2011 03-i m-breakthrough-socialgamingandinteractivetv
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Social Gaming and Interactive TVTRANSCRIPT
iMedia Breakthrough SummitMarch 11, 2011
Mark KroeseGeneral Manager, Advertising Business Group, Interactive Entertainment Business
The Future of Social Gaming and Interactive TV
Television Advertising Evolved
Breakthrough
Old Rules of Engagement No Longer Apply
Hard to reach consumersLack of attention Multitasking
Advertising In A Digital, Multi Screen World…
Personal. Connected. Social.
Invite, Don’t Interrupt
Provide Relevant Content
Exchange Value
Enable Social Experiences
Create Natural Interactivity
Invite, Don’t Interrupt
Provide Relevant Content
Exchange Value
Enable Social Experiences
Create Natural Interactivity
…Requires New Rules of Engagement
Invite, Don’t Interrupt
Provide Relevant Content
Develop Value Exchange
Enable Social Experiences
Create Natural Interactivity
12
The campaign was one of the best performing campaigns in Xbox LIVE history.
52%42% 38%
125K
10%
1.4M
Voted for favorite Avatar
costume
Downloaded a gamer pic
Viewed Reese’s
commercial
Downloaded Reese’s
theme pack
Click through rate
Total contest participants
A Sweet Story For Reese’s And Xbox
Best Of TV And The Web
netflix. last fm. twitter.facebook + more.
THE CENTER OF THE LIVING ROOM
games. movies. music. tv. social…
Raise Your Expectations
Experiment
Seize the Moment
Raise Your Expectations
Experiment
Seize the Moment
Call To Action And Benefits
Thank You!