This document discusses how to create ideas that engage and influence people through fun. It provides three examples: 1) Using humor in advertising campaigns like Old Spice to get attention. 2) Encouraging participation in positive causes like traffic safety or environmentalism by making them fun through games and incentives. 3) Enabling people to get involved through interactive campaigns, as shown by a Greenpeace initiative that raised over $1.8 million by letting people own a piece of the organization's new ship. The document argues that combining fun and participation is an effective way to influence behavior and have impact.

1. Fun
&
Impact:
Ideas
that
Engage,
Evolve
&
Influence
Lisa
Benne;
DDB
West

2. Fun & Impact:
Ideas that Engage,
Evolve & Influence
Lisa Bennett
Melody Badgett
Kevin Richardson
Gary Cook

3. Its hard to get
people’s attention
these days and its
even harder
to keep it.

4. 1. Humor

5. Who would you rather
hang out with?

6. Old Spice: Smell Like a
Man, Man

7. Every new interpretation is
a reminder of the brand.

9. 1% For the Planet

10. Discussion

11. 2. Play

17. Over 23 million views on
Over 35,000 blog posts
Over 140,000 shares on
Over 100,000

18. 2.7 millions visitors to
TheFunTheory.com
from 211 countries
92,000 visitors to blog
_____________________
Combined touch points:
+300% traffic into VW

19. The Fun Theory Award

21. The Winner - Kevin Richardson

22. The Fun Theory
Award: Speed
Camera Lottery

23. +
My Backstory
Snr. Producer for Nickelodeon Kids and Family Games
Film/TV/Games Background
Story as the Foundation of ideas
3 Daughters – their safety #1
Saw the Piano Staircase video at work
www.thefuntheory.com - a contest!
Went home and scribbled some ideas…

24. +
3 Ideas I submitted

25. +
1. Can we get more people to
stand in safe areas at train
platforms if its fun to do?

26. +
2. Can we get more people to pick
fruit over sweets if its fun to do?

27. +
3. Can we get more people to
obey the speed limit if its fun to
do?

28. +
The Experiment

29. +
Anatomy of these ideas
More story-fication than gamification – some things I consider at Nickelodeon
when developing games, and did on this as well:
Story Problem (is it one I/we care about?)
Backstory (what happened before these ideas showed up?)
Main Character Concern (winning, broadly defined)
Antagonist (opponent or big brother, “life”)
Obstacle/Inhibitor Character Concern (status quo, inferior solutions etc.)
Story Limit (time or an event)
Story Outcome (What happens if we do nothing?)
Ironic Story Premise (get paid for driving the speed limit….)

30. +
Thank You

31. Discussion

32. 3. Encourage
Participation

34. Greenpeace

35. Give people a way to participate
Help get Facebook
To Unfriend Coal
Help build the new
Rainbow Warrior

36. Unfriend Coal Campaign
• 700,000+ have joined the Unfriend Coal
campaign to date.
• Record for most Facebook comments
on a post in 24 hours (80,000+ or one
every second for 24 hours).
• Facebook announced its Open
Compute Project recently, which will
help others make data centers more
energy efficient.

37. A New Rainbow Warrior
• The Rainbow Warrior is 32 years
old and needs to be replaced
• Give people a chance to own a
piece of the new ship.

38. A New Rainbow Warrior
• Created an ecommerce website
anewwarrior.com
• More than 400,000 pieces for
sale in the e-shop
• Contributors receive a certificate
of ownership and their name
appears on the contribution wall
of the new Rainbow Warrior

40. Results to Date
• $1,838,208 raised so far
• 31,486 certificates of ownership
• 1,857,304 visitors from 171 countries to site
• 1000’s of new owners posted their certificates to social
network sites

41. Discussion

42. 6 2
X 7 X
=
24

43. Fun = Humor, Play, Participation

44. Fun Impact

45. Thank you!