Day1 1100 wong_incorporating the moments-based ad model.opt

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  • 1. Beyond Attention: Emotion @brian_wongPresented at Social Gaming SummitNovember 2011, London
  • 2. 88 ways to go beyond.
  • 3. A bit about me.
  • 4. Log In WELCOME HOW IT WORKS Real Rewards For virtual achievementsDevelopers: Monetize and RetainDownload The Kiip SDK Integrate Into Your Game Reward Your Players Just register and well get Its easy to plug in our SDK Theyll thank you when you add back to you shortly. and connect to our reward real-world rewards to your network. achievements. We support iOS and Android.Brands & Agencies: Reach Them When They Win. Reach and reward 15+ million active game players across our network that are hitting achievements. Deliver a value exchange through promotions and target
  • 5. 88 ways to go beyond.
  • 6. Grab more than just attention.
  • 7. LAYOUT: SCREEN ESTATE (IAB UNIT ADS) SEARCH: PURCHASE INTENT (SEARCH MARKETING) CONTENT: CONTEXT MATCHING (CONTEXTUAL ADS) MECHANICAL TURK: PAVLOVIAN “OFFERS” (TRIALS)Attention is a commodity.
  • 8. EMOTION: GOING BEYOND ATTENTION
  • 9. 1 Moments instead of touchpoints.
  • 10. Apple’s moments
  • 11. Smiles everywhere.
  • 12. What’s your moment?
  • 13. 2 Play.
  • 14. More. Everywhere. Connected.
  • 15. The Play Framework Rewards Layer Serendipity, gifts and rewardsAchievement Layer Acknowledgement and validation Action Layer Moments
  • 16. 3 Serendipity.
  • 17. Surprise and delight.
  • 18. Serendipity (frequency) Integrated (organizational fabric)Loyalty 2.0 Moments (customer interaction) Accessible (technology availability) Horizontal (conversion of value)
  • 19. 4 Acknowledging and validating
  • 20. 5 Emotional ROI.
  • 21. FIRST-MOVER PRICING STRUCTURE TALENT ACQUISITION INTELLECTUAL PROPERTY Competitive advantage. ASYMMETRIC INFORMATION LOCATION SPEED
  • 22. 6 Gifts & Rewards.
  • 23. O2 OfflineAchievement layer Rewards layer
  • 24. 7 Humanization of process.
  • 25. 8INCEPTION
  • 26. From stories.
  • 27. What’s in a gift?
  • 28. “ I won this running the treadmill. I dont have BB reward card though so I hope this helps you. Lol i got you flowers by playin on my iphone xD love u babe and no this aint fake panda babe See!! Playing game on my iPod isnt a complete waste of time :-) Happy birthday Teewee!! I got this off of a game on my phone so this is ur present!! :) I love you lovebutt!!!!! I dont know why youre upset with me but I love you î Hey mom I love you soo much. I sent this to you because to deserve it. Your an awesome parents you and dad bothyour parents raised you guys up really good and I know all us kids are really stubborn but we love you very much. Thought you might find this useful for pics of the baby :D Mom! Now we can go to concerts!!!! :)
  • 29. Feel or die.
  • 30. brian@kiip.metwitter.com/brian_wongwww.kiip.me