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2011 03-i m-breakthrough-socialgamingandinteractivetv

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Social Gaming and Interactive TV

Social Gaming and Interactive TV

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Transcript

  • 1. iMedia Breakthrough Summit
    March 11, 2011
    Mark Kroese
    General Manager, Advertising Business Group, Interactive Entertainment Business
    The Future of Social Gaming and Interactive TV
  • 2. Television Advertising Evolved
  • 3. Breakthrough
  • 4. Old Rules of Engagement No Longer Apply
    Hard to reach consumers
    Lack of attention
    Multitasking
  • 5. Advertising In A Digital, Multi Screen World…
    Connected.
    Personal.
    Social.
  • 6. …Requires New Rules of Engagement
    Invite, Don’t Interrupt
    Invite, Don’t Interrupt
    Provide Relevant Content
    Provide Relevant Content
    Exchange Value
    Exchange Value
    Enable Social Experiences
    Enable Social Experiences
    Create Natural Interactivity
    Create Natural Interactivity
  • 7. Invite, Don’t Interrupt
  • 8. Provide Relevant Content
  • 9. Develop Value Exchange
  • 10. Enable Social Experiences
  • 11. Create Natural Interactivity
  • 12. 12
    1.4M
    The campaign was one of the best performing campaigns in Xbox LIVE history.
    125K
    52%
    42%
    38%
    10%
    Voted for favorite Avatar costume
    Downloaded a gamer pic
    Viewed Reese’s commercial
    Downloaded Reese’s theme pack
    Click through rate
    Total contest participants
    A Sweet Story For Reese’s And Xbox
  • 13. Best Of TV And The Web
    games. movies. music. tv. social…
    THE CENTER OF THE LIVING ROOM
    netflix. last fm. twitter.facebook + more.
  • 14. Call To Action And Benefits
    Raise Your Expectations
    Raise Your Expectations
    Experiment
    Experiment
    Seize the Moment
    Seize the Moment
  • 15. Thank You!