Insights

How Gaming Marketing Grew Up – Part 2: Shock, Emotion and Creativity

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In Part 1, we explored how, just 20 years ago, gaming was perceived to be targeted to a young audience; vying for attention during the Saturday morning cartoons and laden with shouts of ‘radical’ and ‘awesome’. Then, as home console gaming shifted into the 3D space, graphics became more realistic (well, with some growing pains) and themes became darker. Naturally advertising had to adapt. There was a definitive pivotal point with the stirring PlayStation advert covered in Part 1, but we should also mention the… weird side of PlayStation.   PlayStation brought to you by… Aphex Twin (1999) In 1999, a somewhat bizarre advert centred around an ‘unusual’ Scottish girl aired, in which she talked about the power of the...

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How companies are treading that fine line between pushing boundaries and overstepping the mark

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  ‘Exploitative’ and ‘insensitive’ are certainly not words that you want to be associated with your brand. Yet, it currently seems that not a week goes by without brands being forced to apologise to their customers with their tails tucked between their legs. When we switch on our TVs, scroll our Facebook feeds or tune into the radio, we want adverts to resonate with us…maybe even make us smile, laugh a little, or encourage us to buy that thing that we hope might improve our lives (for at least all of 5 minutes). What we definitely don’t want, however, is for these adverts to offend us. Yet, at a time when opinions are often polarized and sensitive issues proving highly...

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Brand Dig: When a product has flaws, brands need a communication strategy that understands their audience.

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Harry looks at how Samsung and Huawei have responded to their recent product controversies.   Samsung discovers how loyal people can be If you’ve boarded a plane in the last few weeks you may have heard the flight attendant make a strange announcement. Before asking you to listen to the safety demonstration, many air stewards are now requesting any passenger with a Samsung Galaxy Note 7 to hand it over. The reason? There are so many reports of the smartphone spontaneously combusting that the device is now considered a safety hazard.  ...

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Using Pulsar to Estimate the Time for a Trend to become a Legend

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When exactly will Carter get his nuggets? Not long, it seems… One question is on course to beat the highest number of retweets ever, but more importantly, can it surpass 18 million? And can Carter finally get his year of chicken nuggets. HELP ME PLEASE. A MAN NEEDS HIS NUGGS pic.twitter.com/4SrfHmEMo3 — Carter Wilkerson (@carterjwm) April 6, 2017 Brands are increasingly taking on youthful personalities to engage with core demographics – Tesco Mobile & O2 rap battled back in 2013, PaddyPower consistently prove to be the overlords of irreverence, Old Spice completely nail the tone and demographic… and there’s another subsector quickly becoming powerhouses on social media – fast food restaurants. And one brand absolutely owning this is Wendy’s. From...

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How Gaming Marketing Grew Up – Part 1: The Early Days

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How did gaming advertisers widen their audience appeal through evolving storytelling? In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made digital headlines. In this two-part Agency Aces, Kyle looks at how creative storytelling influenced advertising, shifted attitudes, and appealed to increasingly wider audiences in the gaming industry.   Tetris, Pac-Man, Super Mario and Sonic the Hedgehog… these games are embedded into many a childhood memory. For many, none more so than a side-scroller that involved a portly plumber eating mushrooms, saving kidnapped princesses and smashing turtles in the process – the one and only Super Mario. These days, whilst you can still get up to similarly questionable actions...

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Brand Dig: The Brands that are Celebrating Diversity by Unifying through Love

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, marketer Kyle looks at how brands are supporting a different kind of love – the love of difference. With the recent protests, scandals, right wing politics, racial tensions, war… what the world needs now more than ever is to stand united. That’s easier said than done, considering that in a modern-day era, we have so many philosophies that often divide society in half (cough Brexit, cough Trump). It’s a gamble for a brand to pick a side that not only stays true to their values but doesn’t alienate opposing beliefs. Maybe that is the...

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Agency Aces: Creative that Embraces the Awkward

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Digging into the world of advertising, Kyle looks at what insights, creatives are using to birth original concepts that build affinity between brands and people. What a colossal nightmare some brands have had since our last Agency Aces a fortnight ago. Pepsi made protests look like some empowered hipster street protest, whilst at the same time, United Airlines were embroiled in a public… wait, United Airlines are still involved in a PR storm (the only difference is that the storm recently just caught fire). And yet, after these turbulent two weeks, United Airlines still have no sight of clear, blue skies ahead. I simply cannot exclude air travel as the topic for this week’s Agency Aces (well that’s what my...

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Brand Dig: when Pepsi, Barbie and Uspaah used stereotypes in ads – with varying success

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In this blog series, we dig into the world of marketing and discuss brands, news, trends and examples that have made the digital headlines. In this week’s post, researcher Harry looks at how brands are using stereotypes to make or break their campaigns. There are a number of reasons why people might use stereotypes. One of the main reasons, though, is surely a lack of understanding of the group being described. But while you might call out a mate if they make sweeping generalisations about other people, brands don’t get off so lightly. When marketers don’t fully understand their audience, they often end up relying on stereotypes. At best these stereotypes are ineffective and ignored. At worst they’re offensive to...

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Webinar: Towards an hypothesis-driven insights approach to social media analysis

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You won’t get good answers unless you’re asking good questions! For some reason in social media research this simple fact has been overlooked for a long time, often leading to noisy datasets, time consuming analysis and ultimately weaker insights. And the introduction of privacy-first data sources like Facebook and LinkedIn which offer unprecedented access to data that’s aggregated and anonymised, has made the need for better questions more pressing then ever. In response to this shift a new research approach is emerging. Join us for an inspirational webinar hosted by our VP, Francesco D’Orazio, as he talks us through how to use social data to validate specific research hypothesis. Francesco D’Orazio (@abc3d) This webinar will cover the steps to implement a...

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Agencies Aces: Creative that uses Experience to Attract Travellers

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Digging into the world of advertising, Kyle looks at what insights creatives are using to birth original concepts that build affinity between brands and people. It’s that time again for us here in London: when the grey fades away and suddenly we’re hit with a strange beam of light, indicating sunny season is around the corner. That means one thing: sun-cream. But it also means that it’s time to start looking at holiday locations. The thing behind our wanderlust, or the reason we bother leaving our comfy nests is a hunger for experiences. The people, the sites, the tastes, the sounds: this is what traveling is all about. So using the notion of experience, what kind of fresh insights have creatives been using to...

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