O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.

SB11 - 1% for the Planet - Melody Badgett

76 visualizações

Publicada em

Publicada em: Diversão e humor, Tecnologia
  • Seja o primeiro a comentar

  • Seja a primeira pessoa a gostar disto

SB11 - 1% for the Planet - Melody Badgett

  1. 1. Fun  &  Impact:  Ideas  that  Engage,  Evolve  &  Influence  Lisa  Benne;  DDB  West  
  2. 2. Fun & Impact:Ideas that Engage,Evolve & Influence Lisa Bennett Melody Badgett Kevin Richardson Gary Cook
  3. 3. Its hard to getpeople’s attentionthese days and itseven harderto keep it.
  4. 4. 1. Humor
  5. 5. Who would you rather hang out with?
  6. 6. Old Spice: Smell Like aMan, Man
  7. 7. Every new interpretation isa reminder of the brand.
  8. 8. 1% For the Planet
  9. 9. Discussion
  10. 10. 2. Play
  11. 11. Over 23 million views onOver 35,000 blog postsOver 140,000 shares onOver 100,000
  12. 12. 2.7 millions visitors toTheFunTheory.comfrom 211 countries92,000 visitors to blog_____________________Combined touch points:+300% traffic into VW
  13. 13. The Fun Theory Award
  14. 14. The Winner - Kevin Richardson
  15. 15. The Fun TheoryAward: SpeedCamera Lottery
  16. 16. + My Backstory Snr. Producer for Nickelodeon Kids and Family Games Film/TV/Games Background Story as the Foundation of ideas 3 Daughters – their safety #1 Saw the Piano Staircase video at work www.thefuntheory.com - a contest! Went home and scribbled some ideas…
  17. 17. + 3 Ideas I submitted
  18. 18. + 1. Can we get more people to stand in safe areas at train platforms if its fun to do?
  19. 19. + 2. Can we get more people to pick fruit over sweets if its fun to do?
  20. 20. + 3. Can we get more people to obey the speed limit if its fun to do?
  21. 21. + The Experiment
  22. 22. + Anatomy of these ideas More story-fication than gamification – some things I consider at Nickelodeon when developing games, and did on this as well: Story Problem (is it one I/we care about?) Backstory (what happened before these ideas showed up?) Main Character Concern (winning, broadly defined) Antagonist (opponent or big brother, “life”) Obstacle/Inhibitor Character Concern (status quo, inferior solutions etc.) Story Limit (time or an event) Story Outcome (What happens if we do nothing?) Ironic Story Premise (get paid for driving the speed limit….)
  23. 23. + Thank You
  24. 24. Discussion
  25. 25. 3. EncourageParticipation
  26. 26. Greenpeace
  27. 27. Give people a way to participate Help get Facebook To Unfriend Coal Help build the new Rainbow Warrior
  28. 28. Unfriend Coal Campaign• 700,000+ have joined the Unfriend Coal campaign to date.• Record for most Facebook comments on a post in 24 hours (80,000+ or one every second for 24 hours).• Facebook announced its Open Compute Project recently, which will help others make data centers more energy efficient.
  29. 29. A New Rainbow Warrior • The Rainbow Warrior is 32 years old and needs to be replaced • Give people a chance to own a piece of the new ship.
  30. 30. A New Rainbow Warrior• Created an ecommerce website anewwarrior.com• More than 400,000 pieces for sale in the e-shop• Contributors receive a certificate of ownership and their name appears on the contribution wall of the new Rainbow Warrior
  31. 31. Results to Date• $1,838,208 raised so far• 31,486 certificates of ownership• 1,857,304 visitors from 171 countries to site• 1000’s of new owners posted their certificates to social network sites
  32. 32. Discussion
  33. 33. 6 2 X 7 X = 24
  34. 34. Fun = Humor, Play, Participation
  35. 35. Fun Impact
  36. 36. Thank you!

×