@ D AI N A M I D D L E T O N

T H E P O W E R O F P A R T I C I P A T I O N.

MARKETING THROUGH

PERSUASION IS OVER!

MARKETING THROUGH PARTICIPATION IS HERE TO STAY

1982 STAR WARS

$486MG R O S S

1982 SPACE INVADERS

$2BILLIONG R O S S 3 X T H E R E V E N U E O F S T A R W A R S

SPACE INVADERS

PARTICIPATION FORMULA

Discover How to Play the Game

Empowered with Multiple Lives, Choose Weapons

Connected to Other Players through Score-Saving

MINECRAFT: PARTIC IPATION IN ACTION

$240MILLION

2.4x

D + E + C = P2

THE PARTICIPATION WAYConsistent organic activity delivers more engagement

DISCOVER

is about relevancy, the

human desire for

knowledge. Create an

environment that

promotes competence.

ENGAGE

participants through

choice, motivate them to

provide meaningful

contributions to the

product/brand

CONNECT

Humans love to connect

with others (not just the

brand) in meaningful

ways. Facilitate

interactions, “community”

Results in increased engagement, action and Participation leading to

increased engagement and actions -- Performance!