Beyond The Promise: Dreamland
Jesse and Stef are presenting the case of Dreamland, where gaming for parents is the key point of the campaign.
Gaming became social (ex: Wii) and is no longer something that happens between empty pizza boxes on darkened dorm rooms.
Introducing; speed course gaming for parents in the Dreamland stores. Parents could test all kinds of portable consoles and other gaming related devices. At the end of the day, participants received a certificate.
The way to reach out to the audience besides the already active store communication channels was PR. The uptake: articles in most newspapers and leading radio stations in Belgium.
250 parents enrolled.
Dreamland Speedcursus Gaming voor Ouders from Philip Tregunna on Vimeo.
Spend the budget on being interesting, not on media
90% production / 10% media
Budget 100K euro
Total media value, including PR results: 182K euro
First milestone: Parents started thinking about the concept of gaming
Second milestone: Dreamland got a relevant position in the discussion about gaming
Third milestone: Follow course on the Dreamland website.
As a bonus, Stef keeps on talking about other campaigns that "do" instead of "talk", like this one :
Tap Water Project - non-profit campaign: ACT instead of PROMISE.
In 2007, the Tap Project was born in New York City based on a simple concept: restaurants would ask their patrons to donate $1 or more for the tap water they usually enjoy for free, and all funds raised would support UNICEF’s efforts to bring clean and accessible water to millions of children around the world. Growing from just 300 New York City restaurants in 2007 to thousands across the country in 2008, the Tap Project has quickly grown into a national movement. Restaurants, corporations, volunteers, advertising agencies, community groups, local governments and everyday diners participated to save millions of children’s lives.
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The study done by Carnegie Mellon University found that spending one hour a week on the Net led to an average increase of 1 percent on depression scale, a loss of 2.7 members of the Net users social circle and increase of 0.4% on the loneliness scale.