Pulled from BusinessWeek, Jane McGonigal's Brave New World...
Major corporations, including Procter & Gamble (PG), Electronic Arts (ERTS), and National Semiconductor (NSM), have given some of their employees an unusual assignment: play a free online game.
Admittedly, it's not a typical entertainment video game, with sophisticated 3D graphics, fantastical characters, or shoot-'em-up plots. And the corporations aren't just allowing workers to have fun on the job. Instead, the game, called Superstruct, asks players to imagine the world in 2019.
Access full article HERE
I agree games can be very effective in helping individuals learn and plan out scenarios - creating awareness, preparedness and ultimately an educated and ready populace. Since this is an outlet about marketing and communication let's take the tool and adjust the model a bit.
Games, specifically video games, are the archetype for the age old adage of full engagement = full experience which yields full understanding. Simply put doing is a heck of a lot more effective and more interesting than watching and/or listening - convert the passive experience into an active one and you succeed on multiple fronts from a marketing stand point. More brand recognition, higher levels of understanding as it relates to unique value, increased word of mouth and viral distribution potential.
Add full campaign integration into the mix and you have a powerful opportunity for making the type of impact all of the buzz word bandits like to call "the holy grail" of marketing.
All I call it is "effective."
Here is a question I will leave you with....
If you pay millions to expose potentially millions of people to your brand for potentially thirty seconds and have no real way to know how many were exposed, what would you pay to expose them to and have them interact with your brand for over eight minutes?? What is that worth?
Feel free to let me know. Thanks.
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