SOCIAL MARKETING TO MILLENNIALS

SO MUCH RED BULL.March 2011 Social Business Summit London

| DACHIS GROUP

GAME ON

Archrival is the youth engagement arm of Dachis Group.

HELLO.

We connect brands with youth culture.

HELLO.

We study how young adults think, process and consume.

HELLO.

We help great brands stay in touch and on target.

HELLO.

We are culture connoisseurs and trend hunters.

HELLO.

MILLENNIALS

Born 1965 to 1981 Born 1982 to 1994Ages 30 to 45 Ages 17 to 29Approx 40 million Approx 70 million (26%)

GEN X MILLENNIALS

Born 1995 to TBDAges TBD to 16Smaller in population

GEN Z

MILLENNIALTHEMES

LIFE TRACKING

Millennials leverage tech to collect, categorize and diagram personal stats to better understand themselves.

LIFE THEMES

“I like looking at my life from different angles. It’s like a game.”

MIDDLE CLASS OF FAME

The 15 minutes of fame ideology has gone from an aspiration to an expectation.

LIFE THEMES

WHICH TYPE OF FAME?

CREATIVE / ARTISTIC 40%

CAREER RECOGNITION 31%

CAUSE 14%

INTERNET

11%

“I’d love to be famous for my art… if only around here.”

DIGIDENTITY

Youth use their social channels to establish their identities and demonstrate their social currency.

LIFE THEMES

# of friends and followerson social channels# photos / vids tagged in# of blog subscribers# of xbox friendsLocation action# of comments on poststimely social news

TECH-EYED VIEW

Millennials see the world through a social media lens, making every moment ripe for posting and sharing.

LIFE THEMES

“I’m always looking for my next profile pic.”

GIVE UP INTERNET GIVE UP SEX

MALES

TOTAL

FEMALES

67% 33%

GEN XERS

WHICH WOULD YOU RATHER DO?

THE FACTSLIFE THEMES

OPPORTUNITIES FOR MARKETERS

THE IMPLICATIONSLIFE THEMES

✚ LIFETRACK - PROVIDE FUN WAYS FOR MILLENNIALS TO TRACK AND MEASURE DATA THEY GENERATE

✚ FAME - PUBLICLY RECOGNIZE AND HIGHLIGHT THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS

✚ DIGIDENTITY - GIVE THEM WAYS TO SHARE THEIR ACHIEVEMENTS AND ACCOMPLISHMENTS WITH THEIR FRIENDS ON SOCIAL NETWORKS

✚ TECHEYED – GIVE THEM DIGITAL TOOLS THAT ENTERTAIN, ASSIST, AND INFORM THEM AND THEIR FRIENDS.

SOCIAL GAMING

CASE STUDY TRAVIS PASTRANA

SUPER MEGA NITRO JUMP

Challenge:

Develop a social game that would create awareness for and drive viewership of the Red Bull New Year No Limit event starring Travis Pastrana.

CASE STUDY

Key Mechanic:

The game is easy to learn but difficult to master.

CASE STUDY

CASE STUDY

Key Mechanic:

To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

CASE STUDY

Key Mechanic:

To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

CASE STUDY

Key Mechanic:

To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

CASE STUDY

Key Mechanic:

To keep the game interesting and drive replay, we built in lots of ways for users to customize the game experience.

CASE STUDY

Key Mechanic:

Made gameplay experience rich – gamers appreciate great graphics, animation, and sound effects.

CASE STUDY

Key Mechanic:

Provided ways for the player to be constantly “leveling up”, or earning achievements for successfully completing tricks and stunts.

CASE STUDY

Key Mechanic:

Made it very easy for players to instantly replay the game and change the game experience, and incented replays through tips on how to perform better.

CASE STUDY

Key Mechanic:

Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.

CASE STUDY

Key Mechanic:

Drove viral sharing of the game by giving players the ability to use Facebook social sign-on to share their high scores and challenge friends.

CASE STUDY

Key Mechanic:

Integrated a friend only leaderboard that showcases their game high score in context of their friends, driving repeat play and social competition.

CASE STUDYRED BULL CRASHED ICE

The Challenge:

Develop a social game that would create awareness for and drive viewership and attendance of Red Bull’s Crashed Ice Competition.

CASE STUDY

Users connect with Facebook using social sign-on, then select a character to race.

CASE STUDY

Customization - Each character has different attributes relative to power, speed, stamina, and acceleration that impact the game physics and player strategy. 

CASE STUDY

CASE STUDY

Gameplay experience is very rich – gamers appreciate great graphics, animation, and sound effects.

Players play the game using universally known game mechanics, utilizing a simple control system of left, right, and up arrow keys for directional movement, and space bar for acceleration.

CASE STUDY

Players can race in two different formats.

A time trial format that pits them against their friends best times, with their friends times visualized as ghost players racing along beside them.

CASE STUDY

Or, A tournament format that pits them against computer bots, with the goal being to win through a round robin tournament structure to take the world championship.

CASE STUDY

At the conclusion of each race, the player is shown their place on the podium, along with a snapshot of them crossing the finish.

CASE STUDY

At the conclusion of the race, the player is given the option to share their results with their friends on Facebook.

CASE STUDY

Winning races unlocks new characters and allows the player to upgrade their racer’s character traits in order to be more competitive against friends and bot characters.

CASE STUDY

Players can see how they rank against their Facebook friends via two different leaderboards.

The first leaderboard shows win loss record in tournament mode. The second leaderboard shows rankings based on best times in the time trial mode.

CASE STUDY

SOCIAL GAME RESULTS

• MASSIVE VIRAL SPREAD• MILLIONS OF GAME PLAYS• ORGANIC FORMATION OF COMMUNITIES• OVER 10 MINUTES AVERAGE SESSION TIME• MORE THAN 40% REPEAT PLAYERS• LONG SHELF LIFE

WRAP IT UP

THE WRAP UP

✚ MILLENNIALS ARE HEAVY GAMERS AND SOCIAL NETWORK USERS ✚ HIGH QUALITY, WELL EXECUTED SOCIAL GAMES DRAW A DEEP LEVEL OF ENGAGEMENT FROM PASSIONATE PLAYERS✚ BRAND MARKETERS SHOULD EXPLORE SOCIAL GAMING AS A PART OF THEIR CONSUMER ENGAGEMENT STRATEGY