We developed this game concept for Bjorn Borg Europe to increase traffic to the retail channel, build up a CRM database and increase options for relevant propositions to the target audience.

1. BrandNewGame
Bart
Hufen
Interac(ve
Brandstrategy

2. Interac2ve
Branding
Content
1.
BrandNewGame
2.
Brand
Essence
Björn
Borg
3.
Interac2ve
concept
4.
Proposal
5.
Wrap
up

3. Interac2ve
Branding
1/5
Introducing
BrandNewGame
“Transla(ng
Brand
Essence
into
Strategic
Interac(ve
Concepts”

4. Interac2ve
Branding
1/5
Introducing
BrandNewGame
Goal
Interac2ve
Brand
Strategy
Brand
Target
Essence

5. Game
concepts
&
Brand
strategy
4/6
Which
examples
are
there?

6. Interac2ve
Branding
2/5
Brand
Essence
Weird
Scores
New
Balls
Fun
Leading
Urban
Tennis
Quality
Tongue
in
cheek
Fashion
Lifestyle
Sports
Underwear
Comfortable
Par2es
Dance
Björn
Borg
Colorful
Young
Swedish
Minded
Down
to
Consumer
earth
Abba

7. Interac2ve
Branding
2/5
Brand
Essence
Bjorn
Borg
is
a
colorful
lifestyle
brand
with
a
sports
heritage
The
tone
of
voice
is
tongue
in
cheek
and
all
about
having
fun
in
life
Bjorn
Borg
consumers
are
urban
and
young
minded
How
can
we
help
these
consumers
being
comfortable
in
difficult
situa2ons?

8. Interac2ve
Branding
2/5
Brand
Essence
“Being
Comfortable”

9. Interac2ve
Branding
2/5
Brand
Essence
“Feeling
Comfortable
during
Uncomfortable
Situa(ons…”

10. Interac2ve
Branding
3/5
Interac2ve
Branding
Concept
Björn
Borg
&
Pong
=>
a
Brand
New
Ballgame
Objec2ve
:
Increase
traffic
to
the
stores
and
increase
conversion
Target
:
Young
men
and
women
aged
18-­‐35
Concept
:
Playing
tennis
for
discount
in
euro’s

11. Interac2ve
Branding
3/5
Interac2ve
Branding
Concept
Weird
Scores
New
Balls
Fun
Leading
Urban
Tennis
Quality
Tongue
in
cheek
Fashion
Lifestyle
Sports
Underwear
Comfortable
Par2es
Dance
Björn
Borg
Colorful
Young
Swedish
Minded
Down
to
Consumer
earth
Abba

12. Interac2ve
Branding
3/5
Interac2ve
Branding
Concept
A
Brand
New
Ballgame
called
‘Bjöng’
Tennis
game
Pong
(in
the
original
game
seLng)
with
real
tennis
players
dressed
in
Björn
Borg
underwear,
screaming
uncomfortably
loud!

13. Interac2ve
Branding
3/5
Interac2ve
Branding
Concept
A
Brand
New
Ballgame
called
‘Bjöng’

14. Interac2ve
Branding
3/5
Interac2ve
Branding
Concept
Why
inspired
by
PONG?
Tennis
is
part
of
the
brand
essence
&
heritage
of
Björn
Borg
and
the
game
and
BB
share
the
same
start
of
their
history…
1974
Björn
Borg
became
a
professional
tennis
player
and
won
his
first
grand
prix:
The
Italian
Open
(and
in
the
same
year
Roland
Garros)
1974
Pong
was
the
1st
videogame
ever
on
the
Atari
2600.
The
game
has
become
legendary,
just
like
Björn
Borg

15. Interac2ve
Branding
3/5
Concept
–
Should
Haves
How
to
make
it
work
Should
Haves:
Mini
game
on
Facebook
Seed
the
game
on
websites
Bjöng
Game
for
iPhone
Voucher
to
be
redeemed
in-­‐store

16. Interac2ve
Branding
3/5
Should
haves
–
The
Game
A
Brand
New
Ballgame
called
‘Bjöng’
10
minute
play2me
gives
the
right
to
10
euro
discount

17. Interac2ve
Branding
3/5
Should
haves
–
Game
on
facebook

18. Interac2ve
Branding
3/5
Should
haves
–
Game
on
facebook
Play
the
Bjöng
Challenge
and
win
up
to
10
euro
discount
at
Selfridges

19. Interac2ve
Branding
3/5
Concept
–
Should
Haves
How
to
make
it
work?
1.
Seed
the
game
on
a
leading
interna2onal
social
networks
like
facebook
2.
Minigame
for
Facebook
3.
Game
for
iPhone
4.
Printable
voucher

20. Interac2ve
Branding
3/5
Concept
–
Could
Haves
How
to
make
it
work
Facebook
Could
Haves:
Fanpage
with
all
BB
content
Playable
Extra
In-­‐store
banner
on
&
adver2sing
various
materials
websites
Bjöng
Link
to
landing
Online
page
on
measured
bjornborg.com
(facebook)
Compe22on

21. Interac2ve
Branding
3/5
Could
haves
–
Fanpage
on
facebook

22. Interac2ve
Branding
3/5
Could
haves
–
Playable
banner

23. Interac2ve
Branding
3/5
Could
haves
–
Playable
banner

24. Interac2ve
Branding
3/5
Could
haves
–
Ads/Posters
&
Digital
Voucher
POSTER
/
AD
DIGITAL
VOUCHER

25. Interac2ve
Branding
4/5
Video

26. Interac2ve
Branding
5/5
Wrap
up
Any
ques7ons?
Please
contact:
Bart
Hufen
+31648
18
6632
barthufen@brandnewgame.nl
www.BrandNewGame.nl

27. Interac2ve
Branding
5/5
Wrap
up
Thank
you!