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Games for Brands
                                 London - 27 Oct 2011




The Power        of Games
How Games can
Harness Brands




                     Volker Hirsch (@vhirsch)
                 Director, Research In Motion
                     http://www.radian6.com/wp-content/uploads/2010/01/Beach-Body-pic-1024x868.png
What are Brands in for?
Sell
 or
Else
 ...



       David Ogilvy
The Power of Games
Human Value Drivers:
           Sex
Hope
           Money

Belonging

Feeling Important

Security

Getting more out of Life
Quid Pro Quo
          The exchange of valuable consideration [...] required for the
          formation of a valid contract between individuals. This requirement
          of mutual consideration, or the                        exchange of something of
          value, indicates the sincerity of the parties' intent to adhere to the
          contract between them.




http://legal-dictionary.thefreedictionary.com/quid+pro+quo
Experience Economy




  B Joseph Pine II & James H Gilmore, “The Experience Economy” (1999)
http://the4thstage.com/wp-content/uploads/2008/05/prod-development-ux-team-plan-2008pptx1.jpg
Experience is about emotions.

Emotions are not about
consumers; they are about
human beings.

Digital media has a higher
K-factor than anything before.
Result:
Digital
Darwinism




            Charles Darwin
Social alters perceptions, and it
does so faster than you can
imagine.
Q: What is your brand essence?
74% of all buying decisions are made
    on a friend’s recommendation                                                                                Source: Bain Consulting




http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg
What is Social?
Social refers to the
interaction of organisms
with other organisms and to
their collective co-existence
[...]


Source: Wikipedia
The Power of Games
http://commons.wikimedia.org/wiki/File:Bhgs_crowd.jpg
What is a Social Game?
The Power of Games
Metric-driven design
Sources & Sinks




                                                                                                                                   $$   $
http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
http://en.wikipedia.org/wiki/File:Fountain_by_slonecker.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG
Social?




http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
Social Games Seem
  Not So Social...



      And remember: you got to be social
Quid Pro Quo
          The exchange of valuable consideration [...] required for the
          formation of a valid contract between individuals. This requirement
          of mutual consideration, or the                        exchange of something of
          value, indicates the sincerity of the parties' intent to adhere to the
          contract between them.




http://legal-dictionary.thefreedictionary.com/quid+pro+quo
Coercion is
           Evil ...




http://www.theargonath.cc/characters/saruman/pictures/saruman2.jpg
The right message for you?




                                           Bernie Madoff


Courtesy of the US Department of Justice
You need context!




http://flickr.com/photos/nolifebeforecoffee/124659356/
Object-Centered Sociality




                                                                                                        Jyri Engeström
                                                                                                   Founder, Jaiku & Ditto

                                                                                               Prof Dr Karin Knorr-Cetina,
                                                                                                               Sociologist



https://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
Object




Social is interaction in context
http://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
Make sure you’re relevant




http://gapingvoid.com
So maybe not this...
... or this...




http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg
Games are ideal for brands:
-   Intrinsically interactive.
-   Less intrusive than other marketing tools.
-   The Brand takes centre stage: shine!
-   Creating fanatics: Love it, recommend it.
... but ...
Engage where it matters!




http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
How to Engage:
                                 Interaction where it matters
 • Mechanics that make sense: for the brand, for the
     for the brand message and for the user.
 •   Features that foster interaction.
 •   Rewards that are relevant to the brand and the
     user.


• Activate friend networks: finding, gifting,
     comparing - create and foster fanatics!
Encourage exchange with people that matter
Use the right tools




Hint...
The Power of Games
http://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg   http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
Reminder:
                Quid Pro Quo
          The exchange of valuable consideration [...] required for the
          formation of a valid contract between individuals. This requirement
          of mutual consideration, or the                    exchange of something of
          value, indicates the sincerity of the parties' intent to adhere to the
          contract between them.




http://legal-dictionary.thefreedictionary.com/quid+pro+quo
Thank you!

         +44 7795 970 191

         @vhirsch / @scoreloop

         vhirsch@rim.com

         http://scoreloop.com

         http://blackberry.com

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The Power of Games

  • 1. Games for Brands London - 27 Oct 2011 The Power of Games How Games can Harness Brands Volker Hirsch (@vhirsch) Director, Research In Motion http://www.radian6.com/wp-content/uploads/2010/01/Beach-Body-pic-1024x868.png
  • 2. What are Brands in for?
  • 3. Sell or Else ... David Ogilvy
  • 5. Human Value Drivers: Sex Hope Money Belonging Feeling Important Security Getting more out of Life
  • 6. Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties' intent to adhere to the contract between them. http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • 7. Experience Economy B Joseph Pine II & James H Gilmore, “The Experience Economy” (1999) http://the4thstage.com/wp-content/uploads/2008/05/prod-development-ux-team-plan-2008pptx1.jpg
  • 8. Experience is about emotions. Emotions are not about consumers; they are about human beings. Digital media has a higher K-factor than anything before.
  • 9. Result: Digital Darwinism Charles Darwin
  • 10. Social alters perceptions, and it does so faster than you can imagine.
  • 11. Q: What is your brand essence?
  • 12. 74% of all buying decisions are made on a friend’s recommendation Source: Bain Consulting http://www.cartoonary.com/madagascar/images/madagascar-marty-alex-gloria-melman-penguins-julien-2048x1536.jpg
  • 14. Social refers to the interaction of organisms with other organisms and to their collective co-existence [...] Source: Wikipedia
  • 17. What is a Social Game?
  • 20. Sources & Sinks $$ $ http://www.revivevending.co.uk/blog/wp-content/uploads/2010/07/vending-machines.jpg http://en.wikipedia.org/wiki/File:Fountain_by_slonecker.jpg http://upload.wikimedia.org/wikipedia/en/4/46/Storm_Drain_Dryden.JPG
  • 22. Social Games Seem Not So Social... And remember: you got to be social
  • 23. Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties' intent to adhere to the contract between them. http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • 24. Coercion is Evil ... http://www.theargonath.cc/characters/saruman/pictures/saruman2.jpg
  • 25. The right message for you? Bernie Madoff Courtesy of the US Department of Justice
  • 27. Object-Centered Sociality Jyri Engeström Founder, Jaiku & Ditto Prof Dr Karin Knorr-Cetina, Sociologist https://svn-create.freedesktop.osuosl.org/public/create/docs/logo/images/light_bulb_off3.jpg
  • 28. Object Social is interaction in context http://upload.wikimedia.org/wikipedia/commons/e/e0/Petanque_players_in_Cannes_(France)_2003.jpg
  • 29. Make sure you’re relevant http://gapingvoid.com
  • 30. So maybe not this...
  • 32. Games are ideal for brands: - Intrinsically interactive. - Less intrusive than other marketing tools. - The Brand takes centre stage: shine! - Creating fanatics: Love it, recommend it.
  • 34. Engage where it matters! http://www.windsorfinejewelers.com/media/catalog/product/cache/1/image//t/a/tacori-platinum-round-diamond-semi-mount-engagement-ring.jpg
  • 35. How to Engage: Interaction where it matters • Mechanics that make sense: for the brand, for the for the brand message and for the user. • Features that foster interaction. • Rewards that are relevant to the brand and the user. • Activate friend networks: finding, gifting, comparing - create and foster fanatics! Encourage exchange with people that matter
  • 36. Use the right tools Hint...
  • 38. http://upload.wikimedia.org/wikipedia/commons/9/9c/Red_Porsche_Killer_Kiel2007.jpg http://theinspirationroom.com/daily/print/2009/3/Berger_Natural_Finish.jpg
  • 39. Reminder: Quid Pro Quo The exchange of valuable consideration [...] required for the formation of a valid contract between individuals. This requirement of mutual consideration, or the exchange of something of value, indicates the sincerity of the parties' intent to adhere to the contract between them. http://legal-dictionary.thefreedictionary.com/quid+pro+quo
  • 40. Thank you! +44 7795 970 191 @vhirsch / @scoreloop vhirsch@rim.com http://scoreloop.com http://blackberry.com