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Case Study: Evolution of Game Marketing at Cisco

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Petra Neiger
Petra Neiger

This document summarizes Cisco's experience with three marketing games: EdgeQuest 1, EdgeQuest 2, and Cisco myPlanNet. It describes the games, their objectives, components, marketing approaches, and lessons learned. Key takeaways include: 1) Games can effectively engage customers and spread brand awareness; 2) Iterative games became more sophisticated and integrated social media better over time; and 3) Non-traditional marketing tools like games are useful for keeping products top-of-mind after launch.

NegóciosTecnologia
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Marketing 2.0: Evolution of Game Marketing at Cisco A Case Study From the Cisco Service Provider Marketing Organization’s Perspective
Meet the Games EdgeQuest 1 EdgeQuest 2 Cisco myPlanNet www.cisco.com/go/edgequest www.cisco.com/go/edgequest www.cisco.com/go/myplannet
Cisco Service Provider Game Marketing Game Comparison EdgeQuest (EQ)1 EdgeQuest (EQ)2 Cisco myPlanNet Internal Release 03/04/2008 11/11/2008 09/14/2009 Public Release 03/04/2008 11/11/2008 10/05/2009 Game Approach Multi-level, speed and skill-based , “search and find” game Skill- and speed-based quick play game. (Easier and faster play than EQ1) Real-time strategy game Game Play Online Online, iPhone and Facebook Download Game Focus Product Product 25 years of Internet history (technologies, solutions and products) Game Objectives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Game Components EdgeQuest 1 EdgeQuest 2 Cisco myPlanNet ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cisco Service Provider Game Marketing Marketing Comparison EdgeQuest (EQ)1 EdgeQuest (EQ)2 Cisco myPlanNet Introduction Method Traditional and social media marketing Traditional and social media marketing Traditional and social media marketing Targets At Introduction Cast as wide of a net as possible, encourage pass along Reconnect with EQ1 players separately, cast as wide of a net as possible Focus on Cisco sales, networking students and aficionados, customers, encourage pass along Go-to-Market Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Uptake in Usage Due to Awareness and contest Awareness and contest Social media, word of mouth
Cisco Service Provider Game Marketing Contest Details EdgeQuest (EQ)1 EdgeQuest (EQ)2 Cisco myPlanNet Reach Global (traditional and social media in US, social media everywhere else) Global (traditional and social media in US, social media everywhere else) No contest with prizes, only socially competitive mini-games. Global reach Prizes One winner at the end of Tournament “Money” round: 1 winner for USD10,000 cash + 1 Cisco ASR 1000 Series router Parallel Facebook activity: Design Bake – Tourney aircraft updated and played with winning aircraft design ,[object Object],[object Object],[object Object],[object Object],[object Object],Contest Duration Qualification period: 05/05/08 – 06/11/08 (5 wks) Tournament “Money” round: 06/19/08 – 06/20/08 No qualification period Tournament round: 02/23/09 – 03/09/09 (2 wks) N/A Contest Location Qualification period: Online Tournament “Money” round: Online, but winner announced at trade show Online N/A
EdgeQuest 1 Contest Communications
EdgeQuest 2 Contest Communications
The Effects of Games on Marketing at Cisco Message Integration, Marketing, Tracking/Analysis Evolve Over Time EdgeQuest 1 “The Game Changer” EdgeQuest 2 “The New and Improved” Cisco myPlanNet “The First Serious Game” Key Marketing Impacts ,[object Object],[object Object],[object Object],[object Object],Key Marketing Impacts ,[object Object],[object Object],[object Object],Key Marketing Impacts ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Key Marketing Impacts Across the Board
Key Marketing Lessons Progressively Getting Better Due to Lessons Learned ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EdgeQuest 1 “The Game Changer” EdgeQuest 2 “The New and Improved” Cisco myPlanNet “The First Serious Game”
Six Things We Wish We Had Known or Done Sooner ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Many Thanks to… ,[object Object],[object Object],[object Object]
 

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Case Study: Evolution of Game Marketing at Cisco

  • 1. Marketing 2.0: Evolution of Game Marketing at Cisco A Case Study From the Cisco Service Provider Marketing Organization’s Perspective
  • 2. Meet the Games EdgeQuest 1 EdgeQuest 2 Cisco myPlanNet www.cisco.com/go/edgequest www.cisco.com/go/edgequest www.cisco.com/go/myplannet
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  • 7. EdgeQuest 1 Contest Communications
  • 8. EdgeQuest 2 Contest Communications
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