Ross Fetterolf, Ignite

1. 9.29.10 Game On: Creating a Snowboard Edutainment Experience in T1 Diabetes Presented By:

3. The Shreddin’ Diabetes Experience

6. Concept Presentation/Selection Hop on your board and make your way down the dreaded Diabetes Peak. Avoid the obstacles that get in your way and steer towards healthy choices – you’ll need to choose the right path to stay balanced. Happy Shreddin’!

9. Concept Presentation/Selection “ The range really opened my eyes to the possibility of truly finding something that had the potential to hit on all cylinders - strategically on target, providing needed education about T1, and presenting a format that kids would be cutting in line to play. The Shreddin' Diabetes concept felt like it provided all of that.”

17. Shreddin’ into CCR: 4 steps for Med-Legal review success

18. Ensuring Med Legal Review Success “ In the current regulatory environment, any time there is something "new" and it involves direct contact with customers, there is a certain level of doubt that comes with it. The key is to avoid just coming straight at your med-reg-legal team with tactics and asking for their blessing. Start back at the beginning with the overall strategy of what you are trying to do and be in the space, and then help them to understand how this particular intervention fits into that larger picture. That context ended up being invaluable as we partnered with that team for guidance and approval. Also, making it clear what this game was not , e.g. a branded infomercial, marketing to get kids to choose your brand, etc. is often just as helpful at the start as trying to explain what it was.”

22. Perspectives on the Game Play Session “ Opening up the game to the whole brand team was one of the best decisions that was made. I sent out an email with a subject line of "Play video games at work" , provided a little background, and invited everyone to stop by and test drive the game. I was pleasantly surprised to see how many takers we had and to see the reaction to the game; both people having fun on the board but also interacting with the trivia questions and food choices. The med-reg-legal team not only got to play, but got to see people interacting with the game, which really was a turning point in their support. They could better see the potential of providing support for customers in an innovative and compelling way. Another highlight was to see our brand leader up on the board. He was all smiles as he finished, but declared no one over 40 should be allowed to play! “

24. Shreddin’ in Orlando: From QA to feedback

28. Friends for Life Reactions “ The reaction at the event was tremendous. The kids had a blast with the game and I'll always remember listening to them discuss and debate the diabetes related information with each other as they rode down the mountain and thinking - "we did it!" There were other companies there that had off the shelf Wii games, but nothing that allowed them to have fun and learn more about diabetes. That was not lost on their parents or the conference organizers. I lost count of how many moms and dads asked us if they could buy the game. The conference organizers were absolutely blown away that we would design a game specifically for their event and I feel strengthened our partnership because through the game, they saw that we really understood these families and what the event was all about..“

29. Future Directions: Shreddin’s next run…

33. Q & A: Thank You! Want to continue the conversation? Ross Fetterolf: [email_address] 1-949-861-3234 @DigitalBulldog