WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS BRAD JAKEMAN  CHIEF MARKETING OFFICER  A...
 
LARGEST ENTERTAINMENT LAUNCH  OF ALL TIME.  TWO YEARS IN A ROW.
$550
$650
11 MILLION PEOPLE
LARGER THAN THE 4 LARGEST  ARMIES COMBINED BIGGEST ARMY  IN THE WORLD
...AND ALL FOR A DIGITAL  ENTERTAINMENT PROPERTY
MY 5 BIG “ UH-HUH’S”
IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.
 
 
JESSE  STERN
SAM  WORTHINGTON
HANS  ZIMMER
 
BRAND COMMUNITY  ≠ DATABASE
COMMUNITY AS A MEDIA CHANNEL  PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT
THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...
 
COMMUNITY PRINCIPLES RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY” INFORMATION & CONTENT AS CURRENCY USE EV...
RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED
DIGITAL MEDIA ?
“ TRADITIONAL MEDIA”
THERE’S NO SUCH THING  AS DIGITAL MARKETING
AND OR NOT
TRADITIONAL MEDIA  VIEWERSHIP DIGITAL MEDIA CHANGING THE RULES
MW2 COMMUNITY TUNED IN 22% RATINGS INCREASE  VERSUS LAST YEAR
CONTENT IS KING
CONTENT THAT CONSUMERS WANT TO SEEK OUT, NOT SCREEN OUT
‘ SCREENABILITY’ IS THE NEW METRIC
UNFORTUNATELY,  TODAY’S WORLD IS: CONTENT + $ = MEDIA  DISSEMINATION
WE  NEED TO CHANGE THE PARADIGM: MEDIA DISSEMINATION + $ =  PERMISSION TO USE CONTENT
GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.
ENDEMIC CONTENT COLLABORATION NOT PRODUCT PLACEMENTS
 
“ WHAT GOES AROUND,  COMES AROUND”
AUDIENCE INSIGHT DOING GOOD IS THE NEW CULTURAL CURRENCY MILLENNIALS BELIEF RESONATES WITH ADULTS  AND BOOMERS BEYOND MILL...
 
AND IT’S NOT OVER YET...
 
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There’s No Such Thing As Digital Marketing, Brad Jakeman, EVP, Chief Marketing Officer, Activision Blizzard

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With new media being invented seemingly every day, the fragmentation of audiences and eyeballs; and new devices on which to experience brands the irony is that it’s never been harder to connect with consumers. Is there a marketing secret sauce reserved only for those in the digital world, or do the same principles of marketing apply? Brad gives us a point of view on his experiences in launching the world’s biggest digital entertainment experience, Call of Duty:Black Ops.

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  • There’s No Such Thing As Digital Marketing, Brad Jakeman, EVP, Chief Marketing Officer, Activision Blizzard

    1. 1. WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS BRAD JAKEMAN CHIEF MARKETING OFFICER ACTIVISION 9 March 2011
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 7. LARGEST ENTERTAINMENT LAUNCH OF ALL TIME. TWO YEARS IN A ROW.
    7. 8.
    8. 9. $550
    9. 10. $650
    10. 11. 11 MILLION PEOPLE
    11. 12. LARGER THAN THE 4 LARGEST ARMIES COMBINED BIGGEST ARMY IN THE WORLD
    12. 13. ...AND ALL FOR A DIGITAL ENTERTAINMENT PROPERTY
    13. 14. MY 5 BIG “ UH-HUH’S”
    14. 15. IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.
    15. 18.
    16. 19. JESSE STERN
    17. 20. SAM WORTHINGTON
    18. 21. HANS ZIMMER
    19. 23. BRAND COMMUNITY ≠ DATABASE
    20. 24. COMMUNITY AS A MEDIA CHANNEL PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT
    21. 25. THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...
    22. 26.
    23. 28. COMMUNITY PRINCIPLES RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY” INFORMATION & CONTENT AS CURRENCY USE EVERY ENGAGEMENT TO ADD VALUE
    24. 29. RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED
    25. 30. DIGITAL MEDIA ?
    26. 31. “ TRADITIONAL MEDIA”
    27. 32.
    28. 33. THERE’S NO SUCH THING AS DIGITAL MARKETING
    29. 34. AND OR NOT
    30. 35. TRADITIONAL MEDIA VIEWERSHIP DIGITAL MEDIA CHANGING THE RULES
    31. 36. MW2 COMMUNITY TUNED IN 22% RATINGS INCREASE VERSUS LAST YEAR
    32. 37. CONTENT IS KING
    33. 38.
    34. 39.
    35. 40.
    36. 41. CONTENT THAT CONSUMERS WANT TO SEEK OUT, NOT SCREEN OUT
    37. 42. ‘ SCREENABILITY’ IS THE NEW METRIC
    38. 43. UNFORTUNATELY, TODAY’S WORLD IS: CONTENT + $ = MEDIA DISSEMINATION
    39. 44. WE NEED TO CHANGE THE PARADIGM: MEDIA DISSEMINATION + $ = PERMISSION TO USE CONTENT
    40. 45. GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.
    41. 46. ENDEMIC CONTENT COLLABORATION NOT PRODUCT PLACEMENTS
    42. 48. “ WHAT GOES AROUND, COMES AROUND”
    43. 49.
    44. 50. AUDIENCE INSIGHT DOING GOOD IS THE NEW CULTURAL CURRENCY MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS BEYOND MILLENNIALS BELIEF RESONATES WITH ADULTS AND BOOMERS CHOOSE A CHARITABLE COMPANY OVER ONE THAT’S NOT BUY BRANDS BASED ON BUSINESS PRACTICES 18-24 YEAR OLDS WOULD SWITCH BRANDS IF THE OTHER BRAND IS ASSOCIATED WITH A GOOD CAUSE (VS. 79% ALL ADULTS) CHOOSE A CHARITABLE COMPANY OVER ONE THAT IS NOT BOUGHT A CAUSE-RELATED PRODUCT OR SERVICE IN THE LAST YEAR (VS. 38% ALL ADULTS) AMERICANS HAVE DONATED TO A CHARITY IN THE PAST YEAR. 34% TO CURB HUNGER, 31% FOR HEALTH ISSUES
    45. 52. AND IT’S NOT OVER YET...

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