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Fun	
  &	
  Impact:	
  Ideas	
  that	
  Engage,	
  
Evolve	
  &	
  Influence	
  

Lisa	
  Benne;	
  
DDB	
  West	
  
Fun & Impact:
Ideas that Engage,
Evolve & Influence


                     Lisa Bennett
                     Melody Badgett
                     Kevin Richardson
                     Gary Cook
Its hard to get
people’s attention
these days and its
even harder
to keep it.
1. Humor
Who would you rather
  hang out with?
Old Spice: Smell Like a
Man, Man
Every new interpretation is
a reminder of the brand.
SB11 - 1% for the Planet - Melody Badgett
1% For the Planet
Discussion
2. Play
SB11 - 1% for the Planet - Melody Badgett
SB11 - 1% for the Planet - Melody Badgett
SB11 - 1% for the Planet - Melody Badgett
SB11 - 1% for the Planet - Melody Badgett
SB11 - 1% for the Planet - Melody Badgett
Over 23 million views on

Over 35,000 blog posts

Over 140,000 shares on
Over 100,000
2.7 millions visitors to
TheFunTheory.com
from 211 countries




92,000 visitors to blog

_____________________

Combined touch points:
+300% traffic into VW
The Fun Theory Award
SB11 - 1% for the Planet - Melody Badgett
The Winner - Kevin Richardson
The Fun Theory
Award: Speed
Camera Lottery
+
    My Backstory

    Snr. Producer for Nickelodeon Kids and Family Games

    Film/TV/Games Background

    Story as the Foundation of ideas

    3 Daughters – their safety #1

    Saw the Piano Staircase video at work

    www.thefuntheory.com - a contest!

    Went home and scribbled some ideas…
+
    3 Ideas I submitted
+
    1. Can we get more people to
    stand in safe areas at train
    platforms if its fun to do?
+
    2. Can we get more people to pick
    fruit over sweets if its fun to do?
+
    3. Can we get more people to
    obey the speed limit if its fun to
    do?
+
    The Experiment
+
    Anatomy of these ideas

    More story-fication than gamification – some things I consider at Nickelodeon
    when developing games, and did on this as well:

      Story Problem (is it one I/we care about?)

      Backstory (what happened before these ideas showed up?)

      Main Character Concern (winning, broadly defined)

      Antagonist (opponent or big brother, “life”)

      Obstacle/Inhibitor Character Concern (status quo, inferior solutions etc.)

      Story Limit (time or an event)

      Story Outcome (What happens if we do nothing?)

      Ironic Story Premise (get paid for driving the speed limit….)
+
    Thank You
Discussion
3. Encourage
Participation
SB11 - 1% for the Planet - Melody Badgett
Greenpeace
Give people a way to participate


      Help get Facebook
      To Unfriend Coal




      Help build the new
      Rainbow Warrior
Unfriend Coal Campaign


• 700,000+ have joined the Unfriend Coal
  campaign to date.

• Record for most Facebook comments
  on a post in 24 hours (80,000+ or one
  every second for 24 hours).

• Facebook announced its Open
  Compute Project recently, which will
  help others make data centers more
  energy efficient.
A New Rainbow Warrior



 • The Rainbow Warrior is 32 years
   old and needs to be replaced

 • Give people a chance to own a
   piece of the new ship.
A New Rainbow Warrior

• Created an ecommerce website
  anewwarrior.com

• More than 400,000 pieces for
  sale in the e-shop

• Contributors receive a certificate
  of ownership and their name
  appears on the contribution wall
  of the new Rainbow Warrior
SB11 - 1% for the Planet - Melody Badgett
Results to Date

• $1,838,208 raised so far

• 31,486 certificates of ownership

• 1,857,304 visitors from 171 countries to site

• 1000’s of new owners posted their certificates to social
  network sites
Discussion
6                    2
    X   7   X
                         =
                24
Fun = Humor, Play, Participation
Fun   Impact
Thank you!
SB11 - 1% for the Planet - Melody Badgett

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SB11 - 1% for the Planet - Melody Badgett

  • 1. Fun  &  Impact:  Ideas  that  Engage,   Evolve  &  Influence   Lisa  Benne;   DDB  West  
  • 2. Fun & Impact: Ideas that Engage, Evolve & Influence Lisa Bennett Melody Badgett Kevin Richardson Gary Cook
  • 3. Its hard to get people’s attention these days and its even harder to keep it.
  • 5. Who would you rather hang out with?
  • 6. Old Spice: Smell Like a Man, Man
  • 7. Every new interpretation is a reminder of the brand.
  • 9. 1% For the Planet
  • 17. Over 23 million views on Over 35,000 blog posts Over 140,000 shares on Over 100,000
  • 18. 2.7 millions visitors to TheFunTheory.com from 211 countries 92,000 visitors to blog _____________________ Combined touch points: +300% traffic into VW
  • 19. The Fun Theory Award
  • 21. The Winner - Kevin Richardson
  • 22. The Fun Theory Award: Speed Camera Lottery
  • 23. + My Backstory Snr. Producer for Nickelodeon Kids and Family Games Film/TV/Games Background Story as the Foundation of ideas 3 Daughters – their safety #1 Saw the Piano Staircase video at work www.thefuntheory.com - a contest! Went home and scribbled some ideas…
  • 24. + 3 Ideas I submitted
  • 25. + 1. Can we get more people to stand in safe areas at train platforms if its fun to do?
  • 26. + 2. Can we get more people to pick fruit over sweets if its fun to do?
  • 27. + 3. Can we get more people to obey the speed limit if its fun to do?
  • 28. + The Experiment
  • 29. + Anatomy of these ideas More story-fication than gamification – some things I consider at Nickelodeon when developing games, and did on this as well: Story Problem (is it one I/we care about?) Backstory (what happened before these ideas showed up?) Main Character Concern (winning, broadly defined) Antagonist (opponent or big brother, “life”) Obstacle/Inhibitor Character Concern (status quo, inferior solutions etc.) Story Limit (time or an event) Story Outcome (What happens if we do nothing?) Ironic Story Premise (get paid for driving the speed limit….)
  • 30. + Thank You
  • 35. Give people a way to participate Help get Facebook To Unfriend Coal Help build the new Rainbow Warrior
  • 36. Unfriend Coal Campaign • 700,000+ have joined the Unfriend Coal campaign to date. • Record for most Facebook comments on a post in 24 hours (80,000+ or one every second for 24 hours). • Facebook announced its Open Compute Project recently, which will help others make data centers more energy efficient.
  • 37. A New Rainbow Warrior • The Rainbow Warrior is 32 years old and needs to be replaced • Give people a chance to own a piece of the new ship.
  • 38. A New Rainbow Warrior • Created an ecommerce website anewwarrior.com • More than 400,000 pieces for sale in the e-shop • Contributors receive a certificate of ownership and their name appears on the contribution wall of the new Rainbow Warrior
  • 40. Results to Date • $1,838,208 raised so far • 31,486 certificates of ownership • 1,857,304 visitors from 171 countries to site • 1000’s of new owners posted their certificates to social network sites
  • 42. 6 2 X 7 X = 24
  • 43. Fun = Humor, Play, Participation
  • 44. Fun Impact