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Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
Mastery Is the Message: Engaging Young Audiences Through Video Games
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Mastery Is the Message: Engaging Young Audiences Through Video Games

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A presentation in Washington D. C. for the PRSA 2010 International Conference Powering PRogress, October 16 - 19. …

A presentation in Washington D. C. for the PRSA 2010 International Conference Powering PRogress, October 16 - 19.

Mastery Is the Message: Engaging Young Audiences Through Video Games

Steven Kostant, senior vice president, creative strategy, Fleishman Hillard

Marc Dionne, senior vice president, creative director, Fleishman Hillard

Will McHenry, managing supervisor, digital designer, Fleishman Hillard

Kerry Kennedy Troup, senior vice president, marketing communications, Fleishman-Hillard

For many gamers, the “medium is mastery” as they spend hours destroying a nemesis. However, video games also can teach new skills and provide a platform for social good. “Admongo — Live the ADventure,” is a multimedia communications campaign designed and developed by Fleishman Hillard’s Creative Studio for the Federal Trade Commission (FTC). This campaign uses video game play to educate children ages 8–12 about advertising and marketing so they can become more discerning consumers of information and advertising. Explore the blurring lines between the next wave of public relations practice and our roles as communicators who are skilled in creative strategy, digital design and video game development. Gain insights into games that combine education and entertainment, and practical applications for developing games without a blockbuster budget.

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  • You move through the levels finding ads and solving puzzles. There’s about 10 levels. We settled with a pair of illustrators based in england for the environemnts. We’re using our in house illustrators to handle the characters. It would have made a tighter product to have the illustrators in house but this is quite the specialty discipline.
  • Along the way you find a series of movies bringing to life advertising. We had to design 25 ads like this. They really wanted to look good in front of the advertising community.
  • And we landed here – admongo.gov. A wild and fantastic building purpose built to train you on the inner workings of advertising. The objective is simple – to get to the top.
  • So we won the business. They loved idea of a game we quickly got into research with our youth focused research partner Just Kid. Designers and writers working closely ad literacy experts, marketers, pr, together with the client. We tested names, storylines, ad literacy awareness, game concepts – we learned a lot.
  • All this effort, it comes together in experience. Our goal – create experience. User gives it life, where experience happens. Why care? The experience it creates, the meaning it imparts.
  • Mr.Menell anecdote!
  • Analogy to pet eating pills wrapped in meat. We can relate with our messaging.
  • What do I mean by experience creates meaning?Anecdote about testing
  • Experience matters. Don’t take it lightly. Don’t just slap things together, cut corners, place that image there because.
  • Care, and care intensely.
  • Transcript

    • 1. PRSA October 19, 2010
      Mastery is
      the Message
      Engaging Audiences Through Video Games
    • 2. Steven Kostant
      Kerry Troup
      Marc Dionne
      Will McHenry
    • 3.
    • 4. Why Gaming?
      Research Reveals
      Content is King
      Creative Transcends
      Experience Matters
    • 5. Collect
      12 Coins
    • 6.
    • 7. Why
      gaming?
    • 8. 1
      People
      Love
      gaming
    • 9.
    • 10. Serious
      gaming
    • 11.
    • 12. Social
      good
    • 13. Gaming
      curriculum
    • 14. Educate
      to Innovate
    • 15. By age 21,
      the average
      American will
      have spent
      more than
      10,000
      hours playing
    • 16. That’s
      5 years
      of work
    • 17. Zynga
      Mafia Wars + Farmville
      100 million
      monthly visitors
      $4 billion
    • 18. 2
      Games
      actually
      work
    • 19.
    • 20. 18
      minutes
    • 21. Research
      reveals
    • 22. “People who come up with clever solutions are almost always the same people who take the time to figure out the real problem.”
      Jesse Schell
    • 23. Experts
      forum
    • 24. Co–
      creation
    • 25.
    • 26.
    • 27. Play
      testing
    • 28. 3
      Research
      is not a box
      to check
    • 29. Research is
      part ofthe entire
      process.
      That means keep
      doing it.
    • 30. www.franklincovey.com
    • 31. 4
      Research
      is not
      scripture
    • 32. Don’t obsess on
      what they said.
      Focus more on
      why they said it.
    • 33. Whether you
      agree or
      disagree with
      research…
      Have a reason
      why.
    • 34. “Never ignore a
      gut feeling,
      but never believe
      it’s enough.”
      Robert Heller
    • 35. Content
      is king
    • 36. 5
      Content is
      everything
    • 37. Content is
      story
      Avatar: $2.24B (Feb. 2010)
    • 38. Content is
      authentic
      Bill of Rights (1789)
    • 39. Content is
      social
      Facebook 500m (Oct 2010)
    • 40. Content is
      data
      Information graphics
    • 41. Content is
      current
      BBC Online (300+ staff)
    • 42. Content is
      viral
    • 43. Content is
      real-time
      Twitter
    • 44. Content is
      gaming
      Admongo
    • 45. 6
      Content
      must have
      context
    • 46. digestible
    • 47.
    • 48.
    • 49. Research
      Subject
      Matter
      Experts
      Clients
      The king is promiscuous
      Creative:
      Writing &Design
      Marketing
      & PR
      Tech
    • 50. What is theprocess forfor ignitingcontent?
    • 51. 2:Strategy
      1:Insight
      3:Staging
      Content
      flows
      4:Creation
      5:Sustain
    • 52. 7
      Content is
      trans-media
    • 53. Content is
      flexible
    • 54. Creative
      transcends
    • 55. Creative
      transcends
    • 56.
    • 57. 8
      Start
      with the
      object
    • 58. The object is a players perception
      of completion
    • 59.
    • 60.
    • 61.
    • 62.
    • 63.
    • 64. It’s the journey, not the end.
      But the end drives the journey.
    • 65. 9
      Exploration
      creates
    • 66. “If you wish to advance into the infinite, explore the finitein all directions.”
      Johann Wolfgang von Goethe
    • 67.
    • 68.
    • 69.
    • 70.
    • 71.
    • 72.
    • 73.
    • 74.
    • 75.
    • 76.
    • 77. explore
    • 78. 10
      Design
      is
      message
    • 79. “Design trends online change slightly less often than
      my socks.”
      — Suleiman Leadbitter
    • 80. Johnny
    • 81. blue
    • 82.
    • 83.
    • 84. think
      critically
    • 85. discover
    • 86. Experience
      matters
    • 87. 11
      Our
      goal is
      experience
    • 88. Our goal was not
      to create a game.
      Our goal was
      to create an
      experience.
    • 89.
    • 90.
    • 91. 12
      We
      learn from
      experience
    • 92.
    • 93. Experience
      matters
    • 94. Care.
    • 95. Experience is
      100% quality
      over quantity.
    • 96. Experience is
      inthe details
    • 97. People love gaming
      Games actually work
      Research is not a checkbox
      Research is not scripture
      Content is everything
      Content must have context
      Content is trans-media
      Start with the object
      Creativity is exploration
      Design is message
      The goal is experience
      We learn from experience
    • 98. Go play

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