1 EIAA. (2010). Europese jeugd meer internet dan tv. Accessed on March 11, 2013, from Mediaonderzoek: http://www.mediaonderzoek.nl/1949/europese-jeugd-meer-internet-dan-tv/ 2 Otto, R. (2012, Juni 20). Jongeren en mobiel gebruik. Accessed on March 11, 2013, from Slideshare: http://www.slideshare.net/richardotto/jongeren-en-mobiel-gebruik-2012

3 Brighthand. (2012). Smartphone Users Play Games Longer Than Many Might Expect, according to survey. Accessed on March 11, 2013, from http://www.brighthand.com/default.asp?newsID=18741&news=social+games+mocospace+survey+mobile+devices

Campaign background & summary Do you know that feeling of losing control ? The feeling that you

are not yourself anymore? This feeling occurs gradually when drinking. First

you loosen up, than you get lightheaded, and then you are prone to doing things,

you might not do, when more sober.

Target audience: We were challenged to develop a campaign to make young Europeans

(18-25 years) aware of the (health) consequences of binge drinking .

Insight: Through research we found that informational campaigns trying to persuade

the target audience to drink less have had limited effects. We found that the target

audience does not care so much about the consequences of drinking, however they do

care about their image and health consequences of wrong choices made induced by

alcohol, after the fact. They care about waking up in the, wrong bed, wrecking dad’s

car, missing exams, all because of having had too much to drink! We want to educate

our target audience based on this insight: WHAT HAVE I DONE?

Access to target audience: The easiest way to find our target audience is through

mobile. 80% of the European youth uses internet1 and 72% between 15 and 29

years old are in possession of a smartphone.2 (EIAA, 2010 & Otto, 2012). We found

that our target audience love to share (fun+shock), through a host of different media

f.e. mail, whatsapp, Facebook, twitter. In order to educate our target audience our

campaign must engage over time and entice to be shared with many, many friends.

Research shows that 53% of mobile owners play a mobile game for more than one hour

a day, regardless of time of day or location. 3 (Games are shared frequently, especially

if they are free, fun, competitive and multiplayer. We have chosen to apply the

participating communication strategy. Our chosen format is a horror game. We want to

make the target aware in a playful, participating way. The games will be taken to a

virtual world, which symbolises the reality. Both the evoked emotion and the emotional

state when playing a game have an impact on the memory of the information. Younger

people tend to have a higher recall for negative pictures. That is why we will have

horror and shock in the game. We use cross-overs between several media for

maximum sharing.1

Creative brief

Our mobile& online horror game is called ‘Hidden’.

It is mostly a first person game combined with reflection mode where you can

actually see your character who will have your own face, having uploaded your own

picture, early in the game. All the players in Europe can help each other play the

game by sharing lives.

IMAGINE;

You are being chased by an unknown character, who is forcing you to make

decisions and choices concerning activities and use of alcohol. You are obligated to

execute the orders, if you don’t, you will lose a life. You need keys to get access

to certain levels/ task instructions in the game. They will be send to you through

different media and friends.

As the game progresses you will experience the consequences of physical alcohol

problems, that increase in severity during the game. You are getting drunk(

virtually), have headaches and a blurred vision and memory loss etc. Your choices

will have more absurd and graver consequences, while being chased by an unknown

“”hidden”” character.

In the end of the game, the “”hidden” character, who enticed you to do all those

stupid things, is actually a drunk version of you! ( again with your picture!)

WHAT DID “”WE”” DO?

The drunk you is the metaphor for stupid choices caused by alcohol

“”fogging””, which will shame you.

Prioritized objectives

- European youth: 18 to 25 years old.

- A measurement after six months.

1) 45% will play Hidden.

Each week there will be a measurement. We will use Google analytics and analytics

on the divers social media to measure the progress. (Hits on our website, hits on

our game, how many people share the game, where do the visitors leave the game,

bounce rate). If necessary, we can adjust.

The images of the wineglass and the glass of beer, which are spread in the whole document, refer to the objectives

2) Create 85% awareness for all the players of the game about binge drinking

through Hidden.

To confront with:

- Things you wouldn’t do.

- Most extreme consequences of alcohol.

- Increasing negative consequences of alcohol.

- The drunk version of you

Through this key insides the awareness will be created.

Proposed strategy and tactics

Target:

- 18 -25 years old

- European

- Flexible, people who love excitement

- Binge drinkers

- Interest & involvement in social media

Proposed strategy and tactics:

Stage 1: informing people of the existence of the game.

offline: use of guerrilla action 1+2, posters, flyers

online: guerrilla action Facebook, banners

Stage 2: playing the game

mobile and web based

- Name

- Awareness

- Crossmedia use of twitter, Facebook, txt, mail

- End

Stage 3: inviting friends to play the game

Use of social media

Stage 1

Offline

Guerrilla 1

Some subjects will be hidden in the capital cities of Europe. This is also aiming for

free media.

Coverage:

Guerrilla 2

The mysterious man follow you and hand over flyers with a key in a fun way. The

key is a metaphor for the opening of the site to download the game. Filming

mystery man and uploading to the Hidden Facebook can get you a gif/bonus.

Guerrilla

Wide range Realistic

Viral marketing

Poster

To reach our target audience, the posters will be placed at:

- Schools

- Bus-, train-, underground- and tram stations

Online Chase on social media.

A mysterious man chases the target on social media. He wants you to visit the

website, to find out who he is.

Banner

Stage 2

Hidden

The game is called Hidden, this represents the ‘hidden alcohol problems’ and

‘the hidden character’ in the game. These will become clear while playing the

game.

Game

3 sides of awareness:

1. A progressive story; alcohol use consequences will be evident.

2. While getting more drunk during the game you make poorer choises

3. When you are looking back on what you’ve (as the player AND chaser) done,

you have regrets

Crossmedia

To get to the next order you’ll need a code to continue. You get this within 24

hours send to your phone, Facebook or e-mail. This will trigger the audience to

keep playing the game. We can decide when de target audience thinks about the

game. We can influence topics of conversation.

The end

You will become aware of the alcohol problems, which become clear during the

game. That’s why the game ends with CLEAR: short and evident.

Stage 3

Social Media marketing

Share and like

In the game you can also let your friends be chased

Creative execution Game: fun, challenging

Theme: horror

Tonality: mysterious, shocking, young adult, daring you.

Logo:

Guerrilla 1

Guerrilla 2

An impression about how the guerrilla campaign should look like.

Flyer

Guerrilla campaign the mysterious man will

give away flyers and a key.

The key is a metaphor for opening the game.

Poster

Banner

Chase on social media

Game execution At the beginning of the game you make a picture of your face (the player in the

game).

You will recognize yourself.

The game:

Make a decision: water or alcohol. Probably you would like to choose for water

(because you want to act normal again). But the chaser thinks otherwise, your

pointer will not react as you wish.

Media recommendations

Hidden subjects:

- Arouses curiosity

Flyer with key:

- Easy to give

- Suits the guerrilla campaign

- Easy overview

- Stimulates participation

- Cheap

Poster:

- Striking and obvious

- Wide-range

- Easy overview

- Cheap

Social Media

- Wide range

- High participation

- Active involvement

- Effectiveness can be measured well.

* Facebook → important features: share, like, status update, posting video’s and

pictures, advertising

* Twitter → important features: tweets, retweets, advertising, posting video’s and

pictures

* Tumblr → important features: posting video’s and pictures, posting comments

* Instagram → important features, posting pictures, share, like

Banner

- Wide-range

- Effectiveness can be measured well.

- Target audience specific.

Evaluation of effectiveness

Measurement is possible from day one. After 6 months we will evaluate the

effectiveness of our campaign.

When the campaign proves to be very popular, it’s possible to continue.

Objective 1:

We will use Google analytics and analytics on the divers social media.

Hits on our website

Hits on our game

How many people shared the game

To measure the quality of the game we have to know:

Where do the visitors leave the game

The bounce rate

Returning visitors

Objective 2:

We have contact information (mail/Facebook) from entering the game. This can

used to spread a survey among the target audience. The questions will focus on

knowledge, attitude and behaviour towards binge drinking.

CLEAR?! Now you know who we are..

Or do you want to know us better…

MUAHAHAHAHAHA