NEO Google driverles car
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Mission + Objective Google, after seeing the great success of professor Sebastian Thrun in winning the DARPA grand challenge in creating the first successful driverless car, decided to develop this new technology to make it accessable to the masses. The mission is to launch the car successfully and gain global interest in this huge leap in mobility and transportation. The objective is to create word of mouth and interest among the general public in the social sphere to explore the world of NEO.
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Concept Google wanted to introduce NEO™, a driverless car to a public reluctant to trust artificial intelligence with their lives. Behind Neo, is the story of the robotics scientist, Dr. Sebastian, who created NEO to eliminate all human error from driving. Through an unraveling alternative reality game based on the idea that Dr. Sebastian is missing, we launched “Be one of X” a media campaign enticing people to be one of the lucky ten to first drive NEO.
Controlling Idea
“Be one of X.” Each winner’s journey will be broadcast to the public live on NEO.com. And only these lucky ten will have the honor to invite the next NEO test-drivers. With one big idea, we harnessed this defining moment in the future of mobility and gave the public a reason to talk about NEO and experience the future of safe driving.“Meet NEO, e road.”
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Branding Creating the brand
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Target Audience Text
Target1: Drivers that care about the environment and want to eleminate human error. They look for ways to lower their impact on the universe.
Target2: Drivers that want to associate with thought leadership. They want to be ahead of the pack and drive change.
Brand they might be using in everyday life
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SWOT POSITIVE
INTERNAL
Strengths -
Google’s and Tesla’s credentials A first in launching UEV Google’s search capabilities Tesla’s tech Positive image of both companies
EXTERNAL
Opportunities - Riding the green wave - Capitalizing on Google’s bigness - Launching a revolution in automotive
N E G AT I V E
Weaknesses - New technology to the market - A first in launching UEV - Creating a category from scratch
Threats - Fear of new technology - Partner’s disagreeing
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Brand Pyramid IDEA
A New Era of Mobility PERSONALITY Friendly, Intelligent, Human
VALUES Futuristic, Simple, Safety
REWARDS BENEFITS PRODUCT FEATURES
Safest car on the road. Most sophisticated car science can reach. Safety, time efficiency, Internet connection, Tesla powered. First unmanned electric vehicle (UEV) State of the art TESLA electric technology Machine precision for safe driving
This car will not only change what we know about driving but will also change the way we live and function. It will reshape economies around the world. This car is not just a car it’s a new era for humanity.
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Branding Moodboard Text
Intelligence is the capacity to learn from experience to achieve goals.
[8]
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Logo Design
Primary Colors 240C
2728C
2593C
300C
266C
3115C
Intelligence for tomorrow
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Applications
[10]
Transmedia Alternative Reality Game
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Story + Characters Synopsis: Aaron Shepard, a student at MIT, returns home to find a mysterious envelope with his name on it lying on his porch. He connects the envelope to a professor who mysteriously disappeared two years ago. Inside he finds nothing. Through Aaron’s journey and the help of others he will uncover the a life changing invention to the whole world.
Characters:
Aaron Shepard
Dr. Sebastian Thrun
Protagonist MIT Student
Missing Scientist
Aaron had never insulted anyone before IN HIS LIFE. Looking at the intimidated professor who insulted his intelligence at the professor conference at MIT he realized his low tolerance to superficial knowledge.
Sebastian, a missing scientist, who disappeared mysteriously to work on his robotics research.
[12]
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NEO Transmedia Campaign
Story Outline
Aarron's BLOG
VOICE MESSAGE REVEALING SEBASTIAN LOCATION
G+
Signup Auto response from Google with coded message in the fine print.
ARG LAUNCH
Legal. NEO©2012 Now that you are all into details welcome to the real competition of NEO. Aarron is expecting to hear from you. www.radiance.com
Aarron (Package Discovery)
Be one of X campaign. NEO
Aarron Welcomes the players that noticed the detail. He tells them about the package he found. The riddle starts with the letter.
THE ENVELOPE
A hard to read address if used as a web address take the user to a hidden website of the scientist sebastian. 95567.com smithriver.com
NEO Site launch
Scientist BLOG Memorial
The scientist website has a muted video of the scientist himself talking about a memorial event.
Memorial event mentioning that Sebastian will be a speaker.
Aarron sends back a message that he met Sebastian and he sent a thank you message to all the players.
Community VOTE
Sebastian welcomes all the players who made it this far and
WINNER Is chosen by the community. So the best performers and the most helpful will naturally get voted for.
Player has to tweet to Aarron so he can go there and meet Sebastian
A message is sent to all players congratulating them on their progress. The final step to be a lucky NEO driver is to vote for 3 other members. In return they will open the gateway to the NEO site.
FLASH DRIVE
A password protected flash drive with an algorithm.
Algorithm
A test file is saved inside the flash drive. For the lay man it's gibberish but for the programers it's an algorithm. Once solved it leads to a twitter handle to follow.
[13]
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PHASES/Deliverables Text Google Site Hack
Aarron start a blog
Reporter
60 Minutes Google denies relationship
Prelaunch Riddle
NEO launched
Google site is hacked for 10 seconds. Anonymous legions report the hack and show a screen shot of Google’s main site hacked with the line: “et iN arcadia EgO”
Aarron starts a blog about what he finds inside the box. He invites other students and fellow scientists to participate in the riddles of understanding the meaning behind the algorithms and codes. He codes the project RD9.
Keith Banks comes in on the line and let’s Aarron know about the owner of the diaries and material in the box.
60 Minutes digs to find the hidden truth about NEO. They ask Aarron if they know anything about NEO. Aarron mentions that they denied the link.
The count down to the launch of RD9 site is announced. The riddle goes public and once the parts are put together the site and car is launched.
Google launches a tribute to the missing scientist by launching a mobile app and
1. Anonymous Site Anon masked site Reveal screen shot of Google.
1. Personal Site Aarrons’s Personal Blog/Minisite Document his process and invite others to pitch in solutions to the problem.
1. Missing scientist Article Keith Banks Gets In Document his process and invite others to pitch in solutions to the problem.
1. 60 Minutes sketch Aarron interview on 60 minutes. Google+ chatter around the algorithms and a hacking competition is initiated to solve the mystery.
1. NEO main car site An online riddle is published online. Hacking community and engineers gather up to solve the mesterious algorithm behind the driverless car.
1. NEO main car site is launched Google car site is launched Google
“Et in Arcadia ego” is a Latin phrase that most famously appears as the title of two paintings by Nicolas Poussin (1594–1665). The literal word-for-word translation of the phrase is “Even in Arcadia I (am there),” “I” being death, and “Arcadia” being understood as a utopian land.
Skylar comes in and starts a conspiracy theory upheaval on project NEO and uncovers Google’s hidden agenda on the project and mentions that RD9 is the code name for NEO, the driverless car. And the missing scientist is actually working on the project.
Call to action (TA participation) Anonymous site
How the audience will participate A key strength of transmedia storytelling is the greater opportunity for your work to be discovered. This discovery comes not from using hundreds of platforms but from the conversations you enable and encourage through audience participation. Consequently, one of the first considerations is how your story will play out as an experience. What will the audience, the reader, the viewer be asked to do? And how will their actions create conversation and social recommendations?
Aarron starts a blog about what he finds inside the box. He invites other students and fellow scientists to participate in the riddles of understanding the meaning behind the algorithms and codes. He codes the project RD9.
Skylar comes in and starts a conspiracy theory upheaval on project RD9 and uncovers secrets about the scientist behind the
Google takes on the conversationa and crowdsources the findings. Later they announce the use of the algorithm to power the car of the future.
The count down to the launch of RD9 site is announced. The riddle will go public and once the parts are put together the site and car is launched.
Google launches a tribute to the missing scientist by launching a mobile app and ....
Facebook Profile
[14]
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CASE STUDY How do you build up to the launch of the first driverless car from Google globally and captivate their fans in the months leading up to the launch? It’s simple. Let the fans build it. A transmedia campaign is launched to attract and engage people across the globe. The first step to create awareness globally starts with Google’s site being hacked for 10 seconds. One of Anonymous’ legions reports the minor hack and posts the message on Google Site “et iN arcadia EgO.” Few bloggers notice the capitalized words form the word “NEO.” A simple search on the above leads to an MIT math student’s blog named Aaron who started a blog documenting his research on a mysterious box that he received with diaries and notes of a scientist who’s done research on robotics and AI. The blog’s sole mission to get support from the crowds to make sense of what and why this box came to him. Students, bloggers, hackers and scientists united to help and help him fill the missing gaps. Their efforts opened up another piece of the puzzle. A GPS coordinates for a hidden time capsule in the edges of the desolate desert of Saudi Arabia’s Empty Quarter.
From east to the west, a world wide community gathered to help Aaron solve the mystery behind NEO’s encrypted Algorithms and assembling the technology to build a prototype of NEO. An Antagonist blogger, named Skylar, raises some questions about the hidden agendas of DARPA and Project NEO could be one of them. 60 minutes jumps on the PR bandwagon and interviews Aaron about the mysteries and the mysterious algorithms he found. Project NEO started spilling out into the real world building excitement and anticipation for the launch of Prototype NEO. The immersive marketing campaign reached critical mass to unlock the final stage of NEO’s artificial intelligence algorithm; the brain and heart of NEO, the world’s first driverless car. Note: Mention that Google wanted to have a conversation about NEO and not push it as the car to buy. Anyway the car was never meant to be sold at launch time. This campaign main goal to get people interested in this new technology.
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Inspiration ( Transmedia Case Studies)
Setting the benchmark
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Persona
Gail Barkely Age: 28 yrs Relationship: Married Gender: Female Hobbies: Travel, golf, climbing and paragliding Status: Consumer Goods Marketing Manager
Experience Goal: To discover new experiences that expands life.
Jill is a woman on the edge of everything in her life. She pushed the envelope at her work and personal life. What keeps her motivated and driven is her passion is leading others to new experiences. She respects those who take new challenges and never settle for mediocrity. That’s why she married the love of her life whom she met while climbing the biggest boulders of Colorado.
Life Goal: Start her own marketing consultancy.
End Goal: Keep on pushing her marketing teams to innovate and inspire other departments for success.
”New and innovative is what inspires me.”
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Lifestyle Collage
Media consumption, motivations, aspirations and lifestyle patterns of persona. What car do they drive, what do they read, what is their favourite drink, where do they shop?
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WBS PM
1.0
BRANDING
PROJECT MANAGEMENT
1.1
WBS (SCOPE)
1.2
SETTING BASECAMP
1.3
WEEKLY SPRINTS
1.4
BURNDOWN CHARTS
2.0 2.1
TRANSMEDIA / CASE STUDY
COMPETITIVE SET Chief Competitors and what they do VISUAL AUDIT Category understanding/Best Practices
9.0
CASE STUDY SCRIPT
NEO LAUNCH UX
3.0 AUDIENCE
NEO IDD
4.0
COMPETITIVE ANALYSIS
MOTION (CASE STUDY)
PRESENTATION
7.0 SCRIPT
9.0
PRESENTATION DOCUMENT
7.1 STORYBOARD
9.1 REHERSALS
SWOT ANALYSIS (4 Cases) 9.1 TIMELINE
3.1 RESEARCH/HEURISTICS
2.2 MOODBOARDS Category understanding
9.2
AARON’S BLOG WRITEUP
3.2 SURVEY/INTERVIEW
4.1 INSPIRATION
7.2 SHOOTING
9.2 EXPORTING
2.3
BIG IDEA*
9.3
CHARACTER DEVELOPMENT
3.3 PERSONA
4.2
7.3
VO CASTING /RECORDING
9.3
2.4
LOGO DESIGNS
9.4
COLLECTING PROPS
7.4
ROUGH CUT
2.5 APPLICATION
9.5
ACTORS SEARCH
7.5
FINE CUT
2.6 MOODBOARDS
9.6
SHOOT AARON FOR BLOG
7.6
FINAL CUT
2.7
9.7 60 MINUTES INTERVIEW AARON
LOGO DESIGNS
9.8
AARRON BLOG DEV
CREATIVE STRATEGY PERSONA LIFESTYLE COLLAGE CONCEPT (BIG IDEA) BEAT BOARDS LANGUAGE INSPIRATIONAL STORY
4.3
INFORMATIONAL DESIGN
FINAL PRESENTATION
SITE CONTENT INVENTORY SITEMAP USER FLOW SITE PATH DIAGRAM 4.3
VISUAL STRATEGY
TAGGED COMPETTITIVE ANALYSIS MOODBOARDS VITAR STYLE GUIDE (TYPE/COLOR) LOGO DESIGN INFORMATION DESIGN INITIAL RESPONSE TO SITE
4.4
INTERACTION DESIGN SYSTEM DESIGN FUNCTIONAL/TECHNICAL SPEC WIREFRAMES
4.4
INTERACTION DESIGN PRODUCTION READY COMPS
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Sitemap
User Flow Scenario Friend TEST DRIVE Invite
Home Landing Page (Home Page)
1.0 Welcome Dashboard
USER FLOWS 2.0 Journeys
3.0 Gallery
About NEO
Michael (Exploratory/Naive User)
4.0 About NEO?
Invite other friends
2.1 Journey Detail
4.1 Safety
4.2 Performance
4.3 Convenience
4.4 Technology
(Home Page)
Yes
No
Friend invite
Friend invite
Journies
Test Drive Sign up
Test Drive Form
Michaele’s Scenario (1st time-Naive User) John is a computer nerd. He makes mainframes and build networks for a living. His best friend from Google sent him an invite to sign up for a NEO test drive. Excitedly he clicks on the link to reserve this rare chance to be one of the first ones to meet NEO. The first driverless car ever to be available for mankind. [20]
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Stories | Gallery | About NEO
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Welcome
3 invites left
What are people saying about NEO?
CATEGORIES:
22 mins ago reply
Wow, NEO has been reserved! http://bit.ly/ds5c6z
• Speed • Adventures • Traffic • Unexpected • Surprise • Look ma, no hands.
30 mins ago reply
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Hear the stories of people with NEO. THey are more than just a story. They are history.
Never imagined a car coming to me. Let alone have the car test drive me.
GOING HOME Never imagined a car coming to me.
John Smith
John Smith
FIRST DRIVE THROUGH Who says a blind man can't drive?
GOING HOME Never imagined a car coming to me.
GOING HOME Never imagined a car coming to me.
GOING HOME Never imagined a car coming to me.
GOING HOME Never imagined a car coming to me.
John Smith
Jamie Warren
John Smith
Stories | Gallery | About NEO
NEO
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Story1: GOING HOME
GALLERY
STORIES
More...
John S
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Stories Completely impact multifunctional processes and wireless supply chains. Dynamically engage business meta-services.
22 hours ago reply
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3 invites left
Welcome to NEO
Can't wait for my test drive http://bit.ly/ds5c6z
Never imagined a car coming to me on it's own. http://bit.ly/ds5c6z
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John S
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NEO
Stories | Gallery | About NEO
3 invites left
Going Home
John Smith
John Smith
Welcome
John S
Log Out
3 invites left
Give a friend a chance to meet NEO
Name: Patsy Kline Reason: I love tech. City: Vancouver Goal: Surprise myself. 0:00 / 4:59
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PATSY KLINE'S STORY: Imagine the possibilities of a driverless car. If you want to see it in you own eyes all you have to do is reserve NEO and it will find it's way to you. It's simple.
Completely impact multifunctional processes and wireless supply chains. Dynamically engage business meta-services for marketdriven data. Collaboratively restore cross-platform users before client-centered manufactured products.
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Patsy's Journey
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10. Note label Note label
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[21]
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Moodboard+Style Guide
Primary Colors
MUSEO SANS 500 240C
300C
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
MUSEO 500 Italic 2593C
3115C
ABCDEFGHIJKLMNOPQRSTUVWXYZ1234567890 abcdefghijklmnopqrstuvwxyz1234567890
[22]
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Information Design A list of the top 10 pieces of information we will have within our site. 1. Intro to NEO. 2. The many journies people will take with NEO. 3. About NEO: All the tech that goes into building NEO. 4. Invite NEO 5. Invite other friends to the NEO experience. 6. Gallery: Video and photos of NEO.
INITITAL RESPONSE TO SITE: The initial response to the brand site should be inquisitive. The design/look and feel will be inviting to experience the human stories enhanced by NEO. Once the user starts interacting with the stories he will see how the new mobility solution will change his life for the better. The users will come back to learn new magic and also share and read other people’s magical moments.
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Production Ready Comps
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OVERVIEW
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Production Ready Comps
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OVERVIEW
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Production Ready Comps
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Production Ready Comps
[27]
Thank you