CREATING A BRAND PRESENCE
           BUILDING THE FUTURE


                     Experiential Platform Strategy
           ...
the name of the game is to


          get gamers to
                    sense, feel, act and relate
                     ...
by         gaining original insight into consumers culture




EXPERIENTIAL MARKETING • building the future
by         gaining original insight into consumers culture
            creating a unique and vivid brand experience




EX...
by         gaining original insight into consumers culture
            creating a unique and vivid brand experience
      ...
by         gaining original insight into consumers culture
            creating a unique and vivid brand experience
      ...
PLAN
              EXPERIENTIAL MARKETING STRATEGY


EXPERIENTIAL MARKETING • building the future
brand               consumer          innovation and




                                                                 ...
new consumer           consumer             consumer




                                                                 ...
I NEED ATARI    I MADE THE RIGHT CHOICE   I WANT MORE ATARI


     new consumer           consumer                consumer...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers




EXPERIENTIAL MARKETING • b...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
GENERAL CONSUMER ‘MEGA’ TRENDS 2005

               Adults are behaving more like teenagers
               Children want t...
gaming


EXPERIENTIAL MARKETING • building the future
gaming   The individual is always the star. Gamers then expect to be stars in the
         ‘real’ world, wanting to lead a...
gaming   The individual is always the star. Gamers then expect to be stars in the
         ‘real’ world, wanting to lead a...
gaming   The individual is always the star. Gamers then expect to be stars in the
         ‘real’ world, wanting to lead a...
gaming   The individual is always the star. Gamers then expect to be stars in the
         ‘real’ world, wanting to lead a...
gamers are...
       Generally more academic and more likely to go to college or university.
       (Home office report 20...
gamers are...
       Generally more academic and more likely to go to college or university.
       (Home office report 20...
gamers are...
       Generally more academic and more likely to go to college or university.
       (Home office report 20...
gamers defined
             Potential leaders who are most likely to have gone
             or are going to college or uni...
gamers will be...
     More mainstream and cross generational, playing more socially orientated and
     non-violent games...
Strategic and tactical
                     implementation and creative proposals




EXPERIENTIAL MARKETING • building th...
on-line                                  off-line
                          simultaneous



                              ...
experiential identity

       It is important that this form of sensory communication
       has its own identity, complem...
SOLUTION 1 • creative




              ESP
                EXTRA        SENSORY           PLAY




EXPERIENTIAL MARKETING...
SOLUTION 1 • creative




                 ESP   EXTRA      SENSORY      PLAY
               re
      et mo
    g         ...
SOLUTION 1 • creative


  off-line strategic
                                        • Play and experience the games
     ...
SOLUTION 1 • creative


  on-line strategic
                                      • Download latest demos
                ...
SOLUTION 2 • creative




    nopainnogame
                             it’s about immersing oneself into
                ...
SOLUTION 2 • creative


  off-line strategic
                                        • Play and experience the games
     ...
SOLUTION 2 • creative


  on-line strategic
                                      • Download latest demos
                ...
Tour 2006 – Why Tesco?
  The growth in the grocery sector is at an all time high and expected to increase by
  11% in the ...
Implementation and associated costs
  Not all Tesco sites offer promotional activity (see supplementary list). We
  propos...
Implementation and associated costs
  Estimated cost:
  Tesco site rental (daily) £320 x 106 stores                  = £33...
Off-line Tactical Venues
  Colleges and Universities Tour 2006
  Well established research has shown that gamers are more ...
Implementation example

                      Brunel University West London
                      Students: 800
          ...
Implementation example
  Concept: Utilize the 2 large projection screens, supplying hard drive units loaded with
  existin...
Consumer Promotion
                             driving data collection
  Subscribe to our FREE e-zine informing you of al...
Consumer Promotion
                              driving data collection
  Initial three month promotional period. Tiscali...
CREATING A BRAND PRESENCE
           BUILDING THE FUTURE


                     Experiential Platform Strategy
           ...
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Atari Experiential Marketing Campaign

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Getting \'Gamers\' to sense, feel, act and relate to the Atari brand.

Published in: Business, Technology

Atari Experiential Marketing Campaign

  1. 1. CREATING A BRAND PRESENCE BUILDING THE FUTURE Experiential Platform Strategy A presentation to ATARI October 2005
  2. 2. the name of the game is to get gamers to sense, feel, act and relate to the Atari brand EXPERIENTIAL MARKETING • building the future
  3. 3. by gaining original insight into consumers culture EXPERIENTIAL MARKETING • building the future
  4. 4. by gaining original insight into consumers culture creating a unique and vivid brand experience EXPERIENTIAL MARKETING • building the future
  5. 5. by gaining original insight into consumers culture creating a unique and vivid brand experience providing dynamic interaction EXPERIENTIAL MARKETING • building the future
  6. 6. by gaining original insight into consumers culture creating a unique and vivid brand experience providing dynamic interaction communicate innovations – lifetime value EXPERIENTIAL MARKETING • building the future
  7. 7. PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  8. 8. brand consumer innovation and ACTION experience interaction growth HERITAGE HANDS ON LIFETIME VALUE PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  9. 9. new consumer consumer consumer RESULT acquisition retention expansion brand consumer innovation and ACTION experience interaction growth HERITAGE HANDS ON LIFETIME VALUE PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  10. 10. I NEED ATARI I MADE THE RIGHT CHOICE I WANT MORE ATARI new consumer consumer consumer RESULT acquisition retention expansion brand consumer innovation and ACTION experience interaction growth HERITAGE HANDS ON LIFETIME VALUE PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  11. 11. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers EXPERIENTIAL MARKETING • building the future
  12. 12. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers EXPERIENTIAL MARKETING • building the future
  13. 13. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women EXPERIENTIAL MARKETING • building the future
  14. 14. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals EXPERIENTIAL MARKETING • building the future
  15. 15. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community EXPERIENTIAL MARKETING • building the future
  16. 16. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community People are seeking more intense experiences EXPERIENTIAL MARKETING • building the future
  17. 17. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community People are seeking more intense experiences People are after convenience – the ‘quick’ fix EXPERIENTIAL MARKETING • building the future
  18. 18. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community People are seeking more intense experiences People are after convenience – the ‘quick’ fix More and more people are living alone EXPERIENTIAL MARKETING • building the future
  19. 19. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community People are seeking more intense experiences People are after convenience – the ‘quick’ fix More and more people are living alone More and more money is being spent on the home UK EXPERIENTIAL MARKETING • building the future
  20. 20. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers Men are becoming more like women People want to be talked to as individuals People want to ‘connect’ with their community People are seeking more intense experiences People are after convenience – the ‘quick’ fix More and more people are living alone More and more money is being spent on the home UK consumers spend more on health and well being EXPERIENTIAL MARKETING • building the future
  21. 21. gaming EXPERIENTIAL MARKETING • building the future
  22. 22. gaming The individual is always the star. Gamers then expect to be stars in the ‘real’ world, wanting to lead and stand out EXPERIENTIAL MARKETING • building the future
  23. 23. gaming The individual is always the star. Gamers then expect to be stars in the ‘real’ world, wanting to lead and stand out There is always a solution. Solving a problem translates into more persistence and optimism away from the consul EXPERIENTIAL MARKETING • building the future
  24. 24. gaming The individual is always the star. Gamers then expect to be stars in the ‘real’ world, wanting to lead and stand out There is always a solution. Solving a problem translates into more persistence and optimism away from the consul Failure is part of success. Gamers who try a new game will fail many times before succeeding. They are more willing to take risks* EXPERIENTIAL MARKETING • building the future
  25. 25. gaming The individual is always the star. Gamers then expect to be stars in the ‘real’ world, wanting to lead and stand out There is always a solution. Solving a problem translates into more persistence and optimism away from the consul Failure is part of success. Gamers who try a new game will fail many times before succeeding. They are more willing to take risks* Fulfilment of emotional and mental needs that cannot be fulfilled any other way, people need drama± (*Source USA Today and Got Game by John Beck and Mitchell Wade) (±Laura Fryer Xbox) EXPERIENTIAL MARKETING • building the future
  26. 26. gamers are... Generally more academic and more likely to go to college or university. (Home office report 2004) EXPERIENTIAL MARKETING • building the future
  27. 27. gamers are... Generally more academic and more likely to go to college or university. (Home office report 2004) Forming new and culturally diverse friendships through on-line multi-play. They have open minds. EXPERIENTIAL MARKETING • building the future
  28. 28. gamers are... Generally more academic and more likely to go to college or university. (Home office report 2004) Forming new and culturally diverse friendships through on-line multi-play. They have open minds. Predominately male between 12-36, but with new and emotionally natural ways of interacting with games (Sony EyeToy) this male bias will change (ELSPA 2004). EXPERIENTIAL MARKETING • building the future
  29. 29. gamers defined Potential leaders who are most likely to have gone or are going to college or university. They are optimistic and persistent, there is always a solution. They form on-line relationships easily and are culturally and ethnically neutral, they are willing to take and experience risks. EXPERIENTIAL MARKETING • building the future
  30. 30. gamers will be... More mainstream and cross generational, playing more socially orientated and non-violent games, making ethical and moral choices – the ‘nursing factor’. Increasingly cross gender, as more emotional and caring games increase. More creative and expressive, as players are able to customise (M?? games). Connecting as part of a vast on-line community, multi-play and network arcades will be the ‘natural’ way to play games, breaking down borders, cultural and language barriers. EXPERIENTIAL MARKETING • building the future
  31. 31. Strategic and tactical implementation and creative proposals EXPERIENTIAL MARKETING • building the future
  32. 32. on-line off-line simultaneous strategic venues data capture tactical venues consumer promotion push off-line venues/activity EXPERIENTIAL MARKETING • building the future
  33. 33. experiential identity It is important that this form of sensory communication has its own identity, complementing the Atari brand as an interactive and personal brand experience. Sense feel act EXPERIENTIAL MARKETING • building the future
  34. 34. SOLUTION 1 • creative ESP EXTRA SENSORY PLAY EXPERIENTIAL MARKETING • building the future
  35. 35. SOLUTION 1 • creative ESP EXTRA SENSORY PLAY re et mo g se fun! sen r bette tive l fun! ce fee nova ien in er fun! exp me x t re a am e nt dr eme it exc EXPERIENTIAL MARKETING • building the future
  36. 36. SOLUTION 1 • creative off-line strategic • Play and experience the games • Understand the Atari Heritage • Receive goodie bag containing – Demo CD – Booklet on Atari Heritage – Fun Atari branded giveaway Gel mousemat • Meet other gamers • Exchange ‘cheats’ EXPERIENTIAL MARKETING • building the future
  37. 37. SOLUTION 1 • creative on-line strategic • Download latest demos • Free downloads: wallpaper, ring tones, cheats • Subscribe to regular e-zine • Consumer promotion • Chat room • Off-line tour itinerary • Digital Art competition EXPERIENTIAL MARKETING • building the future
  38. 38. SOLUTION 2 • creative nopainnogame it’s about immersing oneself into the game > to feel it r un through your body > if you don’t feel the pain then you ain’t played the game > atari experiential is not for the feint hear ted <<< EXPERIENTIAL MARKETING • building the future
  39. 39. SOLUTION 2 • creative off-line strategic • Play and experience the games • Understand the Atari Heritage • Receive goodie bag containing – Demo CD – Booklet on Atari Heritage – Fun Atari branded giveaway Gel mousemat • Meet other gamers • Exchange ‘cheats’ EXPERIENTIAL MARKETING • building the future
  40. 40. SOLUTION 2 • creative on-line strategic • Download latest demos • Free downloads: wallpaper, ring tones, cheats • Subscribe to regular e-zine • Consumer promotion • Chat room • Off-line tour itinerary • Digital Art competition EXPERIENTIAL MARKETING • building the future
  41. 41. Tour 2006 – Why Tesco? The growth in the grocery sector is at an all time high and expected to increase by 11% in the next year. Tesco are the market leader and have been at the forefront of ever expanding product lines such as electrical, home furnishings, pharmaceuticals, music, DVDs and games. The diversity in age range of their Customers is an added benefit, hard core gamers have to eat, mums, dads and grandparents buy last minute presents not forgetting the ever present pester power of the kids. (Kids can play, while mum and dad shop). The positive association with such a powerful and successful ‘everyday’ brand, such as TEsco would reap excellent rewards. Tesco is the second most trusted brand in the UK. EXPERIENTIAL MARKETING • building the future
  42. 42. Implementation and associated costs Not all Tesco sites offer promotional activity (see supplementary list). We propose to use these sites with the greatest weekly footfall graded A, B and C. Expected daily footfall: A – 6000, B – 5000, C – 4,500 Total sites: 106 Size: 5m x 5m Sites per week: 3 – Fri, Sat, Sun Duration: 35 weeks Team: 2 Giveaways: Branded ‘goodie bags’ containing:- Demo CDs etc. note: public liability indemnity of £1m required. EXPERIENTIAL MARKETING • building the future
  43. 43. Implementation and associated costs Estimated cost: Tesco site rental (daily) £320 x 106 stores = £33,920 Trailer, including: livery, generator (2.5m x 2m) = £17,000 Car: supplied by Atari (TBC) Team: Atari (TBC) Giveaways: TBC, estimated at = £15,000 Travel, subsistence (TBC) Mi administration = £7,000 TOTAL = £72,920 We also propose that a percentage of the site rental cost be donated to a Tesco nominated charity – Computer for Schools creating excellent PR. (Creators of computer games do care about education). EXPERIENTIAL MARKETING • building the future
  44. 44. Off-line Tactical Venues Colleges and Universities Tour 2006 Well established research has shown that gamers are more academic and therefore more likely to got to college or university. Many of these campus’s have outstanding facilities, clubs, bars and restaurants fitted with technology that can be tapped into to promote the Atari brand experience. The student lifestyle is well known, they work but they ‘play’ harder, spending large amounts of time socialising and looking for the next experience. EXPERIENTIAL MARKETING • building the future
  45. 45. Implementation example Brunel University West London Students: 800 Outstanding campus following recent £170m refurbishment. Several bars, a nightclub and cafés. Locos the main Union bar: • 1 x large projection screen • 9 x plasma TV’s The Hub bar: • 1 x large projection screen EXPERIENTIAL MARKETING • building the future
  46. 46. Implementation example Concept: Utilize the 2 large projection screens, supplying hard drive units loaded with existing Atari games and demos of new lavish games, sealed so no other games can be loaded. Duration one month. This University has agreed in principal. There are numerous outstanding campus’s throughout the country, these ‘tactical’ venues can be supplied/set up during the strategic Tesco’s tour. Cost: Donate £500 to the students union, so they can have a party on Atari – perfect. EXPERIENTIAL MARKETING • building the future
  47. 47. Consumer Promotion driving data collection Subscribe to our FREE e-zine informing you of all the latest must have innovations from Atari and you could get Tiscali broadband for only £15.99* a month. An unlimited super-fast package for the heavy user, ideal for the gamer. In order to play multi-player and arcade on-line games, gamers must have broadband. This simple promotion aimed at acquiring consumer contact data, will push all the right buttons and build a return path database enabling direct and highly targeted communication. * was £17.99 a month. EXPERIENTIAL MARKETING • building the future
  48. 48. Consumer Promotion driving data collection Initial three month promotional period. Tiscali link on Atari micro site. This promotion will also be pushed at off-site venues. Awaiting further information from Tiscali, but initial discussions look positive. EXPERIENTIAL MARKETING • building the future
  49. 49. CREATING A BRAND PRESENCE BUILDING THE FUTURE Experiential Platform Strategy A presentation to ATARI October 2005

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