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How netnography can be used to unlock the full potential of crowdsourcing contests: The case of the Mondelez chocolate lovers contest
Gregor Jawecki, Johannes Gebauer and Susanne Mathis-Alig, ESOMAR, Qualitative, Valencia, November 2013
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights.
This paper describes a project for Mondelez International, the food manufacturer, which combined crowdsourcing and netnography methods to generate insights. Until now crowdsourcing contests (idea generation via online platforms) and netnography (ethnography adapted to the internet) have been understood as two distinct approaches. By conducting a netnography-based content analysis of all contest output, an understanding of consumers' needs and preferences underlying the submitted ideas was gained. In addition netnographic validation in independent online communities provided insights into the ideas' relevance for the general market as well as hints for further improvement.
Do online ad breaks clearly tell kids that advergames are advertisements that intend to sell things?
Soontae An and Hannah Kang, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 655-678
Advergames, blending advertising messages with interactive games, aggressively target young children online.
Advergames, blending advertising messages with interactive games, aggressively target young children online. Due to the immersive and embedded nature of commercial messages in advergames, it is important to provide a cue to trigger children’s persuasion knowledge of the marketplace and advertising. The purpose of this study was to analyse the format, content and characteristics of online ad breaks. The results showed that many websites do not provide any type of ad break. Furthermore, the content and characteristics of ad breaks revealed problems of low visibility, readability and deficiency in terms of stating the commercial intent of advergames.
Building loyalty with gamification: Success stories from Clorox
Stephen Whiteside, Event Reports, Shopper Marketing Expo, October 2013
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US.
This event report explains how Clorox, the consumer products manufacturer, has used gamification as part of its marketing strategy in the US. Three approaches to gamification are described - building, buying and renting - with examples for each. Building is describes as creating the brand's own custom gaming experience, which means getting exactly what is required but requires a lot of planning and resourcing and carries risks. Buying involves adapting a partially completed offering created out-of-house that allows customisation without the difficulties of creation from scratch. Renting takes the form of attaching the brand name to a pre-existing property and is most suited to when marketers want to move quickly and utilise the scale of their partner. Gamification could also be extended inside companies as a way of motivating employees.
Mu Xiang, Steven Hu, with Fish Huang and Theresa Loo, Admap, July/August 2013, pp. 39-41
This paper discusses research from China that looks into habits of online gamers. It finds that most choose an online role-playing personality similar to their own.
This paper discusses research from China that looks into habits of online gamers. It finds that most choose an online role-playing personality similar to their own. This gives brands the opportunity to target these gamers by finding matches with their own brand personalities. The authors discuss certain types of online gamer archetype personalities - from close combatant to healer - before arguing that the games can be powerful platforms for enhancing brand relevancy, preference and loyalty. The paper concludes by suggesting examples of how brands can be matched with gamer archetypes.
How Cadbury leveraged its investment in Olympic sponsorship
Geoffrey Precourt, Event Reports, IEG Sponsorship, April 2013
This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK.
This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK. As a Tier 2 sponsor, the company just had rights to the domestic (UK) use of Olympic trademarks, but had ambitions to make the biggest impact it could. It activated its sponsorship by connecting and involving British consumers with the Games, in response to research which suggested many people felt excluded. The central platform was "Cadbury Spots v. Stripes", a series of local game-based activities and competitions around the UK that anyone could play. By the end of the campaign, Cadbury had generated widespread reach, activated and amplified by paid, owned and earned media. In terms of unprompted recognition, Cadbury was fourth in the list of all sponsors and was top in its Tier 2 group of sponsors.
Lowdown: Gesture control
Nadya Powell, Admap, June 2013, pp. 8-8
This article provides a brief overview of gesture control, which enables computers to sense a user's movements through infra-red technology and reflect them on the screen (as demonstrated by Nintendo's Wii gaming console).
This article provides a brief overview of gesture control, which enables computers to sense a user's movements through infra-red technology and reflect them on the screen (as demonstrated by Nintendo's Wii gaming console). Recent advances in gesture control technology - such as Leap Motion (a cheap plug-and-play device) and MYO (which works out movements through the electrical activity of users' muscles via an armband) - offer new opportunities to create a tactile experience between user and computer. For brands, uses could initially focus on making exploration of spaces, materials, objects and complex ideas tactile and immersive.
Rovio takes flight with Angry Birds: Leveraging growth from a mobile gaming phenomenon
Stephen Whiteside, Event Reports, MMA Forum, May 2013
This report describes the growth strategy of Rovio, the mobile gaming company, spearheaded by its phenomenally successful Angry Birds series.
This report describes the growth strategy of Rovio, the mobile gaming company, spearheaded by its phenomenally successful Angry Birds series. The report is based on an address by Michele Tobin, the company's vice president for brand ad partnerships and advertising in the Americas, to the Mobile Marketing Association Forum in New York, in which she describes Rovio's evolution from a "games company to a global media company". Angry Birds has now been extended into numerous new categories, including TV animation, books, consumer products and theme parks (with a feature film scheduled for release in 2016). Revenue also comes from advertising within its games: each new release now contains customised, integrated ad units that involve its characters. The company favours brand partners that add value to its games - for example by offering rewards or additional content, such as a tie-up with McDonald's in China. She also describes collaboration with NASA, started from a Twitter conversation, which saw a variant of Angry Birds launched from the International Space Station.
Media consumer survey 2013: Love in a cold climate
Deloitte, April 2013
This report looks at the key trends and issues impacting the media landscape, from the proliferation of devices, digital books going mainstream, the appetite for online news and magazines, to the rise of casual gaming and whether TV remains the UK's super medium.
This report looks at the key trends and issues impacting the media landscape, from the proliferation of devices, digital books going mainstream, the appetite for online news and magazines, to the rise of casual gaming and whether TV remains the UK's super medium. The report covers the divide between digital generations, growth in device proliferation, attitudes to television, newspapers and magazines, the increase in eReader numbers and the future of the video games console.
Tweets for sales: Gaming
Deloitte, April 2013
This study, commissioned by Twitter, tests and quantifies the predictive impact that Tweets have on the sales of video games in the UK, through analysis of the 100 best-selling Xbox360 and PlayStation3 games in 2012.
This study, commissioned by Twitter, tests and quantifies the predictive impact that Tweets have on the sales of video games in the UK, through analysis of the 100 best-selling Xbox360 and PlayStation3 games in 2012. The results show that Tweets are statistically significant and commercially relevant drivers of the sales of video games in the UK.
Inside the entertainment landscape: How we listen, buy, play and watch in the US
Nielsen, March 2013
This presentation examines how Americans buy and use music, home entertainment, books and games. The trend away from physical media and towards digital continues in all of these categories.
This presentation examines how Americans buy and use music, home entertainment, books and games. The trend away from physical media and towards digital continues in all of these categories. However, the shift towards ebooks is slower than the shift in other categories. The presentation finds that consumers are willing to pay more for premium music content, and that games consoles are increasingly used for non-game activities.
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