Well done to the boys at TCO (Julian Cole & co) for creating this event for Dell. The Alienware Clan Challenge brought together the 8 best ‘Call of Duty’ teams in Australia to Sydney in an all in gaming fest. Serious geekville here it looks like ,but hitting 75,000 views on youtube so far is pretty decent for a little event in Sydney with a handful of gamers. Just shows what a clever online content distribution strategy can do.
Last year when I was at BBDO Sydney I had the pleasure of working on a cool little brand called SEGA. We all grew up with Sega Megadrives, alas, they are no more, but SEGA still create cool games for the XBox360, PS3 and wii platforms.
In 2008, Sega asked us to launch a brutally horrific game called Condemned 2, players are able to commit murderous acts and behave badly. At the time there was alot of talk of carbon footprints and the like, so we used this analogy for the brief, lets try and help players REDUCE THEIR SIN FOOTPRINT, cos they’ll need to after playing Condemned 2. It worked a treat.
The idea created was called ‘Offset the Evil’ and it just one a Gold Pencil in Integrated Branding at 2009 One Show in New York..well done boys.
The idea was all about encouraging people to ‘offset the evil’, whether singing along with the sickly sweet Saturday-morning cartoon songs or playing the games on the site. By offsetting the evil you can reduce your sin footprint just enough to re-visit the scarring black horrors of Condemned 2 once more.
I’ve been kicking around this idea for a while now. We all know that the key to youth marketing is to get youth talking to each other about your brand. Well, i think it has to go one step further, brands need to give youth ‘cultural capital’. It’s beyond just ‘stuff to talk about’, it’s far more about the CONTEXT of that conversation as to whether youth really swarm around your idea. One of the most fundamental youth needs is that of ‘belonging’, however now with web 2.0 and the new speed of which cool diffuses into popular culture, ‘being in the know’ is extremely important for youth. Being the first to discover something and being able to give your friends that info, gives you cultural capital and relevance within your tribe. You just have to look at how competitive youth are now on social networks, it’s almost a competition as to who is going to the best part, is going on the best holiday etc. Not being a part of that, sometimes means you’re an outcast within your tribe. So, marketers need to think about what cultural capital they are providing youth which gives them social status within their tribe. Start with the evergreen 6 key pillars of youth culture; MUSIC, GAMING, FASHION, TRAVEL, SPORT, ENTERTAINMENT and how you can create utility within these areas..or better yet, create new cultural phenom that gives youth cultural capital…Easy….