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 \"Value
Menu\" 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
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THANK YOU

Credits for photos
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