Mastery Is the Message: Engaging Young Audiences Through Video Games

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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.

Transcript

  • 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