The Role Of Gaming In Integrated Marketing Communications

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+ Fred Taylor 5 months ago
Nice set of slides. Well done!

Notes on slide 1

Team members:308246837 Monique de Villiers308061160 Su Zhao307244059 Jerin SheriJacob308300483 Thai Lim307239578 Arundhati Subramanyam

Before we get in to our presentation, we’d like to clarify the distinction between advergaming and ingame advertising. Advergaming refers to building a game from scratch, around a particular brand, while ingame advertising refers to placing your brand within a pre-existing gameworld. Though both concepts refer to advertising, videogames are a new media that have seen a lot of growth in the past decade. We’re not going to differentiate here between console and PC, online and offline, hardcore and casual etc., but look at video games as a whole.

Road mapThe Problem and Why Gaming: JerinOur Client: Monique and ClaireApplication: DhatiImplications: Ty

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The Role Of Gaming In Integrated Marketing Communications - Presentation Transcript

GAMING THE ROLE OF IN INTEGRATED MARKETING COMMUNICATIONS
ADVERGAMING or
The Problem Why Gaming Our Client Advg. Option IGA Option Implications Q&A
80% of media will be online by 2020
Media fragmentation and clutter
CAGR of 10.3% and growing demographics; an even gender split, aged 10 – 60+
What’s in it for me? +
Introduction of new advergames by the firm Attention attracted and captured A by features of (new) advergame I Interest in the advergame and products associated with it D Share Play Experience the product A Email / Facebook friends Return to the site Buy the product
Our Client
Target Audience
Action, Adventure, Fun, Sport, Passion
Billabong: The Current IMC
Gaps in Billabong’s current IMC strategy
What we propose: Option 1: Advergame Option 2: Ingame advertising
Option 1: The Advergame
Option 1: The Advergame
Option 2: Ingame Advertising
11,500,000 monthly subscribers Average age of 26 22 hrs a week spent ingame
Game Store Engagement
Integration, for the Brand and the Consumer
Fun + Engagement = EFFECTIVENESS
Relevance Realism Respect
Q&A