this morning, I made a crack in a SIG about they “dystopian drunk” with the new world cup drone beer branding from Budweiser/FIFA/football (not the American one) it was funny in that you could easily change the name and make the ad out to be for autonomous military bombers and/or “look how easy it will be in the future for us to take out whatever doesn’t agree with the powers that be.” I guess the people drinking the beer don’t really care how they get the beer…they just want their beer. I remember doing a marketing project in undergrad where the target market was the 12 can a day drinker, I was like, “are they kidding?”
turns out the beer, nicotine, gambling, painkiller and any other vice-type market is skewed to the about 10-15% of the market that will consume about 75-90% of the product. I would like to say that this trend or unwritten rule is a figment of my imagination, yet, when I do the numbers, it always comes up the same. a small group of the vice, pleasure, or pain market consumes a lot. the anomaly is going to get my flu shot last year and asking the pharmacist about percentages of people in the population taking a pill and those on some sort of antidepressant type pill…those numbers shocked me, in that LOTS of people are popping a pill in the USA for something.
soon the airway will be filled with bigger, noisier, more annoying mosquitos (drones) than the ones you find in Brazil and the Mississippi River delta, but they will be man-made. technology should provide us with a plethora of tools and time-saving items for our lives, to make them predictable, comfortable, seemingly unchanging, always happy and potentially, always pleasurable (at least on the external side) humans won't’ really have much to do with the old adage of work, and yet, how will a human compete when quantum computers master advanced artificial intelligence?
I see a lot of folks in a wall-e type entertainment glaze not really doing much of anything because the machines will be a sort of overlord to their lives. the first place this probably will happen is old age homes, not so much because the staff doesn’t want to provide a decent quality of life to the aged, but there will be a continuation of families who perhaps did not take the time while the person was functioning and alive to spend some time with the other human. the money will be spent to provide the best robotic care and assistance to someone that probably would like another human to chat with…maybe take a walk with, while not strapped into some robotic, old age safe, transport bubble
(not sure what that transport bubble really is, but I am sure common sense will lose out to the robots needing to make some device to cover any and every possible way an elderly person could possibly get injured) this is what will happen when a human bias of thinking and the idea of thinking we can be perfect enters into the bot age. look at professional sports today in the USA, replays, challenges, do-overs, rules to have new rules and the interpretation of them…it slows down and takes away from the actual game, which is a sport we somehow are confusing with entertainment and people don’t question the licensing and ticket fees people pay and the even more lovely re-sale markets that are owned by the actual ticket distributors themselves.
is it good business? or human greed at work? flying in the USA and going to a convention is simply ridiculous with the “baggage” and “resort” fees. I always ask, “what does the resort fee give me?” one day someone will be honest. Be it in a hotel, a not for profit museums like the met, or the airline check-in. “well, at one time we needed the money to cover expenses and stay afloat, pay off the ridiculous debt loads we incurred trying to scale...but now…we simply are using them as a big printing press that we keep for executive compensation levels that have gotten out of control while marveling that few people blink an eye and wonder, “why?” am I paying these “fees and surcharges?”
it is like the “dystopian drunk” idea from the Budweiser ad campaign with the futuristic robots sending a creepy message…” wherever you are, we will find you…and make sure you get a cold beer!” you cover it all up with the sexy special fx and computer graphics…but until someone solves the issue with propulsion and the noise levels…all that will happen with having 50,000 drones delivering beers in a stadium is people will start taking them out because it will be blocking their view of the game, not to mention, in their current version - the noise levels and frequencies would annoy people, no?
or will the stadium of the future be like going to a coffee shops of today. people will pay ridiculous amounts of money to get a ticket, to stare into a monitor in their seat while the actual game is being hidden behind a wall of various delivery drones…and the spectators will think, “isn’t this great!” (imagine 50,000 drone engines reving and buzzing around you. cool no?)
I think “dystopian drunk” is a good word for how the world of advertising/branding. the prankster in me can vividly see competing brands disguising themselves and entering the arena and taking out the Budweiser beer drones and delivering another brand….better yet…the scale on the beer market gets so ridiculous that one company owns all the brand and does whatever it wants to the highest bidder.
isn’t that sort of what FIFA does with the world cup today? last I heard of FIFA, there were a bunch of executives getting arrested in Switzerland…since then, not a peep…but there will be a world cup being played in the middle of the desert in Qatar soon?
what is funny is that you can build lovely grass stadiums with complete climate control in such places. we can grow year-round anywhere on the planet…so why not perfect sport conditions everywhere on the planet.
I guess I am a bit old school. while I marvel at the technology with stadiums and fields today…let the humans play the sport in whatever weather mother nature brings that day. it was always fun playing American football in the rain and snow.