The Role of Play in Engaging the Youth Market
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Transcript of The Role of Play in Engaging the Youth Market
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THE ROLE OF PLAY IN ENGAGING THEYOUTH MARKET
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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
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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
Agenda:
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Interaction
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Speakers
TimCo-Founder of Playgroup
Ageing snowboarder
Jelly Baby lover
Lifelong West Ham fan
JohanStrategist
Ski jumping champion (honestly!)
Sushi monster
Keen sailor
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JamieLiverpool FC fanatic
Indie music geek
Hates milk
GraemeLoves ham sandwiches
and trees
Can’t stand diving
in football
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Participants
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How can brands develop valuable
relationships with young people?
And will this become the blueprint for
new marketing?
We asked ourselves
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Discussions
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The following slides are extracts from
two of the many topics discussed...
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Topic #1 We are becoming
increasingly anti-marketing..
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...its focus is on
persuasion...
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...its goal is to present a convincing
argument that you lack something
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In contrast, the act of play is
inherently rewarding...
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Play creates a closer bond
between the user and brands...
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...because play helps form
relationships at a higher level
than a normal brand to
customer transaction
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Traditional marketing takes
an ‘outside in’ approach...
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IMAGE?
NO CONVICTION, FOLLOWING
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In contrast, we
believe play requires
an ‘inside out’ approach
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Topic #2 Why Play?
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The true object
of all human life
is play”
G K Chesterton, Author
“
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The Oppertunity
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Your brand will be an enabler
of creativity, fulfillment and
happiness
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Intensivly and utterly absorbed
The user is utterly absorbed
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What is the goal? Text
To create an environment where
you can unlock play behaviour...
Your Goal?
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What is the goal? Text
...which makes people
open to new ideas,
perspectives, impulses
Your Goal?
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What is the goal? Text
You can then build
strong social bonds...
Your Goal?
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What is the goal? Text
...you now have
a Brand Advocate
Your Goal?
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www.playgroup.com
Get in touch to find out how to
unlock the power of your brand