For almost 25 years, the TEDx world has been characterised by in-person events, periodically organised in major world cities and live-streamed by thousands of people, then shared on the global TED platform to be watched and listened to by millions of users every day. Then the pandemic prevented in-person events and changed the rules of the game, forcing both TEDx organisers and the public themselves to reflect on their roles.
The TEDxTorino App arose from reflections following the pandemic and from the desire not to give up, but to propose new ways to spread ideas and to engage with culture, restoring that dimension of play and interaction that COVID seemed to have taken away from events.
The shared mission was to create a channel that could start from ideas – the fundamental basis of every TED talk – to give each user a new, engaging, and personalised experience.
Anyone who downloads the app becomes part of an active community. It obviously starts with the content: unpublished in-depth materials, exclusive interviews, and educational courses, in addition to the talks by the speakers who have taken the stage at TEDxTorino over the years.
The really new feature is that the app is designed to grow along with each individual user in a personalised relationship. Using Advice's innovative business intelligence and machine learning technologies enables TEDxTorino to self-learn over time and suggest tailored experiences and courses for each person, guaranteeing daily access to relevant content and the receipt of stimuli in line with each profile.
A great deal of care and attention has been dedicated to the collection and use of data, which is used transparently, respecting privacy and to the overall benefit of the end user (GDPR compliance).
Those who use the app are involved in a gamification strategy: by sharing a piece of content or a response to a survey, inviting a friend to sign up, or commenting on a topic, every action carried out is rewarded with opportunities, including small gifts (caring) and the chance to earn "virtual coins”, which can be used to access exclusive content and prizes offered by TEDxTorino and its partners.
Designed as a B2C interface, the app also has an interesting development in the B2B world. TEDxTorino is a concrete proposal for a new way of engaging with culture: it’s not just users who can play a leading role, but also any companies and associations that want to make their own contribution to the world of culture. TEDxTorino partners can enrich the app by adding specific topics. They also have the opportunity to build real educational courses that the public can access for free, as well as to develop direct employee retention projects.
TEDxTorino can be downloaded for free on Android and iOS.
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