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So, if I think about three different platforms, if we look at mobile, social, and gaming,
I’ll give you one key thing for each. In social, we think because brands can now have
a voice, that it can embrace the voice of the consumer and sort of incorporate it into
a dialogue versus a monologue. We think that is working very well. But it’s only working
well where there’s people actually behind it that are maintaining it, that are sort
of helping the conversation evolve. you're not just posting something, letting someone
comment on it, but you're having an active discussion about that. So you're letting them
discover information, share their opinion on it. You're letting them share their opinion
on how they have found your brand, if they like it, if they don't, if there are things
that they want that you're not offering, and you're able to have an active discussion with
them and we think that’s very important. And it’s a great new channel for customer
service and brand discovery in social media.
In mobile, we think the advent of location-based services and lighter applications and versions
of brand experiences are making a big difference in how consumers are discovering and participating
or experiencing brand on the go. Because it’s not so much about having a deep dive experience
when you're out on the go and you have the brand in your hand, it’s about having an
actual experience and having one that’s really light and accessible and gets you where
you need to go, gets you the information you wanna have. And really empowers you to make
different decisions. And we think that makes it infinitely also more trackable. Because
you understand what’s going on with that consumer and you understand how you can help
shape or change their behavior.
And then in gaming, we think that because it’s not just about really niche segments
of people that are playing anymore, it is so mass, it is so broad, and it spans from
the console to the computer to the social environments to the mobile or the hand-held
device, there’s sort of something for everyone. And there are a lot of different ways for
brands to participate. And add value to those experiences. Whether it’s sort of being
authentically integrated in fixed gaming experiences, to make it seem very real life and real-like,
or giving people the opportunity to play games that might otherwise be paid for free. Adding
to the environment that they might be playing in by letting them have things that they ordinarily
couldn't achieve or they wouldn't be able to get sponsoring sessions. Getting a lot
of them to connect with one another and connect with your brand in a really unique way and
we think that helps add social currency and relevancy to any sort of campaign that a brand
might have across any of those channels with any consumer.