The Role of Play in Engaging the Youth Market - The Stimuli


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This slideshow presents a series of real life examples, mainly from the digital world, that you may or may not have heard of. These should help to:

- Create stimuli for a conversation or debate
- And provide inspiration for do’s and don’ts when it comes to creating your own genuinely playful projects

- Some of these come across as apparently playful - traditional ads and marketing with a veneer of irony, piss take and other youthful traits and behaviours.
- whereas others are well into the space of being genuinely playful - by engaging in truly playful behaviour with users and customers
- and some will be somewhere in the middle

Whilst looking at these, it’s worth asking ourselves:

- What constitutes a really genuine playful project?
- How can the success of real world events such as music festivals and life style sports events be transferred, retained and leveraged online? 

Published in: Spiritual, Business
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The Role of Play in Engaging the Youth Market - The Stimuli

  1. 1. Stimuli
  2. 2. Piss Screen Piss-Screen is an idea developed in Germany - it rethinks what an ad can be, and pushes the limits on where these ads can co and how customers interact. It leverages youth’s gaming appreciation and utilizes it in a fun way with a strong message - as well as promoting a taxi company.
  3. 3. Boston Bruins This advert is an unexpected execution for a sports club - it really taps into youth values of dating and competitiveness. Is this the kind of thing you’d expect to see from Manchester United or Arsenal? It’s a playful and unexpected execution to advertise the club’s TV channel, part of a viral campaign with various other similarly themed videos.
  4. 4. Sony Vaio This is a viral by Sony that utilizes irony in mocking social media - it plays on the idea that young people know that social media is a bit silly, yet they can’t get enough of it. It leverages the style of successful viral videos such as Twitter Whore ( v=ALbH63Ali9U) and Twitter ruined my life (http:// )
  5. 5. Walkers Crisps Walkers is the UK’s largest crisp brand. It is an example of an already successful brand trying to become more playful by tapping into the remix culture - with its products. They asked the public to come up with their own flavours of crisps which were voted on - and the winner won £50,000 and 1% of all sales of the flavour. Builder’s Breakfast was the final winner.
  6. 6. X-Box Marketplace catalog.aspx?d=24&g=-1&bt=1&br=-1&sb=1&p=1 Users of Microsoft’s X-Box Live service can now dress their avatar up in branded clothing - this is an example of contextual advertising which enhances realism; users will make up their own story through the brands. It will provide positive associations through the thrill of playing and winning, and puts the brand where youth are playing in a un-intrusive manner. Similarly, EA have teamed up with H&M and Ikea to create branded clothing and furniture in their bestselling game The Sims 2.
  7. 7. Jones Soda by it’s consumers - through Jones Soda is a brand built word of mouth and consumer generated content. Through self expression and personalisation, consumers are given ownership of the brand and the products they buy. They allow consumers to upload their own imagery and text to customise the bottles they order, and to enter competitions to get a permanent flavour with their picture on. They also partner up with various films, TV shows, sports clubs or games to create limited addition ranges. The nature of the consumer built brand of Jones Soda is reflected in the website, and it’s apparent botched nature.
  8. 8. “I can resist everything except temptation.” “I don't suffer from insanity...I enjoy every minute of it!” “Smile! You never know who is falling in love with it!” “Nothing is impossible except skiing through a revolving door.” “When life gives you lemons drop your flute and run.”
  9. 9. Threadless Threadless is another really great example of self expression. The customers are the brand - by creating their own designs for t-shirts and hoodies, and provides customers with the chance to create and own a product, and show it off to the world. The social side allows interacting with other customers, and for voting on products to gain popularity - playing on the idea of ownership, sharing and showing off.
  10. 10. Okanagon Spring Okanagon Spring is a small american beer company that don’t have the budget of Carling, Tenants or Tuborg who sponsor various large music events around the world. So instead, they’re offering to sponsor your party - all potential hosts have to do is apply and other consumers vote who’s party should be sponsored. It advocates the consumers as celebrities and gives the opportunity to show off to their mates. Whilst providing a genuine brand association by playing on their local and personal status.
  11. 11. Sonic, America’s Drive In Sonic allows the user to upload their own pictures to the company website, which in turn become the main feature of the website, randomised every time you visit. It gives the consumer an opportunity to become part of the brand, by giving them ownership of the site and provides a social aspect to the brand.
  12. 12. Twigital Twigital is a website for London Digital Week that leverages the Twitter API in a playful manner. It allows the user to go up to and “talk” to other characters, which essentially display the latest tweets that include the #ldw hash tag. The explorative nature provides a genuine method for discovering new experiences and opinions as all content is 100% authentic from Twitter users.
  13. 13. Cold War Kids Rock band Cold War Kids have launched this interactive music video for ‘I’ve seen enough’. It leverages the remix culture, by providing user’s with the opportunity to create their own ‘take’ on the music and video. Users can change the approach of all 4 band members simultaneously, or simply turn them on or off, to create their own version of the video.
  14. 14. Yearbook yourself + Friends Reunited? The majority of the previous examples are how brands partner up with their consumers. A lot of brands, however, create partnerships between current website or online stars whose popularity has come through word of mouth on the web. The next few slides look at potential new partnerships. Thanks to social media platforms, namely Facebook, Yearbook Yourself has become hugely popular which allows the user to create a retro picture of themselves, offering participation, creativity and ownership - it’s also pretty funny. Perhaps they should team up with struggling friends reunited?
  15. 15. +
  16. 16. Self Control freak + ? Self Control Freak is a hugely playful website created as part of social media art project. The interactive videos, that feature our hero, interact with the user’s mouse cursor. What brand do you think would work well partnering up with Self Control Freak?
  17. 17. + ?
  18. 18. A few more examples... Nokia n-gage: getoutandplay - embodies the playful strengths of the product range. plays on the gaming theme through nostalgia. Nokia: Game Over Boredom - Nokia dog plays with the concept of what a product navigation can be, simply replacing the phone with something more engaging/ interesting. Champion - Champion Hoodie embracing remix culture... giving customers ownership Incredibox & Bacardi Beatology – more remix culture (also a good partnership between bacardi + beardyman) Axe Wake-up Call (Service) – provide a useful service to your audience. Remember, even useful relationships need to be entertaining to survive in this market. This example breaks in to your audiences' daily routine. Arcade Fire - like Cold War Kids mentioned previously
  19. 19. A few more examples... Let your customers write your content - this spreads the conversation (to the right people). And it gives the customer a feeling of ownership in the brand. Red Bull - New site, lots of rich content. Could they make this more social? Skittles - The brand site lives in social media. Best Job in the World - Tourism Queensland used Social media to provide content and apply for the contest. Traditional media (press ads and PR) was used to create initial buzz. Social media maintained the conversation through several touchpoints - twitter, facebook, youtube, flickr. participation created the content. Anicipation thru' preloaders: Pretty Loaded – anticipation can be created with something as simple as a clever preloader. This also allows the final site user experience to be richer.
  20. 20. A few more examples... Burger King Whopper Sacrifice - play with the idea of social currency... shows a real understanding of people's behaviour and relationships in that environment... taps in to the 'show off' nature within social media Weezer - uses existing content that they know is already in the youth sphere and repurposing it in an entertaining way for their own ends (of association Play potential in more boring media Sixt ASCII ads - playfulness can be as simple as subverting the usual format of something... Zippo (Mobile) - Virtual Zippo - Simple branded iPhone app. 3 million downloads since its introduction last September. The Virtual Zippo Lighter became the most popular branded iPhone app. Zippo. People have started using them at gigs! Converse: This is the index – speaking user’s language. Partnering/playing with a wide range of content makers. Creating a place to go back to.