The Brief
1. Create a powerful concept for a serious game to raise awareness of child trafficking
2. Plan a promotional strategy, covering audience, platforms and brand communication.
3. Ensure that the 'client', U2 (an Irish rock band with a history of campaigning on social issues) is also promoted and highlighted.
2. 1. GLOCAL GAMING
• Meet the team
• Our creative strategy
Outline
2. MONSTERS
• The game
• The concept
3. BRAND & PROMOTION
• Marketing strategy
3. Prerita and Tina Alice
Market Research Team Art Director
we’re serious about games
Chrissy Nina and Ahmed
Game Marketing and
Developer Creative Team
9. incorporates
U2’s music glocal
simple simple appeal
simple!
fun and
funky
socially
interactive
raises
awareness
role play of & helps to
prevent
online and child
app-based trafficking
10.
11. Game = a fun platform
from which to introduce
young people the
serious issue of child
trafficking
• Simple graphics
• Fun fonts
• Colourful buttons
• Clear message
12. Interconnectivity built in
• Compare your score
with your friends and
others around the
world
• Challenge other players
• Invite your social
network friends to play
the game
• Your scores are shared
on your Facebook
wall/Twitter feed
13.
14. The musical reward
• Each level brings you
closer to winning a free
U2 track to download
• Tracks from other
international artists will
also be featured
Download your • Because the audiences
may be unfamiliar with
free music track U2, the emphasis is on
free music
15. Not quite like in the movies, of
course.
But there are real-life people
around the world who are after
children’s body parts to sell.
In Mexico, there are believed
to be at least 17 clinics that
deal in children’s organs
Help make it stop
www.u2againstmonsters.com
Join the petition against organ trafficking here
Find out more about the real life MONSTERS:
www.u2againstmonsters.com
16. Target audience
• Age: 12-16 years
• Location
1. Developing economies
(India, China, Brazil etc)
2. Developed nations
(Western Europe, America
etc.)
• Socially networked and
computer-savvy
• Some access to internet or
mobile technology (not
necessarily at home)
• Love of gaming!
17. creates a raises
community global
awareness
of CT
Introduces
cool U2 to a
+ new
funky audience
19. Brand values Brand
personality
POSITIVITY
MOTIVATION POSITIVE
ENTHUSIASM STRONG
CHILD
ORIENTATED FUN YET
EARNEST
GLOCALISATION
GATHERING FUNKY
HUMAN NOT AFRAID TO
BE DIFFERENT
WILL TO
SUCCEED
BRIGHT AND
TRIUMPH OVER HAPPY
INJUSTICE
CONFIDENCE MUSIC LOVING
HUMAN RIGHTS GLOCAL
56. References
• http://apps.facebook.com/theguardian/technology/2011/may/13/farmville-lady-gaga-gamers-facebook
• ‘Consumers trust real friends and virtual strangers the most’
– http://blog.nielsen.com/nielsenwire/consumer/global-advertising-consumers-trust-real-friends-and-virtual-strangers-the-most/
• Social game marketing musings and stats e.g.
– Around 80% of the women who play social media games clicked on ads or signed up for promotional features in return for
points and virtual currencies
– http://blog.socialmaximizer.com/social-media-marketing-in-the-world-of-online-gaming/
• Brands building an increasing presence within social games
– We saw it a little earlier this year when Zynga and Lady Gaga teamed up to produce GagaVille—where visitors to the
neighboring FarmVille landscape could get a first listen to the artist’s new album (U2!)
– http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192
• Success of social game marketing
– http://www.business2community.com/marketing/social-game-based-marketing-breeds-success-062192
• Case study of Tetris as a ‘slow burning’ social gaming success:
– http://www.insidesocialgames.com/2011/11/14/tetris-battles-slow-burn-on-facebook-proves-brands-staying-power-on-the-
platform/
• Great stats on popularity of social gaming (mostly America-centric)
– http://thesocialcustomer.com/samuel-f-parent/38726/performance-indicators-social-games
• Measuring success in DAU/MAU
– http://techcrunch.com/2009/10/29/how-to-measure-the-true-stickiness-and-success-of-a-facebook-app/
• Tips for Online PR
– http://www.toprankblog.com/2006/04/tips-for-online-pr/
– http://www.contentandmotion.co.uk/blog/free-cut-out-and-keep-guide-to-online-pr/ (diagram accompanied by explanatory
notes)
• Top 15 Gaming websites
– http://www.ebizmba.com/articles/video-game-websites
• Top websites for 12-17 year-olds
– http://www.readwriteweb.com/archives/most_popular_websites_for_kids.php
•