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CHAPTER 7:

SOCIAL ENTERTAINMENT

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Learning Objectives

What are the forms of social entertainment?

What are the characteristics of social games andgamer segments?

How can social media marketers use socialgames to meet branding objectives?

Why are social games an effective tool formarketing?

What are the characteristics of alternate realitygames (ARGs)?

What are the advantages and disadvantages ofusing ARGs as a marcom channel?

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Social Entertainment Zone

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Recommended Viewing

on Social Gaming

This Week in Social Media: Future of SocialGaming

http://www.youtube.com/watch?v=ma-IPmbYcyQ

Social Gaming Summit 2012: Future of SocialGaming

http://www.youtube.com/watch?v=30SdxhhycTk

http://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=30SdxhhycTkhttp://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=ma-IPmbYcyQhttp://www.youtube.com/watch?v=ma-IPmbYcyQ

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Types of Games

Core or Casual Social

Multiplayer; Online connectivity among a

community of players

Goal-oriented, competitive

Rules of engagement

With leaderboards, achievement badges, friend

lists

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Game Characteristics

Platform (system upon which game is played)

Mode (structure of game)

Milieu (visual nature of game; e.g., fantasy) Genre (method of play)

Simulation

Action Role-playing

Strategy (and puzzle)

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Game-Based Marketing

Advergame

In-game advertising

Ads Product placements

Screen

Script Transactional

Plot (immersive)

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Public Enemies Week

Product Placement inMafia Wars

Read more athttp://www.appssavvy.com/publicenemies/

http://www.appssavvy.com/publicenemies/http://www.appssavvy.com/publicenemies/

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Ask First

Are gamers receptive?

Do brands benefit from association with the

game? Do players identify with brands used by their

characters?

Is game story an unobtrusive way to share abrand message?

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Why Do Games Work for Marketers?

Gamers are open to advertising content ingames

Brands benefit when they associate with a

successful game Players identify with the brands their characters

use, increasing brand involvement

Branding within a games story is an unobtrusiveway to share a brands core message

Marketers can measure a games promotionalvalue

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ARGs

ARGs transmedia, social games

Immersive fiction

Branded or dark play Learn more:

http://www.youtube.com/watch?v=z5w2CNB9clw

http://www.youtube.com/watch?v=jSCqybwrXJQ

http://www.youtube.com/watch?v=z5w2CNB9clwhttp://www.youtube.com/watch?v=jSCqybwrXJQhttp://www.youtube.com/watch?v=jSCqybwrXJQhttp://www.youtube.com/watch?v=z5w2CNB9clw

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Learning about ARGs: Unfiction

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The Vocabulary of ARGs

Puppet master: The authors, architects, and managers of the

story and its scenarios and puzzles. Curtain: The invisible line separating the players from the

puppet masters.

Rabbit hole: The clue or site that initiates the game.

Collective detective: A term that captures the notion of

collaboration among a team of geographically dispersedplayers who work together to flesh out the story.

Lurkers and rubberneckers: Lurkers follow the game but donot actively participate; rubberneckers participate in forumsbut do not actively play

Steganography: The tactic of hiding messages within anothermedium so that the message is undetectable for those who donot know to look for it.

Trail: A reference index of the game including relevant sites,puzzles, in-game characters, and other information.

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Pros and Cons of ARGs

Reach?

Involvement?

Time spent with brand messages?

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Evaluating the Effectiveness of

a Brand-Sponsored ARG Number of active players

Number of lurkers and rubberneckers

Rate of player registration

Number of player messages generated

Traffic at sites affiliated with the ARG

Number of forum postings

Average play time Media impressions made through ARG generated

publicity

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Questions?

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Recap Discussion

Reminder: Visit www.zonesofsmm.com toread daily news and search for examplesrelated to each chapter.