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WINNING THE WAR IN THE DIGITAL BATTLEFIELD WITH SPEARS, CANNONBALLS AND CATAPULTS

BRAD JAKEMAN

CHIEF MARKETING OFFICER ACTIVISION

9 March 2011

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LARGEST ENTERTAINMENT LAUNCH OF ALL TIME.

TWO YEARS IN A ROW.

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$550

$650

11 MILLION PEOPLE

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LARGER THAN THE 4 LARGEST ARMIES COMBINED

BIGGEST ARMY IN THE WORLD

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...AND ALL FOR A DIGITAL ENTERTAINMENT PROPERTY

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MY

5 BIG

“UH-HUH’S”

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IT ALWAYS HAS, AND IT ALWAYS WILL COME DOWN TO THE QUALITY OF THE PRODUCT.

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JESSE STERN

SAM WORTHINGTON

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HANS ZIMMER

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BRAND COMMUNITY

≠DATABASE

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COMMUNITY AS A MEDIA CHANNEL PAID WITH THE CURRENCY OF INFORMATION, CONTENT, AND RESPECT

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THE WORLD’S BIGGEST ENTERTAINMENT EVENT BEGAN WITH A WHISPER...

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COMMUNITY PRINCIPLES

RESPECT THEIR INTELLIGENCE AND EXCITEMENT AROUND “DISCOVERY”INFORMATION & CONTENTAS CURRENCY

USE EVERY ENGAGEMENT TO ADD VALUE

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RELATIONSHIP BETWEEN CONTENT AND DISTRIBUTION CHANNEL HAS CHANGED

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DIGITAL MEDIA

?

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“TRADITIONAL MEDIA”

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THERE’S NO SUCH THING AS DIGITAL MARKETING

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ANDOR

NOT

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TRADITIONAL MEDIA VIEWERSHIP

DIGITALMEDIA

CHANGING THE RULES

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MW2 COMMUNITYTUNED IN

22% RATINGS INCREASE VERSUS LAST YEAR

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CONTENT IS KING

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CONTENT THAT CONSUMERSWANT TO SEEK OUT, NOTSCREEN OUT

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‘SCREENABILITY’ IS THE NEW METRIC

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UNFORTUNATELY, TODAY’S WORLD IS:

CONTENT + $ = MEDIA DISSEMINATION

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WE NEED TO CHANGE THE PARADIGM:

MEDIA DISSEMINATION + $ = PERMISSION TO USE CONTENT

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GREAT CONTENT MAKES GREAT PARTNERSHIPS GREATER.

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ENDEMIC CONTENT COLLABORATION

NOTPRODUCT PLACEMENTS

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“WHAT GOES AROUND, COMES AROUND”

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AUDIENCE INSIGHT

DOING GOOD IS THE NEWCULTURAL CURRENCY

MILLENNIALSBELIEF RESONATES WITH ADULTS AND BOOMERS

BEYOND MILLENNIALSBELIEF RESONATES WITH ADULTS AND BOOMERS

CHOOSE A CHARITABLE COMPANYOVER ONE THAT’S NOT

BUY BRANDS BASED ON BUSINESS PRACTICES

18-24 YEAR OLDS WOULD SWITCHBRANDS IF THE OTHER BRAND IS ASSOCIATED WITH A GOOD CAUSE (VS. 79% ALL ADULTS)

CHOOSE A CHARITABLE COMPANY OVER ONE THAT IS NOT

BOUGHT A CAUSE-RELATED PRODUCT OR SERVICE IN THE LAST YEAR (VS. 38% ALL ADULTS)

AMERICANS HAVE DONATED TO A CHARITY IN THE PAST YEAR. 34% TO CURB HUNGER, 31% FOR HEALTH ISSUES

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AND IT’S NOT OVER YET...