With new media being invented seemingly every day, the fragmentation of audiences and eyeballs; and new devices on which to experience brands the irony is that it’s never been harder to connect with consumers. Is there a marketing secret sauce reserved only for those in the digital world, or do the same principles of marketing apply? Brad gives us a point of view on his experiences in launching the world’s biggest digital entertainment experience, Call of Duty:Black Ops.

1. WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS BRAD JAKEMAN CHIEF MARKETING OFFICER ACTIVISION 9 March 2011

7. LARGEST ENTERTAINMENT LAUNCH OF ALL TIME. TWO YEARS IN A ROW.

9. $550

10. $650

11. 11 MILLION PEOPLE

12. LARGER THAN THE 4 LARGEST ARMIES COMBINED BIGGEST ARMY IN THE WORLD

13. ...AND ALL FOR A DIGITAL ENTERTAINMENT PROPERTY

14. MY 5 BIG “ UH-HUH’S”

15. IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.

19. JESSE STERN

20. SAM WORTHINGTON

21. HANS ZIMMER

23. BRAND COMMUNITY ≠ DATABASE

24. COMMUNITY AS A MEDIA CHANNEL PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT

25. THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...

28. COMMUNITY PRINCIPLES RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY” INFORMATION & CONTENT AS CURRENCY USE EVERY ENGAGEMENT TO ADD VALUE

29. RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED

30. DIGITAL MEDIA ?

31. “ TRADITIONAL MEDIA”

33. THERE’S NO SUCH THING AS DIGITAL MARKETING

34. AND OR NOT

35. TRADITIONAL MEDIA VIEWERSHIP DIGITAL MEDIA CHANGING THE RULES

36. MW2 COMMUNITY TUNED IN 22% RATINGS INCREASE VERSUS LAST YEAR

37. CONTENT IS KING

41. CONTENT THAT CONSUMERS WANT TO SEEK OUT, NOT SCREEN OUT

42. ‘ SCREENABILITY’ IS THE NEW METRIC

43. UNFORTUNATELY, TODAY’S WORLD IS: CONTENT + $ = MEDIA DISSEMINATION

44. WE NEED TO CHANGE THE PARADIGM: MEDIA DISSEMINATION + $ = PERMISSION TO USE CONTENT

45. GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.

46. ENDEMIC CONTENT COLLABORATION NOT PRODUCT PLACEMENTS

48. “ WHAT GOES AROUND, COMES AROUND”

50. AUDIENCE INSIGHT DOING GOOD IS THE NEW CULTURAL CURRENCY MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS BEYOND MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS CHOOSE A CHARITABLE COMPANY OVER ONE THAT’S NOT BUY BRANDS BASED ON BUSINESS PRACTICES 18-24 YEAR OLDS WOULD SWITCH BRANDS IF THE OTHER BRAND IS ASSOCIATED WITH A GOOD CAUSE (VS. 79% ALL ADULTS) CHOOSE A CHARITABLE COMPANY OVER ONE THAT IS NOT BOUGHT A CAUSE-RELATED PRODUCT OR SERVICE IN THE LAST YEAR (VS. 38% ALL ADULTS) AMERICANS HAVE DONATED TO A CHARITY IN THE PAST YEAR. 34% TO CURB HUNGER, 31% FOR HEALTH ISSUES

52. AND IT’S NOT OVER YET...