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A presentation in Washington D. C. for the PRSA 2010 International Conference Powering PRogress, October 16 - 19. Mastery Is the Message: Engaging Young Audiences Through Video Games Steven Kostant, senior vice president, creative strategy, Fleishman Hillard Marc Dionne, senior vice president, creative director, Fleishman Hillard Will McHenry, managing supervisor, digital designer, Fleishman Hillard Kerry Kennedy Troup, senior vice president, marketing communications, Fleishman-Hillard For many gamers, the “medium is mastery” as they spend hours destroying a nemesis. However, video games also can teach new skills and provide a platform for social good. “Admongo — Live the ADventure,” is a multimedia communications campaign designed and developed by Fleishman Hillard’s Creative Studio for the Federal Trade Commission (FTC). This campaign uses video game play to educate children ages 8–12 about advertising and marketing so they can become more discerning consumers of information and advertising. Explore the blurring lines between the next wave of public relations practice and our roles as communicators who are skilled in creative strategy, digital design and video game development. Gain insights into games that combine education and entertainment, and practical applications for developing games without a blockbuster budget.
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Mastery isthe MessageEngaging Audiences Through
Video Games
PRSA October 19, 2010
Steven KostantKerry TroupMarc DionneWill McHenry
Why Gaming?Research RevealsContent is KingCreative TranscendsExperience Matters
Collect12 Coins
Whygaming?
PeopleLovegaming
1
Seriousgaming
Socialgood
Gamingcurriculum
Educateto Innovate
By age 21,the averageAmerican willhave spentmore than10,000hours playing
5 yearsof work
That’s
ZyngaMafia Wars + Farmville
100 millionmonthly visitors$4 billion
Gamesactuallywork
2
minutes
18
Researchreveals
“People who come up with clever solutions are almost always the same people who take the time to figure out the real problem.”
Jesse Schell
Expertsforum
Co–creation
Playtesting
Researchis not a boxto check
3
Research is part of the entireprocess.
That means keepdoing it.
www.franklincovey.com
Researchis notscripture
4
Don’t obsess onwhat they said.
Focus more onwhy they said it.
Whether you agree ordisagree with research…Have a reasonwhy.
“Never ignore a gut feeling,but never believe it’s enough.”
Robert Heller
Contentis king
Content iseverything
5
Content isstoryAvatar: $2.24B (Feb. 2010)
Content isauthenticBill of Rights (1789)
Content issocialFacebook 500m (Oct 2010)
Content isdataInformation graphics
Content iscurrentBBC Online (300+ staff)
Content isviral
Content isreal-time
Content isgaming
Admongo
Contentmust havecontext
6
digestible
Creative: Writing &Design Tech
Research
SubjectMatter Experts
Clients
The king is promiscuous Marketi
ng& PR
What is theprocess forfor ignitingcontent?
1:Insight
2:Strategy
3:Staging
4:Creation5:Sustain
Contentflows
Content istrans-media
7
Content isflexible
Creativetranscends
Creativetranscends
Startwith theobject
8
The object is a players perceptionof completion
It’s the journey, not the end.
But the end drives the journey.
Explorationcreates
9
“If you wish to advance into the infinite, explore the finite in all directions.”
Johann Wolfgang von
Goethe
explore
Designismessage
10
“Design trends online change slightly less often thanmy socks.”
— Suleiman Leadbitter
Johnny
blue
thinkcritically
discover
Experiencematters
Ourgoal isexperience
11
Our goal was not to create a game.
Our goal was to create anexperience.
Welearn fromexperience
12
Experiencematters
Care.
Experience is100% qualityover quantity.
Experience is in the details
1 People love gaming2 Games actually work3 Research is not a
checkbox4 Research is not
scripture5 Content is
everything6 Content must have
context7 Content is trans-
media8 Start with the object9 Creativity is
exploration10 Design is message11 The goal is
experience12 We learn from
experience
Go play
