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
    So many legends of racing have raced here
    Spent there entire lives working towards it
    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
    The mental and physical hardships of driving and the pressure to di well really took it’s toll on the guys we had
    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.
    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.
    Lucas Ordonez
    Jann Mardenborough
    Wolfgang Riep
    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
    To put it in perspective, those are the numbers that Mad Men had in it’s third season.

Transcript

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