0
HELLO
USING GAMING AND REALITY TV
AS GLOBAL MARKETING
PLATFORMS
THERE ARE
4 RULES
RULE #1
YOU HAVE TO MAKE
FUCKING GREAT TV
REALITY TV
IT’S INEXPENSIVE
NO STARS
GLOBAL GENRE
ESTABLISHED RULES
58%
?
GAMERS ENJOY THESE STORIES
IN LONGER NARRATIVES WITH
THEMSELVES AS THE HEROES
WE CRACKED IT
WITH GT ACADEMY
RULE #2
FIND A GAME THAT MATCHES
YOUR BRAND’S VALUES
PERFORMANCE
WHAT IS PERFORMANCE TO
NISSAN AND PLAYSTATION?
RULE #3
MAKE SOMETHING AUTHENTIC
AUTHENTIC TO THE GENRE
A BUNCH OF PEOPLE START
THEY’RE ELIMINATED ONE BY ONE
BY SOME TOUGH JUDGES
ONE PERSON IS DECLARED
THE WINNER
AUTHENTIC TO THE GAME
“GT ACADEMY IS SOMETHING I WANTED
TO DO SINCE I STARTED
GRAN TURISMO.”
- Kazunori Yamauchi, GT Creator
RULE #4
DO SOMETHING NEW
FIND THE UNIQUE QUESTION
THAT’S THE HEARTBEAT OF YOUR SHOW
CAN YOU TURN A GAMER…
INTO A PRO RACE CAR DRIVER?
GT ACADEMY CASE STUDY
OVER 400,000 GAMERS ENTERED
THE TOP 32 WERE TAKEN TO NYC
12 FINALISTS WERE CHOSEN
TRANSITIO
N
EUROPE / GERMANY / SOUTH AMERICA
RUSSIA / SOUTH AFRICA / MIDDLE EAST
WHAT DID NISSAN ACCOMPLISH?
1.2 MILLION VIEWERS PER EPISODE
85.2 MILLION ONLINE IMPRESSIONS
80% VIEWERS
WOULD RECOMMEND A NISSAN
81% VIEWERS
INTEND TO BUY A NISSAN
EXCITING, SPORTY AND FUN TO DRIVE
RATED HIGHLY ON WHAT VIEWERS
THOUGHT ABOUT NISSAN
WHAT DID SONY PLAYSTATION
ACCOMPLISH?
GT ACADEMY PROVES THAT
GAMING ISN’T JUST ENTERTAINMENT
IT’S A LEGITIMATE
SKILL DEVELOPMENT
AND RECRUITING TOOL
GAMERS HAVE REAL WORLD
SKILLS AND QUALITIES
THAT MAKE THEM VALUABLE ASSETS
WHAT DID WE DISCOVER TOGETHER?
A WHOLE NEW LEVEL OF MASTERY
THANK YOU
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn
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  • Transcript of "GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn"

    1. 1. HELLO
    2. 2. USING GAMING AND REALITY TV AS GLOBAL MARKETING PLATFORMS
    3. 3. THERE ARE 4 RULES
    4. 4. RULE #1 YOU HAVE TO MAKE FUCKING GREAT TV
    5. 5. REALITY TV IT’S INEXPENSIVE NO STARS GLOBAL GENRE ESTABLISHED RULES
    6. 6. 58%
    7. 7. ?
    8. 8. GAMERS ENJOY THESE STORIES IN LONGER NARRATIVES WITH THEMSELVES AS THE HEROES
    9. 9. WE CRACKED IT WITH GT ACADEMY
    10. 10. RULE #2 FIND A GAME THAT MATCHES YOUR BRAND’S VALUES
    11. 11. PERFORMANCE
    12. 12. WHAT IS PERFORMANCE TO NISSAN AND PLAYSTATION?
    13. 13. RULE #3 MAKE SOMETHING AUTHENTIC
    14. 14. AUTHENTIC TO THE GENRE
    15. 15. A BUNCH OF PEOPLE START
    16. 16. THEY’RE ELIMINATED ONE BY ONE
    17. 17. BY SOME TOUGH JUDGES
    18. 18. ONE PERSON IS DECLARED THE WINNER
    19. 19. AUTHENTIC TO THE GAME
    20. 20. “GT ACADEMY IS SOMETHING I WANTED TO DO SINCE I STARTED GRAN TURISMO.” - Kazunori Yamauchi, GT Creator
    21. 21. RULE #4 DO SOMETHING NEW
    22. 22. FIND THE UNIQUE QUESTION THAT’S THE HEARTBEAT OF YOUR SHOW
    23. 23. CAN YOU TURN A GAMER…
    24. 24. INTO A PRO RACE CAR DRIVER?
    25. 25. GT ACADEMY CASE STUDY
    26. 26. OVER 400,000 GAMERS ENTERED THE TOP 32 WERE TAKEN TO NYC 12 FINALISTS WERE CHOSEN
    27. 27. TRANSITIO N
    28. 28. EUROPE / GERMANY / SOUTH AMERICA RUSSIA / SOUTH AFRICA / MIDDLE EAST
    29. 29. WHAT DID NISSAN ACCOMPLISH?
    30. 30. 1.2 MILLION VIEWERS PER EPISODE
    31. 31. 85.2 MILLION ONLINE IMPRESSIONS
    32. 32. 80% VIEWERS WOULD RECOMMEND A NISSAN
    33. 33. 81% VIEWERS INTEND TO BUY A NISSAN
    34. 34. EXCITING, SPORTY AND FUN TO DRIVE RATED HIGHLY ON WHAT VIEWERS THOUGHT ABOUT NISSAN
    35. 35. WHAT DID SONY PLAYSTATION ACCOMPLISH?
    36. 36. GT ACADEMY PROVES THAT GAMING ISN’T JUST ENTERTAINMENT IT’S A LEGITIMATE SKILL DEVELOPMENT AND RECRUITING TOOL
    37. 37. GAMERS HAVE REAL WORLD SKILLS AND QUALITIES THAT MAKE THEM VALUABLE ASSETS
    38. 38. WHAT DID WE DISCOVER TOGETHER?
    39. 39. A WHOLE NEW LEVEL OF MASTERY
    40. 40. THANK YOU
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