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25 décembre 2011 7 25 /12 /décembre /2011 00:00
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19 décembre 2011 1 19 /12 /décembre /2011 00:00

Pour ton déjeuner, tu remontes le Cours Lafayette à pied. Ce matin tu redescendais le Boulevard Richard Lenoir en taxi.

Aujourd'hui, tu attends ton rendez-vous Place des Terreaux. Hier, tu faisais le tour de la place Gambetta pour trouver la sortie 2.

Là, tu regardes sans y croire les annonces de l'agence immobilière rue Claudius Collonge. La veille, tu te renseignais sur le pass Navigo.

Aujourd'hui encore dans tes mocassins, quelques grains du sable de la Plage du Prophète de la semaine dernière.

Tu es commercial. C'est un beau métier.

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16 décembre 2011 5 16 /12 /décembre /2011 00:00
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9 décembre 2011 5 09 /12 /décembre /2011 00:00

A few thoughts about gaming mechanics in advertising, a topic I've been thinking a lot about. I believe that 80% of advergames we currently see is just bad. Partly because agencies are not knowledgeable enough. Good ones started respecting the user with some insightful interactions and stopped interrupting the consumer on TV.

Today, this same shift between interrupting and involving has to happen again: towards gaming.

 

In the 2000's, the mainstream advertising was on TV. In the early 2010's it's strating to be on Digital Experiences.

Ad agencies that want to stay ahead of their competition need to build "gaming departments" and to focus on it as much as they've been focusing on their Digital departments for the last few years.

Advertising professionals need to take advantage of a trend that is currently happening within the Western population: everybody play games. Some might state that playing is "a core human desire".

Below is an extract of the thesis I wrote last month.


digital-brand-strategy-blog.png

 

Any advertising operation that aims to fool the consumer will be a serious failure in the long run, if not also in the short run. Lots of advergames are in the form of a Facebook application, gathering personal data and trying to “make the buzz happen”, but simply moving a canvas from a website to Facebook does not make a game “social”. Some other developers or agencies advocate respectful gaming mechanics and end up offering a quality brand experience.


I Am Playr: The Perfect Match

I AM PLAYR is a game on Facebook which is about living a footballer’s life, literally through his own eyes, as it mixes game sequences, with POV film sequences.


An Innovation

What the British developer We R Interactive has done with I AM PLAYR (2011) is to make it fun to play, and moreover to make it fun to play with brands.

This game is definitely fun, disruptive and innovative. Even though it does not look like any other social game, several characteristics definitely make it a social game:

  • It is more fun to play with friends
  • You can purchase virtual items with real money
  • It has daily rewards
  • It is evolving and has an undefined lifetime
  • Users evolve along with their avatar.

iamplyr.png

As the above Venn diagram shows the I AM PLAYR model, is at the crossroads of:

  • Product placement: like in movies, the users have an experience and brands are shown
  • Social games: as explained, it really is a social game with rich content, game mechanics which make it – above all – fun
  • Advergames: users have to interact with different brands, not only one, which prevents the game from becoming boring.

 

A model that is respectful to the consumer and efficient for the advertiser. Going further, this model could be called “sustainable advergaming” as it combines different perspectives of advertising and gaming. What is already certain is that it is an ethical model: both advertisers and users are respected and have fun.


A New Genre of Advertising Space

At first, I AM PLAYR’s sole sponsor was known to be Nike and the news was spread about a game perhaps made especially for Nike . However, there is also a lot of Redbull to be seen in the game. And little by little brands started to join I AM PLAYR as advertisers: an Alfa Romeo is now to be won if the player scores enough goals in a defined number of games.

Nike is very present within the game, but not only: the user has to see the brand throughout a very long interactive movie, but one also has to become involved very deeply in the product experience.

 

i-am-playr-nike.png        i-am-playr-alfa-romeo.png

Without losing any fun at all, the player visits Nike stores with his girlfriend, and he has to struggle to get a sponsorship contract with Nike – his agent puts pressure on him to score in key games and become famous. To make the user interact a lot with the Alfa Romeo brand, for instance, they even got users to select one by one the desired options for the car.


All this brand content is put into a very high quality game, with customized film sequences. The product placements are not annoying any more, because the consumer is respected, with expensive design.

 

Fuuuull document, available for sharing, downloading, or any other purpose...:

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7 décembre 2011 3 07 /12 /décembre /2011 00:00
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2 décembre 2011 5 02 /12 /décembre /2011 00:00

Google arrive sur le marché de la musique comme il arrive sur le marché des social networks: des années après les autres. Mais comme avec Google+, le but est de s’appuyer sur le réseau Google. Futur flop ?

Qui va s’en servir ?

Google Music, c’est donc un service de téléchargement de musique, similaire à iTunes. Un choix surprenant, quand on sait que les solutions en streaming comme Spotify, Grooveshark ou Deezer sont bien plus populaires.

Les utilisateurs de iTunes y restent généralement fidèles par habitude de l’interface, donc ce ne seront pas non plus early adopters de Google Music.

Ugo-Google--1.png

 

La mécanique rattrape le produit

Le produit en soi n’est donc pas prometteur. Mais comme dans tout produit Google, il y a une innovation, une vraie bonne idée qui fait que la sortie est validée en interne.

Cette fois, c’est la mécanique de propagation : quand on achète de la musique sur Google Music, on peut la partager sur Google+ ! Nos contacts peuvent tous l’écouter une fois.


Ugo-Google--2.png

 

La stratégie de Google a le mérite d’être claire avec l’annonce de Google Music, s’appuyant le partage sur Google+. Google+ lui-même s’appuyait sur la pénétration de Gmail pour afficher ses notifications et générer des interactions.


Le point de contact de trop ?

Le dessein d’Eric Schmidt est sans doute le même que celui de Mark Zuckerberg : s’imposer comme number 1 dans tous les aspects de la vie de ses utilisateurs. Mais la musique ne serait-elle pas, cette fois-ci, le point de contact de trop ?

Seulement, même si la musique et le social se marient bien, Facebook l’a déjà fait en intégrant notamment Spotify et Deezer dans son Open Graph. Google Music voudra peut-être pousser des petits labels pour que le contenu musique de Google+ se différencie de ce qui tourne déjà sur Facebook et ailleurs.


Ugo-Google--3.png

 

Un insight en aveu de faiblesse

En effet, Google se différencie déjà en jouant l’angle de la nostalgie et de l’alternatif dans sa vidéo "Introducing Google Music". Mais on se dit que les project managers en t-shirt Google qui expliquent que leur bébé est génial étaient pas si mal… 

En résumé, la mécanique est ambitieuse mais le produit est déjà vu. Pas sûr du tout que l’une rattrape l’autre. Google sort encore un produit plusieurs années en retard, comme en témoignent les premiers feedbacks de la communauté

Ugo-Google--4.png

Google, c’est aussi la culture du test (le produit est disponible uniquement aux Etats-Unis pour l’instant). En cas de flop, pas de Google Music en Europe.

Dommage ?

 

 


 

Sources de toutes les images sur la vidéo YouTube "Introducing Google Music" : http://www.youtube.com/watch?v=NI8rQEHoE24

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30 novembre 2011 3 30 /11 /novembre /2011 00:00
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26 novembre 2011 6 26 /11 /novembre /2011 00:00

 

Clara m'a demandé ce que j'avais pensé de la soirée de la veille.

1 euro les 3 dans les toilettes

 

 

Clara m'a demandé si je voulais la revoir.

30 euros par tête

 

 

Clara m'a demandé de l'excuser pour son manque de conversation, elle était pas à l'aise. Sinon, elle a sa soeur qui joue vendredi.

40 euros le billet + 1 invitation

 

 

Clara m'a demandé si ça allait. Je lui ai demandé si elle avait déjà vu Annecy en septembre.

180 euros aller-retour

70 euros la chambre

6 euros la boîte de 24

 

 

Clara m'a demandé si je voyais quelqu'un d'autre.

29 euros par mois, illimité vers un seul numéro

9 euros la plaquette de 22, remboursée à 65%

 

 

Clara m'a demandé si j'avais déjà vu ses parents dans le Berry. Je lui ai demandé si elle avait déjà vu le champ de Mars illuminé. Elle l'avait déjà vu.

150 euros la Corsa pour le weekend

 

 

Clara m'a demandé si j'avais oublié notre anniversaire. Je lui ai dit qu'elle était née en Janvier, et moi en Mai.

80 euros le plateau de fruits de mer

2 euros la rose du marchand ambulant

 

 

Clara m'a demandé si on était à la hauteur.

950 euros par mois, 2 pièces, 40 mètres carrés

 

 

Clara m'a demandé de travailler sérieusement.

1386 euros net mensuel

 

 

Clara m'a demandé si je nous sentais responsables.

1100 euros par mois, 3 pièces, en banlieue

 

Et puis,

Clara a fini par me demander si je l'aimais.

 


 

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23 novembre 2011 3 23 /11 /novembre /2011 00:00
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16 novembre 2011 3 16 /11 /novembre /2011 00:00

During the last few years, you've been seeing more and more URLs on your TV. You're now used to it and that's natural. But, as the world goes round, we've all came to a circle. This mechanic gets upside down, helped by the Daily Appointment dynamic coming from the gaming industry.

Lots of communication professionals have been wondering about interactions between different media. Especially between the TV and the Digital.


Offline, then Online

While traditional TV news broadcasts feed you, the Web goes the way you mean to use it. You follow the TV. The Web follows your will. That's a basic situation: at the end of a TV report, you can see an URL inviting you to go further online: simply because not everyone is interested in the given topic.

Screen-shot-2011-11-14-at-10.36.21-PM.png 

The French/German channel Arte often redirects to its numerous & rich portals

 

It's then up to you to find more content or to decide that you've had enough with what you've seen on TV already. Offline, then Online. Mainstream, then Customized.


The Daily Reward in Social Games

Social Games give a lot to learn to all the entrepreneurs, entertainers and communication professionals of this world, as this phenomenon shows a dramatic growth and a huge penetration in our societies. This "Daily Appointment" thing is introduced by several professionals as one of the key dynamics that make a Social Game successful. It's an answer to the question: Are people going to come back to the game the day after?

Screen-shot-2011-11-14-at-10.50.43-PM.png 

The Daily Lottery from Bubble Island is a way to give players a regular appointment, in order to stick them to the game.

 

The used KPI for this matter is called the well-appointed "sticky factor" (a.k.a. Daily Active Users in proportion of Monthly Active Users), see Appdata.


The Daily Appointment in Advertising

Probably inspired by the gaming world, a few Online Communication Campaigns happen to include the daily appointment as a core component. Nokia with The Amazing Calls, as well as Mc Donald's/Monopoly with The Trailer Course deserve to be called Online Events.

 

 
 

Short explanation if you don't get French

Nokia made their new phone ring once a day, everyday during 7 days on their website. The very first user picking it up was rewarded with "something amazing". A pretty noisy campaign from Buzzman agency.

Monopoly and McDonald's are definitely friends, as they launch collaborative campaign once again. Everyday at a given time (19:45), users are intended to meet on YouTube and we'd better be there to find out why.

 

Back to the Offline

We've finally come full circle when in the end of a TV news report, we're invited to "come back tomorrow" to go further into one topic... Offline, then.

Screen-shot-2011-11-14-at-11.14.35-PM.png

  Marie Labory in Arte Journal 14/11/2011, as she says:

"Pour en savoir plus, revenez nous voir demain" // "Want to know more about this? Come back tomorrow"

 

No URL, just a daily appointment. Back on TV. This world definitely goes round.


 


By the way, the above Arte screenshots are - ironically? - taken from their VOD platform: http://videos.arte.tv/

The Bubble Island screenshot comes from wooga's Bubble Island on Facebook

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I am an independent Social Media Consultant, check my portfolio:

http://ugoorlando.com/

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