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Youth Marketing
  Geert Desager
   April 2009
Life of 12 – 24 year olds

  “Surveying the Digital Future” A
  Project of Center for the Digital
Future-USC Annenberg School, 2009
Will never read a
  newspaper but
   attracted to
 some magazines




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Will never own a
  land-line phone
 (and maybe not a
       watch)




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Will not watch television on
                         someone else’s schedule much
                                    longer
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Trust unknown peers
                                                                                        more than experts




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
For first time willing (2005) to pay
                 for digital content. Never before.




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Little interest
            in the source
                   of
             information
               and most
             information
             aggregated.


“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Community at the center of Internet
                         experience




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Think not interested in advertising
                     or affected by brand, but wrong.




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Everything will move
                                                                                   to mobile




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Television dominates less than any
                           generation before




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Want to move content freely from platform
     to platform with no restrictions
“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Want to be heard (user generated)




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Use IM. Think e-mail is for their
                                  parents




“Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
Young Adults Revealed Asian
       Report 2008
      Synovate & Microsoft
Many still live with mum and dad




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Most still studying




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Most live in a city




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Most still single



Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
No habit of shacking up before
                          marriage




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
They dream of working in
                       …IT, Engineering, Accounting or
                            Business Management

Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Security paramount




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Best Brands Asia 2008

                                                             Nike
                                                      1
                                                             Sony/Playstation
                                                      2
                                                             Adidas
                                                      3
                                                             Nokia
                                                      4
                                                             Apple / Mac / i-pod
                                                      5
                                                             Coca Cola
                                                      6
                                                             Billabong
                                                      7
                                                             Gucci
                                                      8
                                                             Louis Vuitton
                                                      9
                                                             Samsung
                                                      10
                                                             Cadbury
                                                      11
                                                             Microsoft
                                                      12
                                                             Panasonic
                                                      13
                                                             Dell
                                                      14
                                                             Puma
                                                      15




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
A few myths




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Friends are the most important
                    thing in their life, right?



Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
They live a sedentary lifestyle,
                                right?




Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Youngsters have no interest in self-
                improvement and are culturally
                          void, right?
Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
Place to Play
For the consumer, gaming is all about one thing…

Playing
“To occupy oneself in amusement, sport, or other recreation”
we naturally select
our favourite ways of playing…
• … it’s how we entertain ourselves
• You’ll only play something if you enjoy it!




            The consumers define what a game is or isn't, not us.
why would a brand want to play
with consumers…or be
played with by them?
• No interruptions
• Heightened awareness of what is going
  on within the game…




• …& we become immersed in all
  elements of a game
there’s a place to play for everyone
                       Across a range of opportunities…




  Gamer-focused   Dynamic in-game   Sponsorships   In-game product    Advergames
    web sites       Advertising                       placement



         …from simple gaming interactions on-line through to more
                     involving advergaming solutions

                      Complexity & lead time
                                                                     Continue to Case studies
gamer-focused websites
Banner served on the MyXbox section of Xbox.com - the premier
destination for Xbox gamers.

•      Xbox.com is the center of the online Xbox community –
       users send messages, view achievements, and look for
       friends
•      728x90 placement across multiple points
•      2 million UUs/month
•      Rich media available (not expandable)
•      Age and gender targeting available
•      Defined by behaviour and lifestyle
•      Affinities: Major sports, Electronics, Autos



    Back


                                                      http://live.xbox.com/en-GB/default.aspx
dynamic in-game advertising

• Powerful new immersive entertainment
  medium brought to you by Massive
• New marketing opportunities
• Ads can be served (& refreshed) across
  multiple titles & platforms
• Creative executions are measured and
  tracked
  in real-time
• Geographical and time-based targeting


 Back
dynamic in-game advertising
2D Imagery
Desperate Housewives Screenshots
Ford Case Study




47
Ford Case Study




48
Background
• The Ford Fiesta ST is the high-performance range-
  topping Ford Fiesta – directly inspired by it’s race-
  bred Super 1600 Fiesta
• In association with their media agency, Mindshare,
  Ford indentified in-game advertising as a media key
  to the Fiesta ST’s communications strategy
  because:
   –   It delivers a young male audience in a exceptionally relevant and entertaining environment
   –   It enables a brand experience to be created at a time and place when the audience are highly receptive

• Massive was selected for its:
   –   Strong audience profile match with the Ford Fiesta ST target market
   –   Ability to connect with this target through AAA/premium content game titles
   –   Proven advertising effectiveness
   –   High level of accountability
Objectives and strategy
Objectives
• Build awareness
• Inject excitement into the Ford Fiesta ST brand
  and reinforce the car’s core credentials
Target audience
• Young (predominantly male) car enthusiasts
Strategy
• Deliver high impact brand messaging in premium
  content racing and sports games – ‘inheriting’ the
  characteristics of both the medium and the
  selected content
Execution
• 8 week campaign across Massive UK’s Racing channel and Sports
  channels
• Customised ad creative, optimized for maximum impact and
  user acceptance, specific to each game title
Results – audience delivery
• The campaign successful reached Ford’s target audience of
  young male car enthusiasts
   – 86% male
   – 71% aged 16-34


• 84% currently own a car and 80% are responsible for their
  own car purchase decision

• Crucially, 46% plan to buy a new car in the next 12 months,
  making them 77% more likely to do so than the non-exposed
  gamers


                 Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control
Results
• Significant positive impact on key metrics amongst gamers
  exposed to Ford Fiesta ST campaign
                                                                     % uplift1
 Ad Recall & Rating                                                                                        In-game Impact
                                                                                                           Those who recall seeing the Fords ads said that they:
 Ad Recall (unaided) – Ford Fiesta ST                                   +67%
 Ad Recall (aided) – Ford Fiesta ST                                     +33%
 Tagline association                                                    +38%
 Rate Ford as an innovative car
                                                                        +42%
 manufacturer




 Brand Attribute Association
 % uplift for those stating strongly agree or agree

 +31% “Benefits from the manufacturers rally car experience”

 +24% “Has best in class road handling”


• 55% of those who saw the ads said it left them with a more
  positive opinion of Ford
                                            1   % uplift is defined as the percentage difference between the test and control groups

                                       Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control
Xbox Branded Destination
             Branded microsite within Xbox LIVE that hosts all of
             the brands content and messaging

         •       All media for the campaign drives users to this
                 destination.
         •       Hosts content such as:
         •       Downloaded and streaming video
         •       Gamerpics
         •       Themes
         •       Brand messaging
         •       Opportunity to run pre-roll video for downloads.
         •       Available only with Xbox Live Banner Placements




             Back
                                                                              “Shark Week” Branded
                                                                    Destination and Streaming Video
                                                                                              Detail

*Source: Average of Strategy Analytics Nov 06, Screen
Digest Dec 06, IDG Aug 07
Xbox Weekly TV Sponsorships
in-game product placement

  A leading developer of Xbox 360
  Games, Microsoft Game Studios offers
  advertisers opportunities through in-game
  product placement and content sponsorship


  Lead time 12-18 months




Back
Examples & Case Studies
Result for brands
Burger King
 Custom game promotion
   - 3 custom games for Xbox & Xbox 360
   - Sold exclusively in-store for $3.99
   - Cross promotion
 Results
   - 40% profit increase YOY
   - 4% increase in same store sales
   - Won the Grand Prix Titanium Lion at
     Cannes 2007

CEO John Chidsey said the lower-priced quot;Value
Menuquot; and the promotion with Xbox 360 helped
drive sales and customer traffic. He said more
than 3.2 million Burger King-branded Xbox 360
games were sold.
Result for brands
Eragon
Promote DVD release
  - raise awareness amongst relevant
    audience
  - 14-25 year olds, with a 14-18 year old
    sweet spot
  - Eragon themepacks download pictures
    and a deleted scene from the movie
    (exclusive content)
  - Ran across Xbox.com, Xbox Live and
    key Xbox community sites in Germany,
    Italy, Netherlands, UK and France
Results
  - 78,000 downloads from Xbox Live alone

“This was a key building block from a digital standpoint
that helped achieve our performance objective.” said
John Cosley, director of digital marketing, Twentieth
Century Fox Home Entertainment.
Driving action
Discovery Channel
Exclusive sponsor of Gears of War
downloadable content
  - objective to increase awareness of “Future
  Weapons” show
Results
  - almost doubled ratings
  - significant web traffic increase
  - 3m downloads
  - 50m web impressions
  - consumer impact – ecstatic!

 PHD VP Director of Interactive Strategy Craig
 Daitch said “It was like gamer quid pro quo, its
 not just an impression but experiential. There
 was a huge jump in 13-17 yr olds who watched
 the show.”
Brand attitudes
Visa
Sponsor of Xbox Live Tournament
featuring Madden NFL ‘07
Results
  - is the best product
  - fits lifestyle and needs
  - sponsors the best sporting events
  - 50m web impressions
  - 84% of sample had positive attitude
    towards the brand knowing they
    sponsored the Xbox event
In-game results
WB’s V for Vendetta
V for Vendetta in-game 2D advertising
  - in 12 markets across Europe
  - geo-targeted with local language

Results
Massive makes FCUK the
  name on the street
Results:
- The campaign delivered prompted recall of 68 per
      cent, well above in-game benchmarks
- Awareness of the change in FCUK logo rose by 12
      percentage points following exposure to the in-game ads
      (Awareness rose from 70 per cent to 82 per cent)
- Spontaneous awareness of FCUK as a men’s casual clothing
      brand rose 6 percentage points following exposure to
      the ads (Increase from 5 per cent to 11 per cent)
- The perception of FCUK as “at the
      cutting edge of fashion” rose by 10 percentage points
      following exposure to the campaign “cutting edge”
      perception rose from 35 percent to 45 per cent
- All positive brand perceptions showed increases as a result
      of the campaign Perception as “cool fashion brand” up 6
      percentage points to 61 per cent


“We’re confident of building on this campaign
 with further advertising through Massive.”
 LORNA PERRIN,
 Director of Marketing and PR, French Connection
Windows Live Messenger Game results
Guinness
Guinness launched a microsite
  supporting the tour and a real-time
  peer-to-peer game on Windows Live
  Messenger.
Results
   - 220,000 unique game players,
  representing 35 percent of the total
  targeted audience of Windows Live
  Messenger in the Singapore, Malaysia
  and Indonesia
 - 78 percent of players spent more than
  three minutes interacting with the
  game
 - Over 15,000 registrations in the
  Guinness club, exceeding the campaign
  target by 50 percent
Windows Live Messenger Game results
Royal Australian Navy
Royal Australian Navy launched an interactive online
  Extreme Battleship game
Results
- It was the number one nineMSN game in Australia,
  with some 9,000 visits on the first day alone.
- An average of 6500 people played the game per
  day, and in the following three months there were
  570,000 visits with some 97,000 clicking through to
  the Intel brief.
- 800 players applied online with an average of 5
  enlistments a week



 We have only 20 million in our population and our
 target age group (15 to 24 year olds) has 3.3 million
 people. So with half a million playing our game, this
 showed massive penetration and reach from the MSN
 campaign,” says Lumsden.
Windows Live Agent
McDonalds
McDonald’s launched the Hello Kitty Agent
Results
- Over 70 million messages were exchanged in chat
sessions with users and the Hello Kitty Agent on
Windows Live Messenger.
- A total of 65,000 users added the Hello Kitty Agent
to their contact list on Windows Live Messenger.
- Enhanced Brand awareness of McDonalds and
“colors of Summer” campaign.




 “Windows Live Messenger is extremely popular in
 Hong Kong. The Hello Kitty Windows Live Agent
 allowed us to adopt a creative and targeted
 approach to interact with consumers.”
 Kevin Chiu, Creative Director, DDB Hong Kong
Windows Live Messenger
Warner Music/Sound zero
Warner Music mixes music with chatting on Windows
   Live Messenger
Results
An internet radio station built into a side tab of
Windows Live Messenger
- 50% increase in unique users in the first 3 months of
launching Soundzero
- A rich and interactive user experience, with over
7,000 listeners daily



 “The partnership with Microsoft Advertising has
 provided us the business and marketing tools to propel
 SoundZero radio as one of the leading radio stations for
 Thailand’s online community,” says Tatchaphol Srichankij,
 Head of SoundZero Business Unit, Warner Music
 Thailand.
Your place to play is out there…



  We’ll find it together
geertd@microsoft.com
geertdesager@hotmail.com
http://brandopia.wordpress.com
http://twitter.com/geertdesager
http://delicious.com/geertdesager
http://friendfeed.com/geertdesager
http://www.digg.com/users/geertdesager
http://www.last.fm/user/geertdesager/
http://www.linkedin.com/in/geertdesager
http://www.facebook.com/profile.php?id=551505247
http://www.slideshare.net/geertdesager
http://www.youtube.com/profile?user=geertdesager
http://geertdesager.storytlr.com
http://www.flickr.com/photos/26811976%40N00/


THANK YOU
Credits for photos
Slide 3: http://www.flickr.com/photos/littleimage/3170179811/
Slide 4: http://www.flickr.com/photos/bitzcelt/2589377492/
Slide 5: http://www.flickr.com/photos/aaronescobar/2170448724/
Slide 6: http://www.flickr.com/photos/karlhavard/3104840852/
Slide 7: http://www.flickr.com/photos/cayusa/2941045084/
Slide 8: http://www.flickr.com/photos/disposablehero/273616328/
Slide 9: http://www.flickr.com/photos/mallix/2586969604/
Slide 10: http://www.flickr.com/photos/les_izmore/523016701/
Slide 11: http://www.flickr.com/photos/pranavsingh/1311922613/
Slide 12: http://www.flickr.com/photos/paleishmael/2069947240/
Slide 13: http://www.flickr.com/photos/matthamm/2945559128/
Slide 14: http://www.flickr.com/photos/olivierclaurent/267335458/
Slide 18: http://www.flickr.com/photos/fanz/160696504/
Slide 19: http://www.flickr.com/photos/obeck/143359235/
Slide 20: http://www.flickr.com/photos/daxster78/440310384/
Slide 21: http://www.flickr.com/photos/63198875@N00/525645506
Slide 22: http://www.flickr.com/photos/39258569@N00/522143955
Slide 23: http://www.flickr.com/photos/9605368@N03/2640145198
Slide 25: http://www.flickr.com/photos/hotcherry/534365742
Slide 26: http://www.flickr.com/photos/pnkpanther/875293543
Slide 27: http://www.flickr.com/photos/9761147@N06/2311966388/
Slide 28: http://www.flickr.com/photos/gracewong/312922826/

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Youth Marketing April 2009

  • 1. Youth Marketing Geert Desager April 2009
  • 2. Life of 12 – 24 year olds “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 3. Will never read a newspaper but attracted to some magazines “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 4. Will never own a land-line phone (and maybe not a watch) “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 5. Will not watch television on someone else’s schedule much longer “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 6. Trust unknown peers more than experts “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 7. For first time willing (2005) to pay for digital content. Never before. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 8. Little interest in the source of information and most information aggregated. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 9. Community at the center of Internet experience “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 10. Think not interested in advertising or affected by brand, but wrong. “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 11. Everything will move to mobile “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 12. Television dominates less than any generation before “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 13. Want to move content freely from platform to platform with no restrictions “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 14. Want to be heard (user generated) “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 15. Use IM. Think e-mail is for their parents “Surveying the Digital Future” A Project of Center for the Digital Future-USC Annenberg School, 2009
  • 16. Young Adults Revealed Asian Report 2008 Synovate & Microsoft
  • 17. Many still live with mum and dad Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 18. Most still studying Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 19. Most live in a city Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 20. Most still single Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 21. No habit of shacking up before marriage Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 22. They dream of working in …IT, Engineering, Accounting or Business Management Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 23. Security paramount Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 24. Best Brands Asia 2008 Nike 1 Sony/Playstation 2 Adidas 3 Nokia 4 Apple / Mac / i-pod 5 Coca Cola 6 Billabong 7 Gucci 8 Louis Vuitton 9 Samsung 10 Cadbury 11 Microsoft 12 Panasonic 13 Dell 14 Puma 15 Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 25. A few myths Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 26. Friends are the most important thing in their life, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 27. They live a sedentary lifestyle, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 28. Youngsters have no interest in self- improvement and are culturally void, right? Young Adults Revealed Asian Report 2008 – Synovate / Microsoft
  • 30. For the consumer, gaming is all about one thing… Playing “To occupy oneself in amusement, sport, or other recreation”
  • 31. we naturally select our favourite ways of playing… • … it’s how we entertain ourselves • You’ll only play something if you enjoy it! The consumers define what a game is or isn't, not us.
  • 32. why would a brand want to play with consumers…or be played with by them? • No interruptions • Heightened awareness of what is going on within the game… • …& we become immersed in all elements of a game
  • 33. there’s a place to play for everyone Across a range of opportunities… Gamer-focused Dynamic in-game Sponsorships In-game product Advergames web sites Advertising placement …from simple gaming interactions on-line through to more involving advergaming solutions Complexity & lead time Continue to Case studies
  • 34. gamer-focused websites Banner served on the MyXbox section of Xbox.com - the premier destination for Xbox gamers. • Xbox.com is the center of the online Xbox community – users send messages, view achievements, and look for friends • 728x90 placement across multiple points • 2 million UUs/month • Rich media available (not expandable) • Age and gender targeting available • Defined by behaviour and lifestyle • Affinities: Major sports, Electronics, Autos Back http://live.xbox.com/en-GB/default.aspx
  • 35. dynamic in-game advertising • Powerful new immersive entertainment medium brought to you by Massive • New marketing opportunities • Ads can be served (& refreshed) across multiple titles & platforms • Creative executions are measured and tracked in real-time • Geographical and time-based targeting Back
  • 37.
  • 38.
  • 39.
  • 40.
  • 41.
  • 42.
  • 43.
  • 44.
  • 49. Background • The Ford Fiesta ST is the high-performance range- topping Ford Fiesta – directly inspired by it’s race- bred Super 1600 Fiesta • In association with their media agency, Mindshare, Ford indentified in-game advertising as a media key to the Fiesta ST’s communications strategy because: – It delivers a young male audience in a exceptionally relevant and entertaining environment – It enables a brand experience to be created at a time and place when the audience are highly receptive • Massive was selected for its: – Strong audience profile match with the Ford Fiesta ST target market – Ability to connect with this target through AAA/premium content game titles – Proven advertising effectiveness – High level of accountability
  • 50. Objectives and strategy Objectives • Build awareness • Inject excitement into the Ford Fiesta ST brand and reinforce the car’s core credentials Target audience • Young (predominantly male) car enthusiasts Strategy • Deliver high impact brand messaging in premium content racing and sports games – ‘inheriting’ the characteristics of both the medium and the selected content
  • 51. Execution • 8 week campaign across Massive UK’s Racing channel and Sports channels • Customised ad creative, optimized for maximum impact and user acceptance, specific to each game title
  • 52. Results – audience delivery • The campaign successful reached Ford’s target audience of young male car enthusiasts – 86% male – 71% aged 16-34 • 84% currently own a car and 80% are responsible for their own car purchase decision • Crucially, 46% plan to buy a new car in the next 12 months, making them 77% more likely to do so than the non-exposed gamers Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control
  • 53. Results • Significant positive impact on key metrics amongst gamers exposed to Ford Fiesta ST campaign % uplift1 Ad Recall & Rating In-game Impact Those who recall seeing the Fords ads said that they: Ad Recall (unaided) – Ford Fiesta ST +67% Ad Recall (aided) – Ford Fiesta ST +33% Tagline association +38% Rate Ford as an innovative car +42% manufacturer Brand Attribute Association % uplift for those stating strongly agree or agree +31% “Benefits from the manufacturers rally car experience” +24% “Has best in class road handling” • 55% of those who saw the ads said it left them with a more positive opinion of Ford 1 % uplift is defined as the percentage difference between the test and control groups Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control
  • 54. Xbox Branded Destination Branded microsite within Xbox LIVE that hosts all of the brands content and messaging • All media for the campaign drives users to this destination. • Hosts content such as: • Downloaded and streaming video • Gamerpics • Themes • Brand messaging • Opportunity to run pre-roll video for downloads. • Available only with Xbox Live Banner Placements Back “Shark Week” Branded Destination and Streaming Video Detail *Source: Average of Strategy Analytics Nov 06, Screen Digest Dec 06, IDG Aug 07
  • 55. Xbox Weekly TV Sponsorships
  • 56.
  • 57. in-game product placement A leading developer of Xbox 360 Games, Microsoft Game Studios offers advertisers opportunities through in-game product placement and content sponsorship Lead time 12-18 months Back
  • 58. Examples & Case Studies
  • 59.
  • 60. Result for brands Burger King Custom game promotion - 3 custom games for Xbox & Xbox 360 - Sold exclusively in-store for $3.99 - Cross promotion Results - 40% profit increase YOY - 4% increase in same store sales - Won the Grand Prix Titanium Lion at Cannes 2007 CEO John Chidsey said the lower-priced quot;Value Menuquot; and the promotion with Xbox 360 helped drive sales and customer traffic. He said more than 3.2 million Burger King-branded Xbox 360 games were sold.
  • 61. Result for brands Eragon Promote DVD release - raise awareness amongst relevant audience - 14-25 year olds, with a 14-18 year old sweet spot - Eragon themepacks download pictures and a deleted scene from the movie (exclusive content) - Ran across Xbox.com, Xbox Live and key Xbox community sites in Germany, Italy, Netherlands, UK and France Results - 78,000 downloads from Xbox Live alone “This was a key building block from a digital standpoint that helped achieve our performance objective.” said John Cosley, director of digital marketing, Twentieth Century Fox Home Entertainment.
  • 62. Driving action Discovery Channel Exclusive sponsor of Gears of War downloadable content - objective to increase awareness of “Future Weapons” show Results - almost doubled ratings - significant web traffic increase - 3m downloads - 50m web impressions - consumer impact – ecstatic! PHD VP Director of Interactive Strategy Craig Daitch said “It was like gamer quid pro quo, its not just an impression but experiential. There was a huge jump in 13-17 yr olds who watched the show.”
  • 63. Brand attitudes Visa Sponsor of Xbox Live Tournament featuring Madden NFL ‘07 Results - is the best product - fits lifestyle and needs - sponsors the best sporting events - 50m web impressions - 84% of sample had positive attitude towards the brand knowing they sponsored the Xbox event
  • 64. In-game results WB’s V for Vendetta V for Vendetta in-game 2D advertising - in 12 markets across Europe - geo-targeted with local language Results
  • 65. Massive makes FCUK the name on the street Results: - The campaign delivered prompted recall of 68 per cent, well above in-game benchmarks - Awareness of the change in FCUK logo rose by 12 percentage points following exposure to the in-game ads (Awareness rose from 70 per cent to 82 per cent) - Spontaneous awareness of FCUK as a men’s casual clothing brand rose 6 percentage points following exposure to the ads (Increase from 5 per cent to 11 per cent) - The perception of FCUK as “at the cutting edge of fashion” rose by 10 percentage points following exposure to the campaign “cutting edge” perception rose from 35 percent to 45 per cent - All positive brand perceptions showed increases as a result of the campaign Perception as “cool fashion brand” up 6 percentage points to 61 per cent “We’re confident of building on this campaign with further advertising through Massive.” LORNA PERRIN, Director of Marketing and PR, French Connection
  • 66. Windows Live Messenger Game results Guinness Guinness launched a microsite supporting the tour and a real-time peer-to-peer game on Windows Live Messenger. Results - 220,000 unique game players, representing 35 percent of the total targeted audience of Windows Live Messenger in the Singapore, Malaysia and Indonesia - 78 percent of players spent more than three minutes interacting with the game - Over 15,000 registrations in the Guinness club, exceeding the campaign target by 50 percent
  • 67. Windows Live Messenger Game results Royal Australian Navy Royal Australian Navy launched an interactive online Extreme Battleship game Results - It was the number one nineMSN game in Australia, with some 9,000 visits on the first day alone. - An average of 6500 people played the game per day, and in the following three months there were 570,000 visits with some 97,000 clicking through to the Intel brief. - 800 players applied online with an average of 5 enlistments a week We have only 20 million in our population and our target age group (15 to 24 year olds) has 3.3 million people. So with half a million playing our game, this showed massive penetration and reach from the MSN campaign,” says Lumsden.
  • 68. Windows Live Agent McDonalds McDonald’s launched the Hello Kitty Agent Results - Over 70 million messages were exchanged in chat sessions with users and the Hello Kitty Agent on Windows Live Messenger. - A total of 65,000 users added the Hello Kitty Agent to their contact list on Windows Live Messenger. - Enhanced Brand awareness of McDonalds and “colors of Summer” campaign. “Windows Live Messenger is extremely popular in Hong Kong. The Hello Kitty Windows Live Agent allowed us to adopt a creative and targeted approach to interact with consumers.” Kevin Chiu, Creative Director, DDB Hong Kong
  • 69. Windows Live Messenger Warner Music/Sound zero Warner Music mixes music with chatting on Windows Live Messenger Results An internet radio station built into a side tab of Windows Live Messenger - 50% increase in unique users in the first 3 months of launching Soundzero - A rich and interactive user experience, with over 7,000 listeners daily “The partnership with Microsoft Advertising has provided us the business and marketing tools to propel SoundZero radio as one of the leading radio stations for Thailand’s online community,” says Tatchaphol Srichankij, Head of SoundZero Business Unit, Warner Music Thailand.
  • 70. Your place to play is out there… We’ll find it together
  • 72. Credits for photos Slide 3: http://www.flickr.com/photos/littleimage/3170179811/ Slide 4: http://www.flickr.com/photos/bitzcelt/2589377492/ Slide 5: http://www.flickr.com/photos/aaronescobar/2170448724/ Slide 6: http://www.flickr.com/photos/karlhavard/3104840852/ Slide 7: http://www.flickr.com/photos/cayusa/2941045084/ Slide 8: http://www.flickr.com/photos/disposablehero/273616328/ Slide 9: http://www.flickr.com/photos/mallix/2586969604/ Slide 10: http://www.flickr.com/photos/les_izmore/523016701/ Slide 11: http://www.flickr.com/photos/pranavsingh/1311922613/ Slide 12: http://www.flickr.com/photos/paleishmael/2069947240/ Slide 13: http://www.flickr.com/photos/matthamm/2945559128/ Slide 14: http://www.flickr.com/photos/olivierclaurent/267335458/ Slide 18: http://www.flickr.com/photos/fanz/160696504/ Slide 19: http://www.flickr.com/photos/obeck/143359235/ Slide 20: http://www.flickr.com/photos/daxster78/440310384/ Slide 21: http://www.flickr.com/photos/63198875@N00/525645506 Slide 22: http://www.flickr.com/photos/39258569@N00/522143955 Slide 23: http://www.flickr.com/photos/9605368@N03/2640145198 Slide 25: http://www.flickr.com/photos/hotcherry/534365742 Slide 26: http://www.flickr.com/photos/pnkpanther/875293543 Slide 27: http://www.flickr.com/photos/9761147@N06/2311966388/ Slide 28: http://www.flickr.com/photos/gracewong/312922826/