Sunday, May 26, 2019

TMZ

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ExoClick ExoClick the innovative ad company

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My Presentation For DIGRA 2018 - Playing With A Brand: The Brazilian McDonald's Paper Tray Case

I want to share my expanded abstract for DIGRA conference 2018. I'll be in Turin in the next week for the event. =)

• • •

Playing with a brand: the Brazilian McDonald's paper tray case

Keywords:
McDonald's, board game, Facebook bot, paper tray, marketing

Taking communication, marketing and entertainment as leading and intertwining landmarks of contemporary culture, this paper discusses an advertising piece from Brazilian McDonald's restaurants, which uses a gaming interface to cast a branding message to its consumers. Acknowledging the prominence of digital networks in today's mediapolis (Silverstone 2006), where mass self communication (Castells 2009) poses new challenges to understanding current modes of sociability and consumption, our focus will be directed to one promotional board game presented in the paper used to protect the food tray in McDonald's Brazilian restaurants. Created by the Brazilian advertising agency DPZ&T and launched in October 2017, the game uses a "race to the end" mechanic and could be played from one to four players using a Facebook bot.


Figure 1: McDonald's promotional paper tray using a board game with a Facebook bot interaction.

To play the game, one player must scan the special code using the app "Facebook Messenger" in their smartphone. The code starts a special bot that sends quizzes, enigmas, and trivia questions about McDonald's to the players. Each correct answer allows players to advance their pawn in the trail. The player who wins the race receives one special chance to earn a prize (pack of French fries, ice cream etc.) from McDonald's.

In the first part of the presentation, following the thoughts of Fullerton et al. (2008 15-16), we analyze the game design process for a promotional game. Based on information provided by the agency, we discuss the conceptual stage and the necessity to align gameplay with the marketing message; we also discuss how a prototype is created in this case, and how the beta test sessions occurred. In the end, we present technical information about how the final version is implemented with the interface between the board game (in the paper tray) and the Facebook bot (in the smartphone).

In the second part of the presentation, we highlight the strategic use of entertainment languages by companies in their marketing campaigns in the contemporary scenario, and how social media and mobile devices contribute to accelerate the process in this ecosystem. Following the idea that the quotidian is filled with playgrounds (Bogost 2016) where we can access entertainment anytime/anywhere, we discuss how companies like McDonald's are managing these aspects to promote brand and sell products.

In conclusion, we present data and results from the McDonald's paper tray board game. Since the game uses a digital interface, it is possible to collect data from the players, geo-locating information and inserting questions about the brand to test how players know about the company. We discuss how these data collected can be used in future campaigns or new promotional actions using games.

BIO: Vicente Martin Mastrocola, PhD. works as a graduation level teacher at ESPM São Paulo (Brazil); Vicente also works as a game designer, developing games for mobile platforms and analogical board games/card games. In the first semester of 2016, he studied at Paneurópska vysoká škola (Paneuropean University) in Bratislava (Slovakia) as part of his doctorate research.


BIBLIOGRAPHY

Adams, E.; Rollings, A. (2009). Fundamentals of game design. New Jersey: Pearson Prentice Hall.
Bogost, I. (2016). Play anything: the pleasure of limits, the uses of boredom, & the secret of games. New York: Basic Books.
Bogost, I. (2010). Persuasive Games: The Expressive Power of Videogames. Cambridge: MIT Press.
Castells, M. (2009). Communication Power. Oxford: Oxford Press.
Fullerton, T., et al. (2008). Game design workshop: a playcentric approach to creating innovative games. Burlington: Morgan Kaufmann Publishers.
Silverstone, R. (2006). Media and Morality: on the rise of the mediapolis. Cambridge, UK: Polity Press.

#GoGamers

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What The Heck Is Going On?

So, at this point, I'm a week late for a new episode. Don't fear, a new one is coming. Probably next week. I recognize that I've skipped weeks before and haven't ever said why, except perhaps in passing. Normally, it's because I'm off performing my two weeks of annual training for the National Guard. But not this time.

It's like this. I need to get my life to a better place. Mainly with my health, but also my relationship with my wife and kids. I have high blood glucose and I need to get it under control. I've drastically altered my diet and am exercising more. That means earlier mornings, which require earlier nights. That means less time for recording and editing and everything else that goes into making the podcast.

If you're reading this, I assume you're a regular listener. For that I thank you. I owe you quite a bit. For example, I owe you more and better content. It's coming. Exactly what form that is, I don't know.

But back to my main point.

I'm exercising more, eating better, working harder on my Cub Scout commitments (I'm Cub Master for the Pack my son is in), working harder in my National Guard posting (Senior Platoon Trainer NCO for Officer Candidate School), and wanting to do more "hobby stuff." All of this takes time. Unfortunately, all of these things take a higher priority than simply banging out a podcast when it comes due.

Now, there is some cross-pollination in there. It's especially evident when it comes to my National Guard pursuits and my hobby. For example, Henry Hyde will be publishing an article I wrote as a direct result of my recent military education. Additionally, I'll be writing about my experience in planning a staff ride for the Officer Candidates. More on that later. Furthermore, I'm planning more articles for Henry.

As for the hobby stuff, I want to spend more time with my kids. Luckily, they both want to paint figures with me and play more games. Anticipate that generating more content for the podcast and maybe more blog posts here. For example, the projects I'm actively pursuing include:
- A semi-secret Seven-Years War project
- My son's 40k Orks
- A Full Thrust project using Halo ships
- A microarmor game I'm developing with my brother Chris
- Rommel in 3mm
- The Commands & Colors Epic Fantasy (not BattleLore) project (and I might have a writing partner for this one now)
- The space station project I talked about previously for sci-fi skirmish (possibly Oldhammerish)

Lots of other stuff is ruminating as well. What can I say, I'm a gaming magpie from way back. In the meantime, I'm trying to read more history, historical fiction, self-help, US Army doctrine publications and even the occasional hobby magazine!

I'm a busy guy. Part of this little pause has been taken up with some thought, soul searching, prioritizing, planning, and figuring what the hell I'm doing next. Part of that is going to take me becoming more personally disciplined in how I go about things. I've never scheduled "free time" before, but I might have to start.

We're all busy. So, I hope you can understand why I might be late with the podcast. I hope you'll forgive me. One of these days, you might even think what I produce was worth what you paid for it.

That is all.
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32 leads, 3 sales, 35k in GCI

Want me to write a Craigslist ad for your listing for free?

One of our agents just did $35k in commissions in 90 days with 1 ad.

Here is what he did:

1. Chose a property to promote
2. Wrote a really good CL ad (this can be tricky)
3. Published it 6 times

Results = 32 leads, 3 sales, and $35,150 in total commissions.

You're probably wondering "How the heck?" or "How come I've never seen anyone do this before?"

And the answer is most agents don't even know where to start with Craigslist ads. Ideal word-count? Property type? Photos or videos or does it matter? And on and on...

But what if we wrote an ad for you? An ad whose only purpose was to generate quality leads. We've boiled the Craigslist ad-writing process down to an exact science, and my team and I want to share our expertise.

No cost, and no strings attached.

Here's how it works:

- Click this link
- Answer a few simple question
- The next day we'll email you a custom Craigslist ad you can copy/paste to pull leads like crazy.

You do NOT have to have your own listing to take advantage of this.

This is one of the coolest services our team does (they do an AMAZING job really).

Interested? Go to the questionnaire now, because this will only be open for 48hrs.

Here's the link again —> https://forms.gle/HEAFz3g1cvowv7eC9

Enjoy!

-Chris Jone

Unsubscribe | Update your profile | 323 Whitney Drive, Suite 1, Fayetteville, North Carolina 28314
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Saturday, May 25, 2019

Let us write your craigslist ad for you

Want me to write a Craigslist ad for your listing for free?

One of our agents just did $35k in commissions in 90 days with 1 ad.

Here is what he did:

1. Chose a property to promote
2. Wrote a really good CL ad (this can be tricky)
3. Published it 6 times

Results = 32 leads, 3 sales, and $35,150 in total commissions.

You're probably wondering "How the heck?" or "How come I've never seen anyone do this before?"

And the answer is most agents don't even know where to start with Craigslist ads. Ideal word-count? Property type? Photos or videos or does it matter? And on and on...

But what if we wrote an ad for you? We've boiled the Craigslist ad-writing process down to an exact science, and my team and I want to share our expertise.

No cost, and no strings attached.

Here's how it works:

- Click this link
- Answer a few simple question
- The next day we'll email you a custom Craigslist ad you can copy/paste to pull leads like crazy.

This is one of the coolest services our team does (they do an AMAZING job really).

Interested? Go to the questionnaire now, because this will only be open for 48hrs.

Here's the link again —> https://forms.gle/HEAFz3g1cvowv7eC9

Enjoy!

-Chris Jone

Unsubscribe | Update your profile | 323 Whitney Drive, Suite 1, Fayetteville, North Carolina 28314
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Thursday, May 23, 2019

Ep 31: No School Like The Old School Is Live!

Ep 31: No school like the old school with Henry Hyde is live!

https://soundcloud.com/user-989538417/episode-31-no-school-like-the-old-school

Join the conversation at https://theveteranwargamer.blogspot.com, email theveteranwargamer@gmail.com, Twitter @veteranwargamer

Try Audible for your free audiobook credit by going to http://audibletrial.com/tvwg



Music courtesy bensound.com. Recorded with zencastr.com. Edited with Audacity. Make your town beautiful; get a haircut.
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