Adaptation techniques in digital environment
Collective brand engagement via camera drone/video-game design

Collective brand engagement via camera drone/video-game design

Summary/Abstract: Emerging technologies are testing us. Besides other elements, smart devices and innovative digital services are teaching us to live in a transit of – or illusions of – realities. Collective and personal practices are looking for adaptation techniques in comparison with offline or initial online experience. Experimental digital tools and their impact are interpreted via contexts. These interpretations produce feedbacks on possible adaptations of emerging technologies with gathering customers/users/audiences or with the lack of them. Digital environment reveals dynamic changes and temporary adaptations with associations with well-known popular cultural products and with science fiction.The article analyses this phenomenon through a case study of a special emerging media technology, the camera drone (Stahl, 2013) in promotion context. The goal is to focus on adaptation techniques both by the market perspective and by the customers’ reflections. The question is how open we are for new technologies and how can we manage mixed virtual-real contexts via digital innovation.

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