Keynote Bart Hufen
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Keynote Bart Hufen

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Keynote presentatie van Bart Hufen tijdens het State of the Art Marketing event 2013.

Keynote presentatie van Bart Hufen tijdens het State of the Art Marketing event 2013.

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Keynote Bart Hufen Keynote Bart Hufen Presentation Transcript

  • +1PLAY CONSULT CONCEPT +2 ING
  • A Brand New PlaygroundHow can we use games as a branding and marketing tool?
  • 5/5: Where is More? My Publications andcontributions to books www.brandnewgame.nl/blog Twitter: @BartHufen Website: www.brandnewgame.nl Twitter: @BartHufen
  • ABN Amro BankACN / Schiphol Airport Haven Amsterdam Holland Casino Novamedia Red Bull Robeco Unilever Ziggo
  • Content1. What’s in a game?2. Who plays games and why?3. How can we use games as a marketing tool?4. Why should I use games as a marketing tool?This presentation is available at Slideshare and on my blog
  • 1/4: What’s in a game?Starting from the objective, the target group and the brand essence(or challenge) you can start to develop a remarkable, relevant anddistinguished concept
  • 1/4: What’s in a game?Who owns a city garden?
  • 1/4: What’s in a game?The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille32 million people like Farmville
  • The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille
  • 1/4: What’s in a game?The story of FarmVille
  • 1/4: What’s in a game?The story of FarmVille
  • 1/4: What’s in a game?The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille
  • The story of FarmVille
  • 1/4: What’s in a game?The story of CityVille, CastleVille, Sim Social, ...
  • 1/4: What’s in a game?
  • 2/4: Who Plays Games?Just teenagers...
  • 2/4: Who Plays Games?Not just teenagers...
  • 2/4: Who Plays Games?50% of Facebook users log in to play gamesAngry Birds games were downloaded > 1 billion times150 million people play games through the portals of Spil GamesAverage amount of gamers playing through Steam is 4 million dailyThe average gamer is 37 years old
  • 2/4: Who Plays Games?What about the Rest of the world?Check for more research
  • 2/4: Why we Play Games? Explore ChallengeSelf-expression Learn Defend Sensation Fantasize Acquire Bond Story Submission Social
  • 3/5: How can We? Mastery* Learn Purpose Experiment * Balancing the Flow gives the player a ‘Sense of Control’StartDoing SS G RE PRO
  • 3/4: How can We?Lack of time forces me to show just a few examples
  • 3/4: How can We?1. Product-related: innovation through games and product-testing in games2. Price-related: play for discount3. Place: sell virtual goods in virtual worlds4. Personnel: train staff through games5. Promotion: 1. Product placement 2. In-game advertising 3. Branded content 4. Visually adapted game 5. Advergame More examples in my book: free download at www.brandnewgame.nl
  • 3/4: How can We?2/5: A game that influences the Price (and builds up a CRM dBase)Objective: increase store trafficTarget: young minded consumersEssence: being comfortable during uncomfortable situations
  • 2/3: How can We? Price (and builds up a CRM2/5: A game that influences the Price (and builds up a CRM dBase) WeirdScores NewBalls Fun Leading Urban Tennis Quality Tongueincheek Fashion Lifestyle Sports Underwear Comfortable ParEes Dance BjörnBorg Colorful Young Swedish Minded Downto Consumer earth Abba
  • 3/4: How can We?2/5: Define the Brand Essence in a tag cloud WeirdScores NewBalls Fun Leading Urban Tennis Quality Tongueincheek Fashion Lifestyle Sports Underwear Comfortable ParEes Dance BjörnBorg Colorful Young Swedish Minded Downto Consumer earth Abba
  • 3/4: How can We?2/5: Björn Borg is about Being Comfortable...What’s uncomfortable about Tennis?
  • 3/4: How can We?2/5: Play a game like Pong for Specials or Discount
  • 3/4: How can We?2/5: Make it work? Mini&game& on&Facebook& Seed&the& game&on& websites& Bjöng& Game&for& iPhone& Voucher& to&be& redeemed& in:store&&
  • 3/4: How can We?
  • 3/4: How can We?
  • 3/4: How can We?
  • 3/4: How can We?
  • 3/4: How can We?3/5: New distribution Places
  • 3/4: How can We?3/5: New distribution Places
  • 3/4: How can We?3/5: New distribution Places
  • 3/4: How can We?4/5: Games to train Staff (Personnel)Objective: Make employees more aware of possible impact of behaviorTarget: all employeesEssence: discuss what’s ‘normal’ and how you should act in certainsituations to become an exemplary employee!
  • 3/4: How can We?
  • 3/4: How can We?
  • 3/4: How can We?4/5: Games to train Staff (Personnel)
  • 3/4: How can We?4/5: Games to train Staff (Personnel)
  • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising)4. Visually adapted games
  • 3/4: How can We? 5/5: Games to Promote your organization or brand (Gamevertising)5. Advergame Just pay attention to advertising... ;-)
  • 4/4: Why should I?1. Games are fun!2. Voluntary participation by your target group3. 100% attention4. Taps into drivers and motivations5. Activates all senses6. Active involvement (lean-forward entertainment)7. Replay can lead to days, weeks and months of brand-bonding8. It works for awareness, brand preference and sales...
  • Game over?Did you like it?
  • Game over?Then sell your soul and give me your business cards!Or just go to www.brandnewplayground.com
  • Game over?Book: www.brandnewplayground.comBlog: www.gamingandbranding.comBizz: www.brandnewgame.nlTwitter: @BartHufen #SAM13
  • PLAY CONSULT CONCEPT ING Twitter: @BartHufen #SAM13