PRSA October 19, 2010 <br />Mastery is<br />the Message<br />Engaging Audiences Through Video Games<br />
Steven Kostant<br />Kerry Troup<br />Marc Dionne<br />Will McHenry<br />
Why Gaming?<br />Research Reveals<br />Content is King<br />Creative Transcends<br />Experience Matters<br />
Collect<br />12 Coins<br />
Why<br />gaming?<br />
1<br />People<br />Love<br />gaming<br />
Serious<br />gaming<br />
Social<br />good<br />
Gaming<br />curriculum<br />
Educate<br />to Innovate<br />
By age 21,<br />the average<br />American will<br />have spent<br />more than<br />10,000<br />hours playing<br />
That’s<br />5 years<br />of work<br />
Zynga<br />Mafia Wars + Farmville<br />100 million<br />monthly visitors<br />$4 billion<br />
2<br />Games<br />actually<br />work<br />
18<br />minutes<br />
Research<br />reveals<br />
“People who come up with clever solutions are almost always the same people who take the time to figure out the real probl...
Experts<br />forum<br />
Co–<br />creation<br />
Play<br />testing<br />
3<br />Research<br />is not a box<br />to check<br />
Research is <br />part ofthe entire<br />process.<br />That means keep<br />doing it.<br />
www.franklincovey.com<br />
4<br />Research<br />is not<br />scripture<br />
Don’t obsess on<br />what they said.<br />Focus more on<br />why they said it.<br />
Whether you <br />agree or<br />disagree with <br />research…<br />Have a reason<br />why.<br />
“Never ignore a <br />gut feeling,<br />but never believe <br />it’s enough.”<br />Robert Heller<br />
Content<br />is king<br />
5<br />Content is<br />everything<br />
Content is<br />story<br />Avatar: $2.24B (Feb. 2010) <br />
Content is<br />authentic<br />Bill of Rights (1789)<br />
Content is<br />social<br />Facebook 500m  (Oct 2010)<br />
Content is<br />data<br />Information graphics<br />
Content is<br />current<br />BBC Online (300+ staff)<br />
Content is<br />viral<br />
Content is<br />real-time<br />Twitter<br />
Content is<br />gaming<br />Admongo<br />
6<br />Content<br />must have<br />context<br />
digestible<br />
Research<br />Subject<br />Matter <br />Experts<br />Clients<br />The king is promiscuous<br />Creative: <br />Writing &De...
What is theprocess forfor ignitingcontent?<br />
2:Strategy<br />1:Insight<br />3:Staging<br />Content<br />flows<br />4:Creation<br />5:Sustain<br />
7<br />Content is<br />trans-media<br />
Content is<br />flexible<br />
Creative<br />transcends<br />
Creative<br />transcends<br />
8<br />Start<br />with the<br />object<br />
The object is a players perception<br />of completion<br />
It’s the journey, not the end.<br />But the end drives the journey.<br />
9<br />Exploration<br />creates<br />
“If you wish to advance into the infinite, explore the finitein all directions.”<br />Johann Wolfgang von Goethe <br />
explore<br />
10<br />Design<br />is<br />message<br />
“Design trends online change slightly less often than<br />my socks.”<br />— Suleiman Leadbitter<br />
Johnny<br />
blue<br />
think<br />critically<br />
discover<br />
Experience<br />matters<br />
11<br />Our<br />goal is<br />experience<br />
Our goal was not <br />to create a game.<br />Our goal was <br />to create an<br />experience.<br />
12<br />We<br />learn from<br />experience<br />
Experience<br />matters<br />
Care.<br />
Experience is<br />100% quality<br />over quantity.<br />
Experience is <br />inthe details<br />
People love gaming<br />Games actually work<br />Research is not a checkbox<br />Research is not scripture<br />Content is...
Go play<br />
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Mastery Is the Message: Engaging Young Audiences Through Video Games

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A presentation in Washington D. C. for the PRSA 2010 International Conference Powering PRogress, October 16 - 19.

Mastery Is the Message: Engaging Young Audiences Through Video Games

Steven Kostant, senior vice president, creative strategy, Fleishman Hillard

Marc Dionne, senior vice president, creative director, Fleishman Hillard

Will McHenry, managing supervisor, digital designer, Fleishman Hillard

Kerry Kennedy Troup, senior vice president, marketing communications, Fleishman-Hillard

For many gamers, the “medium is mastery” as they spend hours destroying a nemesis. However, video games also can teach new skills and provide a platform for social good. “Admongo — Live the ADventure,” is a multimedia communications campaign designed and developed by Fleishman Hillard’s Creative Studio for the Federal Trade Commission (FTC). This campaign uses video game play to educate children ages 8–12 about advertising and marketing so they can become more discerning consumers of information and advertising. Explore the blurring lines between the next wave of public relations practice and our roles as communicators who are skilled in creative strategy, digital design and video game development. Gain insights into games that combine education and entertainment, and practical applications for developing games without a blockbuster budget.

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  • You move through the levels finding ads and solving puzzles. There’s about 10 levels. We settled with a pair of illustrators based in england for the environemnts. We’re using our in house illustrators to handle the characters. It would have made a tighter product to have the illustrators in house but this is quite the specialty discipline.
  • Along the way you find a series of movies bringing to life advertising. We had to design 25 ads like this. They really wanted to look good in front of the advertising community.
  • And we landed here – admongo.gov. A wild and fantastic building purpose built to train you on the inner workings of advertising. The objective is simple – to get to the top.
  • So we won the business. They loved idea of a game we quickly got into research with our youth focused research partner Just Kid. Designers and writers working closely ad literacy experts, marketers, pr, together with the client. We tested names, storylines, ad literacy awareness, game concepts – we learned a lot.
  • All this effort, it comes together in experience. Our goal – create experience. User gives it life, where experience happens. Why care? The experience it creates, the meaning it imparts.
  • Mr.Menell anecdote!
  • Analogy to pet eating pills wrapped in meat. We can relate with our messaging.
  • What do I mean by experience creates meaning?Anecdote about testing
  • Experience matters. Don’t take it lightly. Don’t just slap things together, cut corners, place that image there because.
  • Care, and care intensely.
  • Mastery Is the Message: Engaging Young Audiences Through Video Games

    1. 1. PRSA October 19, 2010 <br />Mastery is<br />the Message<br />Engaging Audiences Through Video Games<br />
    2. 2. Steven Kostant<br />Kerry Troup<br />Marc Dionne<br />Will McHenry<br />
    3. 3.
    4. 4. Why Gaming?<br />Research Reveals<br />Content is King<br />Creative Transcends<br />Experience Matters<br />
    5. 5. Collect<br />12 Coins<br />
    6. 6.
    7. 7. Why<br />gaming?<br />
    8. 8. 1<br />People<br />Love<br />gaming<br />
    9. 9.
    10. 10. Serious<br />gaming<br />
    11. 11.
    12. 12. Social<br />good<br />
    13. 13. Gaming<br />curriculum<br />
    14. 14. Educate<br />to Innovate<br />
    15. 15. By age 21,<br />the average<br />American will<br />have spent<br />more than<br />10,000<br />hours playing<br />
    16. 16. That’s<br />5 years<br />of work<br />
    17. 17. Zynga<br />Mafia Wars + Farmville<br />100 million<br />monthly visitors<br />$4 billion<br />
    18. 18. 2<br />Games<br />actually<br />work<br />
    19. 19.
    20. 20. 18<br />minutes<br />
    21. 21. Research<br />reveals<br />
    22. 22. “People who come up with clever solutions are almost always the same people who take the time to figure out the real problem.”<br />Jesse Schell<br />
    23. 23. Experts<br />forum<br />
    24. 24. Co–<br />creation<br />
    25. 25.
    26. 26.
    27. 27. Play<br />testing<br />
    28. 28. 3<br />Research<br />is not a box<br />to check<br />
    29. 29. Research is <br />part ofthe entire<br />process.<br />That means keep<br />doing it.<br />
    30. 30. www.franklincovey.com<br />
    31. 31. 4<br />Research<br />is not<br />scripture<br />
    32. 32. Don’t obsess on<br />what they said.<br />Focus more on<br />why they said it.<br />
    33. 33. Whether you <br />agree or<br />disagree with <br />research…<br />Have a reason<br />why.<br />
    34. 34. “Never ignore a <br />gut feeling,<br />but never believe <br />it’s enough.”<br />Robert Heller<br />
    35. 35. Content<br />is king<br />
    36. 36. 5<br />Content is<br />everything<br />
    37. 37. Content is<br />story<br />Avatar: $2.24B (Feb. 2010) <br />
    38. 38. Content is<br />authentic<br />Bill of Rights (1789)<br />
    39. 39. Content is<br />social<br />Facebook 500m (Oct 2010)<br />
    40. 40. Content is<br />data<br />Information graphics<br />
    41. 41. Content is<br />current<br />BBC Online (300+ staff)<br />
    42. 42. Content is<br />viral<br />
    43. 43. Content is<br />real-time<br />Twitter<br />
    44. 44. Content is<br />gaming<br />Admongo<br />
    45. 45. 6<br />Content<br />must have<br />context<br />
    46. 46. digestible<br />
    47. 47.
    48. 48.
    49. 49. Research<br />Subject<br />Matter <br />Experts<br />Clients<br />The king is promiscuous<br />Creative: <br />Writing &Design<br />Marketing<br />& PR<br />Tech<br />
    50. 50. What is theprocess forfor ignitingcontent?<br />
    51. 51. 2:Strategy<br />1:Insight<br />3:Staging<br />Content<br />flows<br />4:Creation<br />5:Sustain<br />
    52. 52. 7<br />Content is<br />trans-media<br />
    53. 53. Content is<br />flexible<br />
    54. 54. Creative<br />transcends<br />
    55. 55. Creative<br />transcends<br />
    56. 56.
    57. 57. 8<br />Start<br />with the<br />object<br />
    58. 58. The object is a players perception<br />of completion<br />
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.
    64. 64. It’s the journey, not the end.<br />But the end drives the journey.<br />
    65. 65. 9<br />Exploration<br />creates<br />
    66. 66. “If you wish to advance into the infinite, explore the finitein all directions.”<br />Johann Wolfgang von Goethe <br />
    67. 67.
    68. 68.
    69. 69.
    70. 70.
    71. 71.
    72. 72.
    73. 73.
    74. 74.
    75. 75.
    76. 76.
    77. 77. explore<br />
    78. 78. 10<br />Design<br />is<br />message<br />
    79. 79. “Design trends online change slightly less often than<br />my socks.”<br />— Suleiman Leadbitter<br />
    80. 80. Johnny<br />
    81. 81. blue<br />
    82. 82.
    83. 83.
    84. 84. think<br />critically<br />
    85. 85. discover<br />
    86. 86. Experience<br />matters<br />
    87. 87. 11<br />Our<br />goal is<br />experience<br />
    88. 88. Our goal was not <br />to create a game.<br />Our goal was <br />to create an<br />experience.<br />
    89. 89.
    90. 90.
    91. 91. 12<br />We<br />learn from<br />experience<br />
    92. 92.
    93. 93. Experience<br />matters<br />
    94. 94. Care.<br />
    95. 95. Experience is<br />100% quality<br />over quantity.<br />
    96. 96. Experience is <br />inthe details<br />
    97. 97. People love gaming<br />Games actually work<br />Research is not a checkbox<br />Research is not scripture<br />Content is everything<br />Content must have context<br />Content is trans-media<br />Start with the object<br />Creativity is exploration<br />Design is message<br />The goal is experience<br />We learn from experience<br />
    98. 98. Go play<br />

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