world lottery association: interactive gaming seminar
TRANSCRIPT
![Page 1: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/1.jpg)
EL/WLA Interactive Gaming Seminar
Henrik Berger JørgensenDirector Mindshare
THE BIG SHIFT in CULTURE and MARKETING
![Page 2: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/2.jpg)
CAMPAIGN AIMED AT …
MESSAGE
Weight?Active Passive
SENDER TARGETTHE WHOLE TRUTH
START STOP
![Page 3: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/3.jpg)
NEWS 5COMPLEXITY 6TARGET GROUP -5RECEPTIVITY 0CONTEXT 10NUMBER OF MEDIA 5FORMAT 5
EFFECTIVE FREQUENCY 26
![Page 4: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/4.jpg)
25 TIMES IN 50 MINUTES
’BRIDGE TO THE FUTURE’
AUGUST 29, 1996
![Page 5: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/5.jpg)
10 YEARS LATER
![Page 6: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/6.jpg)
”THE AGE OF INTERRUPT AND REPEAT IS OVER.”
Niall Fitzgerald, former CEO Unilever
Seth Godin in 1999: 1) Attention is a scarce 2) Interrupters are the bad guys
![Page 7: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/7.jpg)
9 WHITE LIES and 1 BIG FAT ONE
Image by fenchurch/flickr.com
‘the white lie is told to avoid the harmful realistic implications of the truth’ (wiki)
![Page 8: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/8.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 9: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/9.jpg)
WE ARE IN CONTROL
Image by jessiefish/flickr.com
The Big Fat One
![Page 10: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/10.jpg)
![Page 11: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/11.jpg)
![Page 12: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/12.jpg)
Will never read a newspaper but attracted to some magazines
Will never own a land-line phone (and maybe not a watch)
Will not watch television on someone else’s schedule
Trust unknown peers more than experts
Little interest in the source of information
Community at the center of Internet experience
Everything will move to mobile
Television dominates less than any generation before
Want to move content freely from platform to platform with no restrictions
Want to be heard
Use Instant Messaging. Think e-mail is for their parents
Center for the Digital Future at USC Annenberg School
![Page 13: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/13.jpg)
1 MILLION SALES
IPOD 2 YEARSIPHONE 74 DAYSIPHONE 3G ???
Image by niallkennedy/flickr.com
![Page 14: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/14.jpg)
1 MILLION SALES
IPOD 2 YEARSIPHONE 74 DAYSIPHONE 3G 3 DAYS
Image by niallkennedy/flickr.com
![Page 15: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/15.jpg)
HAVE WE EVER HAD CONTROL?
![Page 16: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/16.jpg)
MARKET SHARES DO NOT CHANGE MUCH
SHARE OF LOYALISTS STABIL
MOST PRODUCTS SIMILIAR AND INTERCHANGEABLE
MOST CAMPAIGNS ARE WALLPAPER
STRONG DIRECT MAIL RESPONSE 4%
AVERAGE CLICKRATE 0,1%
![Page 17: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/17.jpg)
ATTENTION
INTEREST
DESIRE
ACTIONPERSUASION
![Page 18: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/18.jpg)
WEAK FORCE OR STRONG FORCE?
![Page 19: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/19.jpg)
GREATEST CHALLENGE:
LET GO
Image by shengung lin/flickr.com
![Page 20: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/20.jpg)
![Page 21: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/21.jpg)
![Page 22: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/22.jpg)
JOGA BONITA IS THE WAY I PLAY MY GAME
IT’S SHAPED BY STREETS, BY BEACHESBY CAR PARKS, BY ALLEY WAYS AND PARKS.
I BELIEVE THAT DIVING IS FOR THE SWIMMING POOLAND ARGUING FOR POLITICIANS.
I SEE YOUR OFF-SIDE TRAP AS A SAD ATTEMPTTO COVER FOR LACK OF SPEED
YOUR DIVING JUST PROVES THAT YOURFINISHING TOUCH IS AS WEAK
AS THE TV RECEPTION IN MONGOLIA.
I PLAY MY FOOTBALL WITH MY ACCENT.WITH MY STYLE AND MY JOY.
I AM AS LOCAL AS THE WEATHER.
THIS IS MY GAME.
![Page 23: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/23.jpg)
![Page 24: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/24.jpg)
![Page 25: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/25.jpg)
![Page 26: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/26.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 27: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/27.jpg)
CYBERSPACE IS SOMETHING ELSE
![Page 28: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/28.jpg)
’THERE IS NO REAL LIFE AND DIGITAL LIFE, IT’S THE SAME PLACE.’
Jeffrey Cole, Center for the Digital Future at USC Annenberg School
![Page 29: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/29.jpg)
![Page 30: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/30.jpg)
![Page 31: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/31.jpg)
![Page 32: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/32.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 33: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/33.jpg)
TV IS DEAD
![Page 34: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/34.jpg)
”The role of traditional media is more limited than ever before.
Our ad messages co-exist alongside thousands of other voices that consumers trust more, like their peers.
In the past marketing went deeper into the funnel, beginning with awareness and continuing into consideration and preference. But now the the drivers of consideration and preference hva shifted in roves to the web and social media, confining traditional media to mer awareness drivers.”
Bob Greenberg, Adweek
![Page 35: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/35.jpg)
![Page 36: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/36.jpg)
”The online space isn’t remotely developed enough – nor will it be anytime soon – to:
•absorb the advertisng budgets of the top 100 marketers•match the reach of traditional media or •fulfil the content desires of the audience”
Bob Garfield, Adage
Marketing & Media Ecosystem 2010/Booz & Company
INTEREST IN TWO-WAY MEDIA
![Page 37: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/37.jpg)
’RATHER THAN SHRINKING, TV (VIDEO) WILL GROW DRAMATICALLY IN IMPORTANCE.’
Center for the Digital Future at USC Annenberg School
![Page 38: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/38.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 39: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/39.jpg)
CLICKS ARE ALL THAT COUNT
![Page 40: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/40.jpg)
![Page 41: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/41.jpg)
Image by jessielein/flickr.com
SHORT-TERM
NO HISTORY
NO FUTURE
NO BRAND EQUITY
REPETITIOUS
PREDATOR/PREY MODEL
NO COMMUNICATION EFFECTS
![Page 42: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/42.jpg)
OPTIMIZE OR INNOVATE?
ACCOUNTABILITY OR
EFFECTIVENESS?
![Page 43: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/43.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 44: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/44.jpg)
IT’S ALL ABOUT TECHNIQUE
Image by bronx/flickr.com
![Page 45: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/45.jpg)
![Page 46: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/46.jpg)
![Page 47: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/47.jpg)
QuickTime™ and a decompressor
are needed to see this picture.
![Page 48: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/48.jpg)
![Page 49: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/49.jpg)
![Page 50: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/50.jpg)
![Page 51: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/51.jpg)
![Page 52: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/52.jpg)
WHY WOULD SOMEONE SPEND TIME ON …WHY WOULD SOMEONE BE INTERESTED IN …HOW EXCITING IS THE SAME THING EVERY TIMECAN YOU EXPECT ENGAGEMENT WITHOUT BEING ENGAGED …WHY WOULD SOMEONE CARE, IF … DOESN’T CARE ABOUT ANYTHINGWHAT TYPE OF ENGAGEMENT DO YOU GET IF YOU TRY TO CONTROL ITWHY WOULD SOMEONE TALK ABOUT …
IS IT ALL ABOUT TECHNIQUE?
![Page 53: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/53.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 54: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/54.jpg)
BRANDS SHOULD NEVER CHANGE
![Page 55: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/55.jpg)
![Page 56: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/56.jpg)
![Page 57: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/57.jpg)
![Page 58: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/58.jpg)
![Page 59: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/59.jpg)
![Page 60: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/60.jpg)
Image by thomashawk/flickr.com
BRAND POLICE
![Page 61: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/61.jpg)
LARRY LIGHT: BRAND JOURNALISM
![Page 62: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/62.jpg)
Product
Price
Place
Concept
Product
Price
Place
Promotion
JAN RIJKENBERG: CONCEPT BRANDS
![Page 63: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/63.jpg)
JOHN GRANT: DYNAMIC CULTURAL MOLECULES
![Page 64: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/64.jpg)
ADAM MORGAN: LIGHTHOUSE IDENTITY
![Page 65: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/65.jpg)
![Page 66: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/66.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 67: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/67.jpg)
IMAGE IS EVERYTHING
![Page 68: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/68.jpg)
FROM AT TO FOR
FROM AVOIDANCE TO CONNECTION
![Page 69: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/69.jpg)
![Page 70: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/70.jpg)
![Page 71: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/71.jpg)
![Page 72: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/72.jpg)
![Page 73: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/73.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 74: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/74.jpg)
TARGET TARGET GROUPS
![Page 75: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/75.jpg)
” The tricky thing to come to terms with is putting away
your medallions and teeth whitening toothpaste and
learning to take an interest in your customers lives.”
John Grant
Image by prozaciswack/flickr.com
![Page 76: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/76.jpg)
![Page 77: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/77.jpg)
![Page 78: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/78.jpg)
![Page 79: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/79.jpg)
![Page 80: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/80.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 81: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/81.jpg)
BIG IS BEAUTIFUL
![Page 82: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/82.jpg)
BOWLING OR PINBALL ADVERTISING?
Matias Palm-Jensen , Farfar
Image by kapungo/flickr.com
![Page 83: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/83.jpg)
IDEAS PEOPLE LOVE TO SHARE
![Page 84: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/84.jpg)
1 OF 20 IDEAS
YEAR 1: 36 MILLIONYEAR 2: 193 MILLION
30% MORE LIKELY TO BUY
EMAIL FOLLOW-UP
![Page 85: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/85.jpg)
![Page 86: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/86.jpg)
35.000 APPLICANTS200 COUNTRIESTHE PR, THE PR
![Page 87: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/87.jpg)
![Page 88: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/88.jpg)
The big fat one:HAVE WE EVER HAD CONTROL?
NO
SOLET GO
![Page 89: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/89.jpg)
1. Cyberspace is something else
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
![Page 90: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/90.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV is dead
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 91: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/91.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands should never change
6. Image is everything
3. Clicks are all that count
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 92: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/92.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands should never change
6. Image is everything
3. ROI is the result, not the start
4. It’s all about technique
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 93: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/93.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands should never change
6. Image is everything
3. ROI is the result, not the start
4. It’s all about concepts
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 94: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/94.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands are alive
6. Image is everything
3. ROI is the result, not the start
4. It’s all about concepts
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 95: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/95.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands are alive
6. Value replacing image
3. ROI is the result, not the start
4. It’s all about concepts
7. Target target groups
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 96: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/96.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands are alive
6. Value replacing image
3. ROI is the result, not the start
4. It’s all about concepts
7. Connect in context/relevance
8. Big is beautiful
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 97: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/97.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands are alive
6. Value replacing image
3. ROI is the result, not the start
4. It’s all about concepts
7. Connect in context/relevance
8. Try, listen and learn, try again
9. People hate advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 98: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/98.jpg)
Image by threeerin and robpatrick/flickr.com
2. TV’s role will change and grow
5. Brands are alive
6. Value replacing image
3. ROI is the result, not the start
4. It’s all about concepts
7. Connect in context/relevance
8. Try, listen and learn, try again
9. People applaud good advertising
NOW UPDATED
1. Cyberspace and RL the same
![Page 99: World Lottery Association: Interactive Gaming Seminar](https://reader036.vdocuments.net/reader036/viewer/2022062418/554ed944b4c905d1158b487c/html5/thumbnails/99.jpg)