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SXSW Interactive 2014

If This Campaign Was a Game, Would I Play It?

There’s no doubt that game developers have been creating engaging experiences for a lot longer than brands have. And it’s undeniable that the motivations of gamers – achievement, competition, cooperation and immersion – strongly appeal to a millennial audience. For instance, when it comes to immersion, Skyrim offers a massive world for players to explore for hundreds of hours.
So why can’t brands follow suit?
Some brands have in fact jumped on the bandwagon such as how The Hunger Games’ in-universe Web sites immersed fans in the world of the films and novels. More brands should think about how they can better engage their consumers by getting into the mindset of a game maker. It’s not about adding some level of gamification to marketing campaigns but more about honing in on the same emotions that get gamers engaged with the games.
Shankar is looking forward to sharing how the motivations game makers do such a fantastic job of tapping into can also be harnessed by brands.

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  1. What makes for a successful marketing campaign?
  2. How do you recommend brands approach their marketing campaigns in a way that taps into the same motivations game developers do?
  3. What are some actionable steps for getting into the mindset of a game maker?
  4. Which types of brands would be best served by taking a page from the game makers’ playbook and abiding by these guidelines of tapping into consumers’ motivations?
  5. What are more examples of brands successfully tapping into consumers’ motivations?


  • Shankar Gupta, Strategy Director, 360i


Shankar Gupta, Strategy Director, 360i

Meta Information:

  • Tags: marketing
  • Event: Interactive
  • Format: Solo
  • Track: Entrepreneurialism and Business
  • Level: Advanced
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