putting benedict into space

Transcription

1 putting benedict into space

2 somethin else (very friendly people)

3 we re a content design and creation company making stuff audiences love for brands and broadcasters

4 This is the story of how we put Benedict Cumberbatch in space...and how we did it using one of these...

5 If you have mono, and then stereo and then 360 sound, binaural sound is the next stage up. Sound that s all around you and which you can move to and from. In a headphone world it s incredibly immersive. But...there was no engine for it within gameplay...we made that engine...

6 Our first interation of this was Papa Sangre (have you downloaded it)...the world s first video game with no video...using sound only you had to navigate through an evil emperor s castle avoiding hogs, traps and monsters.

7 this was the screen interface...

8 here s how you played

9 The reaction was astounding...game of the week in the UK and 32 other countries...on the front page for 3 months...over 50,000 downloads at

10 loads of press and recognition...

11 and some awards, which is always nice...

12 AMV approached us to ask if we could work together

13 brand promise was sensory experiences (yes they look like condoms)

14 We made clear that we wanted to work in partnership rather than as a hired hand...so creatively we worked together to come up with the concept. Why is this important...because if you ve ever worked with an advertising agency, you ll know how frustrating they can be creatively, particularly in this sort of space where they have little experience. We ve been burnt working for agencies where guys who know how to make TV ads don t get that making a piece of content is very different.

15 As an example of this colloboration, they approached Benedict. The deal with him was done by them - very handy as talent is always the biggest cost imponderable.

16 Hereʼs the trailer

17 Remember the feet in Papa Sangre - here s how the screen looked for Nightjar

18 As with Papa, the game is a series of challenges to get through each floor of the spaceship. Benedict is helping you...or is he (evil laugh...)

19 AMV s obviously supported with some brilliant creative advertising - these are full page ads that appeared in places like Heat Magazine

20 ...and here s a radio ad for Spotify...interesting in itself as traditonally this money would have gone to radio...

21 Just as importantly, we re a content company and increasingly, our job isn t just to create the content but drive the audience to it. We brought the world to life on twitter weeks ahead of launch with Nightjar s increasingly anxious messages being sent to other spaceships who were also on twitter...

22 The reaction was incredible with great ratings on the app store and most importantly lots of downloads

23 I just had to show you this...just when you thought it was impossible to get an iphone, an app and a pack of chewing gum in the same photo

24 So, all well but let s get some to stats...bear in mind I m going to compare apples with oranges...but even so...interesting...

25 brand funded apps = less than ,000+ in 8 weeks

26 normal click through = 0.3%- 0.6% (doubleclick) for same rate would have needed 50,000,000 pairs of eyes

27 average time after banner click = 9 seconds (doubleclick) 2 years of gameplay

28 You can see the icon for the game is the icon for the brand itself - this is priceless that it was on the fron page of itunes - literally priceless, as is the fact that there are 120,000 people with the logo on their ipad or iphone

29 The deal... Production fee License fee in UK only for one year Most interesting...revenue share beyond UK

30 We see partnering as a crucial element going forward. We are showing flexibility on our fees in exchange for shares of revenues that content ideas can offer. We are doing or have done content deals with these people (Dawkins). So, that s it...here s the grand finale...

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