Youth Marketing April 2009

Youth Marketing Geert Desager April 2009

Life of 12 – 24 year olds “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Will never read a newspaper but attracted to some magazines “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Will never own a land-line phone (and maybe not a watch) “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Will not watch television on someone else’s schedule much longer “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Trust unknown peers more than experts “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

For first time willing (2005) to pay for digital content. Never before. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Little interest in the source of information and most information aggregated. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Community at the center of Internet experience “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Think not interested in advertising or affected by brand, but wrong. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Everything will move to mobile “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Television dominates less than any generation before “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Want to move content freely from platform to platform with no restrictions “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Want to be heard (user generated) “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Use IM. Think e-mail is for their parents “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009

Young Adults Revealed Asian Report 2008 Synovate & Microsoft

Many still live with mum and dad Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Most still studying Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Most live in a city Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Most still single Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

No habit of shacking up before marriage Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

They dream of working in …IT, Engineering, Accounting or Business Management Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Security paramount Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Best Brands Asia 2008 Nike 1 Sony/Playstation 2 Adidas 3 Nokia 4 Apple / Mac / i-pod 5 Coca Cola 6 Billabong 7 Gucci 8 Louis Vuitton 9 Samsung 10 Cadbury 11 Microsoft 12 Panasonic 13 Dell 14 Puma 15 Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

A few myths Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Friends are the most important thing in their life, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

They live a sedentary lifestyle, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Youngsters have no interest in self- improvement and are culturally void, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft

Place to Play

For the consumer, gaming is all about one thing… Playing “To occupy oneself in amusement, sport, or other recreation”

we naturally select our favourite ways of playing… • … it’s how we entertain ourselves • You’ll only play something if you enjoy it! The consumers define what a game is or isn't, not us.

why would a brand want to play with consumers…or be played with by them? • No interruptions • Heightened awareness of what is going on within the game… • …& we become immersed in all elements of a game

there’s a place to play for everyone Across a range of opportunities… Gamer-focused Dynamic in-game Sponsorships In-game product Advergames web sites Advertising placement …from simple gaming interactions on-line through to more involving advergaming solutions Complexity & lead time Continue to Case studies

gamer-focused websites Banner served on the MyXbox section of Xbox.com - the premier destination for Xbox gamers. • Xbox.com is the center of the online Xbox community – users send messages, view achievements, and look for friends • 728x90 placement across multiple points • 2 million UUs/month • Rich media available (not expandable) • Age and gender targeting available • Defined by behaviour and lifestyle • Affinities: Major sports, Electronics, Autos Back http://live.xbox.com/en-GB/default.aspx

dynamic in-game advertising • Powerful new immersive entertainment medium brought to you by Massive • New marketing opportunities • Ads can be served (& refreshed) across multiple titles & platforms • Creative executions are measured and tracked in real-time • Geographical and time-based targeting Back

dynamic in-game advertising

2D Imagery

Desperate Housewives Screenshots

Ford Case Study 47

Ford Case Study 48

Background • The Ford Fiesta ST is the high-performance range- topping Ford Fiesta – directly inspired by it’s race- bred Super 1600 Fiesta • In association with their media agency, Mindshare, Ford indentified in-game advertising as a media key to the Fiesta ST’s communications strategy because: – It delivers a young male audience in a exceptionally relevant and entertaining environment – It enables a brand experience to be created at a time and place when the audience are highly receptive • Massive was selected for its: – Strong audience profile match with the Ford Fiesta ST target market – Ability to connect with this target through AAA/premium content game titles – Proven advertising effectiveness – High level of accountability

Objectives and strategy Objectives • Build awareness • Inject excitement into the Ford Fiesta ST brand and reinforce the car’s core credentials Target audience • Young (predominantly male) car enthusiasts Strategy • Deliver high impact brand messaging in premium content racing and sports games – ‘inheriting’ the characteristics of both the medium and the selected content

Execution • 8 week campaign across Massive UK’s Racing channel and Sports channels • Customised ad creative, optimized for maximum impact and user acceptance, specific to each game title

Results – audience delivery • The campaign successful reached Ford’s target audience of young male car enthusiasts – 86% male – 71% aged 16-34 • 84% currently own a car and 80% are responsible for their own car purchase decision • Crucially, 46% plan to buy a new car in the next 12 months, making them 77% more likely to do so than the non-exposed gamers Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

Results • Significant positive impact on key metrics amongst gamers exposed to Ford Fiesta ST campaign % uplift1 Ad Recall & Rating In-game Impact Those who recall seeing the Fords ads said that they: Ad Recall (unaided) – Ford Fiesta ST +67% Ad Recall (aided) – Ford Fiesta ST +33% Tagline association +38% Rate Ford as an innovative car +42% manufacturer Brand Attribute Association % uplift for those stating strongly agree or agree +31% “Benefits from the manufacturers rally car experience” +24% “Has best in class road handling” • 55% of those who saw the ads said it left them with a more positive opinion of Ford 1 % uplift is defined as the percentage difference between the test and control groups Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control

Xbox Branded Destination Branded microsite within Xbox LIVE that hosts all of the brands content and messaging • All media for the campaign drives users to this destination. • Hosts content such as: • Downloaded and streaming video • Gamerpics • Themes • Brand messaging • Opportunity to run pre-roll video for downloads. • Available only with Xbox Live Banner Placements Back “Shark Week” Branded Destination and Streaming Video Detail *Source: Average of Strategy Analytics Nov 06, Screen Digest Dec 06, IDG Aug 07

Xbox Weekly TV Sponsorships

in-game product placement A leading developer of Xbox 360 Games, Microsoft Game Studios offers advertisers opportunities through in-game product placement and content sponsorship Lead time 12-18 months Back

Examples & Case Studies

Result for brands Burger King Custom game promotion - 3 custom games for Xbox & Xbox 360 - Sold exclusively in-store for $3.99 - Cross promotion Results - 40% profit increase YOY - 4% increase in same store sales - Won the Grand Prix Titanium Lion at Cannes 2007 CEO John Chidsey said the lower-priced quot;Value Menuquot; and the promotion with Xbox 360 helped drive sales and customer traffic. He said more than 3.2 million Burger King-branded Xbox 360 games were sold.

Result for brands Eragon Promote DVD release - raise awareness amongst relevant audience - 14-25 year olds, with a 14-18 year old sweet spot - Eragon themepacks download pictures and a deleted scene from the movie (exclusive content) - Ran across Xbox.com, Xbox Live and key Xbox community sites in Germany, Italy, Netherlands, UK and France Results - 78,000 downloads from Xbox Live alone “This was a key building block from a digital standpoint that helped achieve our performance objective.” said John Cosley, director of digital marketing, Twentieth Century Fox Home Entertainment.

Driving action Discovery Channel Exclusive sponsor of Gears of War downloadable content - objective to increase awareness of “Future Weapons” show Results - almost doubled ratings - significant web traffic increase - 3m downloads - 50m web impressions - consumer impact – ecstatic! PHD VP Director of Interactive Strategy Craig Daitch said “It was like gamer quid pro quo, its not just an impression but experiential. There was a huge jump in 13-17 yr olds who watched the show.”

Brand attitudes Visa Sponsor of Xbox Live Tournament featuring Madden NFL ‘07 Results - is the best product - fits lifestyle and needs - sponsors the best sporting events - 50m web impressions - 84% of sample had positive attitude towards the brand knowing they sponsored the Xbox event

In-game results WB’s V for Vendetta V for Vendetta in-game 2D advertising - in 12 markets across Europe - geo-targeted with local language Results

Massive makes FCUK the name on the street Results: - The campaign delivered prompted recall of 68 per cent, well above in-game benchmarks - Awareness of the change in FCUK logo rose by 12 percentage points following exposure to the in-game ads (Awareness rose from 70 per cent to 82 per cent) - Spontaneous awareness of FCUK as a men’s casual clothing brand rose 6 percentage points following exposure to the ads (Increase from 5 per cent to 11 per cent) - The perception of FCUK as “at the cutting edge of fashion” rose by 10 percentage points following exposure to the campaign “cutting edge” perception rose from 35 percent to 45 per cent - All positive brand perceptions showed increases as a result of the campaign Perception as “cool fashion brand” up 6 percentage points to 61 per cent “We’re confident of building on this campaign with further advertising through Massive.” LORNA PERRIN, Director of Marketing and PR, French Connection

Windows Live Messenger Game results Guinness Guinness launched a microsite supporting the tour and a real-time peer-to-peer game on Windows Live Messenger. Results - 220,000 unique game players, representing 35 percent of the total targeted audience of Windows Live Messenger in the Singapore, Malaysia and Indonesia - 78 percent of players spent more than three minutes interacting with the game - Over 15,000 registrations in the Guinness club, exceeding the campaign target by 50 percent

Windows Live Messenger Game results Royal Australian Navy Royal Australian Navy launched an interactive online Extreme Battleship game Results - It was the number one nineMSN game in Australia, with some 9,000 visits on the first day alone. - An average of 6500 people played the game per day, and in the following three months there were 570,000 visits with some 97,000 clicking through to the Intel brief. - 800 players applied online with an average of 5 enlistments a week We have only 20 million in our population and our target age group (15 to 24 year olds) has 3.3 million people. So with half a million playing our game, this showed massive penetration and reach from the MSN campaign,” says Lumsden.

Windows Live Agent McDonalds McDonald’s launched the Hello Kitty Agent Results - Over 70 million messages were exchanged in chat sessions with users and the Hello Kitty Agent on Windows Live Messenger. - A total of 65,000 users added the Hello Kitty Agent to their contact list on Windows Live Messenger. - Enhanced Brand awareness of McDonalds and “colors of Summer” campaign. “Windows Live Messenger is extremely popular in Hong Kong. The Hello Kitty Windows Live Agent allowed us to adopt a creative and targeted approach to interact with consumers.” Kevin Chiu, Creative Director, DDB Hong Kong

Windows Live Messenger Warner Music/Sound zero Warner Music mixes music with chatting on Windows Live Messenger Results An internet radio station built into a side tab of Windows Live Messenger - 50% increase in unique users in the first 3 months of launching Soundzero - A rich and interactive user experience, with over 7,000 listeners daily “The partnership with Microsoft Advertising has provided us the business and marketing tools to propel SoundZero radio as one of the leading radio stations for Thailand’s online community,” says Tatchaphol Srichankij, Head of SoundZero Business Unit, Warner Music Thailand.

Your place to play is out there… We’ll find it together

geertd@microsoft.com geertdesager@hotmail.com http://brandopia.wordpress.com http://twitter.com/geertdesager http://delicious.com/geertdesager http://friendfeed.com/geertdesager http://www.digg.com/users/geertdesager http://www.last.fm/user/geertdesager/ http://www.linkedin.com/in/geertdesager http://www.facebook.com/profile.php?id=551505247 http://www.slideshare.net/geertdesager http://www.youtube.com/profile?user=geertdesager http://geertdesager.storytlr.com http://www.flickr.com/photos/26811976%40N00/ THANK YOU

Credits for photos Slide 3: http://www.flickr.com/photos/littleimage/3170179811/ Slide 4: http://www.flickr.com/photos/bitzcelt/2589377492/ Slide 5: http://www.flickr.com/photos/aaronescobar/2170448724/ Slide 6: http://www.flickr.com/photos/karlhavard/3104840852/ Slide 7: http://www.flickr.com/photos/cayusa/2941045084/ Slide 8: http://www.flickr.com/photos/disposablehero/273616328/ Slide 9: http://www.flickr.com/photos/mallix/2586969604/ Slide 10: http://www.flickr.com/photos/les_izmore/523016701/ Slide 11: http://www.flickr.com/photos/pranavsingh/1311922613/ Slide 12: http://www.flickr.com/photos/paleishmael/2069947240/ Slide 13: http://www.flickr.com/photos/matthamm/2945559128/ Slide 14: http://www.flickr.com/photos/olivierclaurent/267335458/ Slide 18: http://www.flickr.com/photos/fanz/160696504/ Slide 19: http://www.flickr.com/photos/obeck/143359235/ Slide 20: http://www.flickr.com/photos/daxster78/440310384/ Slide 21: http://www.flickr.com/photos/63198875@N00/525645506 Slide 22: http://www.flickr.com/photos/39258569@N00/522143955 Slide 23: http://www.flickr.com/photos/9605368@N03/2640145198 Slide 25: http://www.flickr.com/photos/hotcherry/534365742 Slide 26: http://www.flickr.com/photos/pnkpanther/875293543 Slide 27: http://www.flickr.com/photos/9761147@N06/2311966388/ Slide 28: http://www.flickr.com/photos/gracewong/312922826/

Youth Marketing April 2009

by Geert Desager on Apr 27, 2009

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Youth Marketing April 2009 — Presentation Transcript

http://unmundobinario.com	79
http://chibiryan.blogspot.com	73
http://www.slideshare.net	52
http://tenekesizkedi.blogspot.com	13