A World of Branded Games

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A World of Branded Games

  1. 1. A world of branded games
  2. 2. Since 2000 we saw a lot of branded “games”
  3. 3. “One of the best examples is, of course, mobile social game Foursquare, which awards badges as users "check in" via their phones at physical places. Accumulating badges -- and achieving statuses such as the "mayor" -- are motivations to get people to check in.”*! *Extract
from
AdAge’s
article
All
the
World's
a
Game,
and
Brands
Want
to
Play
Along


  4. 4. We have been talking a lot about starbucks and jetblue Starbucks made a partnership with Foursquare to reward people who succeed to become “the mayor” of a Starbucks with a one dollar discount.! JetBlue created an app that reward people who check in at Jet Blue. There is a ranking, and the best ones will be rewarded with plane tickets and vouchers. !
  5. 5. As far as I am concerned = It just seems like a smart “2.0 loyalty or club card” to me. ! Not a game
  6. 6. In two years (maybe less) We can expect that this “2.0 loyalty card” will become common, and all companies will have their own, while a game exist thanks to its uniqueness and its capacity to engage customers.!
  7. 7. "Basically game mechanics are a way to get consumers addicted to things,”! said Tim Chang, principal at Norwest Venture Partners, which has backed many social mobile game companies. ! "They keep people engaged to keep doing things, as opposed to what goes viral quick: You click, you watch and then never see it again.” ! Extract
from
Ad
Age’s
article
All
the
World's
a
Game,
and
Brands
Want
to
Play
Along


  8. 8. Here are some real branded games Battle of the Cheetos, Nike Grid, Fight for Kisses (Wilkinson,) Levi’s iSpy, Hotel 626, The Coke Zero Game…! Remarkable works have been done those last years.!
  9. 9. Zoom on two of them. A real world catch me if you can.! Online and mobile interaction (twitter.)! Hundreds pairs of Levi’s were released on the streets of Australia and New Zealand worn by Levi’s representatives. ! People were able to follow those representatives through twitter. To win the pair of jeans they just had to ask “are those Levi’s?”! If they got it right the wearer had to grab their jeans and hand them over on the spot.!
  10. 10. Zoom on two of them. London is your gameboard. ! You have 24 hours to claim your streets.! 40 postcodes across London. ! North. South. East. West. Grid phone boxes in each postcode. Run between them. Score points. ! Run more. Score more. Badges awarded for speed, endurance and stamina. Play for your postcode. ! Get the glory. Claim the crown*! *Extract from nikegrid.com!
  11. 11. Strong benefits for the brand Share preference ENGAGING unique experience SMART! Fun innovative memorable different …
  12. 12. Acting on the brand.! Acting on sales.! Loyalty No exchange Price motivation mechanic Innovative (short term) … vs.
  13. 13. An interesting statement Social media are used to reconnect to the physical world.! From the web and Twitter…! …to the streets. ! From the web and facebook…! …to the streets.! (Phone boxes) !
  14. 14. is the immaterial world (digital) the best way to reconnect to the “real world?”

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