BrandNewGameBart Hufen PlayConcepting
: @BartHufen
Bizz : www.brandnewgame.nl
Blog : www.gamingandbranding.com
Book : www.brandnewplayground.com
Play_ConceptingContent
1. - CASE Bjorn Borg
2. - Cocha-model om concepten te ontwikkelen
Play_ConceptingContent
1. BrandNewGame 2. Brand Essence Björn Borg 3. Interactive concept 4. Proposal 5. Wrap up
Interactive Branding1/5 Introducing BrandNewGame
“Translating Brand Essence into Digital Interactive Concepts”
Interactive Branding1/5 Introducing BrandNewGame
Game concepts & Brand strategy 4/6 Which examples are there?
Interactive Branding2/5 Brand Essence
Björn Borg
?
??
?
??
?
Sports
Interactive Branding2/5 Brand Essence
Björn Borg
Tennis
UnderwearLifestyle
Urban Tongue in cheek
Colorful
FashionQuality
Leading
Young Minded
Consumer
Swedish
Abba
Parties
Dance
Fun New BallsWeird Scores
Comfortable
Down to earth
Sports
Interactive Branding2/5 Brand Essence
Björn Borg
Tennis
UnderwearLifestyle
Urban Tongue in cheek
Colorful
FashionQuality
Leading
Young Minded
Consumer
Swedish
Abba
Parties
Dance
Fun New BallsWeird Scores
Comfortable
Down to earth
Interactive Branding 2/5 Brand Essence
Bjorn Borg is a colorful lifestyle brand with a sports heritage
The tone of voice is tongue in cheek and all about having fun in life
Bjorn Borg consumers are urban and young minded
How can we help these consumers being comfortable in difficult situations?
Interactive Branding 2/5 Brand Essence
“Being Comfortable”
Interactive Branding2/5 Brand Essence
“Feeling Comfortable during Uncomfortable Situations…”
Interactive Branding3/5 Interactive Branding Concept
Björn Borg & Pong => a Brand New Ballgame
Objective : Increase traffic to the stores and increase conversion Target : Young men and women aged 18-35 Concept : Playing tennis for discount in euro’s
Sports
Interactive Branding3/5 Interactive Branding Concept
Björn Borg
Tennis
UnderwearLifestyle
Urban Tongue in cheek
Colorful
FashionQuality
Leading
Young Minded
Consumer
Swedish
Abba
Parties
Dance
Fun New BallsWeird Scores
Comfortable
Down to earth
Interactive Branding3/5 Interactive Branding Concept
A Brand New Ballgame called ‘Bjöng’
Tennis game Pong (in the original game setting) with real tennis players dressed in Björn Borg underwear, screaming uncomfortably loud!
Interactive Branding3/5 Interactive Branding Concept
A Brand New Ballgame called ‘Bjöng’
Interactive Branding3/5 Interactive Branding Concept
Why inspired by PONG?
Tennis is part of the brand essence & heritage of Björn Borg and the game and BB share the same start of their history…
1974 Björn Borg became a professional tennis player and won his first grand prix: The Italian Open (and in the same year Roland Garros)
1974 Pong was the 1st videogame ever on the Atari 2600. The game has
become legendary, just like Björn Borg
Interactive Branding3/5 Concept – Should Haves
How to make it workShould Haves:
Interactive Branding3/5 Should haves – The Game
A Brand New Ballgame called ‘Bjöng’ 10 minute playtime gives the right to 10 euro discount
Interactive Branding3/5 Should haves – Game on facebook
Interactive Branding3/5 Should haves – Game on facebook
Play the Bjöng Challenge and win up to 10 euro discount at Selfridges
Interactive Branding3/5 Concept – Should Haves
How to make it work?
1. Seed the game on a leading international social networks like facebook
2. Minigame for Facebook 3. Game for iPhone 4. Printable voucher
Interactive Branding3/5 Concept – Could Haves
How to make it workCould Haves:
Interactive Branding3/5 Could haves – Fanpage on facebook
Interactive Branding3/5 Could haves – Playable banner
Interactive Branding3/5 Could haves – Playable banner
Interactive Branding3/5 Could haves – Ads/Posters & Digital Voucher
POSTER / AD DIGITAL VOUCHER
Interactive Branding4/5 Video
GOTCHA!
COCHA!
BrandNewGameC. The CoCha - Model
Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment
BrandNewGameC. The CoCha - Model
Each briefing should at least contain the following topics:
1. Objective 2. Target audience 3. Essence of brand or message
BrandNewGameC. The CoCha - Model
The Collection of topics of this model should be Considered as a Construct and are all interrelated
BrandNewGameC. The CoCha - Model
1/5. Concept
BrandNewGameC. The CoCha – Model: Concept
A good Concept to reach your Objective is based on:
- Brand essence - Brand story - Visual style - Proposition
And fits the Consumer interest, uses their language and meets at the right place & time (Context)
Concept
BrandNewGameC. The CoCha - Model
2/5. Content
BrandNewGameC. The CoCha – Model: Content
- Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional)
Content
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model: Content
Content
Text
Images
Audio
Moving images
Software
BrandNewGameC. The CoCha – Model
3/5. Channels
BrandNewGameC. The CoCha – Model: Channels
Monologue
Dialogue
Turn-based
Realtime
ChannelsPlatform Interface
BrandNewGameC. The CoCha – Model: Channels
Channels
Monologue
Television Radio Newspaper Magazines Direct Mail Billboards Spectaculars
Websites Banners SMS
Dialogue
Turn-based E-mail SMS Web: Weblogs Social Media
Realtime Chat Telephone Stores Events Games Branded Utilities
BrandNewGameC. The CoCha – Model: Channels
Channels
Monologue
Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…)
Websites Banners SMS
Dialogue
Turn-based E-mail SMS Web: Weblogs Social Media
Realtime Chat Telephone Stores Events Games Branded Utilities
BrandNewGameC. The CoCha – Model: Channels
Text
Images
Audio
Moving images
Software
Channels
BrandNewGameC. The CoCha – Model: Channels
Software
Mono-/ Dialogue
Channels
Interfaces
BrandNewGameC. The CoCha – Model
4/5. Context
BrandNewGameC. The CoCha – Model: Context
Watching movie Listening to music
Reading Playing games
Using computer Context *
Dining & going out Shopping
Sports & Walking Socializing Travelling Working Hobbies
Context: where is the Consumer and what is he doing when you bother him and which rules are there (community shared values)?
* Based on the US Harris Poll and SPOT research
BrandNewGameC. The CoCha – Model: Context
Watching movie Listening to music
Reading Playing games
Using computer Context
Dining & going out Shopping
Sports & Walking Socializing Travelling Working Hobbies
BrandNewGameC. The CoCha – Model: Context
Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…
BrandNewGameC. The CoCha – Model: Context
Happy Valentine's Day
Birthday Anniversary
Fathers/mothers day …
ContextSad
Funeral Break-up Lost job
…
Context: is also a ‘state of mind’
BrandNewGameC. The CoCha – Model: Context
Male Cars
Sports Health
…ContextFemaleBeauty Cooking Health
…
Context: is also a ‘state of mind’ … or special interest (body, mind, soul)
BrandNewGameC. The CoCha – Model: Context
ContextBimale Fitness Health
Cooking Gardening
Gaming …
Context: special interest for Male, Female or Bimale (both)
BrandNewGameC. The CoCha – Model: Context
ContextBimale Fitness Health
Cooking Gardening
Gaming …
Context: special interest for Male, Female or Bimale (both) – Communities!
BrandNewGameC. The CoCha – Model
5/5. Consumer
BrandNewGameC. The CoCha – Model: Consumer
Clients Suppliers
ColleaguesFriends
ConsumerFamily
Friends of friends
Fraternity Neighbors
We are all part of different Crowds and Communities based on our Roles
BrandNewGameC. The CoCha – Model: Consumer
Clients Suppliers
ColleaguesFriends
ConsumerFamily
Friends of friends Fraternity Neighbors
Using existing Connections increases Credibility: word of mouth still rules
BrandNewGameC. The CoCha – Model: Consumer
Clients Suppliers
ColleaguesFriends
ConsumerFamily
Friends of friends Fraternity Neighbors
Existing Connections are tight, firm and long lasting
BrandNewGameC. The CoCha – Model: Consumer
My social Digital Communities …
BrandNewGameC. The CoCha – Model: Consumer
Consumer groups can be defined by:
- Profile (demographics) - Needs & Motivations - Insights - Communities
Clients Suppliers
ColleaguesFriends
ConsumerFamily
Friends of friends Fraternity Neighbors
BrandNewGameC. The CoCha - Model
Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment
Interactive Branding5/5 Wrap up
Questions / Practice
BrandNewGamePractice!
Pick your favorite brand Define the target audience How can they sell more through a digital interactive concept?
Interactive Branding5/5 Wrap up
Thanks for being here!