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2010. 12

2011 WCG Direction. 2010. 12. Table of Contents. Ⅰ. 2011 WCG Goals II. Strategies for achieving goals 1. Applying theme for 2011 WCG 2. Year-round co-marketing with Samsung 3. Maximizing PR 4. Maximizing Contents 5. Expanding Sponsorship sales

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2010. 12

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  1. 2011 WCG Direction 2010. 12

  2. Table of Contents Ⅰ. 2011 WCG Goals II. Strategies for achieving goals 1. Applying theme for 2011 WCG 2. Year-round co-marketing with Samsung 3. Maximizing PR 4. Maximizing Contents 5. Expanding Sponsorship sales III. Best case of 2010 WCG 1. Online broadcasting 2. Product integration

  3. Ⅰ. 2011 WCG Goal

  4. I. 2011 WCG Goal 1. Reinforcing Samsung exposure 2. Increasing Spectator & participants 3. Maximizing PR coverage 4. Improving Event quality 5. Making year-round event

  5. II. Strategies for achieving goals 1. Applying theme for 2011 WCG 2. Year-round co-marketing with Samsung 3. Maximizing PR 4. Maximizing Contents 5. Expanding Sponsorship sales

  6. II. Strategies for achieving goals • Applying theme for 2011 WCG • ▣ Purpose of theme application • - To give consistency to whole WCG activities • - To add fun element in WCG event • - To attract non-gamers to WCG tournament • - To reflect local trend in WCG

  7. II. Strategies for achieving goals • Applying theme for 2011 WCG • Sample ① - Game Festa • “2011 WCG Game Festa”

  8. II. Strategies for achieving goals • Applying theme for 2011 WCG • Sample ① - Elements & Goal <Basic Model> Hot Local Game Launching Show -New Theme’s Goal- Making fun event More Spectator Extension of participation Dress code & Festa Queen Old Arcade Game Competition

  9. II. Strategies for achieving goals • Applying theme for 2011 WCG • Sample ① - Elements & Goal <Advanced model> Old Arcade Game Competition Hot Local Game Launching Show -New Theme’s Goal- Making fun event More Spectator Extension of participation Dress code & Festa Queen Woman’s League Food marketplace including “WCG set menu”

  10. II. Strategies for achieving goals • Applying theme for 2011 WCG • Sample ② - Sports Increases participation of non-gamers with real sports.

  11. II. Strategies for achieving goals • Applying theme for 2011 WCG • Sample ② - Sports Expand game title into real sports WCG e-sports Tour “E-sports + Real sports” Apply sports theme equipment to venue Invite local sports star for autographs and performance demonstration

  12. II. Strategies for achieving goals • 2. Year-round co-marketing with Samsung • (Product integration) “Select and promote products all year around.” Awarding & Contents Upload Mini Website Open Item Select Offline Event Sales at the NF - Building Experience Booth - School Tour - WCG & Samsung zone in retail store - Awarding “Best Review Contest” - Uploading Interviews, Utilizing videos on Youtube. - Best Review Contest - Gamer’s Opinion - Coupon Event • - Building sales booth • Giving discount • advantage to those • participated in • Best Review Contest

  13. II. Strategies for achieving goals • 3. PR Maximization 1) Media partnership  Various mass media covering entire WCG event as a special feature 2) Government official involvement 3) Social media communication  Create and manage a sizable online community for mass reach 4) Designated opinion leader Power blogger  Assigned bloggers covering the events for the community.

  14. II. Strategies for achieving goals • 4. Contents Maximization - online • <2010 Record> • - Online broadcasting in 13 countries : 38 million viewership recorded • - Making review video in 18 countries  31 video uploaded on Youtube. (44,229 hits recorded) * 2011 Goal - Online broadcasting & making review video in all participating countries * Increasing WCG brand exposure, Vitalizing National website, and Inducing year-round involvement through the online contents!

  15. II. Strategies for achieving goals • 4. Contents Maximization - offline • “To improve event quality, program and activity for offline event should be diversified.” • 1) Providing Experience-oriented programs • - By adding casual games in the booth activities, let people actively participate • in the event. • 2) Inviting local stars • - By inviting local stars – music band, dancing team, magician and etc., • provide attractions to spectators. • Ex) Match with Local star • : Provide side match, and make people participate in it on the scene. • Someone who place in the finals can play a match with local star, • then spectators and media show interest in it. • 3) Making a connection between online & offline • - Prior to offline event, let people participate in voting for offline event. • Ex) WCG girl competition, Best gamer 2011, and etc.

  16. II. Strategies for achieving goals • 5. Sponsorship sales increase • 1) Promotional title expansion •  By adding local game title in official NF title, • WCG can reflect local gaming market trend and attract more spectators. • 2) Online event utilization •  By organizing various online events, • making people access to sponsor’s product information & logo. • Ex.) Samsung FIFA Championship (Monthly tournament thru online) • 3) Sub event for sponsors •  By utilizing sponsor’s products, • building various stage programs and pre-event activities. • Ex.) ∙ Samsung product quiz • ∙ World's fastest texting touch screen contest • over Samsung Phones

  17. III. Case Study 1. Online broadcasting 2. Product integration 3. Post NF event

  18. III. Case Study • 1. Online broadcasting • 1) China - Contents expansion  Attract year-round involvement from gamers - New business opportunity  Banner advertisement online event cooperating with sponsors online contents sale -Total viewership : 2,575,837 Broadcasting booth • 2) Japan • - Partnership with famous video streaming service site • : Broadcasting NF matches •  51,685 viewership recorded for 2 days. • - Attracting local gamers to the GF • : Broadcasting Japanese player’s GF matches •  57,976 viewership & 143,755 comments recorded for 2 days. NicoNicoLive(partner website)

  19. III. Case Study • 2. Product Integration • <Chile> • Samsung R580 Laptop assigned as official Chile WCG’s PC. • 2,000 R580 were sold during 5 weeks period !

  20. III. Case Study • 3. Post NF Event • <Pakistan> • - MC booth set up in ITCN (Biggest IT expo in Pakistan) after NF • Promote WCG and Samsung all year around ITCN Exhibition view SMC booth inside ITCN

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