A presentation in Washington D. C. for the PRSA 2010 International Conference Powering PRogress, October 16 - 19. Mastery Is the Message: Engaging Young Audiences Through Video Games Steven Kostant, senior vice president, creative strategy, Fleishman Hillard Marc Dionne, senior vice president, creative director, Fleishman Hillard Will McHenry, managing supervisor, digital designer, Fleishman Hillard Kerry Kennedy Troup, senior vice president, marketing communications, Fleishman-Hillard For many gamers, the medium is mastery as they spend hours destroying a nemesis. However, video games also can teach new skills and provide a platform for social good. Admongo Live the ADventure, is a multimedia communications campaign designed and developed by Fleishman Hillards Creative Studio for the Federal Trade Commission (FTC). This campaign uses video game play to educate children ages 812 about advertising and marketing so they can become more discerning consumers of information and advertising. Explore the blurring lines between the next wave of public relations practice and our roles as communicators who are skilled in creative strategy, digital design and video game development. Gain insights into games that combine education and entertainment, and practical applications for developing games without a blockbuster budget.
1. PRSA October 19, 2010 Mastery is the Message Engaging Audiences Through Video Games
2. Steven Kostant Kerry Troup Marc Dionne Will McHenry 3. 4. Why Gaming? Research Reveals Content is King Creative Transcends Experience Matters 5. Collect 12 Coins 6. 7. Why gaming? 8. 1 People Love gaming 9. 10. Serious gaming 11. 12. Social good 13. Gaming curriculum 14. Educate to Innovate 15. By age 21, the average American will have spent more than 10,000 hours playing 16. Thats 5 years of work 17. Zynga Mafia Wars + Farmville 100 million monthly visitors $4 billion 18. 2 Games actually work 19. 20. 18 minutes 21. Research reveals 22. People who come up with clever solutions are almost always the same people who take the time to figure out the real problem. Jesse Schell 23. Experts forum 24. Co creation 25. 26. 27. Play testing 28. 3 Research is not a box to check 29. Research is part ofthe entire process. That means keep doing it. 30. www.franklincovey.com 31. 4 Research is not scripture 32. Dont obsess on what they said. Focus more on why they said it. 33. Whether you agree or disagree with research Have a reason why. 34. Never ignore a gut feeling, but never believe its enough. Robert Heller 35. Content is king 36. 5 Content is everything 37. Content is story Avatar: $2.24B (Feb. 2010) 38. Content is authentic Bill of Rights (1789) 39. Content is social Facebook 500m(Oct 2010) 40. Content is data Information graphics 41. Content is current BBC Online (300+ staff) 42. Content is viral 43. Content is real-time Twitter 44. Content is gaming Admongo 45. 6 Content must have context 46. digestible 47. 48. 49. Research Subject Matter Experts Clients The king is promiscuous Creative: Writing &Design Marketing & PR Tech 50. What is theprocess forfor ignitingcontent? 51. 2:Strategy 1:Insight 3:Staging Content flows 4:Creation 5:Sustain 52. 7 Content is trans-media 53. Content is flexible 54. Creative transcends 55. Creative transcends 56. 57. 8 Start with the object 58. The object is a players perception of completion 59. 60. 61. 62. 63. 64. Its the journey, not the end. But the end drives the journey. 65. 9 Exploration creates 66. If you wish to advance into the infinite, explore the finitein all directions. Johann Wolfgang von Goethe 67. 68. 69. 70. 71. 72. 73. 74. 75. 76. 77. explore 78. 10 Design is message 79. Design trends online change slightly less often than my socks. Suleiman Leadbitter 80. Johnny 81. blue 82. 83. 84. think critically 85. discover 86. Experience matters 87. 11 Our goal is experience 88. Our goal was not to create a game. Our goal was to create an experience. 89. 90. 91. 12 We learn from experience 92. 93. Experience matters 94. Care. 95. Experience is 100% quality over quantity. 96. Experience is inthe details 97. People love gaming Games actually work Research is not a checkbox Research is not scripture Content is everything Content must have context Content is trans-media Start with the object Creativity is exploration Design is message The goal is experience We learn from experience 98. Go play