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With new media being invented seemingly every day, the fragmentation of audiences and eyeballs; and new devices on which to experience brands the irony is that it’s never been harder to connect with consumers. Is there a marketing secret sauce reserved only for those in the digital world, or do the same principles of marketing apply? Brad gives us a point of view on his experiences in launching the world’s biggest digital entertainment experience, Call of Duty:Black Ops.
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WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS
BRAD JAKEMAN
CHIEF MARKETING OFFICER ACTIVISION
9 March 2011
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LARGEST ENTERTAINMENT LAUNCH OF ALL TIME.
TWO YEARS IN A ROW.
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$550
$650
11 MILLION PEOPLE
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LARGER THAN THE 4 LARGEST ARMIES COMBINED
BIGGEST ARMY IN THE WORLD
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...AND ALL FOR A DIGITAL ENTERTAINMENT PROPERTY
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MY
5 BIG
“UH-HUH’S”
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IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.
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JESSE STERN
SAM WORTHINGTON
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HANS ZIMMER
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BRAND COMMUNITY
≠DATABASE
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COMMUNITY AS A MEDIA CHANNEL PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT
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THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...
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COMMUNITY PRINCIPLES
RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY”INFORMATION & CONTENTAS CURRENCY
USE EVERY ENGAGEMENT TO ADD VALUE
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RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED
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DIGITAL MEDIA
?
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“TRADITIONAL MEDIA”
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THERE’S NO SUCH THING AS DIGITAL MARKETING
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ANDOR
NOT
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TRADITIONAL MEDIA VIEWERSHIP
DIGITALMEDIA
CHANGING THE RULES
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MW2 COMMUNITYTUNED IN
22% RATINGS INCREASE VERSUS LAST YEAR
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CONTENT IS KING
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CONTENT THAT CONSUMERSWANT TO SEEK OUT, NOTSCREEN OUT
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‘SCREENABILITY’ IS THE NEW METRIC
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UNFORTUNATELY, TODAY’S WORLD IS:
CONTENT + $ = MEDIA DISSEMINATION
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WE NEED TO CHANGE THE PARADIGM:
MEDIA DISSEMINATION + $ = PERMISSION TO USE CONTENT
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GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.
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ENDEMIC CONTENT COLLABORATION
NOTPRODUCT PLACEMENTS
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“WHAT GOES AROUND, COMES AROUND”
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AUDIENCE INSIGHT
DOING GOOD IS THE NEWCULTURAL CURRENCY
MILLENNIALSBELIEF RESONATES WITH ADULTS AND BOOMERS
BEYOND MILLENNIALSBELIEF RESONATES WITH ADULTS AND BOOMERS
CHOOSE A CHARITABLE COMPANYOVER ONE THAT’S NOT
BUY BRANDS BASED ON BUSINESS PRACTICES
18-24 YEAR OLDS WOULD SWITCHBRANDS IF THE OTHER BRAND IS ASSOCIATED WITH A GOOD CAUSE (VS. 79% ALL ADULTS)
CHOOSE A CHARITABLE COMPANY OVER ONE THAT IS NOT
BOUGHT A CAUSE-RELATED PRODUCT OR SERVICE IN THE LAST YEAR (VS. 38% ALL ADULTS)
AMERICANS HAVE DONATED TO A CHARITY IN THE PAST YEAR. 34% TO CURB HUNGER, 31% FOR HEALTH ISSUES
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AND IT’S NOT OVER YET...