1. CREATING A BRAND PRESENCE
BUILDING THE FUTURE
Experiential Platform Strategy
A presentation to ATARI October 2005
2. the name of the game is to
get gamers to
sense, feel, act and relate
to the Atari brand
EXPERIENTIAL MARKETING • building the future
3. by gaining original insight into consumers culture
EXPERIENTIAL MARKETING • building the future
4. by gaining original insight into consumers culture
creating a unique and vivid brand experience
EXPERIENTIAL MARKETING • building the future
5. by gaining original insight into consumers culture
creating a unique and vivid brand experience
providing dynamic interaction
EXPERIENTIAL MARKETING • building the future
6. by gaining original insight into consumers culture
creating a unique and vivid brand experience
providing dynamic interaction
communicate innovations – lifetime value
EXPERIENTIAL MARKETING • building the future
7. PLAN
EXPERIENTIAL MARKETING STRATEGY
EXPERIENTIAL MARKETING • building the future
8. brand consumer innovation and
ACTION
experience interaction growth
HERITAGE HANDS ON LIFETIME VALUE
PLAN
EXPERIENTIAL MARKETING STRATEGY
EXPERIENTIAL MARKETING • building the future
9. new consumer consumer consumer
RESULT
acquisition retention expansion
brand consumer innovation and
ACTION
experience interaction growth
HERITAGE HANDS ON LIFETIME VALUE
PLAN
EXPERIENTIAL MARKETING STRATEGY
EXPERIENTIAL MARKETING • building the future
10. I NEED ATARI I MADE THE RIGHT CHOICE I WANT MORE ATARI
new consumer consumer consumer
RESULT
acquisition retention expansion
brand consumer innovation and
ACTION
experience interaction growth
HERITAGE HANDS ON LIFETIME VALUE
PLAN
EXPERIENTIAL MARKETING STRATEGY
EXPERIENTIAL MARKETING • building the future
11. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
EXPERIENTIAL MARKETING • building the future
12. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
EXPERIENTIAL MARKETING • building the future
13. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
EXPERIENTIAL MARKETING • building the future
14. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
EXPERIENTIAL MARKETING • building the future
15. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
EXPERIENTIAL MARKETING • building the future
16. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
People are seeking more intense experiences
EXPERIENTIAL MARKETING • building the future
17. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
People are seeking more intense experiences
People are after convenience – the ‘quick’ fix
EXPERIENTIAL MARKETING • building the future
18. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
People are seeking more intense experiences
People are after convenience – the ‘quick’ fix
More and more people are living alone
EXPERIENTIAL MARKETING • building the future
19. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
People are seeking more intense experiences
People are after convenience – the ‘quick’ fix
More and more people are living alone
More and more money is being spent on the home UK
EXPERIENTIAL MARKETING • building the future
20. GENERAL CONSUMER ‘MEGA’ TRENDS 2005
Adults are behaving more like teenagers
Children want to be teenagers
Men are becoming more like women
People want to be talked to as individuals
People want to ‘connect’ with their community
People are seeking more intense experiences
People are after convenience – the ‘quick’ fix
More and more people are living alone
More and more money is being spent on the home UK
consumers spend more on health and well being
EXPERIENTIAL MARKETING • building the future
22. gaming The individual is always the star. Gamers then expect to be stars in the
‘real’ world, wanting to lead and stand out
EXPERIENTIAL MARKETING • building the future
23. gaming The individual is always the star. Gamers then expect to be stars in the
‘real’ world, wanting to lead and stand out
There is always a solution. Solving a problem translates into more
persistence and optimism away from the consul
EXPERIENTIAL MARKETING • building the future
24. gaming The individual is always the star. Gamers then expect to be stars in the
‘real’ world, wanting to lead and stand out
There is always a solution. Solving a problem translates into more
persistence and optimism away from the consul
Failure is part of success. Gamers who try a new game will fail many
times before succeeding. They are more willing to take risks*
EXPERIENTIAL MARKETING • building the future
25. gaming The individual is always the star. Gamers then expect to be stars in the
‘real’ world, wanting to lead and stand out
There is always a solution. Solving a problem translates into more
persistence and optimism away from the consul
Failure is part of success. Gamers who try a new game will fail many
times before succeeding. They are more willing to take risks*
Fulfilment of emotional and mental needs that cannot be fulfilled any
other way, people need drama±
(*Source USA Today and Got Game by John Beck and Mitchell Wade) (±Laura Fryer Xbox)
EXPERIENTIAL MARKETING • building the future
26. gamers are...
Generally more academic and more likely to go to college or university.
(Home office report 2004)
EXPERIENTIAL MARKETING • building the future
27. gamers are...
Generally more academic and more likely to go to college or university.
(Home office report 2004)
Forming new and culturally diverse friendships through on-line multi-play.
They have open minds.
EXPERIENTIAL MARKETING • building the future
28. gamers are...
Generally more academic and more likely to go to college or university.
(Home office report 2004)
Forming new and culturally diverse friendships through on-line multi-play.
They have open minds.
Predominately male between 12-36, but with new and emotionally natural
ways of interacting with games (Sony EyeToy) this male bias will change
(ELSPA 2004).
EXPERIENTIAL MARKETING • building the future
29. gamers defined
Potential leaders who are most likely to have gone
or are going to college or university. They are
optimistic and persistent, there is always a solution.
They form on-line relationships easily and are
culturally and ethnically neutral, they are willing to
take and experience risks.
EXPERIENTIAL MARKETING • building the future
30. gamers will be...
More mainstream and cross generational, playing more socially orientated and
non-violent games, making ethical and moral choices – the ‘nursing factor’.
Increasingly cross gender, as more emotional and caring games increase.
More creative and expressive, as players are able to customise (M?? games).
Connecting as part of a vast on-line community, multi-play and network arcades
will be the ‘natural’ way to play games, breaking down borders, cultural and
language barriers.
EXPERIENTIAL MARKETING • building the future
31. Strategic and tactical
implementation and creative proposals
EXPERIENTIAL MARKETING • building the future
32. on-line off-line
simultaneous
strategic venues
data capture
tactical venues
consumer promotion
push off-line venues/activity
EXPERIENTIAL MARKETING • building the future
33. experiential identity
It is important that this form of sensory communication
has its own identity, complementing the Atari brand as an
interactive and personal brand experience.
Sense feel act
EXPERIENTIAL MARKETING • building the future
34. SOLUTION 1 • creative
ESP
EXTRA SENSORY PLAY
EXPERIENTIAL MARKETING • building the future
35. SOLUTION 1 • creative
ESP EXTRA SENSORY PLAY
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EXPERIENTIAL MARKETING • building the future
36. SOLUTION 1 • creative
off-line strategic
• Play and experience the games
• Understand the Atari Heritage
• Receive goodie bag containing
– Demo CD
– Booklet on Atari Heritage
– Fun Atari branded giveaway Gel
mousemat
• Meet other gamers
• Exchange ‘cheats’
EXPERIENTIAL MARKETING • building the future
37. SOLUTION 1 • creative
on-line strategic
• Download latest demos
• Free downloads: wallpaper, ring
tones, cheats
• Subscribe to regular e-zine
• Consumer promotion
• Chat room
• Off-line tour itinerary
• Digital Art competition
EXPERIENTIAL MARKETING • building the future
38. SOLUTION 2 • creative
nopainnogame
it’s about immersing oneself into
the game > to feel it r un through
your body > if you don’t feel the
pain then you ain’t played the
game > atari experiential is not
for the feint hear ted <<<
EXPERIENTIAL MARKETING • building the future
39. SOLUTION 2 • creative
off-line strategic
• Play and experience the games
• Understand the Atari Heritage
• Receive goodie bag containing
– Demo CD
– Booklet on Atari Heritage
– Fun Atari branded giveaway Gel
mousemat
• Meet other gamers
• Exchange ‘cheats’
EXPERIENTIAL MARKETING • building the future
40. SOLUTION 2 • creative
on-line strategic
• Download latest demos
• Free downloads: wallpaper, ring
tones, cheats
• Subscribe to regular e-zine
• Consumer promotion
• Chat room
• Off-line tour itinerary
• Digital Art competition
EXPERIENTIAL MARKETING • building the future
41. Tour 2006 – Why Tesco?
The growth in the grocery sector is at an all time high and expected to increase by
11% in the next year. Tesco are the market leader and have been at the forefront of
ever expanding product lines such as electrical, home furnishings, pharmaceuticals,
music, DVDs and games.
The diversity in age range of their Customers is an added benefit, hard core gamers
have to eat, mums, dads and grandparents buy last minute presents not forgetting
the ever present pester power of the kids. (Kids can play, while mum and dad shop).
The positive association with such a powerful and successful ‘everyday’ brand, such as
TEsco would reap excellent rewards. Tesco is the second most trusted brand in the UK.
EXPERIENTIAL MARKETING • building the future
42. Implementation and associated costs
Not all Tesco sites offer promotional activity (see supplementary list). We
propose to use these sites with the greatest weekly footfall graded A, B and C.
Expected daily footfall: A – 6000, B – 5000, C – 4,500
Total sites: 106
Size: 5m x 5m
Sites per week: 3 – Fri, Sat, Sun
Duration: 35 weeks
Team: 2
Giveaways: Branded ‘goodie bags’ containing:- Demo CDs etc.
note: public liability indemnity of £1m required.
EXPERIENTIAL MARKETING • building the future
43. Implementation and associated costs
Estimated cost:
Tesco site rental (daily) £320 x 106 stores = £33,920
Trailer, including: livery, generator (2.5m x 2m) = £17,000
Car: supplied by Atari (TBC)
Team: Atari (TBC)
Giveaways: TBC, estimated at = £15,000
Travel, subsistence (TBC)
Mi administration = £7,000
TOTAL = £72,920
We also propose that a percentage of the site rental cost be donated to a Tesco
nominated charity – Computer for Schools creating excellent PR. (Creators of
computer games do care about education).
EXPERIENTIAL MARKETING • building the future
44. Off-line Tactical Venues
Colleges and Universities Tour 2006
Well established research has shown that gamers are more academic and
therefore more likely to got to college or university. Many of these campus’s
have outstanding facilities, clubs, bars and restaurants fitted with technology
that can be tapped into to promote the Atari brand experience. The student
lifestyle is well known, they work but they ‘play’ harder, spending large
amounts of time socialising and looking for the next experience.
EXPERIENTIAL MARKETING • building the future
45. Implementation example
Brunel University West London
Students: 800
Outstanding campus following recent £170m refurbishment.
Several bars, a nightclub and cafés.
Locos the main Union bar:
• 1 x large projection screen
• 9 x plasma TV’s
The Hub bar:
• 1 x large projection screen
EXPERIENTIAL MARKETING • building the future
46. Implementation example
Concept: Utilize the 2 large projection screens, supplying hard drive units loaded with
existing Atari games and demos of new lavish games, sealed so no other games can
be loaded. Duration one month.
This University has agreed in principal.
There are numerous outstanding campus’s throughout the country, these ‘tactical’
venues can be supplied/set up during the strategic Tesco’s tour.
Cost: Donate £500 to the students union, so they can have a party on Atari – perfect.
EXPERIENTIAL MARKETING • building the future
47. Consumer Promotion
driving data collection
Subscribe to our FREE e-zine informing you of all the latest must have
innovations from Atari and you could get Tiscali broadband for only £15.99* a
month. An unlimited super-fast package for the heavy user, ideal for the gamer.
In order to play multi-player and arcade on-line games, gamers must
have broadband.
This simple promotion aimed at acquiring consumer contact data, will push
all the right buttons and build a return path database enabling direct and
highly targeted communication.
* was £17.99 a month.
EXPERIENTIAL MARKETING • building the future
48. Consumer Promotion
driving data collection
Initial three month promotional period. Tiscali link on Atari micro site.
This promotion will also be pushed at off-site venues.
Awaiting further information from Tiscali, but initial discussions look positive.
EXPERIENTIAL MARKETING • building the future
49. CREATING A BRAND PRESENCE
BUILDING THE FUTURE
Experiential Platform Strategy
A presentation to ATARI October 2005