+1             PLAY            CONSULT                             CONCEPT                              +2                ...
A Brand New Playground                             How can we use games as a branding and marketing tool?donderdag 24 nove...
donderdag 24 november 2011
#GITCdonderdag 24 november 2011
Content                1. What’s positioning all about?                2. Why consider context when developing concepts?  ...
1/4: What’s positioning?             1.Be Real (istic) & SMART             2.Be (and remain) Remarkable             3.Rema...
1/4: What’s positioning?             1.Be Real (istic) & SMART                • Your first game will not be Call of Duty 5...
1/4: What’s positioning?             1.Be Real (istic) & SMART                • Your first game will not be Call of Duty 5...
1/4: What’s positioning?             2.Be (and remain) Remarkable                • Do what you LOVE                • Know ...
1/4: What’s positioning?             3.Remain Relevant                • Be in touch with your target audience             ...
1/4: What’s positioning?             4.Behave Righteously                • Never go for the quick buck ($)                ...
1/4: What’s positioning?             5.Build Relationships                • Consumers build your brand, marketing just ree...
1/4: What’s positioning?                    Starting from the objective, the target group and the brand essence           ...
2/4: Why Consider Context?donderdag 24 november 2011
2/4: Why Consider Context?donderdag 24 november 2011
2/4: What’s in a game?                    Peaks of Frustration create Epic Experiencesdonderdag 24 november 2011
3/4: How can We?                    Lack of time forces me to show just a few examplesdonderdag 24 november 2011
3/4: How can We?             1. Product             2. Price             3. Place             4. Personnel (staff)        ...
3/4: How can We?                    1/5: Virtual (in-game) Product usedonderdag 24 november 2011
3/4: How can We?                    1/5: Virtual (in-game) Product usedonderdag 24 november 2011
3/4: How can We?                    1/5: Virtual (in-game) Product usedonderdag 24 november 2011
3/4: How can We?                    1/5: Virtual (in-game) Product usedonderdag 24 november 2011
3/4: How can We?                    2/5: A game that influences the Price (and builds up a CRM dBase)                    O...
3/4: How can We?                    2/5: Define the Brand Essence in a tag cloud                                          ...
2/3: How can We?                                         Price (and builds up a CRM                    2/5: A game that in...
3/4: How can We?                    2/5: Play a game like Pong for Discountdonderdag 24 november 2011
3/4: How can We?                    2/5: Make it work?                                                      ($(&%)*+&     ...
3/4: How can We?donderdag 24 november 2011
3/4: How can We?donderdag 24 november 2011
3/4: How can We?donderdag 24 november 2011
3/4: How can We?donderdag 24 november 2011
3/4: How can We?                    3/5: New distribution Placesdonderdag 24 november 2011
3/4: How can We?                    3/5: New distribution Placesdonderdag 24 november 2011
3/4: How can We?                    3/5: New distribution Placesdonderdag 24 november 2011
3/4: How can We?                    4/5: Games to train Staff (Personnel)                    Objective: learn new brand va...
2/3: How can We?                    4/5: Games to train Staff (Personnel)donderdag 24 november 2011
3/4: How can We?                    4/5: Games to train Staff (Personnel)donderdag 24 november 2011
3/4: How can We?                    4/5: Games to train Staff (Personnel)donderdag 24 november 2011
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             1. Produc...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             1. Produc...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             1. Produc...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             1. Produc...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             2. In-gam...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             2. In-gam...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             3. Brande...
3/4: How can We?donderdag 24 november 2011
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             4. Visual...
3/4: How can We?                    5/5: Games to Promote your organization or brand (Gamevertising)             5. Adverg...
4/4: Where = More Info?                    Book: www.brandnewplayground.com                    Blog: www.gamingandbranding...
Game over?                    Did you like it?donderdag 24 november 2011
Game over?                    Book: www.brandnewplayground.com                    Blog: www.gamingandbranding.com         ...
PLAY         CONSULT                             CONCEPT   INGdonderdag 24 november 2011
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BrandNewGame for GITC

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BrandNewGame for GITC

  1. 1. +1 PLAY CONSULT CONCEPT +2 INGdonderdag 24 november 2011
  2. 2. A Brand New Playground How can we use games as a branding and marketing tool?donderdag 24 november 2011
  3. 3. donderdag 24 november 2011
  4. 4. #GITCdonderdag 24 november 2011
  5. 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 blogdonderdag 24 november 2011
  6. 6. 1/4: What’s positioning? 1.Be Real (istic) & SMART 2.Be (and remain) Remarkable 3.Remain Relevant 4.Behave Righteously 5.Build Relationshipsdonderdag 24 november 2011
  7. 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 accordinglydonderdag 24 november 2011
  8. 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 accordinglydonderdag 24 november 2011
  9. 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. 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. 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 successdonderdag 24 november 2011
  12. 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. 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 conceptdonderdag 24 november 2011
  14. 14. 2/4: Why Consider Context?donderdag 24 november 2011
  15. 15. 2/4: Why Consider Context?donderdag 24 november 2011
  16. 16. 2/4: What’s in a game? Peaks of Frustration create Epic Experiencesdonderdag 24 november 2011
  17. 17. 3/4: How can We? Lack of time forces me to show just a few examplesdonderdag 24 november 2011
  18. 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. Advergamedonderdag 24 november 2011
  19. 19. 3/4: How can We? 1/5: Virtual (in-game) Product usedonderdag 24 november 2011
  20. 20. 3/4: How can We? 1/5: Virtual (in-game) Product usedonderdag 24 november 2011
  21. 21. 3/4: How can We? 1/5: Virtual (in-game) Product usedonderdag 24 november 2011
  22. 22. 3/4: How can We? 1/5: Virtual (in-game) Product usedonderdag 24 november 2011
  23. 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 situationsdonderdag 24 november 2011
  24. 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$%; C883donderdag 24 november 2011
  25. 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$%; C883donderdag 24 november 2011
  26. 26. 3/4: How can We? 2/5: Play a game like Pong for Discountdonderdag 24 november 2011
  27. 27. 3/4: How can We? 2/5: Make it work? ($(&%)*+& ,$&-).+/,,0& <++9&85+& %)*+&,$& =+/;(8+;& !"#$%& 1)*+&2,3& (45,$+& 6,7.5+3& 8,&/+& 3+9++*+9& ($:;8,3+&&donderdag 24 november 2011
  28. 28. 3/4: How can We?donderdag 24 november 2011
  29. 29. 3/4: How can We?donderdag 24 november 2011
  30. 30. 3/4: How can We?donderdag 24 november 2011
  31. 31. 3/4: How can We?donderdag 24 november 2011
  32. 32. 3/4: How can We? 3/5: New distribution Placesdonderdag 24 november 2011
  33. 33. 3/4: How can We? 3/5: New distribution Placesdonderdag 24 november 2011
  34. 34. 3/4: How can We? 3/5: New distribution Placesdonderdag 24 november 2011
  35. 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 trustdonderdag 24 november 2011
  36. 36. 2/3: How can We? 4/5: Games to train Staff (Personnel)donderdag 24 november 2011
  37. 37. 3/4: How can We? 4/5: Games to train Staff (Personnel)donderdag 24 november 2011
  38. 38. 3/4: How can We? 4/5: Games to train Staff (Personnel)donderdag 24 november 2011
  39. 39. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
  40. 40. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
  41. 41. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
  42. 42. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
  43. 43. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertisingdonderdag 24 november 2011
  44. 44. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertisingdonderdag 24 november 2011
  45. 45. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 3. Branded contentdonderdag 24 november 2011
  46. 46. 3/4: How can We?donderdag 24 november 2011
  47. 47. 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 4. Visually adapted gamesdonderdag 24 november 2011
  48. 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. 49. 4/4: Where = More Info? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen Slideshare: BartHufendonderdag 24 november 2011
  50. 50. Game over? Did you like it?donderdag 24 november 2011
  51. 51. Game over? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 24 november 2011
  52. 52. PLAY CONSULT CONCEPT INGdonderdag 24 november 2011

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