THE ROLE OF PLAY IN ENGAGING THEYOUTH MARKET

London Digital Week

24th September,

Shoreditch House

70 clients, friends and competitors

came together to discuss the role of

play in engaging the youth market

The business opportunity

Youth – who are they?

Marketing should be an ‘inside out’ approach

What’s the role of play?

Designing a playful experience

Play personalities

Apparently vs Genuinely playful brands

Agenda:

Interaction

Speakers

TimCo-Founder of Playgroup

Ageing snowboarder

Jelly Baby lover

Lifelong West Ham fan

JohanStrategist

Ski jumping champion (honestly!)

Sushi monster

Keen sailor

JamieLiverpool FC fanatic

Indie music geek

Hates milk

GraemeLoves ham sandwiches

and trees

Can’t stand diving

in football

Participants

How can brands develop valuable

relationships with young people?

And will this become the blueprint for

new marketing?

We asked ourselves

Discussions

The following slides are extracts from

two of the many topics discussed...

Topic #1 We are becoming

increasingly anti-marketing..

...its focus is on

persuasion...

...its goal is to present a convincing

argument that you lack something

In contrast, the act of play is

inherently rewarding...

Play creates a closer bond

between the user and brands...

...because play helps form

relationships at a higher level

than a normal brand to

customer transaction

Traditional marketing takes

an ‘outside in’ approach...

IMAGE?

NO CONVICTION, FOLLOWING

In contrast, we

believe play requires

an ‘inside out’ approach

Topic #2 Why Play?

The true object

of all human life

is play”

G K Chesterton, Author

“

The Oppertunity

Your brand will be an enabler

of creativity, fulfillment and

happiness

Intensivly and utterly absorbed

The user is utterly absorbed

What is the goal? Text

To create an environment where

you can unlock play behaviour...

Your Goal?

What is the goal? Text

...which makes people

open to new ideas,

perspectives, impulses

Your Goal?

What is the goal? Text

You can then build

strong social bonds...

Your Goal?

What is the goal? Text

...you now have

a Brand Advocate

Your Goal?

www.playgroup.com

Get in touch to find out how to

unlock the power of your brand