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    BrandNewGame for GITC BrandNewGame for GITC Presentation Transcript

    • +1 PLAY CONSULT CONCEPT +2 INGdonderdag 24 november 2011
    • A Brand New Playground How can we use games as a branding and marketing tool?donderdag 24 november 2011
    • donderdag 24 november 2011
    • #GITCdonderdag 24 november 2011
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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) 5. Promotion 1. Product placement 2. In-game advertising 3. Branded content 4. Visually adapted game 5. Advergamedonderdag 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? 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) Objective: increase store traffic Target: young minded consumers Essence: being comfortable during uncomfortable situationsdonderdag 24 november 2011
    • 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
    • 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$%; C883donderdag 24 november 2011
    • 3/4: How can We? 2/5: Play a game like Pong for Discountdonderdag 24 november 2011
    • 3/4: How can We? 2/5: Make it work? ($(&%)*+& ,$&-).+/,,0& <++9&85+& %)*+&,$& =+/;(8+;& !"#$%& 1)*+&2,3& (45,$+& 6,7.5+3& 8,&/+& 3+9++*+9& ($:;8,3+&&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?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 values and way to work Target: all bank employees (retail) Essence: learn how to profile consumers quicker and build trustdonderdag 24 november 2011
    • 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. Product placementdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 1. Product placementdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertisingdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 2. In-game advertisingdonderdag 24 november 2011
    • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising) 3. Branded contentdonderdag 24 november 2011
    • 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. Visually adapted gamesdonderdag 24 november 2011
    • 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
    • 4/4: Where = More Info? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufen Slideshare: BartHufendonderdag 24 november 2011
    • Game over? Did you like it?donderdag 24 november 2011
    • Game over? Book: www.brandnewplayground.com Blog: www.gamingandbranding.com Bizz: www.brandnewgame.nl Twitter: @BartHufendonderdag 24 november 2011
    • PLAY CONSULT CONCEPT INGdonderdag 24 november 2011