BrandNewGame - Bjorn Borg game concept

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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.

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BrandNewGame - Bjorn Borg game concept

  1. 1. BrandNewGame  Bart  Hufen    Interac(ve  Brandstrategy  
  2. 2. Interac2ve  Branding       Content    1.  BrandNewGame    2.  Brand  Essence  Björn  Borg    3.  Interac2ve  concept    4.  Proposal      5.  Wrap  up    
  3. 3. Interac2ve  Branding   1/5  Introducing  BrandNewGame  “Transla(ng  Brand  Essence  into  Strategic  Interac(ve  Concepts”    
  4. 4. Interac2ve  Branding  1/5  Introducing  BrandNewGame   Goal   Interac2ve   Brand   Strategy   Brand   Target  Essence  
  5. 5. Game  concepts  &  Brand  strategy      4/6  Which  examples  are  there?    
  6. 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. 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. 8. Interac2ve  Branding       2/5  Brand  Essence  “Being  Comfortable”  
  9. 9. Interac2ve  Branding   2/5  Brand  Essence  “Feeling  Comfortable  during    Uncomfortable  Situa(ons…”  
  10. 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. 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. 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. 13. Interac2ve  Branding   3/5  Interac2ve  Branding  Concept  A  Brand  New  Ballgame  called  ‘Bjöng’  
  14. 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. 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. 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. 17. Interac2ve  Branding  3/5  Should  haves  –  Game  on  facebook    
  18. 18. Interac2ve  Branding   3/5  Should  haves  –  Game  on  facebook  Play  the  Bjöng  Challenge  and  win  up  to  10  euro  discount  at  Selfridges  
  19. 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. 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. 21. Interac2ve  Branding  3/5  Could  haves  –  Fanpage  on  facebook  
  22. 22. Interac2ve  Branding  3/5  Could  haves  –  Playable  banner    
  23. 23. Interac2ve  Branding  3/5  Could  haves  –  Playable  banner    
  24. 24. Interac2ve  Branding  3/5  Could  haves  –  Ads/Posters  &  Digital  Voucher  POSTER  /  AD        DIGITAL  VOUCHER    
  25. 25. Interac2ve  Branding   4/5  Video  
  26. 26. Interac2ve  Branding   5/5  Wrap  up  Any  ques7ons?    Please  contact:    Bart  Hufen    +31648  18  6632    barthufen@brandnewgame.nl  www.BrandNewGame.nl    
  27. 27. Interac2ve  Branding   5/5  Wrap  up  Thank  you!  

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