Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)
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When it came time to release the eighth installment of its popular video game franchise, Dragon Quest, developer Square Enix had an important question to answer: How could it generate enthusiasm for a game that doesn't yet exist? Learn how Square Enix reinvigorated the Dragon Quest franchise with Slime Knights, a branded, enthusiast-driven social network for like-minded gamers. The concepts presented are applicable to any brand, product, or service, regardless of your industry. (presentation from the Word of Mouth Marketing Association's Word of Mouth Basic Training 2007 Conference)
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Square Enix: Building a Social Network for Enthusiasts (from WOMMA's Word of Mouth Basic Training 2007 Conference)
- 1. Square Enix: Building a Social Network for Enthusiasts Word of Mouth Basic Training April 18, 2007 Bob Troia, Founder and President Affinitive
- 2. Some Background... 1989 Dragon Warrior I (NES) 2005 Dragon Quest VIII: Journey of the Cursed King (PS2)
- 5. Fragmented Marketing Landscape Official Sites Fan Sites General Social Network and Social Media Sites Video Game Information Sites, Blogs and Communities
- 6. The Passion Pyramid General Consumers Niche Consumers Brand Champions Customers / Brand Enthusiasts Casual Hardcore Passion/Buzz Spills Out
- 7. Engage, Empower, and Connect Passionate Consumers Anticipation Co-creation Education Motivation Engage Recommendation Consumers Customers Measure
- 10. Selling Point: Unique and distinct cel-shading art style of Dragon Quest artist Akira Toriyama: Quest: Mimic the cel-shading art style of Dragon Quest
- 11. Selling Point: Open, non-linear story and environment that players can explore endlessly in their own way Quest: Create your own hero and back-story for Dragon Quest VIII :
- 12. Project Slimeway
- 14. Fan-Created Ads
- 15. 140+ Quests 27,000+ Submissions
- 16. Spreading the Word IM Icons Messageboard Banners Desktop Wallpapers
- 18. Activism
- 19. Sharing Personal Experiences & Research
- 20. Sharing Personal Experiences & Research “ After being a member of Slime Knights, I have become more willing to talk about other games and products that I love both online and offline . Now I don’t care who knows I’m a gamer!” “ Being a part of this community has expanded my knowledge of how others feel about the Dragon Quest series. I can make more educated recommendations of its titles to others , knowing how so many people here fell in love with the games.” “ I just want to say that Slime Knights really increased my loyalty to Dragon Quest . The fact that you are taking note of what consumers want is very important to me.”
- 23. Sales Trend
- 25. Results 600,000+ units sold to date Dragon Quest VIII has been the most successful release since the original Dragon Warrior , which sold approximately 500,000 units.
- 26. New York 135 West 26 th Street 8 th Floor New York, NY 10001 (212) 684-9100 Bob Troia Founder and President bob [ at ] beaffinitive.com www.beaffinitive.com More Information California 665 3rd Street Suite 230 San Francisco, CA 94107 (415) 278-9700
Hinweis der Redaktion
- Hey, you found my speaking notes – cool! Hopefully they will assist you in better digesting all of the information in this presentation from The Word of Mouth Marketing Association (WOMMA’s) Word of Mouth Basic Training (WOMBAT) Conference in New Orleans on April 18, 2007. By the way, my name is Bob and I’m Founder and President of a word of mouth and social media marketing and technology company called Affinitive . Ok, sales pitch over. In this presentation, I will walk through a real-world case study where a video game publisher was able to engage, empower, and connect their most passionate consumers and thereby help generate awareness for a yet-to-be-released game. But the concepts presented are applicable to any brand, product, or service, regardless of your industry.