Post on 04-Jun-2018
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CHAPTER 7:
SOCIAL ENTERTAINMENT
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Learning Objectives
What are the forms of social entertainment?
What are the characteristics of social games andgamer segments?
How can social media marketers use socialgames to meet branding objectives?
Why are social games an effective tool formarketing?
What are the characteristics of alternate realitygames (ARGs)?
What are the advantages and disadvantages ofusing ARGs as a marcom channel?
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Social Entertainment Zone
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Recommended Viewing
on Social Gaming
This Week in Social Media: Future of SocialGaming
http://www.youtube.com/watch?v=ma-IPmbYcyQ
Social Gaming Summit 2012: Future of SocialGaming
http://www.youtube.com/watch?v=30SdxhhycTk
http://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=ma-IPmbYcyQ8/13/2019 cap7 estrategias de mercadeo
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Types of Games
Core or Casual Social
Multiplayer; Online connectivity among a
community of players
Goal-oriented, competitive
Rules of engagement
With leaderboards, achievement badges, friend
lists
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Game Characteristics
Platform (system upon which game is played)
Mode (structure of game)
Milieu (visual nature of game; e.g., fantasy) Genre (method of play)
Simulation
Action Role-playing
Strategy (and puzzle)
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Game-Based Marketing
Advergame
In-game advertising
Ads Product placements
Screen
Script Transactional
Plot (immersive)
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Public Enemies Week
Product Placement inMafia Wars
Read more athttp://www.appssavvy.com/publicenemies/
http://www.appssavvy.com/publicenemies/http://www.appssavvy.com/publicenemies/8/13/2019 cap7 estrategias de mercadeo
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Ask First
Are gamers receptive?
Do brands benefit from association with the
game? Do players identify with brands used by their
characters?
Is game story an unobtrusive way to share abrand message?
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Why Do Games Work for Marketers?
Gamers are open to advertising content ingames
Brands benefit when they associate with a
successful game Players identify with the brands their characters
use, increasing brand involvement
Branding within a games story is an unobtrusiveway to share a brands core message
Marketers can measure a games promotionalvalue
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ARGs
ARGs transmedia, social games
Immersive fiction
Branded or dark play Learn more:
http://www.youtube.com/watch?v=z5w2CNB9clw
http://www.youtube.com/watch?v=jSCqybwrXJQ
http://www.youtube.com/watch?v=z5w2CNB9clwhttp://www.youtube.com/watch?v=jSCqybwrXJQhttp://www.youtube.com/watch?v=jSCqybwrXJQhttp://www.youtube.com/watch?v=z5w2CNB9clw8/13/2019 cap7 estrategias de mercadeo
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Learning about ARGs: Unfiction
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The Vocabulary of ARGs
Puppet master: The authors, architects, and managers of the
story and its scenarios and puzzles. Curtain: The invisible line separating the players from the
puppet masters.
Rabbit hole: The clue or site that initiates the game.
Collective detective: A term that captures the notion of
collaboration among a team of geographically dispersedplayers who work together to flesh out the story.
Lurkers and rubberneckers: Lurkers follow the game but donot actively participate; rubberneckers participate in forumsbut do not actively play
Steganography: The tactic of hiding messages within anothermedium so that the message is undetectable for those who donot know to look for it.
Trail: A reference index of the game including relevant sites,puzzles, in-game characters, and other information.
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Pros and Cons of ARGs
Reach?
Involvement?
Time spent with brand messages?
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Evaluating the Effectiveness of
a Brand-Sponsored ARG Number of active players
Number of lurkers and rubberneckers
Rate of player registration
Number of player messages generated
Traffic at sites affiliated with the ARG
Number of forum postings
Average play time Media impressions made through ARG generated
publicity
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Questions?
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Recap Discussion
Reminder: Visit www.zonesofsmm.com toread daily news and search for examplesrelated to each chapter.