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GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn

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GSummit SF 2014 - Gaming and Reality TV as Global Marketing Platforms by Karl Dunn @karldunn

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

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