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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  • Told them all to get passports, since a bunch didn’t have them and then flew them to
  • Ayrton Senna
  • Nikki Lauda
  • James Hunt - New film by Ron Howard called Rush <br /> So many legends of racing have raced here <br /> Spent there entire lives working towards it <br /> Raced for there whole lives to be able to drive at this Mecca
  • Hard - doing the game is one thing, doing it for real is something else completely <br /> The mental and physical hardships of driving and the pressure to di well really took it’s toll on the guys we had <br /> So during the week, we started cutting down the pack
  • The final winner was Steve Doherty - 30 years old, an unemployed mechanic from Plainfield Illinois. <br /> Moved to the UK, bean training him for several months before he joined the team and competed
  • Several other races in America
  • Spa in Belgium, they came in second, all gamer team. <br /> Lucas Ordonez <br /> Jann Mardenborough <br /> Wolfgang Riep <br /> Peter Pyzera
  • So what were the results for Nissan?
  • That’s amazing numbers for a show that has no stars, made outside the Hollywood machine <br /> To put it in perspective, those are the numbers that Mad Men had in it’s third season.

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 Presentation Transcript

  • 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