Atari brand presence through experiential marketing

CREATING A BRAND PRESENCE
BUILDING THE FUTURE

Experiential Platform Strategy
A presentation to ATARI October 2005

the name of the game is to

get gamers to
sense, feel, act and relate
to the Atari brand

EXPERIENTIAL MARKETING • building the future

by gaining original insight into consumers culture


creating a unique and vivid brand experience


providing dynamic interaction


providing dynamic interaction
communicate innovations – lifetime value


PLAN
EXPERIENTIAL MARKETING STRATEGY


brand consumer innovation and

ACTION
experience interaction growth
HERITAGE HANDS ON LIFETIME VALUE

PLAN


new consumer consumer consumer

RESULT
acquisition retention expansion


ACTION

PLAN


I NEED ATARI I MADE THE RIGHT CHOICE I WANT MORE ATARI

new consumer consumer consumer

RESULT
acquisition retention expansion


ACTION

PLAN


GENERAL CONSUMER ‘MEGA’ TRENDS 2005

Adults are behaving more like teenagers



Children want to be teenagers



Men are becoming more like women



People want to be talked to as individuals



People want to ‘connect’ with their community



People are seeking more intense experiences



People are after convenience – the ‘quick’ fix



More and more people are living alone



More and more money is being spent on the home UK



More and more money is being spent on the home UK
consumers spend more on health and well being


gaming


gaming The individual is always the star. Gamers then expect to be stars in the
‘real’ world, wanting to lead and stand out



There is always a solution. Solving a problem translates into more
persistence and optimism away from the consul




Failure is part of success. Gamers who try a new game will fail many
times before succeeding. They are more willing to take risks*




Failure is part of success. Gamers who try a new game will fail many
times before succeeding. They are more willing to take risks*

Fulfilment of emotional and mental needs that cannot be fulfilled any
other way, people need drama±
(*Source USA Today and Got Game by John Beck and Mitchell Wade) (±Laura Fryer Xbox)


gamers are...
Generally more academic and more likely to go to college or university.
(Home office report 2004)


gamers are...

Forming new and culturally diverse friendships through on-line multi-play.
They have open minds.


gamers are...

Forming new and culturally diverse friendships through on-line multi-play.
They have open minds.

Predominately male between 12-36, but with new and emotionally natural
ways of interacting with games (Sony EyeToy) this male bias will change
(ELSPA 2004).


gamers defined
Potential leaders who are most likely to have gone
or are going to college or university. They are
optimistic and persistent, there is always a solution.
They form on-line relationships easily and are
culturally and ethnically neutral, they are willing to
take and experience risks.


gamers will be...
More mainstream and cross generational, playing more socially orientated and
non-violent games, making ethical and moral choices – the ‘nursing factor’.

Increasingly cross gender, as more emotional and caring games increase.

More creative and expressive, as players are able to customise (M?? games).

Connecting as part of a vast on-line community, multi-play and network arcades
will be the ‘natural’ way to play games, breaking down borders, cultural and
language barriers.


Strategic and tactical
implementation and creative proposals


on-line off-line
simultaneous

strategic venues
data capture
tactical venues
consumer promotion
push off-line venues/activity


experiential identity

It is important that this form of sensory communication
has its own identity, complementing the Atari brand as an
interactive and personal brand experience.

Sense feel act

SOLUTION 1 • creative

ESP
EXTRA SENSORY PLAY



ESP EXTRA SENSORY PLAY
re
et mo
g se fun!
sen
r
bette tive l fun!
ce
fee
nova ien
in er fun!
exp
me
x t re a
am
e nt
dr eme
it
exc



off-line strategic
• Play and experience the games
• Understand the Atari Heritage
• Receive goodie bag containing
– Demo CD
– Booklet on Atari Heritage
– Fun Atari branded giveaway Gel
mousemat
• Meet other gamers
• Exchange ‘cheats’



on-line strategic
• Download latest demos
• Free downloads: wallpaper, ring
tones, cheats
• Subscribe to regular e-zine
• Consumer promotion
• Chat room
• Off-line tour itinerary
• Digital Art competition



nopainnogame
it’s about immersing oneself into
the game > to feel it r un through
your body > if you don’t feel the
pain then you ain’t played the
game > atari experiential is not
for the feint hear ted <<<



off-line strategic
• Play and experience the games
• Understand the Atari Heritage
• Receive goodie bag containing
– Demo CD
– Booklet on Atari Heritage
– Fun Atari branded giveaway Gel
mousemat
• Meet other gamers
• Exchange ‘cheats’



on-line strategic
• Download latest demos
• Free downloads: wallpaper, ring
tones, cheats
• Subscribe to regular e-zine
• Consumer promotion
• Chat room
• Off-line tour itinerary
• Digital Art competition


Tour 2006 – Why Tesco?
The growth in the grocery sector is at an all time high and expected to increase by
11% in the next year. Tesco are the market leader and have been at the forefront of
ever expanding product lines such as electrical, home furnishings, pharmaceuticals,
music, DVDs and games.
The diversity in age range of their Customers is an added benefit, hard core gamers
have to eat, mums, dads and grandparents buy last minute presents not forgetting
the ever present pester power of the kids. (Kids can play, while mum and dad shop).
The positive association with such a powerful and successful ‘everyday’ brand, such as
TEsco would reap excellent rewards. Tesco is the second most trusted brand in the UK.


Implementation and associated costs
Not all Tesco sites offer promotional activity (see supplementary list). We
propose to use these sites with the greatest weekly footfall graded A, B and C.
Expected daily footfall: A – 6000, B – 5000, C – 4,500
Total sites: 106
Size: 5m x 5m
Sites per week: 3 – Fri, Sat, Sun
Duration: 35 weeks
Team: 2
Giveaways: Branded ‘goodie bags’ containing:- Demo CDs etc.
note: public liability indemnity of £1m required.


Implementation and associated costs
Estimated cost:
Tesco site rental (daily) £320 x 106 stores = £33,920
Trailer, including: livery, generator (2.5m x 2m) = £17,000
Car: supplied by Atari (TBC)
Team: Atari (TBC)
Giveaways: TBC, estimated at = £15,000
Travel, subsistence (TBC)
Mi administration = £7,000
TOTAL = £72,920
We also propose that a percentage of the site rental cost be donated to a Tesco
nominated charity – Computer for Schools creating excellent PR. (Creators of
computer games do care about education).


Off-line Tactical Venues
Colleges and Universities Tour 2006
Well established research has shown that gamers are more academic and
therefore more likely to got to college or university. Many of these campus’s
have outstanding facilities, clubs, bars and restaurants fitted with technology
that can be tapped into to promote the Atari brand experience. The student
lifestyle is well known, they work but they ‘play’ harder, spending large
amounts of time socialising and looking for the next experience.


Implementation example

Brunel University West London
Students: 800
Outstanding campus following recent £170m refurbishment.
Several bars, a nightclub and cafés.
Locos the main Union bar:
• 1 x large projection screen
• 9 x plasma TV’s
The Hub bar:
• 1 x large projection screen


Implementation example
Concept: Utilize the 2 large projection screens, supplying hard drive units loaded with
existing Atari games and demos of new lavish games, sealed so no other games can
be loaded. Duration one month.
This University has agreed in principal.
There are numerous outstanding campus’s throughout the country, these ‘tactical’
venues can be supplied/set up during the strategic Tesco’s tour.
Cost: Donate £500 to the students union, so they can have a party on Atari – perfect.


Consumer Promotion
driving data collection
Subscribe to our FREE e-zine informing you of all the latest must have
innovations from Atari and you could get Tiscali broadband for only £15.99* a
month. An unlimited super-fast package for the heavy user, ideal for the gamer.
In order to play multi-player and arcade on-line games, gamers must
have broadband.
This simple promotion aimed at acquiring consumer contact data, will push
all the right buttons and build a return path database enabling direct and
highly targeted communication.
* was £17.99 a month.


Consumer Promotion
driving data collection
Initial three month promotional period. Tiscali link on Atari micro site.
This promotion will also be pushed at off-site venues.
Awaiting further information from Tiscali, but initial discussions look positive.


Atari brand presence through experiential marketing

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