This slideshow presents a series of real life examples, mainly from the digital world, that you may or may not have heard of. These should help to: - Create stimuli for a conversation or debate - And provide inspiration for do’s and don’ts when it comes to creating your own genuinely playful projects - Some of these come across as apparently playful - traditional ads and marketing with a veneer of irony, piss take and other youthful traits and behaviours. - whereas others are well into the space of being genuinely playful - by engaging in truly playful behaviour with users and customers - and some will be somewhere in the middle Whilst looking at these, it’s worth asking ourselves: - What constitutes a really genuine playful project? - How can the success of real world events such as music festivals and life style sports events be transferred, retained and leveraged online?

1. THE ROLE OF PLAY
IN ENGAGING THE
YOUTH MARKET

2. London Digital Week
24th September,
Shoreditch House
70 clients, friends and competitors
came together to discuss the role of
play in engaging the youth market

4. Agenda:
The business opportunity
Youth – who are they?
Marketing should be an ‘inside out’ approach
What’s the role of play?
Designing a playful experience
Play personalities
Apparently vs Genuinely playful brands

5. Interaction

6. Speakers
Tim Johan
Co-Founder of Playgroup Strategist
Ageing snowboarder Ski jumping champion (honestly!)
Jelly Baby lover Sushi monster
Lifelong West Ham fan Keen sailor

7. Jamie Graeme
Liverpool FC fanatic Loves ham sandwiches
Indie music geek and trees
Hates milk
Can’t stand diving
in football

8. Participants

9. We asked ourselves
How can brands develop valuable
relationships with young people?
And will this become the blueprint for
new marketing?

10. Discussions

11. The following slides are extracts from
two of the many topics discussed...

12. Topic #1
We are becoming
increasingly anti-marketing..

13. ...its focus is on
persuasion...

14. ...its goal is to present a convincing
argument that you lack something

15. In contrast, the act of play is
inherently rewarding...

16. Play creates a closer bond
between the user and brands...

17. ...because play helps form
relationships at a higher level
than a normal brand to
customer transaction

18. Traditional marketing takes
an ‘outside in’ approach...

19. IMAGE?
NO CONVICTION, FOLLOWING

20. In contrast, we
believe play requires
an ‘inside out’ approach

21. Topic #2
Why Play?

23. “ The true object
of all human life
is play”
G K Chesterton, Author

24. The Oppertunity

25. Your brand will be an enabler
of creativity, fulfillment and
happiness

26. Intensivly and utterly absorbed
The user is utterly absorbed

27. Your Goal?
To create an environment where
you can unlock play behaviour...
What is the goal?
Text

28. Your Goal?
...which makes people
open to new ideas,
What is the goal?
Text
perspectives, impulses

29. Your Goal?
You can then build
strong social bonds...
What is the goal?
Text

30. Your Goal?
...you now have
a Brand Advocate
What is the goal?
Text

31. Get in touch to find out how to
unlock the power of your brand
www.playgroup.com