Campaigns to games
January 19th, 2009 | Published in Advertising, Concept design, Marketing, UXD | 1 Comment
Jonathan Salem Baskin is the author of a book called “Branding Only Works on Cattle.” I haven’t read the book yet, but I’ve checked the foreword and Jonathan’s blog, and I’m particularly fascinated by what Jonathan says about games and branding.
Games, and namely video games, are addictive. Just look at the Nintendo Wii craze, or Sony Playstation before that, and all successful video games, consoles and computer games since the 1970′s. People give games lots and lots of their time over long stretches. They keep coming back to them, ignoring several other, more important influences in their lives.
Marketers have known this for long, and you can find mainstream consumer products (and a certain presidential candidate’s campaign ads) placed in video games. Agencies are telling their corporate clients that brands need to do things with games.
But Jonathan thinks that instead of brands doing things with games, games need to do things to brands. We shouldn’t twist games to support our old ideas about brands, and have brands use game tactics. Instead, brand (and business) strategies should get configured like games, says Jonathan. “Marketers mistakenly see games as a lowest-common-denominator channel, instead of realizing that games are not channels at all, but rather places, like social media, only with a purpose,” he continues. Games are models of places where people live, worlds that have rules, roles, expected behaviors, and even dimensions of time. Perhaps most important, video games are places where people go to do things. Games are built upon creative ideas, but they’re experienced with behavior, says Jonathan.
I can’t think of any close examples of that yet. Can’t say that I’ve seen any brand designed like a game. But I find the idea really thrilling. And I noticed this upcoming webinar, organized by Rosenfeld Media and given by John Ferrara, on extending game design to business applications. It’s not exactly the same as what Jonathan Salem Baskin writes about, but nevertheless I’ll sign up for it. If anybody has examples of brands like games, please comment. I first thought of the old Nokia Game and other ARGs, but those are not quite the thing.
Photo credit: David Farrant (Creative Commons)
Karri Ojanen
About the author
I have over a decade of experience working in digital media, advertising, and digital and social product design first as graphic designer and art director, and then as concept designer - a role very similar to a creative director, but with a stronger focus on user experience design and marketing strategy. I've also worked as project manager, managing projects for clients like Nokia, the world's largest manufacturer of mobile phones. I have gained experience in three different countries on three different continents: Finland, The United Arab Emirates, and Canada. Currently, I work as a Senior Experience Architect at Organic, Inc in Toronto, Canada. I work together with other strategists, creative directors, writers, designers and developers to create experiences that deliver exceptional value to clients and their customers.
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