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

1,608 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,608
On SlideShare
0
From Embeds
0
Number of Embeds
148
Actions
Shares
0
Downloads
9
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Told them all to get passports, since a bunch didn’t have them and then flew them to
  • Ayrton Senna
  • Nikki Lauda
  • James Hunt - New film by Ron Howard called Rush
    So many legends of racing have raced here
    Spent there entire lives working towards it
    Raced for there whole lives to be able to drive at this Mecca
  • Hard - doing the game is one thing, doing it for real is something else completely
    The mental and physical hardships of driving and the pressure to di well really took it’s toll on the guys we had
    So during the week, we started cutting down the pack
  • The final winner was Steve Doherty - 30 years old, an unemployed mechanic from Plainfield Illinois.
    Moved to the UK, bean training him for several months before he joined the team and competed
  • Several other races in America
  • Spa in Belgium, they came in second, all gamer team.
    Lucas Ordonez
    Jann Mardenborough
    Wolfgang Riep
    Peter Pyzera
  • So what were the results for Nissan?
  • That’s amazing numbers for a show that has no stars, made outside the Hollywood machine
    To put it in perspective, those are the numbers that Mad Men had in it’s third season.
  • 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

    ×