immersive content. charity content marketing conference, 28 april 2016
TRANSCRIPT
Immersive content Bringing people to the heart of the action
Our content strategy:
“To create bold, audience-centred and
integrated content that will benefit peoples’
lives and inspire them to deliver a positive
outcome* for the RNLI”
*giving their time, skills, support and actions to help save lives
Luke Williams, RNLI
How do we take people here?
Luke Williams, RNLI
Content excellence principles:
• Personal
• Dynamic
• Valuable
• Inspiring
• Courageous
• Authentic
Luke Williams, RNLI
First person perspective
Luke Williams, RNLI
Enjoyable or educational
Luke Williams, RNLI
Create an emotional connection
Luke Williams, RNLI
Thought-provoking
Luke Williams, RNLI
360° video – in the action
Luke Williams, RNLI
Audience insight
• What’s the first thing you’d want to do
when you visit a lifeboat station?
Behind-the-scenes
Luke Williams, RNLI
Google Cardboard
Luke Williams, RNLI
Content excellence principles:
• Personal - First person perspective
• Dynamic - In the action
• Valuable - Enjoyable or educational
• Inspiring - Create an emotional connection
• Courageous - Thought-provoking
• Authentic - Behind the scenes
Luke Williams, RNLI
Testing at the Open Weekend
Luke Williams, RNLI
Open Weekend survey
Luke Williams, RNLI
Open Weekend survey
Luke Williams, RNLI
Open Weekend comments
• It would be a great addition to the RNLI site
• Ability to adjust focus for visual impairments
• Feels like I am in the boat!
• Coooool
• Usability. Kept missing blobs!
• Putting it in a helmet would be good
• Raise awareness of inner city kids
Luke Williams, RNLI
My favourite comment…
Luke Williams, RNLI
Things we’ve learned:
Battery life is an issue
Sit them down on an office chair
Keep navigation simple & quick
Forget audio (apart from at home)
It attracts more people to our stands
Luke Williams, RNLI
What next?
• Testing VR kit at events all summer
• Filming first person safety scenarios
• Exploring engineering and training uses
• Investigating feasibility for education
Luke Williams, RNLI
Links to videos etc:
Luke Williams, RNLI
Thanks!
• QR code …really? I’ll tweet the links out
• Any questions - I’ll be around all day or
tweet @alukeonlife
Luke Williams, RNLI
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
Conference
28 April 2016
London
#CharityContent
Charity content
marketing
Sponsored by