| DACHIS GROUP<br />SOCIAL MARKETING TO MILLENNIALS<br />GAME ON<br />SO MUCH RED BULL.<br />March 2011 Social Business Su...
HELLO.<br />Archrival is the youth engagement arm of Dachis Group.<br />
HELLO.<br />We connect brands with youth culture.<br />
HELLO.<br />We study how young adults think, process and consume.<br />
HELLO.<br />We help great brands stay in touch and on target.<br />
HELLO.<br />We are culture connoisseurs and trend hunters.<br />
MILLENNIALS<br />
MILLENNIALS<br />GEN X<br />GEN Z<br />Born 1982 to 1994<br />Born 1965 to 1981<br />Born 1995 to TBD<br />Ages 17 to 29<b...
MILLENNIAL<br />THEMES<br />
LIFE THEMES<br />LIFE TRACKING<br />Millennials leverage tech to collect, categorize and diagram personal stats to better ...
LIFE THEMES<br />MIDDLE CLASS OF FAME<br />The 15 minutes of fame ideology has gone from an aspiration to an expectation.<...
LIFE THEMES<br />DIGIDENTITY<br />Youth use their social channels to establish their identities and demonstrate their soci...
LIFE THEMES<br />TECH-EYED VIEW<br />Millennials see the world through a social media lens, making every moment ripe for p...
LIFE THEMES<br />THE FACTS<br />WHICH WOULD YOU RATHER DO?<br />GIVE UP INTERNET<br />GIVE UP SEX<br />67%<br />33%<br />T...
LIFE THEMES<br />THE IMPLICATIONS<br />OPPORTUNITIES FOR MARKETERS<br /><ul><li>LIFETRACK - PROVIDE FUN WAYS FOR MILLENNIA...
FAME - PUBLICLY RECOGNIZE AND HIGHLIGHT THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS
DIGIDENTITY - GIVE THEM WAYS TO SHARE THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS WITH THEIR FRIENDS ON SOCIAL NETWORKS
TECHEYED – GIVE THEM DIGITAL TOOLS THAT ENTERTAIN, ASSIST, AND INFORM THEM AND THEIR FRIENDS.</li></li></ul><li>SOCIAL GAM...
CASE STUDY <br />TRAVIS PASTRANA<br />SUPER MEGA NITRO JUMP<br />
CASE STUDY<br />Challenge:<br />Develop a social game that would create awareness for and drive viewership of the Red Bull...
CASE STUDY<br />Key Mechanic:<br />The game is easy to learn but difficult to master.<br />
CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to cu...
CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to cu...
CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to cu...
CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to cu...
CASE STUDY<br />Key Mechanic:<br />Made gameplay experience rich –gamers appreciate great graphics, animation, and sound e...
CASE STUDY<br />Key Mechanic:<br />Provided ways for the player to be constantly  “leveling up”, or earning achievements f...
CASE STUDY<br />Key Mechanic:<br />Made it very easy for players to instantly replay the game and change the game experien...
CASE STUDY<br />Key Mechanic:<br />Drove viral sharing of the game by giving players the ability to use Facebook social si...
CASE STUDY<br />Key Mechanic:<br />Drove viral sharing of the game by giving players the ability to use Facebook social si...
CASE STUDY<br />Key Mechanic:<br />Integrated a friend only leaderboard that showcases their game high score in context of...
CASE STUDY<br />RED BULL CRASHED ICE<br />
CASE STUDY<br />The Challenge:<br />Develop a social game that would create awareness for and drive viewership and attenda...
CASE STUDY<br />Users connect with Facebook using social sign-on, then select a character to race.<br />
CASE STUDY<br />Customization - Each character has different attributes relative to power, speed, stamina, and acceleratio...
CASE STUDY<br />Gameplay experience is very rich –gamers appreciate great graphics, animation, and sound effects.<br />
CASE STUDY<br />Players play the game using universally known game mechanics,  utilizing a simple control system of left, ...
CASE STUDY<br />Players can race in two different formats.<br />A time trial format that pits them against their friends b...
CASE STUDY<br />Or, A tournament format that pits them against computer bots, with the goal being to win through a round r...
CASE STUDY<br />At the conclusion of each race, the player is shown their place on the podium, along with a snapshot of th...
CASE STUDY<br />At the conclusion of the race, the player is given the option to share their results with their friends on...
CASE STUDY<br />Winning races unlocks new characters and allows the player to upgrade their racer’s character traits in or...
CASE STUDY<br />Players can see how they rank against their Facebook friends via two different leaderboards.<br />The firs...
SOCIAL GAME RESULTS<br /><ul><li>MASSIVE VIRAL SPREAD
MILLIONS OF GAME PLAYS
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2011 London SBS | Charles Hull, Social Marketing to Millenials

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2011 London SBS | Charles Hull, Social Marketing to Millenials

  1. 1. | DACHIS GROUP<br />SOCIAL MARKETING TO MILLENNIALS<br />GAME ON<br />SO MUCH RED BULL.<br />March 2011 Social Business Summit London<br />
  2. 2. HELLO.<br />Archrival is the youth engagement arm of Dachis Group.<br />
  3. 3. HELLO.<br />We connect brands with youth culture.<br />
  4. 4. HELLO.<br />We study how young adults think, process and consume.<br />
  5. 5. HELLO.<br />We help great brands stay in touch and on target.<br />
  6. 6. HELLO.<br />We are culture connoisseurs and trend hunters.<br />
  7. 7. MILLENNIALS<br />
  8. 8. MILLENNIALS<br />GEN X<br />GEN Z<br />Born 1982 to 1994<br />Born 1965 to 1981<br />Born 1995 to TBD<br />Ages 17 to 29<br />Ages 30 to 45<br />Ages TBD to 16<br />Approx 70 million (26%) <br />Approx 40 million<br />Smaller in population<br />
  9. 9. MILLENNIAL<br />THEMES<br />
  10. 10. LIFE THEMES<br />LIFE TRACKING<br />Millennials leverage tech to collect, categorize and diagram personal stats to better understand themselves. <br />“I like looking at my life from different angles. It’s like a game.”<br />
  11. 11. LIFE THEMES<br />MIDDLE CLASS OF FAME<br />The 15 minutes of fame ideology has gone from an aspiration to an expectation.<br />WHICH TYPE OF FAME?<br />CREATIVE / ARTISTIC<br />40%<br />CAREER RECOGNITION<br />31%<br />CAUSE<br />14%<br />INTERNET<br />11%<br />“I’d love to be famous for my art… if only around here.”<br />
  12. 12. LIFE THEMES<br />DIGIDENTITY<br />Youth use their social channels to establish their identities and demonstrate their social currency.<br /># of friends and followers<br />on social channels<br /># photos / vids tagged in<br /># of blog subscribers<br /># of xbox friends<br />Location action<br /># of comments on posts<br />timely social news<br />
  13. 13. LIFE THEMES<br />TECH-EYED VIEW<br />Millennials see the world through a social media lens, making every moment ripe for posting and sharing.<br />“I’m always looking for my next profile pic.”<br />
  14. 14. LIFE THEMES<br />THE FACTS<br />WHICH WOULD YOU RATHER DO?<br />GIVE UP INTERNET<br />GIVE UP SEX<br />67%<br />33%<br />TOTAL<br />MALES<br />FEMALES<br />GEN XERS<br />
  15. 15. LIFE THEMES<br />THE IMPLICATIONS<br />OPPORTUNITIES FOR MARKETERS<br /><ul><li>LIFETRACK - PROVIDE FUN WAYS FOR MILLENNIALS TO TRACK AND MEASURE DATA THEY GENERATE
  16. 16. FAME - PUBLICLY RECOGNIZE AND HIGHLIGHT THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS
  17. 17. DIGIDENTITY - GIVE THEM WAYS TO SHARE THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS WITH THEIR FRIENDS ON SOCIAL NETWORKS
  18. 18. TECHEYED – GIVE THEM DIGITAL TOOLS THAT ENTERTAIN, ASSIST, AND INFORM THEM AND THEIR FRIENDS.</li></li></ul><li>SOCIAL GAMING<br />
  19. 19. CASE STUDY <br />TRAVIS PASTRANA<br />SUPER MEGA NITRO JUMP<br />
  20. 20. CASE STUDY<br />Challenge:<br />Develop a social game that would create awareness for and drive viewership of the Red Bull New Year No Limit event starring Travis Pastrana.<br />
  21. 21. CASE STUDY<br />Key Mechanic:<br />The game is easy to learn but difficult to master.<br />
  22. 22. CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.<br />
  23. 23. CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.<br />
  24. 24. CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.<br />
  25. 25. CASE STUDY<br />Key Mechanic:<br />To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.<br />
  26. 26. CASE STUDY<br />Key Mechanic:<br />Made gameplay experience rich –gamers appreciate great graphics, animation, and sound effects.<br />
  27. 27. CASE STUDY<br />Key Mechanic:<br />Provided ways for the player to be constantly “leveling up”, or earning achievements for successfully completing tricks and stunts.<br />
  28. 28. CASE STUDY<br />Key Mechanic:<br />Made it very easy for players to instantly replay the game and change the game experience, and incented replays through tips on how to perform better.<br />
  29. 29. CASE STUDY<br />Key Mechanic:<br />Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.<br />
  30. 30. CASE STUDY<br />Key Mechanic:<br />Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.<br />
  31. 31. CASE STUDY<br />Key Mechanic:<br />Integrated a friend only leaderboard that showcases their game high score in context of their friends, driving repeat play and social competition.<br />
  32. 32.
  33. 33. CASE STUDY<br />RED BULL CRASHED ICE<br />
  34. 34. CASE STUDY<br />The Challenge:<br />Develop a social game that would create awareness for and drive viewership and attendance of Red Bull’s Crashed Ice Competition.<br />
  35. 35. CASE STUDY<br />Users connect with Facebook using social sign-on, then select a character to race.<br />
  36. 36. CASE STUDY<br />Customization - Each character has different attributes relative to power, speed, stamina, and acceleration that impact the game physics and player strategy. <br />
  37. 37. CASE STUDY<br />Gameplay experience is very rich –gamers appreciate great graphics, animation, and sound effects.<br />
  38. 38. CASE STUDY<br />Players play the game using universally known game mechanics, utilizing a simple control system of left, right, and up arrow keys for directional movement, and space bar for acceleration. <br />
  39. 39. CASE STUDY<br />Players can race in two different formats.<br />A time trial format that pits them against their friends best times, with their friends times visualized as ghost players racing along beside them.<br />
  40. 40. CASE STUDY<br />Or, A tournament format that pits them against computer bots, with the goal being to win through a round robin tournament structure to take the world championship.<br />
  41. 41. CASE STUDY<br />At the conclusion of each race, the player is shown their place on the podium, along with a snapshot of them crossing the finish.<br />
  42. 42. CASE STUDY<br />At the conclusion of the race, the player is given the option to share their results with their friends on Facebook.<br />
  43. 43. CASE STUDY<br />Winning races unlocks new characters and allows the player to upgrade their racer’s character traits in order to be more competitive against friends and bot characters.<br />
  44. 44. CASE STUDY<br />Players can see how they rank against their Facebook friends via two different leaderboards.<br />The first leaderboard shows win loss record in tournament mode. The second leaderboard shows rankings based on best times in the time trial mode.<br />
  45. 45.
  46. 46. SOCIAL GAME RESULTS<br /><ul><li>MASSIVE VIRAL SPREAD
  47. 47. MILLIONS OF GAME PLAYS
  48. 48. ORGANIC FORMATION OF COMMUNITIES
  49. 49. OVER 10 MINUTES AVERAGE SESSION TIME
  50. 50. MORE THAN 40% REPEAT PLAYERS
  51. 51. LONG SHELF LIFE</li></li></ul><li>WRAP IT UP<br />
  52. 52. THE WRAP UP<br /><ul><li>MILLENNIALS ARE HEAVY GAMERS AND SOCIAL </li></ul> NETWORK USERS <br /><ul><li>HIGH QUALITY, WELL EXECUTED SOCIAL GAMES </li></ul>DRAW A DEEP LEVEL OF ENGAGEMENT FROM <br />PASSIONATE PLAYERS<br /><ul><li>BRAND MARKETERS SHOULD EXPLORE SOCIAL </li></ul>GAMING AS A PART OF THEIR CONSUMER<br /> ENGAGEMENT STRATEGY<br />

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