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AudienceGames, affectionately called human joysticks by the folks at SS+K, is an award-winning new program launched last year for msnbc.com. From being named on of the Best Marketing Ideas in the World by Brandweek, to winning two Gold Pencils at 2008 One Show Interactive to Volvo Winning a Bronze Media Lion at Cannes, it's captured the attention of the industry. In fact, here's a video from the Cannes Lion Advertising Festival 2008, where the Volvo AudienceGames program won a Bronze medal. Nothing like watching a group of jaded ad industry folks having so much fun! There are additional videos below if you'd like to see more. What's makes it so exciting to us is that we're creating a new kind of social media, one that truly bring the power of the people into the experience. (See Experience Manifesto: Is AudienceGames a Social Media? to read some more thoughts on this.) And while our initial work has been in-cinema, AudienceGames works anywhere there's a group of people able to play together. In fact, we recently brought AudienceGames to the Royal Albert Hall in London for Orange and the RockCorps concert. We're currently working with a number of partners to see what happens when you need to create content for a large group of people who only have a short time to play. It's actually a pretty difficult game design challenge! To learn more about AudienceGames and how you can use our technology for your brand marketing, please contact Barry Grieff at 212-274-1882 or by e-mail. AudienceGames™ turns crowds into communities through "advergaming," while creating innovative and memorable brand experiences. It's a great example of what we do best here at the Lab: In 2007 The Brand Experience Lab designed and produced the first AudienceGames™ in the USA and UK for msnbc.com (in partnership with SS+K) and Volvo, receiving international acclaim. In fact, our campaign for Volvo generated 33,000,000 media impressions from the one day showing. We are certainly learning a great deal about how people like to engage in large, group games. For us, it's a really great example of the socialization of place. Remember, you can always go to Experience Manifesto: AudienceGames to read the latest news about how we're using this technology to create great experiences for our clients.
Some quick survey numbers:
msnbc.com (USA) VOLVO (UK)
* 78% played the game * 84% played the game
* 93% want more games in cinemas * 68% want more games in cinemas
* 86% prefer a game to an ad * 74% prefer a game to an ad
* 71% unaided MSNBC brand recall * 21% better image of Volvo
* 75% more likely to use MSNBC * 37% more likely to purchase a Volvo
We're particularly pleased with the 71% unaided recall rate of msnbc.com as the sponsor of the game. To put that in some kind of context, according to the most recent, Arbitron study of in-cinema advertising, 59% of all movie goers recall seeing commercials at theaters. Some reactions to AudienceGames™: Movie goers at 12 UK cinemas became human joysticks... they were shown an ad for the Volvo XC70 before the movie Ratatouille, and were asked to put their hands in the air and wave them left or right - as a group... That participatory commercial represents a growing trend in movie theater advertising, with on- screen ads and lobby displays becoming more interactive, more entertainment-oriented and frequently offbeat." -- USA TODAY "In our culture, [we were afraid that] people would just sit on their hands." Fortunately for Volvo, people didn't, and the press generated by "Human Joysticks" was a marketing coup at least on par with the positive impressions created among theatergoers. -- Paul Adrian, Nitro (Volvo agency) "Human Joysticks" achieved immediate results for Volvo because it turned what was just a brand into a social entity. "Brands are boring when they're not part of popular culture. We wanted Volvo to be talked about. And we got plenty of that." Luke Tipping, Mindshare UK "I have never seen people applaud for a commercial before." -- SENIOR MANAGEMENT, LEADING US THEATER CHAIN Is this "advertising" really? I'm not sure we can call it that when the ad becomes the show itself, as this brilliant pre-movie promotion, created by David over at Brand Experience Lab, obviously did. And you've got to give big props to the MSNBC for having the guts to get out there and try something new with this communal interactive game, called NewsBreaker. Paul McEnany, Beyond Madison Avenue I love this idea on two levels: 1. The novelty of the concept makes it advertising worth participating in. 2. It ups the ante for a stale media environment (the pre-preview theatre experience) and gives people something to do and a way to have fun collectively. Doug Walker, Webwalker If I had the choice between two theaters, and knew one of them had this instead of the usual ads, IÕm totally going to choose the one with human breakout before the movie. Go fig that MSNBC would be the ones to revolutionize pre-movie advertising. How long before every movie theater starts running sponsored audience participation games beforehand? Aaron, comment on Lostremote.com If you would like to learn more about AudienceGames™ or how we can help you create more engaging experiences for your audiences, please email Barry Grieff or call 212-274-1882 Here's a video from the msnbc.com experience:
Here are two videos from the Volvo experience:
More About Us Called "a playroom for marketers and agencies" by Advertising Age, Brand Experience Lab is both an experience agency and think tank. Our knowledge of the future of 'interaction' marketing, and the embedding of emerging technology into retail and marketing experiences helps us create engaging brand experiences for 21st century audiences.
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