the role of play in engaging the youth market
DESCRIPTION
This slideshow presents a series of real life examples, mainly from the digital world, that you may or may not have heard of. These should help to: - Create stimuli for a conversation or debate - And provide inspiration for do’s and don’ts when it comes to creating your own genuinely playful projects - Some of these come across as apparently playful - traditional ads and marketing with a veneer of irony, piss take and other youthful traits and behaviours. - whereas others are well into the space of being genuinely playful - by engaging in truly playful behaviour with users and customers - and some will be somewhere in the middle Whilst looking at these, it’s worth asking ourselves: - What constitutes a really genuine playful project? - How can the success of real world events such as music festivals and life style sports events be transferred, retained and leveraged online?TRANSCRIPT
THE ROLE OF PLAY IN ENGAGING THEYOUTH MARKET
London Digital Week
24th September,
Shoreditch House
70 clients, friends and competitors
came together to discuss the role of
play in engaging the youth market
The business opportunity
Youth – who are they?
Marketing should be an ‘inside out’ approach
What’s the role of play?
Designing a playful experience
Play personalities
Apparently vs Genuinely playful brands
Agenda:
Interaction
Speakers
TimCo-Founder of Playgroup
Ageing snowboarder
Jelly Baby lover
Lifelong West Ham fan
JohanStrategist
Ski jumping champion (honestly!)
Sushi monster
Keen sailor
JamieLiverpool FC fanatic
Indie music geek
Hates milk
GraemeLoves ham sandwiches
and trees
Can’t stand diving
in football
Participants
How can brands develop valuable
relationships with young people?
And will this become the blueprint for
new marketing?
We asked ourselves
Discussions
The following slides are extracts from
two of the many topics discussed...
Topic #1 We are becoming
increasingly anti-marketing..
...its focus is on
persuasion...
...its goal is to present a convincing
argument that you lack something
In contrast, the act of play is
inherently rewarding...
Play creates a closer bond
between the user and brands...
...because play helps form
relationships at a higher level
than a normal brand to
customer transaction
Traditional marketing takes
an ‘outside in’ approach...
IMAGE?
NO CONVICTION, FOLLOWING
In contrast, we
believe play requires
an ‘inside out’ approach
Topic #2 Why Play?
The true object
of all human life
is play”
G K Chesterton, Author
“
The Oppertunity
Your brand will be an enabler
of creativity, fulfillment and
happiness
Intensivly and utterly absorbed
The user is utterly absorbed
What is the goal? Text
To create an environment where
you can unlock play behaviour...
Your Goal?
What is the goal? Text
...which makes people
open to new ideas,
perspectives, impulses
Your Goal?
What is the goal? Text
You can then build
strong social bonds...
Your Goal?
What is the goal? Text
...you now have
a Brand Advocate
Your Goal?
www.playgroup.com
Get in touch to find out how to
unlock the power of your brand