2011 03-i m-breakthrough-socialgamingandinteractivetv

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!