Glu 2011 bjorn borg case & cocha-model

BrandNewGameBart Hufen PlayConcepting

: @BartHufen

Bizz : www.brandnewgame.nl

Blog : www.gamingandbranding.com

Book : www.brandnewplayground.com

Play_ConceptingContent

1. - CASE Bjorn Borg

2. - Cocha-model om concepten te ontwikkelen

Play_ConceptingContent

1. BrandNewGame 2. Brand Essence Björn Borg 3. Interactive concept 4. Proposal 5. Wrap up

Interactive Branding1/5 Introducing BrandNewGame

“Translating Brand Essence into Digital Interactive Concepts”

Interactive Branding1/5 Introducing BrandNewGame

Game concepts & Brand strategy 4/6 Which examples are there?

Interactive Branding2/5 Brand Essence

Björn Borg

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Sports


Björn Borg

Tennis

UnderwearLifestyle

Urban Tongue in cheek

Colorful

FashionQuality

Leading

Young Minded

Consumer

Swedish

Abba

Parties

Dance

Fun New BallsWeird Scores

Comfortable

Down to earth

Interactive Branding 2/5 Brand Essence

Bjorn Borg is a colorful lifestyle brand with a sports heritage

The tone of voice is tongue in cheek and all about having fun in life

Bjorn Borg consumers are urban and young minded

How can we help these consumers being comfortable in difficult situations?

Interactive Branding 2/5 Brand Essence

“Being Comfortable”


“Feeling Comfortable during Uncomfortable Situations…”

Interactive Branding3/5 Interactive Branding Concept

Björn Borg & Pong => a Brand New Ballgame

Objective : Increase traffic to the stores and increase conversion Target : Young men and women aged 18-35 Concept : Playing tennis for discount in euro’s

Sports


Björn Borg

Tennis

UnderwearLifestyle

Urban Tongue in cheek

Colorful

FashionQuality

Leading

Young Minded

Consumer

Swedish

Abba

Parties

Dance

Fun New BallsWeird Scores

Comfortable

Down to earth


A Brand New Ballgame called ‘Bjöng’

Tennis game Pong (in the original game setting) with real tennis players dressed in Björn Borg underwear, screaming uncomfortably loud!


A Brand New Ballgame called ‘Bjöng’


Why inspired by PONG?

Tennis is part of the brand essence & heritage of Björn Borg and the game and BB share the same start of their history…

1974 Björn Borg became a professional tennis player and won his first grand prix: The Italian Open (and in the same year Roland Garros)

1974 Pong was the 1st videogame ever on the Atari 2600. The game has

become legendary, just like Björn Borg

Interactive Branding3/5 Concept – Should Haves

How to make it workShould Haves:

Interactive Branding3/5 Should haves – The Game

A Brand New Ballgame called ‘Bjöng’ 10 minute playtime gives the right to 10 euro discount

Interactive Branding3/5 Should haves – Game on facebook

Interactive Branding3/5 Should haves – Game on facebook

Play the Bjöng Challenge and win up to 10 euro discount at Selfridges

Interactive Branding3/5 Concept – Should Haves

How to make it work?

1. Seed the game on a leading international social networks like facebook

2. Minigame for Facebook 3. Game for iPhone 4. Printable voucher

Interactive Branding3/5 Concept – Could Haves

How to make it workCould Haves:

Interactive Branding3/5 Could haves – Fanpage on facebook

Interactive Branding3/5 Could haves – Playable banner

Interactive Branding3/5 Could haves – Ads/Posters & Digital Voucher

POSTER / AD DIGITAL VOUCHER

Interactive Branding4/5 Video

GOTCHA!

COCHA!

BrandNewGameC. The CoCha - Model

Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment


Each briefing should at least contain the following topics:

1. Objective 2. Target audience 3. Essence of brand or message


The Collection of topics of this model should be Considered as a Construct and are all interrelated


1/5. Concept

BrandNewGameC. The CoCha – Model: Concept

A good Concept to reach your Objective is based on:

- Brand essence - Brand story - Visual style - Proposition

And fits the Consumer interest, uses their language and meets at the right place & time (Context)

Concept


2/5. Content

BrandNewGameC. The CoCha – Model: Content

- Text (written) - Images (photo’s, illustrations, drawings, art)- Audio content (speech, music, sounds) - Moving images (film, slideshows, animations) - Software (fun, functional)

Content

BrandNewGameC. The CoCha – Model: Content

Content

Text

Images

Audio

Moving images

Software

BrandNewGameC. The CoCha – Model

3/5. Channels

BrandNewGameC. The CoCha – Model: Channels

Monologue

Dialogue

Turn-based

Realtime

ChannelsPlatform Interface


Channels

Monologue

Television Radio Newspaper Magazines Direct Mail Billboards Spectaculars

Websites Banners SMS

Dialogue

Turn-based E-mail SMS Web: Weblogs Social Media

Realtime Chat Telephone Stores Events Games Branded Utilities


Channels

Monologue

Books, Comics, Cabaret, Music, Theater Play, Sports (powered by…)

Websites Banners SMS

Dialogue

Turn-based E-mail SMS Web: Weblogs Social Media

Realtime Chat Telephone Stores Events Games Branded Utilities


Text

Images

Audio

Moving images

Software

Channels


Software

Mono-/ Dialogue

Channels

Interfaces


4/5. Context

BrandNewGameC. The CoCha – Model: Context

Watching movie Listening to music

Reading Playing games

Using computer Context *

Dining & going out Shopping

Sports & Walking Socializing Travelling Working Hobbies

Context: where is the Consumer and what is he doing when you bother him and which rules are there (community shared values)?

* Based on the US Harris Poll and SPOT research


Watching movie Listening to music

Reading Playing games

Using computer Context

Dining & going out Shopping

Sports & Walking Socializing Travelling Working Hobbies


Platforms, Operating Systems and Devices will be interfaces that determine the Context and interaction with all the digital Content there is…


Happy Valentine's Day

Birthday Anniversary

Fathers/mothers day …

ContextSad

Funeral Break-up Lost job

…

Context: is also a ‘state of mind’


Male Cars

Sports Health

…ContextFemaleBeauty Cooking Health

…

Context: is also a ‘state of mind’ … or special interest (body, mind, soul)


ContextBimale Fitness Health

Cooking Gardening

Gaming …

Context: special interest for Male, Female or Bimale (both)


ContextBimale Fitness Health

Cooking Gardening

Gaming …

Context: special interest for Male, Female or Bimale (both) – Communities!


5/5. Consumer

BrandNewGameC. The CoCha – Model: Consumer

Clients Suppliers

ColleaguesFriends

ConsumerFamily

Friends of friends

Fraternity Neighbors

We are all part of different Crowds and Communities based on our Roles


Clients Suppliers

ColleaguesFriends

ConsumerFamily

Friends of friends Fraternity Neighbors

Using existing Connections increases Credibility: word of mouth still rules


Clients Suppliers

ColleaguesFriends

ConsumerFamily


Existing Connections are tight, firm and long lasting


My social Digital Communities …


Consumer groups can be defined by:

- Profile (demographics) - Needs & Motivations - Insights - Communities

Clients Suppliers

ColleaguesFriends

ConsumerFamily



Create Content from Creative Concepts, using the right Channels to reach your Consumer Considering the Context they’re in at that specific moment

Interactive Branding5/5 Wrap up

Questions / Practice

BrandNewGamePractice!

Pick your favorite brand Define the target audience How can they sell more through a digital interactive concept?

Interactive Branding5/5 Wrap up

Thanks for being here!

Glu 2011 bjorn borg case & cocha-model

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