The End Game

Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet GROUP BELGIUM

present:

MULTIMEDIAMANAGEMENT 2008 | COMMUNICATION & MULTIMEDIA DESIGN

the TEAM

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

“who the hell are these people?” 0.

•  Tom Luyten •  Lore Torfs •  Danny Leen •  Thomas Lammers •  Maarten Louwet

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the CONTENT “what are you doing here?”

0.

1.  the PROBLEM 2.  the SOLUTION 3.  the REASON 4.  the TARGET AUDIENCE 5.  the PLAN 6.  the POSITIVE 7.  the NEGATIVE 8.  the PRODUCT 9.  the TEAM 10. the PROMOTION

the CONCLUSION

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PROBLEM “what you talking ‘bout, people?”

1.

Drug prevention for teenagers: Lectures, movies, ... •  Boring •  "That's never gonna happen to me."

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the SOLUTION "so you think you can do it better?"

2.

Serious Urban Game •  Interactivity •  Not as far away as they think •  (Introductional video)

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the REASON “why are you doing this?"

3.

MISSION   “In 6 months time we will have created a serious urban game

on the subject of drugs, which will provide useful information to teenagers in a playful but effective manner. “

VISION   With this game we want to teach youngsters how to: •  anticipate and react to the dangers of drugs in their

surroundings. •  realize that drugs are closer to their own world as they think.

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the TARGET AUDIENCE “for who are you doing this?"

4.

YOUNGSTERS •  12-15 years of age •  Male & female •  TSO + BSO •  Flanders

•  Demanding high flow of information •  Old enough to come in contact with

drugs •  Young enough to value play •  A lot of spare time •  Always looking to entertain themselves •  Vulnerable to peer pressure •  Confronted with social subjects: sex,

relationships, drugs, family ...

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PLAN “what are you going to do?"

5.

OBJECTIVES   To organize 50 games with 20 participants, in 120 cities,

thus informing 120 000 teenagers in 1 year. STRATEGY 1.  Attract through a location based game 2.  Engage by giving a fake goal 3.  Learn while playing

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the POSITIVE “what’s so good about it?"

6.

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the NEGATIVE “So this is how you’re selling your thing?”

7.

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PRODUCT “what do you offer?"

8.

1.  Game scenario & rules 2.  Tangible products, f.e. cell phones, placebo pills 3.  Personnel (supervision, guidance & organization)

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PEOPLE “who will work for you?"

9.

WHO CAN HELP US? Our team:   Core team   2 graphic desigers:   1 ict/telecommunication specialist:   2 producers / project managers:

  Extended team   2 Freelance graphic designers:   8 Video personnel:

  1 camera operator   1 sound operator   1 video editor   1 video graphic artist   4 Actors

  2 Sound personnel:   1 Voice-over artist   1 Sound editor

  1 In-game technical support   1 Sound editor

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PEOPLE “who will work for you?"

9.

WHO CAN HELP US? The partner network:   Cell phone supplier: Nokia   Network provider: Proximus   Content partner: writers association, youth organizations   Advertisment partner: cities

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the PROMOTION “how will you sell it?"

10.

1.  Selling idea to event organizations company website, flyers/brochures, personal sale

2.  Promoting game to schools / youth organizations flyers/brochures, personal sale, site linkage (f.e. eventplanner), public relations and word of mouth

MMM2008 Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet

the CONCLUSION “can you repeat that, please?"

0.

A SERIOUS URBAN GAME:

Thanks for your attention.

Tom Luyten | Lore Torfs | Danny Leen | Thomas Lammers | Maarten Louwet GROUP BELGIUM MULTIMEDIAMANAGEMENT 2008 | COMMUNICATION & MULTIMEDIA

DESIGN