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Atari Experiential Marketing Campaign

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

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

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  • 1. CREATING A BRAND PRESENCE BUILDING THE FUTURE Experiential Platform Strategy A presentation to ATARI October 2005
  • 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. by gaining original insight into consumers culture EXPERIENTIAL MARKETING • building the future
  • 4. by gaining original insight into consumers culture creating a unique and vivid brand experience EXPERIENTIAL MARKETING • building the future
  • 5. by gaining original insight into consumers culture creating a unique and vivid brand experience providing dynamic interaction EXPERIENTIAL MARKETING • building the future
  • 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. PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  • 8. brand consumer innovation and ACTION experience interaction growth HERITAGE HANDS ON LIFETIME VALUE PLAN EXPERIENTIAL MARKETING STRATEGY EXPERIENTIAL MARKETING • building the future
  • 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. 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. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers EXPERIENTIAL MARKETING • building the future
  • 12. GENERAL CONSUMER ‘MEGA’ TRENDS 2005 Adults are behaving more like teenagers Children want to be teenagers EXPERIENTIAL MARKETING • building the future
  • 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. 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. 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. 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. 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. 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. 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. 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. gaming EXPERIENTIAL MARKETING • building the future
  • 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. 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. 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. 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. gamers are... Generally more academic and more likely to go to college or university. (Home office report 2004) EXPERIENTIAL MARKETING • building the future
  • 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. 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. 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. 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. Strategic and tactical implementation and creative proposals EXPERIENTIAL MARKETING • building the future
  • 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. 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. SOLUTION 1 • creative ESP EXTRA SENSORY PLAY EXPERIENTIAL MARKETING • building the future
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. CREATING A BRAND PRESENCE BUILDING THE FUTURE Experiential Platform Strategy A presentation to ATARI October 2005