How might a media and entertainment company partner with an automobile company to create new in-vehicle media experiences?
The Challenge
With the inevitable shift toward connected vehicles, entertainment companies are teaming up with automakers to create new in-vehicle media offerings—but few have created truly novel media experiences.
We partnered with a multinational mass media & entertainment conglomerate and an auto company to steer a strategy for creating new connected media experiences.
Our Approach
We started by reframing the industry’s assumptions about media consumption by showing how existing offerings have relied on the model of media engagement established by the mobile phone.
This involved getting immersed in people’s experiences of time and attention before mapping new entertainment opportunities to the context of the vehicle.
The Key Insight
We learned that unlike the mobile experience, the vehicle experience is always defined by external variables: the destination, the social configuration in the vehicle, the world outside, and driving itself—all relationships which can form a part of integrated media experiences.
The Outcome
01.
We provided two emerging models of media engagement to serve as a foundation for developing novel in-vehicle media experiences
02.
We prioritized 6 opportunity directions, each with a clear design challenge and set of product concepts
