This presentation was held at two events in Benelux about Digital Interactive Branding, social media and more specific: games as a marketing tool by writer and author Bart Hufen (A Brand New Playground). Feel free to distribute it!

1. A Brand New Playground Digital Interactive Brand Strategy Bart HufenIdeologist etc.

2. Born in 1974 Utrecht – The Netherlands Fanatic gamer (1982 – present) & music composerBachelor Industrial Communications & Information Management (1994-1999) Product Manager at Atari Benelux (< 3 yrs) Channel Marketing Manager, online & CRM at Diesel Benelux (< 5 yrs) Account Manager & Brand consultant at Crossmarks (2 yrs) Master of Brand Management (2008-2010) Author of ‘Laat met je merkspelen!’ Brand Player at BrandNewGame www.BrandNewGame.nl www.GamingAndBranding.com Loves to play

3. A Brand New Playground Content

4. A Brand New Playground Content Who are you?

5. A Brand New Playground Content What do you want to know?

6. A Brand New Playground Content Withwhich insights do you wish to leave the room?

7. A Brand New Playground Content I hope: 1. Insights how games can help to achieve marketing goals 2. A different view on available (digital) media 3. Stop thinking in terms of ‘online’ & ‘offline’ but rather in ‘context’ and ‘adding value’ 4. Knowing how to develop a digital interactive strategy for your brand 5. Being able to write an excellent creatieve briefing

8. A Brand New Playground Content 1. BrandNewGame – Digital Interactive Branding 2. The Digital Consumer 3. The Digital Industry and essence of games 4. Cases 5.CoCha-model: Workshop 6. Wrap up

9. BrandNewGame 1/6 What?

10. BrandNewGame 1/6 How?

11. Why use games as a marketing tool? Foreplay

12. A Brand New Playground 1/6 How? 1. Remain Remarkable 2.RemainRelevant 3. Entertain Relationships 4. Act righteous

13. A Brand New Playground 1/6 How? 1. Remain Remarkable 1. Differentiate from Competition 2. By doing one thing really well (focus) 3. Based on your Identity & Core Competences 4. Continuously innovate and evolve to stay leader

14. A Brand New Playground 1/6 How? 2. By doing one thing really well (focus) Product – Apple (product leadership) Price – Easyjet (operational excellence) Place – Coke (channel satisfaction) People – Zappos (customer service) Promotion – Redbull (entertainment economy)

15. A Brand New Playground 1/6 How? 3. Based on your Identity & Core Competences - Brand essence - Brand story - Culture and competences - Proposition

16. A Brand New Playground 1/6 How? 1. Remain Remarkable 2.RemainRelevant 3. Entertain Relationships 4. Act righteous

17. A Brand New Playground 1/6 How? 2.RemainRelevant Propositions on the right time and in the right place (context) Leading innovation based on consumer insights (dialogue)

18. A Brand New Playground 1/6 How? 2.RemainRelevant

19. A Brand New Playground 1/6 How? 3. Entertain Relationships Provide digital candy: - Fun : emotional benefits (jokes, pics, vids, games, etc.) - Functional : tools and branded utilities (helping reduce choices f.i.)

20. A Brand New Playground 1/6 How? 4. Act righteous Be authentic (be true to your brand story) Don’t bullshit your consumers (fair shares of profit) Under-promise and over-deliver! Be there to help and please (service)

21. A Brand New Playground 1/6 How? 4. Act righteous

22. A Brand New Playground 1/6 How? 1. Remain Remarkable 2. Remain Relevant 3. Entertain Relationships 4. Be righteous Be Righteous

23. A Brand New Playground 2/6 The Digital Consumer Internet is not a medium…

24. A Brand New Playground 2/6 The Digital Consumer The internet as we know it will become the Connector of all available digital data (Content), like a spider in the middle of a World Wide Web…

25. A Brand New Playground 2/6 The Digital Consumer Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is…

26. A Brand New Playground 2/6 The Digital Consumer Platforms, Operating Systems and Devices are the interfaces to interact with all the digital Content there is… determining the context

27. A Brand New Playground 2/6 The Digital Consumer Things we do in life

28. A Brand New Playground 2/6 The Digital Consumer Things we do in life

29. A Brand New Playground 2/6 The Digital Consumer Old fashioned way of dividing digital (internet) Content

30. A Brand New Playground 2/6 The Digital Consumer The time has Come to restructure how we look at the internet. If http://www. is the Connector of all digital data who and how is it Connecting?

31. A Brand New Playground 2/6 The Digital Consumer We are all Connected through ‘Content’…

32. A Brand New Playground 2/6 The Digital Consumer New fashioned way of seeing things

33. A Brand New Playground 2/6 The Digital Consumer Online activity of Consumers

34. A Brand New Playground 2/6 The Digital Consumer Interactivity of Consumers Creators : < 1% Influencers : < 9% Consumers : > 90% < 1% < 9% > 90%

35. A Brand New Playground 2/6 The Digital Consumer Interactivity of Consumers Innovators : < 1% Early adopters : < 9% Majority : > 90% Nothing changed… < 1% < 9% > 90%

36. A Brand New Playground 2/6 The Digital Consumer Relationships grow by Fulfillingemotional or functional needsFrequencyForwarding by Friends < 1% < 9% > 90%

37. A Brand New Playground 2/6 The Digital Consumer > 500 million people have a life on Facebook> 60 million play a game called FarmVille> 7 million people have a life on Hyves> 1,5 million unique monthly visitors play games on Hyves* > means: ‘more than’

38. A Brand New Playground 2/6 The Digital Consumer Who is a gamer?

41. A Brand New Playground 2/6 The Digital Consumer

43. A Brand New Playground 2/6 The Digital Consumer How many hours do we spend playing games per week, on average?

44. A Brand New Playground 2/6 The Digital Consumer

45. A Brand New Playground 2/6 The Digital Consumer

46. A Brand New Playground 2/6 The Digital Consumer At Home At specific places While travelling This is so important, because it determines the context the consumers are in (time, place & mindset) when you target them

47. A Brand New Playground 2/6 The Digital Consumer Depending on our needs games (and social media) are: - Fun - Social - Challenge (mentally, physically or towards other players) - Sense of control “Make us do things we can’t do in normal live…”“Make us be people we cannot be in normal live…”

48. A Brand New Playground 3/6 The Digital Industry and essence of games

49. A Brand New Playground 3/6 The Digital Industry and essence of games 1972 1979 1986 2000 2007 …

50. A Brand New Playground 3/6 The Digital Industry and essence of games > 150 new games monthly> 60 billion global annual turnover> 150 million unique visitors on Spill games web portals> iPhoneAppstore top 10 -> 8 games ( > 20.000 games) * > means: ‘more than’

51. A Brand New Playground 3/6 The Digital Industry and essence of games Multi platform Multi genre Play at Home or Play Anywhere

52. A Brand New Playground 3/6 The Digital Industry and essence of games Genres: Action Adventure Parlor Platform Puzzle & Quiz Role-playing Simulation Special interest Sports Strategy Some genres are more popular on PC (strategy & simulation) Console (sports & action) or Handheld (puzzle & platform).

53. A Brand New Playground 3/6 The Digital Industry and essence of games A game is NOT an interactive commercial…

54. A Brand New Playground 3/6 The Digital Industry and essence of games Game“A non-productive digital interactive software program with clear goals, rules, a central theme and dynamic content played on a certain platform.”

55. A Brand New Playground 3/6 The Digital Industry and essence of games Goal Rules Variables ThemeReward

57. A Brand New Playground 3/6 The Digital Industry and essence of games Circle of play

58. A Brand New Playground 3/6 The Digital Industry and essence of games Six levels of involvement 100% attention!

59. A Brand New Playground 3/6 The Digital Industry and essence of games What makes a game so much fun?* * from Rules of Play by Salen & Zimmerman 2004 MIT Frustration Boredom

60. A Brand New Playground 3/6 The Digital Industry and essence of games What makes a game so much fun?* * from Rules of Play by Salen & Zimmerman 2004 MIT

61. A Brand New Playground 3/6 The Digital Industry and essence of games What is the ideal learning curve? Changing 1 or 2 variables per level: 1. Time 2. Speed 3. Amount / Variation (of opponents or ‘strength’ of opponents) 4. Reward (doing more for less) 5.…

62. Games as a marketing tool 4/6 Cases Finally… someexamples!

63. Games as a marketing tool 4/6 Cases: Which examples are there? Part 1 – Product [co-creation and testing] Part 2 – People [assessment, recruitment and training] Part 3 – Place [ingame economy and new revenue models] Part 4 – Price [play for discount, points or prizes] Part 5 – Promotion [gamevertising] static and dynamic There’s always an imaginable game concept matching your objective and brand essence

64. Games as a marketing tool 4/6 Cases: Which examples are there? Per case - Objective - Target group (consumer / community) - Concept - Timing - Budget - Result

65. Games as a marketing tool 4/6 Cases: Which examples are there? Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground

66. Games as a marketing tool 4/6 Cases: Which examples are there? Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground

67. Games as a marketing tool 4/6 Cases: Which examples are there? Case 1 – Product [Pre-testing ] Renault Mégane & Need For Speed Underground

68. Games as a marketing tool 4/6 Cases: Which examples are there?

69. Games as a marketing tool 4/6 Cases: Which examples are there? Case 1 – Product [Pre-testing ] Renault Megane & Need For Speed Underground

70. Games as a marketing tool 4/6 Cases: Which examples are there? Case 2 – People [Recruitment]

71. Games as a marketing tool 4/6 Cases: Which examples are there? Case 2 – People & recruitment America’s Army

72. Games as a marketing tool 4/6 Cases: Which examples are there? Case 2 – People [Recruitment] America’s Army

73. Games as a marketing tool 4/6 Cases: Which examples are there? Case 2 – People [Recruitment] America’s Army

74. Games as a marketing tool 4/6 Cases: Which examples are there?

75. Games as a marketing tool 4/6 Cases: Which examples are there?

76. Games as a marketing tool 4/6 Cases: Which examples are there?

77. Resultaten Resultaten game 1: - Goedegameplay - Bereik > 95% - Effective rate > 86% - Relevante data Winnaarhighscoremei 2009 “Ikbleef steeds op eenbepaaldniveausteken, totdatikeenklantaan het begin van het gesprekeenflesje water aanbood. Hierdoorkreegikmeerpuntenvoorklanttevredenheid. Op onskantoorpassenw e dezewerkwijze nu ook toe. En met succes, klantenreageren heel enthousiast”

78. Games as a marketing tool 4/6 Cases: Which examples are there? Case 3 – Place [Gameconomy] Virtual shoppingObjectiveReinforce the brand message of Diesel being a brand for the young and cool minded people TargetYoung minded individuals aged 18-80 years old ConceptBuild a Diesel apparel store in PlayStation Home where gamers can buy outfits for their avatars for 1 dollar per virtual item.

79. Games as a marketing tool 4/6 Cases: Which examples are there? Case 3 – Place [Gameconomy] Virtual shopping

80. Games as a marketing tool 4/6 Cases: Which examples are there?

81. Games as a marketing tool 4/6 Cases: Which examples are there?

82. Games as a marketing tool 4/6 Cases: Which examples are there? Case 3 – Place (virtual shopping) In-game economy

83. Games as a marketing tool 4/6 Cases: Which examples are there? Part 3 – Place [Gameconomy] Ingame economy –microtransactions

84. Games as a marketing tool 4/6 Cases: Which examples are there? Part 4 – Price: Sport 2000 Retail stores Playing for Discount Objective: increase traffic to the stores and increase conversion Target: Young men (and women) aged 13-30 Concept: play for discount in euro’s trying to score points

85. Games as a marketing tool 4/6 Cases: Which examples are there? Part 4 – Price: Sport 2000 Retail stores Playing for Discount

86. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion [Gamevertising]:Static or Dynamic 1. Product placement2. In-game advertising [advertising on virtual billboards, boarding, etc.]3. Branded content or elements of a game a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events 4. Visually adapted games 5. Advergame (100% branded) 6 Gameportals

87. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 1. Product placement Diesel collection in Driver 2 & Devil may Cry 2 Renault Mégane in Need for Speed Underground 55DSL clothing in Need for Speed Carbon H&M clothing in The Sims Ikea furniture in The Sims Sony-Ericsson phone in Splintercell

88. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 1. Product placement

89. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 2. In-game advertising Brands active in ingame advertising (source: IGA)

90. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 3. Branded content a - Skins (branded game characters or objects) b - Interface c - Mod d - Level e - Scripted events

91. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 3. Branded content

92. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 3. Branded content GameportalFrom catalogue model Work your way up To become a supermodel Hair Make-up Beauty Being fit Dressing up Making friends Socializing Discussing teen problems

93. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 Grolsch Air Hockey Existing games visually adapted to a specific brand look & feel - Grolsch Air Hockey for i-phone

94. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 Grolsch Air Hockey Results: - Over 20.000 downloads in 1 month through various websites - 50.000 downloads end of 2009

95. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 5. Fully branded game (advergame) a. Ola ijstijd (www.olaijstijd.nl) b.Pritt knutselwereld (www.knutselwereld.nl)c. BP Fuel game (offline) d. Volvo Ocean Race game(http://www.volvooceanracegame.org) e. SaltDiscovery game (http://www.sonypictures.com/movies/salt/moviegame/)

96. Games as a marketing tool 4/6 Cases: Which examples are there? Part 5 – Promotion 6. GameportalsZylom > 2mln Dutch Young professional women aged 20-39 Gamepoint > 400.000 adults and seniors Spilgames > 150 million users per month worldwide GoSupermodel > 400.000 Dutch girls aged 12-16

97. Games as a marketing tool 4/6 Cases: Which examples are there? Anything is possible, as long as the game is fun to play and your brand ties into it

98. A Brand New Media Landscape 5/6 Theoretical Models The proof is in the pudding: LET’S START WORKING!

99. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment

100. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Step 1: Objective Step 2: Target group Step 3: Brand Essence

101. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model 1/5. Concept

102. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model A good Concept to reach your Objective is based on: - Brand essence - Brand story - Visual style - Proposition And fits the Consumer interest, uses their language and meets at the right place & time (Context) Concept

103. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model 2/5. Content

104. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model - Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional) Content

105. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Text Images Audio Moving images Software Content

106. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Text Images Audio Moving images Software Content

107. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model 3/5. Channels

108. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Monologue Dialogue Turn-based Realtime Channels

109. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Monologue Television Radio Newspaper Magazines Direct Mail Billboards Spectaculars Products Space Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels

110. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Monologue Books, Comics, Cabaret, Music, Theater, Play, Sports (powered by…) Websites Banners SMS Dialogue Turn-based E-mail SMS Web: Weblogs Social Media Realtime Chat Telephone Stores Events Games Branded Utilities Channels

111. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Channels Text Images Audio Moving images Software

112. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model 4/5. Context

113. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Context: where is the Consumer and what is he doing when you bother him Watchingmovie Listening to music Reading Playing games Using computer Context * Dining & going out Shopping Sports & Walking Socialising Travelling Working Hobbies * Based on the US Harris Poll and SPOT research

114. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Watching movie Listening to music Reading Playing games Using computer Context Dining & going out Shopping Sports & Walking Socialising Travelling Working Hobbies

115. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model 5/5. Consumer

116. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model We are all part of different Crowds and Communities based on our Roles Use naturally existing relations to grow! Clients Suppliers Colleagues Friends Consumer Family Friends of friends Fraternity Neighbors

117. A Brand New Media Landscape 5/6 Theoretical Models: CoCha model Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment

118. A Brand New Playground 6/6 Wrap up Develop a digital interactive branding strategy for your brand & consumer! - Objective (SMART) - Target group (focused description & insights, use existing communities) - Brand Essence (payoff) - Creative brief - Conceptual direction - Content, Channels, Context

119. A Brand New Playground 6/6 Wrap up Any questions? Please speak freely now or contact: Bart Hufen +31648 18 6632 barthufen@brandnewgame.nlor visit our website www.brandnewgame.nl