games no mix de marketing
DESCRIPTION
Apresentação feita na X Semana de Comunicação da UNASP. A ideia era contextualizar o uso de games como ferramenta de branding e comunicação.TRANSCRIPT
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games no mix de marketing@diasleo | @taxilabs06 de outubro de 2010 | x semana de comunicação unasp
PLAYFUL EXPERIENCES
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video link | taxi labs reel 2010
clique para abrir
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ninguém acorda de manhã dizendo:
“puxa, como eu gostaria de interagir com o marca x hoje!”
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uma marca precisa
‣atrair
‣engajar
‣divertir
a não ser que venda armamentos... ;-)
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é preciso oferecer algo em troca do tempo das pessoas
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relevância
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It’s the story, stupid!
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histórias que se propagam, são as que emocionam, entretem e fascinam
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sem coerência com a história qualquer solução soa falsa
...e é falsa
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como saber qual é a história a contar?
bem, esse é o trabalho de vocês!
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parte 1
a gente veio falar de games
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games são formas altamente interativas de se contar histórias
aproveite-se disso
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video link | making of fiat punto t-racer
clique para abrir
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história
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senettambém visto em lost ;-)
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o jogo real de ur
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game =
regras + desafio + interação
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por que jogamos?
pq é divertido, dãããã
distrai
sentido de recompensa
algo em que melhoramos com o tempo
competir, ganhar de alguém ou algo
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além de ser uma excelente ferramenta de branding, comunicação e relacionamento
pronto, falei!
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é da natureza humana jogar
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e não só da humana,animais também adoram jogar.
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parte 2
jogos eletrônicos
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arcade simulador
*burnout *gran turismo
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plataformas
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categorias
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time trial
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plataforma
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1ª pessoa
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3ª pessoa
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rpg (role playing games)
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estratégia
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luta
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puzzle
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adventure
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esportes
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tabuleiro
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mini-games
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manutenção
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jogadores
‣ single player
‣ multiplayer online / offline
‣ multiplayer por turnos ou em tempo real
‣ massive multiplayer online
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público
‣ sérios (treinamento, simuladores, militares)
‣ casual
‣ hard core
‣ social games
‣ arg (alternate reality games)
‣ gambling (casino, poker)
‣ advergames (+ads in games)
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as combinações possíveis são infinitas
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hoje, quem quer jogar tem acesso fácil e gratuíto a games
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games online,
embarcados no celular,
embarcados no computador,
nas TVs digitais,
nas redes sociais...
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a qualidade do que há disponível está cada vez melhor
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‣diversão relevante
‣ razões para “share” com amigos
‣ razões para voltar
‣ ser fiel a história que a marca conta
‣ respeitar o usuário, seu tempo e inteligência
como se destacar?
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mas não use a estratégia “campo dos sonhos”
“construa e eles virão...”
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é importante que o game faça parte de um plano de comunicação
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se investir só em comunicação, não terá o que comunicar.
só em produção e dependerá 100% de viralização.
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como fazer?
pequenos insights de quem estánesta estrada há algum tempo
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viajar de avião não te torna um piloto
assistir filmes não te torna um cineasta
ler anúncios não te torna um publicitário
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então por que jogar tornaria alguem um game designer?
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trabalhe com alguem que entenda do assunto
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chame a empresa parceira para discussão enquanto ainda há o que discutir.
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você entende do cliente, eles entendem de games
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lembre-se como é frustrante receber um briefing ruim.
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não foque na tecnologia
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esqueça-se de prêmios por alguns instantes
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escute o que os parceiros tem a dizer
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dê tempo para que possam fazer a parte deles
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cases como os que você viu em cannes envolvem muito trabalho, tempo e “energia”
sim, estou falando de budget!
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dê espaço para o talento da equipe parceira
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não use gta como referência quando sua verba só paga um pac-man
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seja generoso, divida os resultados com o parceiro
isso voltará em dobro prá você nos trabalhos futuros
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não abandone um filho
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meça, analise e ajuste. repita
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preço, prazo ou qualidade
escolha 2
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não, realidade aumentada não é sinônimo de inovação
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video link | making of lg transformers ii
clique para abrir
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video link | para finalizar
clique para abrir