Social gaming is big. It's also very rich territory for brands involved in sponsorship.
We're currently developing a number of sponsorship-driven social gaming platforms for brands with audiences as diverse as kids, families and 50+ females.
Here's why...
Passions last a lifetime.
The sponsorship platforms that are truly valued by fans are the ones that get them closer to their passions again and again over time - not just as part of a PR spike that sits alongside a gig, game or gallery opening.
People's passions often last a lifetime. They're a long-lasting red thread that runs through their lives. Yes, interest peaks around big events (where sponsors usually focus their investment), but the 'gaps' between these highs are a real opportunity for brands to deliver just-as-valued-value, with less need to fight against competitive clutter and noise.
Social Gaming amplifies advocacy.
Social Gaming is a great platform through which fans can 'earn' value from brands, ongoing.
Sponsors can reward participation, contribution and sharing with 'credits' that can be redeemed for anything from more content to greater access to live events or online experiences.
Think Air Miles + Vodafone VIP.
Think FourSquare + Groupon.
Play more. Get more.
Social gaming enables a sponsor to 'amplify advocacy' - to encourage and enable positive word of mouth through the promise of more value to the consumer.
You can't add value if you haven't listened.
The first critical step is to listen to and understand what your target audience really want as it relates to their passion.
Music fans might want cheaper access to big live events.
Comedy fans might want help learning who's hot.
Sport fans might want faster access to richer stats.
Arts fans might want privileged access to behind-the-scenes stories.
Find out what your audience value. This becomes the value they can earn through you, through social gaming, as they spread your word.
josh@robinsonpincus.com
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