Volume 42 - Issue 11 - Friday, December 8, 2006
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CASE STUDY Burger King
CASE STUDY Burger King / This article appeared in Contagous issue Eighteen. Contagous is an intelligence resource for the global marketing communiy focusing on non-tradiional media and emergng technologes www.contagiousmagazine.com For more information please contac Harry Gayner on +44 (0) 20 7575 1822 or [email protected] 1st Page Case Study.indd 1 5/3/09 14:56:57 case study / burger king / RENAISSANCE MAN BK.indd 2 8/3/09 15:45:39 contagious 70 / 71 CASE STUDY / BURGER KING / RENAISSANCE MAN / YOU DON’T HAVE TO BE A BABY BOOMER TO REMEMBER A TIME WHEN MCDONALD’S NOT ONLY DOMINATED THE FAST FOOD MARKET IN REVENUE, BUT ALSO IN MARKETING. RARE FOR A CHALLENGER BRAND, BURGER KING STRUGGLED WITH THE BURDEN OF BEING MORE KNOWN THAN LOVED. FAST FORWARD TO THE PRESENT, AND THE LANDSCAPE IS VERY DIFFERENT INDEED. THROUGH A CLOSE RELATIONSHIP WITH AGENCIES INCLUDING CRISPIN PORTER + BOGUSKY, THE PERENNIAL SECOND PLACE FINISHER IS FINALLY HAVING THINGS ITS OWN WAY / BY JESS GREENWOOD / BK.indd 3 8/3/09 15:45:41 case study / burger king / ‘We bore all the hallmark signs of a troubled company,’ reflects Burger King’s chief marketing officer Russ Klein as he reluctantly recalls 2003. Back then, the Burger King Corporation was struggling following seven straight years of sales decline, having been sold anthropological research. ‘The science of how we got off by parent company Diageo the previous year to a there is sound,’ says Klein. ‘There’s a more potent set triumvirate of private equity firms. Footfall had dropped of imagery around our brand identity than other names by 22%, yet the fast food industry as a whole was in our space. -
Launch! Advertising and Promotion in Real Time
Launch! Advertising and Promotion in Real Time Saylor.org This text was adapted by The Saylor Foundation under a Creative Commons Attribution-NonCommercial-Share-Alike 3.0 License without attribution as requested by the work’s original creator or licensee. Saylor URL: http://www.saylor.org/books Saylor.org 1 Chapter 1 Meet SS+K: A Real Agency Pitches a Real Client Figure 1.1 Fourteen Months to Launch! Saylor URL: http://www.saylor.org/books Saylor.org 2 1.1 Why Launch!? LEARNING OBJECTIVE After studying this section, students should be able to do the following: 1. Recognize the bold new approach for delivering information to today’s college students (aka digital natives). Knowledge Is a Flat World The textbook publishing industry is undergoing staggering change as many traditional business models and practices quickly lose relevance. Peer-to-peer textbook trading networks, online used-book sellers, and a gray market that allows low-priced international editions to displace expensive U.S. texts push publishers to reconsider outmoded ways of delivering content. Likewise, the digital natives who make up our university student bodies (that’s you!) inspire educators to think about the transfer of knowledge in exciting new ways. How do we best communicate the most current thinking in our disciplines to students who expect up-to- the-minute information at a keystroke and who view educational materials as community—indeed, world—resources that can and should be freely shared and interactively constructed? We’ve created a new kind of text—one premised on the idea that college course material can wield wider influence and be of greatest public benefit as it becomes easily and inexpensively available to anyone with a desire to learn. -
Fernando Chamis – Webcore Games Empresas
Games Fernando Chamis – Webcore Games Empresas Webcore / Webcore Games Agência Digital (1999) Produtora de advergames (2006) Sites: www.webcore.com.br e www.webcoregames.com.br Insolita Studios Serious Games (2005) Jogos de entretenimento (2005) Sites: www.insolitastudios.com 2009 2011 Mobile Games Social Games INTRODUÇÃO Tipos de Games Entretenimento Advergames Serious Games Social Games ENTRETENIMENTO ENTRETENIMENTO Mercado mundial de games Nos últimos 5 anos o mercado mundial de games cresceu mais do que qualquer outra área do entretenimento, e projeta de crescimento para $73 bilhões até 2013 . Registra crescimento anual de 10% a mais de uma decada Nos EUA, 50% dos lares já tem um console em casa. (Nielsen/NetRatings ) ENTRETENIMENTO A indústria de games é a terceira maior do mundo, sendo superada somente pela armamentista e automobilística ENTRETENIMENTO Lucro nos primeiros 5 dias de lançamento $500 milhões $550 milhões $650 milhões $775 milhões 11 milhões de jogadores ativos (Massive Multiplayer Online Role-Playing Game) ENTRETENIMENTO Mercado mundial de games (venda de consoles) 87.60M 55.45M 52.07M 147.96M 69.25M 44.9% 28.4% 26.7% 68.1% 31.9% Fonte: VG Chartz Jun/2011 (www.vgchartz.com) ADVERGAMES ADVERGAMES O que é Advergame? Advertising + Games = Advergames É a prática de utilizar jogos para promover uma marca, produto ou idéia. ADVERGAMES Quem joga? De acordo com a Nielsen/NetRatings, 30,5% do público dos jogos online tem entre 35 e 49 anos de idade . 70% dos jogadores preFerem jogos casuais; destes, 43% são homens e 57% são mulheres , com idade entre 25 e 45 anos , conForme pesquisa do Ibope Net Ratings No Brasil, 45,8% das mulheres com acesso à internet jogam games casuais, segundo pesquisa promovida pelo portal Bolsa de Mulher . -
Challenges for Game Designers Brenda Brathwaite And
CHALLENGES FOR GAME DESIGNERS BRENDA BRATHWAITE AND IAN SCHREIBER Charles River Media A part of Course Technology, Cengage Learning Australia, Brazil, Japan, Korea, Mexico, Singapore, Spain, United Kingdom, United States Challenges for Game Designers © 2009 Course Technology, a part of Cengage Learning. ALL RIGHTS RESERVED. No part of this work covered by the copyright Brenda Brathwaite and Ian Schreiber herein may be reproduced, transmitted, stored, or used in any form or by any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, Publisher and General Manager, information networks, or information storage and retrieval systems, except Course Technology PTR: as permitted under Section 107 or 108 of the 1976 United States Copyright Stacy L. Hiquet Act, without the prior written permission of the publisher. Associate Director of Marketing: For product information and technology assistance, contact us at Sarah Panella Cengage Learning Customer & Sales Support, 1-800-354-9706 For permission to use material from this text or product, Content Project Manager: submit all requests online at cengage.com/permissions Jessica McNavich Further permissions questions can be emailed to [email protected] Marketing Manager: Jordan Casey All trademarks are the property of their respective owners. Acquisitions Editor: Heather Hurley Library of Congress Control Number: 2008929225 Project and Copy Editor: Marta Justak ISBN-13: 978-1-58450-580-8 ISBN-10: 1-58450-580-X CRM Editorial Services Coordinator: Jen Blaney eISBN-10: 1-58450-623-7 Course Technology Interior Layout: Jill Flores 25 Thomson Place Boston, MA 02210 USA Cover Designer: Tyler Creative Services Cengage Learning is a leading provider of customized learning solutions with office locations around the globe, including Singapore, the United Kingdom, Indexer: Sharon Hilgenberg Australia, Mexico, Brazil, and Japan. -
Assessing the Effectiveness of Advertising in Video Games
Assessing the Effectiveness of Advertising in Video Games By Allison Wheeley A thesis presented to the Honors College of Middle Tennessee State University in partial fulfillment of the requirements for graduation from the University Honors College Fall 2019 Assessing the Effectiveness of Advertising in Video Games By Allison Wheeley APPROVED: ____________________________ Dr. Tricia M. Farwell Associate Professor School of Journalism and Strategic Media ____________________________ Dr. Gregory Pitts Director School of Journalism and Strategic Media ___________________________ Dr. Philip E. Phillips Associate Dean University Honors College iii Abstract Video games are fairly new media that advertisers have attempted to take advantage of. But how effective are these in-game advertisements? This thesis seeks to see how effective current in-game advertisements are by delving to the topic of advertising in video game and allowing participants to report their own experiences with the various kind of advertisements that appear video games. The results indicated that current in-game advertisements are only somewhat effective and revealed some possible ways for companies to improve upon the current tactics used by companies. iv Table of Contents Abstract…………………………………………………………………………...iii Introduction………………………………………………………………………..1 What are the prominent types of advertising in video games?..............................13 When the product outshines the game: Advergames………………………….....17 Methodology...…………………………………………………………………...20 Results……………………………………………………………………………22 -
The Role History Plays in Video Games
Georgia Southern University Digital Commons@Georgia Southern Electronic Theses and Dissertations Graduate Studies, Jack N. Averitt College of Fall 2012 Leaving in the Past: The Role History Plays in Video Games Joseph Fordham Follow this and additional works at: https://digitalcommons.georgiasouthern.edu/etd Part of the Education Commons, Film and Media Studies Commons, and the History Commons Recommended Citation Fordham, Joseph, "Leaving in the Past: The Role History Plays in Video Games" (2012). Electronic Theses and Dissertations. 4. https://digitalcommons.georgiasouthern.edu/etd/4 This thesis (open access) is brought to you for free and open access by the Graduate Studies, Jack N. Averitt College of at Digital Commons@Georgia Southern. It has been accepted for inclusion in Electronic Theses and Dissertations by an authorized administrator of Digital Commons@Georgia Southern. For more information, please contact [email protected]. LEAVING IN THE PAST: THE ROLE HISTORY PLAYS IN VIDEO GAMES by JOSEPH FORDHAM (Under the Direction of Craig Roell) ABSTRACT How can something considered by many within academia as childish or a waste of time be potentially useful in presenting or even studying history? Not only has the video game industry grown into one of the largest forms of media in the world, but these games are also finding use as a training aid for the military and major companies, as an advertising medium, and, most importantly, as a tool for teaching. As developmental capabilities improve with new generations of graphics hardware, video games are turning towards the recreation of real-world and historical events. This drive towards realism and accuracy also brings an increase in the amount of historical research done in order to insure the accuracy of a game’s content. -
Social Media and the Burger King Brand
Case #6-0025 Social Media and the Burger King Brand Russ Klein took the position of President of Global Marketing, Strategy, and Innovation at Burger King Corporation (―BKC‖) in 2003. It was a difficult time for the company. Sales and profits were down. Franchisees were unhappy. The BURGER KING®* brand had lost its edge; the vast majority of consumers were aware of the Burger King brand but no longer found it interesting or compelling. BKC as a company needed a turnaround, and had just been purchased by a private equity group. Klein‘s mission was to rejuvenate the Burger King brand and rebuild relevance to the consumer as part of a major revitalization of the company. What followed was a series of strategic decisions and innovative, risky marketing campaigns that would breathe life back into the brand and win awards for BKC and its agency Crispin Porter and Bogusky (CP+B). Many of the innovative marketing tactics used by BKC relied on interactive, digital media channels. The most talked about of these initiatives was a website called ―The Subservient Chicken.‖ This website, launched for very little money and with little fanfare, became an internet phenomenon, attracting hundreds of millions of visitors and winning various awards for its ingenuity as a viral marketing campaign. BKC went on to establish highly trafficked Burger King branded MySpace pages, special programs where users could create their own Burger King ads online, and other non-traditional marketing programs. By early 2006, BKC was known as an innovator in content driven marketing and the creative use of social media. -
2008‐2009 Casual Games White Paper
2008‐2009 Casual Games White Paper A Project of the Casual Games SIG of the IGDA Find out more at www.igda.org/casual Contents Contents .......................................................................................................................................... 2 Introduction ..................................................................................................................................... 6 Understanding Casual Games ......................................................................................................... 8 The Market for Casual Games ..................................................................................................... 8 Overview of Casual Game Business Models .............................................................................. 10 The Casual Game Audience ....................................................................................................... 14 Global Design Principles ............................................................................................................ 16 Art Style ..................................................................................................................................... 26 Audio in Casual Games .............................................................................................................. 32 Are Writers Needed For Casual Games? ................................................................................... 39 Characters and Narrative ......................................................................................................... -
Clio X Burger King Student Integrated Campaign
LEVEL UP CHALLENGE Entries in this challenge should utilize a medium* in a new, unique, or especially creative manner. (*This includes, but is not limited to: Audio, Branded Entertainment & Content, Design, Digital/Mobile, Direct, Experience/Activation, Film, Out of Home, Partnerships & Collaborations, Print, Public Relations and Social Media. Background TV advertising plays a critical role in the way advertisers reach consumers. However, as media consumption habits evolve with the ever-changing technology landscape, one specific demographic is getting harder and harder to reach via television. Only 1/3 of Gen Z watches TV and just over half of millennials have a cable or satellite TV subscription. And as expected Gen Zers and millennials are using a streaming service to consume television vs. a traditional cable/satellite subscription. So how are advertisers staying engaged and communicating with these two important demographics? Video Games. Globally, there are over 2.4 billion gamers in 2020 and this number is expected to grow to 2.7 billion by 2021. And the numbers are only growing: League of Legends boasts 99.6 million viewers for their “finals TOURNAMENT” Fortnite has over 250 million players Twitch experienced 2.3 billion hours watched in Q4 of 2019 which is more than double YouTube’s Gaming Gaming is not slowing down. In Q2 of 2020, the Call of Duty franchise broke all records with the timely launch of the multi- player feature. Call of Duty: Warzone has made a breakthrough into a Battle Royale genre. It has been the fastest-growing non-mobile game in the world. On launch day alone, there were 6 million gamers and within the first 10 days, CoD: Warzone had collected 30 million gamers. -
Microsoft Xbox
Microsoft Xbox Last Updated on October 2, 2021 Title Publisher Qty Box Man Comments 007: Agent Under Fire Electronic Arts 007: Agent Under Fire: Platinum Hits Electronic Arts 007: Everything or Nothing Electronic Arts 007: Everything or Nothing: Platinum Hits Electronic Arts 007: NightFire Electronic Arts 007: NightFire: Platinum Hits Electronic Arts 187 Ride or Die Ubisoft 2002 FIFA World Cup Electronic Arts 2006 FIFA World Cup Electronic Arts 25 to Life Eidos 25 to Life: Bonus CD Eidos 4x4 EVO 2 GodGames 50 Cent: Bulletproof Vivendi Universal Games 50 Cent: Bulletproof: Platinum Hits Vivendi Universal Games Advent Rising Majesco Aeon Flux Majesco Aggressive Inline Acclaim Airforce Delta Storm Konami Alias Acclaim Aliens Versus Predator: Extinction Electronic Arts All-Star Baseball 2003 Acclaim All-Star Baseball 2004 Acclaim All-Star Baseball 2005 Acclaim Alter Echo THQ America's Army: Rise of a Soldier: Special Edition Ubisoft America's Army: Rise of a Soldier Ubisoft American Chopper Activision American Chopper 2: Full Throttle Activision American McGee Presents Scrapland Enlight Interactive AMF Bowling 2004 Mud Duck Productions AMF Xtreme Bowling Mud Duck Productions Amped 2 Microsoft Amped: Freestyle Snowboarding Microsoft Game Studios Amped: Freestyle Snowboarding: Platinum Hits Microsoft Amped: Freestyle Snowboarding: Limited Edition Microsoft Amped: Freestyle Snowboarding: Not for Resale Microsoft Game Studios AND 1 Streetball UbiSoft Antz Extreme Racing Empire Interactive / Light... APEX Atari Aquaman: Battle For Atlantis TDK -
Ads in Play Immersing Brands in and Around Social Games
10 Ads in Play Immersing Brands in and around Social Games At least once a week, 89% of Americans watch prime-time television. It is the ubiquity of television in American lives, along with its media rich- ness, that has made it the core of media plans for virtually all types of brands, decade after decade. When marketers think of video games, it is unlikely that they consider game media to have the potential for reach we attribute to other mainstream media. Yet, 58% of Americans play some kind of video game every week, and 63% have played at least one video game in the past year.1 With worldwide revenues estimated at about $25 billion in hardware and software sales, video games are a powerful entertainment medium. Revenues for games surpass (individually) box office revenues for mov- ies, movie rentals, book sales, and music sales. Industry revenues in United States alone reached nearly $18 billion in 2007.2 As an advertising medium, games offer much to advertisers looking for new access to con- sumers, particularly in places where there is limited clutter, little multi- tasking, and high levels of engagement. Game-related advertising is not new. Early Sega games for the Atari 2600 console featured Marlboro cigarette ads on the raceway. So why the recent 142 Advertising 2.0 surge in games and game advertising? The medium’s growth in recent yearsisassociatedwithadvancesenabledbyWeb2.0.Inareportfrom eMarketer, Paul Verna estimates that game advertising is already valued at over $1 billion in annual expenditures.3 He anticipates spending will grow at a compound annual growth rate of 23%, reaching nearly $2 billion by 2011. -
Buzz Marketing with Blogs for Dummies.Pdf
01_58457x ffirs.qxd 2/23/05 1:21 PM Page i Buzz Marketing with Blogs FOR DUMmIES‰ 01_58457x ffirs.qxd 2/23/05 1:21 PM Page ii 01_58457x ffirs.qxd 2/23/05 1:21 PM Page iii Buzz Marketing with Blogs FOR DUMmIES‰ by Susannah Gardner 01_58457x ffirs.qxd 2/23/05 1:21 PM Page iv Buzz Marketing with Blogs For Dummies® Published by Wiley Publishing, Inc. 111 River Street Hoboken, NJ 07030-5774 www.wiley.com Copyright © 2005 by Wiley Publishing, Inc., Indianapolis, Indiana Published by Wiley Publishing, Inc., Indianapolis, Indiana Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or otherwise, except as permitted under Sections 107 or 108 of the 1976 United States Copyright Act, without either the prior written permis- sion of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600. Requests to the Publisher for permission should be addressed to the Legal Department, Wiley Publishing, Inc., 10475 Crosspoint Blvd., Indianapolis, IN 46256, (317) 572-3447, fax (317) 572-4355, or online at http://www.wiley. com/go/permissions. Trademarks: Wiley, the Wiley Publishing logo, For Dummies, the Dummies Man logo, A Reference for the Rest of Us!, The Dummies Way, Dummies Daily, The Fun and Easy Way, Dummies.com, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc.