The document discusses measuring a marketing campaign for a mobile game called GrinderBox. It provides details on collecting data from QR codes scanned, downloads of the demo version, and redemption of in-store coupons. It also discusses measuring engagement on social media platforms like Facebook, Instagram, and Twitter, as well as the number of mentions, likes, comments, shares and new followers. The goal is to assess awareness of the game, drive downloads of the demo and direct sales to retailers.

1. Campaign Measurement
• QR code data
– Number of scans
– Number of unique users
– Time and date
– Location of scans
– Type of phone
– Representative demographics
• Landing page data
– Number of demo version downloads
• In-store coupon data
– Percentage of gamers who redeemed in-store coupon

6. Brief

7. Target audience
18-34 year men as well as women who are
social gamers
Budget
5,000,000
Mandatories
Downloads
Drive Direct Sales to Retailer
Collect Data
Method mix
Social media, SEO, Podcast/Blogging,
Mobile, Rich Media, Youtube
and Behavioral tactics.

8. Social Media

10. INSTAGRAM WEBSITE TWITTER
How Many Customized Characters
GrinderBox
Can Be Created? 3000 PHOTOS-20,000 FOLLOWERS
Next is adventure is on Twitter GrinderBox
HereHere #Blado @GrinderBox
is my is my clue for The
3000 PHOTOS-20,000 FOLLOWERS
@GrinderBox game Please send your
Thank you @itslikeglobot.
character to get your next clue!
INSTAGRAM
Thank you @itslikeglobot. Here’s your clue!
GrinderBox
Here is my clue
@GrinderBox
@GrinderBox
11/29/2012 11:00 PM
Thanks @delyG. Follow @Blade character. Use
#FindGrinderBox find @Jolto and @Dino then go to
www.GrinderBox.com

11. Campaign Measurement
• Facebook
– Number of impressions
– Number of likes
– Number of comments
– Number of new followers
– How many people played the game on landing page
– How many people shared their results on their status
• Instagram
– Number of mentions
– Number of likes
– Number of comments
– Number of photo submission
•Twitter
–Number of mentions
–Number of re-twitts
–Number of favorites
–Number of new followers

12. Mobile Marketing

13. Marketing Effectiveness
• Consumer behavior has changed
• Changes in digital technologies
• Mobile marketing becoming legitimate marketing channel
• Provides instant access to brand information

14. Reaching Target Audience
• Smartphones have become a part of gamers’ everyday lives
– Able to connect with gamers 24/7
• Huge growth in mobile barcode scanning
– 5.3 million scans in the month of June 2012
Source: ScanLife Trend Report – Q2 2012

15. Mobile Marketing Campaign
• QR Codes
– Target on-the-go gamers
– Cross media marketing
– Linking offline and online media
– It’s all about engagement!
• Placement of QR Codes
– Gaming Conventions: Comic-Con, E3
– Advertisements in Gaming Magazines: PC Gamer, Electronic Gaming
Monthly

16. Consumer Experience
• Scan QR code
• Series of puzzles
• Landing page
• Download demo version of GrinderBox
• Play video game to unlock code for an in-store coupon

17. Campaign Measurement
• QR code data
– Number of scans
– Number of unique users
– Time and date
– Location of scans
– Type of phone
– Representative demographics
• Landing page data
– Number of demo version downloads
• In-store coupon data
– Percentage of consumers who redeemed in-store coupon

18. SEO

19. Why SEM/SEO
• Ads can be tested and keywords can be quickly
optimized and ‘tweaked’ to gain better campaign
results.
• Geo tags and personal information shared by users on
paid ads can offer additional advertiser benefit.
• Contextual re-targeting.
• Built-in analytics tools like Google Analytics/Adwords
will give powerful campaign tracking and optimization
tools.
Subscribe

20. Reaching the Target
Audience
The likelihood of a purchase resulting from
casual browsing is highest among customers
aged 18-34 years.

21. Measuring the
campaign
• Number of ad impressions served
• Number of click-throughs
• Conversion rate: in-store and online store
traffic.
• Navigation paths

22. Paid Ads

23. Keywords
• GrinderBox
• Grinder Box
• shooting game
• play
• team
• puzzle
• free
• demo
• map
• version
• strike
• features
• action

24. Rich Media

25. Goals
• Raise awareness
• Drive traffic to the site
• Influence demo download
• Influence word of mouth
• Conversion

26. Rich Media

27. Rich Media

28. Rich Media

29. Rich Media

30. Rich Media

31. Placement
Target Audience

32. Measures
• Number of views past 10 seconds
• Click-through
• Demo downloads

33. Podcasting

34. Podcasting - Marketing
Method
• Ad sponsorship in free, downloadable audio and video podcasts
• Podcasts are chosen by consumer based on category interest
(health, family, sports) downloaded/streamed
• Major sites (IGN/Giant Bomb) vs. independent podcasts (xplay/Bombcast)
• Ad lengths 15 seconds run between show segments, live host “Podcast is
sponsored by CodeMonkey, maker of GrinderBox”
• Each ad read by host will give unique codes for discount on pre-release
order, special landing page for demo, or company hashtags

35. Podcasting - Marketing
Effectiveness
• Hosts are respected in their field, trusted by audience to recommend
• Viewer subscribes and downloads podcast, already interested in
content, already engaged, attention has been captured
• Looking to time-shift media AND unique shows based on interests
• Engaged and targeted audiences
• Ads appear in leading podcasts in categories that appeal to both men and
women, not just video game related subjects
• Host allowed to stray from script to put personal touch on advertisement

36. Podcasting - Reaching
Target Audience
• Target audience: Male/Female, 18-34
– Half of podcast consumers are ages 12-34
– Podcast consumers are 54% Male/46% Female
• Online living
– Method allows multitasking while listening/watching
– Spend more time online
– Internet is most essential media in podcast consumers’ lives at 73%
(18% TV, Radio 8%)
– Typically watch TV in non-traditional ways
• Sharing and Chatting
– More likely to use social networks (Twitter) on daily basis
– More likely to share Youtube video
– Podcast consumers live on Facebook and YouTube

37. Podcasting - Campaign
Measurement
• How will we know if campaign worked?
– Number of times podcast is downloaded
– Number of demo downloads
– Number of unique codes entered for discount on pre-release order
– Trending of #GrinderBox & #CodeBonkey hashtags on Twitter
– Links to special landing page for podcast listeners to download demo

38. Podcasting - Consumer
Experience
• Consumer downloads and views podcast
• During podcast, host talks about CodeMonkey’s newest game GrinderBox
• Host mentions unique code for pre-release discount at unique landing page
• Host encourages Twitter hashtag to thank #CodeMonkey for sponsorship
• Consumer visits website and clicks on “download demo”
• Consumer plays demo version of GrinderBox, when done, ability to forward
link of demo page to friends and to purchase full version

39. YouTube

40. Marketing Feasibility
• Major video website
– 72 hours worth of video uploaded every minute
– 800 million unique viewers each month
– 300 billion hours of video watched every month
– 3 billion videos every day
• Social network for communication: comments and conversations
• Free to create a YouTube channel
• Link to other methods: SEO, Article Marketing, Social Media marketing, etc.
• Solid brand equity

41. Reaching Target Audience
• Social mainstream:
– Average age 24.1; 74% male
– Average income $62.2K
– Internet heavy users: 3 daily hours internet, 2 hours gaming
– Watchers not readers; social nature
– Purchase Power: 19.2million
• Wide usage among gamers
– IGN: 2,098,432 subscribers; 2,092,744,479 views
• Call of duty ：966,166 subscribers; 351,283,127 views
• Battle Field：317,029 subscribers; 94,716,523 views
• Portal: 11,244,401 views; 50,445 comments
• New gaming behavior: Connect play devices- Xbox, PS3 to YouTube

42. YouTube Channel -- GrinderBox
• Trailers
– General story about GrinderBox
– Each character has its own story: history, personality and mission
• Live streaming
– WCG winner and professional player
– Record how they play the game with reviews and evaluation
• Live action short film
– Hire celebrities to shoot film with live action to engage people
• Interactive videos
– Encourage gamers to click characters, guns and other equipment in the
game to learn the functions
– Provide special benefits such as customized costumes and coupons

43. Consumer Experience

44. Campaign Measurement
• Number of subscribers
• Comments
• Views
• Likes
• Shares to other social media
• Click through “Download Demo” and “ Download Coupon”

45. Behavioral Targeting
Campaign

46. Method
Create different landing page based on variants
4 Variants
People who already have awareness
People who already have interest
People who already have desire
People who already purchased
Goal and Reasons
User experience
Right call to action for different users
Enhance click through rate / conversion
rates and / spending levels

47. Awareness Level
Create something interesting
Grinderboxis a hilariously mind-bending
adventure that challenges you to use wits over weaponry in a
funhouse of diabolical science.
Using a highly experimental portal device, you’ll
once again face off against a lethally inventive, power-mad
A.I. named GLaDOS. And this time you won’t be alone. Meet
an expanded cast of characters as you think your way
through dangerous, never-before-seen areas of Aperture
Laboratories.
Break the laws of spatial physics in ways you never
thought possible, with a wider variety of portal puzzles and
an expansive story that spans a single player and co-
operative game mode.

48. Interest Level
Create something that makes them trail
• .Flash Game
Flash Game
• Signup for trail download (Facebook one click sign up)

49. Desire Level
Onsite
Create something that gives them the reason to buy
• Pre-order purchase Incentives
• Who also buy
USD $ 39.99
Offsite 3 of your friend
also purchased
Remind
• Email

50. Action Level
Post purchase CRM management / follow up
Send e-mail to your friend, once they buy you get special weapon
Forum: Puzzle solving/ Friend Inviting
Measure
1.Transition rate in every stage
2.To see how other medias work
3.Cross-analyze and better understand
about our consumers

51. Questions?