International Class, 1. Sem. Group 3 20

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