BrandNewGame for GITC
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The document discusses using games as a branding and marketing tool. It outlines five ways to position a concept through games: being realistic, remarkable, relevant, righteous, and building relationships. Context is important when developing concepts. Games can be used as a marketing tool through virtual products, influencing price, new distribution places, training staff, and promoting organizations through product placement, in-game ads, branded content, adapted games, and advergames. More information can be found through the speaker's book, blog, business website, and Twitter account.
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BrandNewGame for GITC
- 1. +1 PLAY CONSULT CONCEPT +2 ING donderdag 24 november 2011
- 2. A Brand New Playground How can we use games as a branding and marketing tool? donderdag 24 november 2011
- 3. donderdag 24 november 2011
- 4. #GITC donderdag 24 november 2011
- 5. Content 1. What’s positioning all about? 2. Why consider context when developing concepts? 3. How can we use games as a marketing tool? 4. Where can I find more information? This presentation is available at Slideshare and on my blog donderdag 24 november 2011
- 6. 1/4: What’s positioning? 1.Be Real (istic) & SMART 2.Be (and remain) Remarkable 3.Remain Relevant 4.Behave Righteously 5.Build Relationships donderdag 24 november 2011
- 7. 1/4: What’s positioning? 1.Be Real (istic) & SMART • Your first game will not be Call of Duty 5 • State your goal, audience and concept • Envision what you want to achieve within 3 years • Define what you should do in your first year to achieve your goals • Plan and Execute accordingly donderdag 24 november 2011
- 8. 1/4: What’s positioning? 1.Be Real (istic) & SMART • Your first game will not be Call of Duty 5 • State your goal, audience and concept • Envision what you want to achieve within 3 years • Define what you should do in your first year to achieve your goals • Plan and Execute accordingly donderdag 24 november 2011
- 9. 1/4: What’s positioning? 2.Be (and remain) Remarkable • Do what you LOVE • Know your competition and competing concepts • Do things differently than your competition • Stand OUT in the crowd, don’t copy others successes • Excell in ONE thing (visuals, sound, interface, platform, reliable,...) donderdag 24 november 2011
- 10. 1/4: What’s positioning? 3.Remain Relevant • Be in touch with your target audience • Blog about what you’re doing (check www.gamingandbranding.com) • Beta-test with your audience • Iterate, retest with them, adjust, etc. until 100% satisfaction • After release: STAY IN TOUCH! donderdag 24 november 2011
- 11. 1/4: What’s positioning? 4.Behave Righteously • Never go for the quick buck ($) • Brands and products become successful because of passion • Money will come after proven success donderdag 24 november 2011
- 12. 1/4: What’s positioning? 5.Build Relationships • Consumers build your brand, marketing just reenforces it • Build your network with relevant contacts • Keep your relationships involved and up to date of what you do • Use your Blog, Link it to Linkedin using Twitter, visit events, drink coffee, have beers, swap business cards... donderdag 24 november 2011
- 13. 1/4: What’s positioning? Starting from the objective, the target group and the brand essence (or challenge) you can start to develop a remarkable, relevant and distinguished concept donderdag 24 november 2011
- 14. 2/4: Why Consider Context? donderdag 24 november 2011
- 15. 2/4: Why Consider Context? donderdag 24 november 2011
- 16. 2/4: What’s in a game? Peaks of Frustration create Epic Experiences donderdag 24 november 2011
- 17. 3/4: How can We? Lack of time forces me to show just a few examples donderdag 24 november 2011
- 18. 3/4: How can We? 1. Product 2. Price 3. Place 4. Personnel (staff) 5. Promotion 1. Product placement 2. In-game advertising 3. Branded content 4. Visually adapted game 5. Advergame donderdag 24 november 2011
- 19. 3/4: How can We? 1/5: Virtual (in-game) Product use donderdag 24 november 2011
- 20. 3/4: How can We? 1/5: Virtual (in-game) Product use donderdag 24 november 2011
- 21. 3/4: How can We? 1/5: Virtual (in-game) Product use donderdag 24 november 2011
- 22. 3/4: How can We? 1/5: Virtual (in-game) Product use donderdag 24 november 2011
- 23. 3/4: How can We? 2/5: A game that influences the Price (and builds up a CRM dBase) Objective: increase store traffic Target: young minded consumers Essence: being comfortable during uncomfortable situations donderdag 24 november 2011
- 24. 3/4: How can We? 2/5: Define the Brand Essence in a tag cloud H./$1'!:#$.&' G.2'(377&' >9+' 4.31/+,' 0$83+'' -.++/&' ?937/%6' -#+,9.'/+':;..<'' >3&;/#+' 4/5.&%67.' !"#$%&'' 0+1.$2.3$' =#B5#$%387.' D3$E.&'' F3+:.' ()*$+'(#$,'' =#7#$597'' @#9+,' !2.1/&;' A/+1.1' F#2+'%#' =#+&9B.$' .3$%;' C883' donderdag 24 november 2011
- 25. 2/3: How can We? Price (and builds up a CRM 2/5: A game that influences the Price (and builds up a CRM dBase) H./$1'!:#$.&' G.2'(377&' >9+' 4.31/+,' 0$83+'' -.++/&' ?937/%6' -#+,9.'/+':;..<'' >3&;/#+' 4/5.&%67.' !"#$%&'' 0+1.$2.3$' =#B5#$%387.' D3$E.&'' F3+:.' ()*$+'(#$,'' =#7#$597'' @#9+,' !2.1/&;' A/+1.1' F#2+'%#' =#+&9B.$' .3$%;' C883' donderdag 24 november 2011
- 26. 3/4: How can We? 2/5: Play a game like Pong for Discount donderdag 24 november 2011
- 27. 3/4: How can We? 2/5: Make it work? '($(&%)*+& ,$&-).+/,,0& <++9&85+& %)*+&,$& =+/;(8+;& !"#$%& 1)*+&2,3& (45,$+& 6,7.5+3& 8,&/+& 3+9++*+9& ($:;8,3+&& donderdag 24 november 2011
- 28. 3/4: How can We? donderdag 24 november 2011
- 29. 3/4: How can We? donderdag 24 november 2011
- 30. 3/4: How can We? donderdag 24 november 2011
- 31. 3/4: How can We? donderdag 24 november 2011
- 32. 3/4: How can We? 3/5: New distribution Places donderdag 24 november 2011
- 33. 3/4: How can We? 3/5: New distribution Places donderdag 24 november 2011
- 34. 3/4: How can We? 3/5: New distribution Places donderdag 24 november 2011
- 35. 3/4: How can We? 4/5: Games to train Staff (Personnel) Objective: learn new brand values and way to work Target: all bank employees (retail) Essence: learn how to profile consumers quicker and build trust donderdag 24 november 2011
- 36. 2/3: How can We? 4/5: Games to train Staff (Personnel) donderdag 24 november 2011
- 37. 3/4: How can We? 4/5: Games to train Staff (Personnel) donderdag 24 november 2011
- 38. 3/4: How can We? 4/5: Games to train Staff (Personnel) donderdag 24 november 2011
- 39. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placement donderdag 24 november 2011
- 40. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placement donderdag 24 november 2011
- 41. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placement donderdag 24 november 2011
- 42. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placement donderdag 24 november 2011
- 43. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertising donderdag 24 november 2011
- 44. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertising donderdag 24 november 2011
- 45. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 3. Branded content donderdag 24 november 2011
- 46. 3/4: How can We? donderdag 24 november 2011
- 47. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 4. Visually adapted games donderdag 24 november 2011
- 48. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 5. Advergame Just pay attention to advertising... ;-) donderdag 24 november 2011
- 49. 4/4: Where = More Info? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen Slideshare: BartHufen donderdag 24 november 2011
- 50. Game over? Did you like it? donderdag 24 november 2011
- 51. Game over? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen donderdag 24 november 2011
- 52. PLAY CONSULT CONCEPT ING donderdag 24 november 2011