Brand Noise

What GTA Can Teach Us About Connecting With Consumers

A preview of an upcoming presentation at Forward '09: Brandologie conference in Portland, Oregon on June 3rd. 

View more Microsoft Word documents from Tim Stock.

Air Force Reaching Out Through Xbox

The US Air Force is partnering with Microsoft to promote the Xbox LIVE "Horror Meets Comedy" original short film series premiering this November 19th. The series features eight well-known horror directors who will bring their comedic visions to life. Directors include James Wan & Leigh Whannell creators of the "Saw" franchise, James Gunn ("Slither", "Dawn of the Dead") Andrew Douglas ("The Amityville Horror"), David Slade ("30 Days of Night") and Lucky McKee ("May").

Air Force will create custom intro billboards that will run with each pilot and interactive media placements that will live across the Xbox LIVE online entertainment network and the Xbox.com website. Users can click on these custom units and engage directly with the Air Force Brand Destination which offers users the opportunity to learn more about the Air Force through video downloads, gamer pictures and theme packages.

Seems to me there’s a bigger picture to explore…

Sackboy: Homespun Spin on Gaming

Sony is banking on the inauspiciously named star of its new video game, "LittleBigPlanet," to boost sales of its PlayStation 3 console this fall -- and the homemade-looking Sackboy just might pull it off.

Sony also plans to create about 1,000 "LittleBig billboards" -- about the size of a small yard sign -- to stick in the ground in and around San Francisco, Los Angeles and New York. Unlike typical cardboard yard signs, however, the minibillboards will feature working lights and ladders and other high-end art and design. The idea came from the game's agency, Deutsch. While the size of the boards almost ensures that at least a few will be stolen, that's OK with Sony. A spokeswoman said some pilfered signs posted on eBay may even add to the hype.

A man-sized Sackboy made a public appearance in Japan.

The line from gaming to crafting is a fluid one...we've been watching it...it thrives on a multidimensional consumer.

Read more.

Activision casts brand for Wii gamers

It used to be build the title and then just shoot it to as many consoles as possible.  Game software is now branding to a specific console.   There will be more of this....as gaming takes on a far broader market and range of play. 

Activision unveiled a new consumer initiative last week to promote its Wii portfolio. According to the firm, the new effort -- which it is calling "Wee 1ST" -- will highlight games specifically developed for Nintendo's Wii platform. The branding will initially roll out with the titles Little League World Series 2008, Rapala Fishing Frenzy, and Dancing with the Stars: Get Your Dance On. Activision said the new branding effort will include national television and print advertising, staring this fall.

PS3 tries a step forward with Trophies

...however, the Trophy feature is not available on many titles yet. it currently works with LittleBigPlanet, MotorStorm: Pacific Rift, NBA 09, as well as SOCOM: US Navy SEALs Confrontation, with MGS4 coming soon. What will be interesting to see is how well it keeps its cred from hacks/glitches - which can quickly erode the meaning of an added feature like this. The code magic disks are killing the playability of many games online. Let's see how this one goes.

The Godfather of Hardcore Gaming Returns

The Metal Gear series is one of the key title that defines the mindset differentiation of hardcore gamer and casual gamer.  Wii has has built up the casual gamer space of the last year and has had the spotlight due to lackluster content offerings for the new PS3.  The hardcore gamer is feeling a bit left out and in need of a serious boost.  Just plug into a VOIP room on SOCOM. They are underwhelmed by PS3 and are playing old titles rather than buying new ones. The verdict is still not in on the newest Hideo Kojima title,  (although I have already seen quite a few glitch postings) but he is certainly the godfather of hardcore gaming. We need to recognize that not all gaming is alike when we think of how we brand and build value around these experiences.

Game Tech Treats Soldiers

In a small, windowless room at the Walter Reed Army Medical Center, researchers are using the latest video game technology - plus a smell machine and a vibration platform - to help patients suffering from post-traumatic stress disorder.
Known as "Virtual Iraq," the treatment may help many soldiers who don't find relief from medication or traditional psychotherapy." It really jogs their memory," says Col. Michael Roy, who runs the digital therapy program at Walter Reed. "It puts them back there very powerfully and makes them realize a lot of things they had consciously or subconsciously repressed."
 Read more from the Baltimore Sun.

Getting Hardcore Gamers on Wii

"The Wii and DS are missing the kind of games that hard-core gamers want to play," says Atsushi Inabi, one of the brains behind Platinum Games and one of the most recognized of game developers from Japan. Platinum Games is looking to revitalize Japanese gamemaking by going against conventional wisdom. No longer beholden to corporate overlords, Platinum's developers have embraced the freedom of their newfound indie status to create a gory game for Wii (Madworld) with Sin City-style graphics. The gory game is part of Platinum Games' push to differentiate itself from the flood of casual-oriented Wii and DS games currently on shelves.  Read more (Wired)

Retooling Virtual War to Help Heal

(from the New Yorker) Currently, the Department of Defense is testing Virtual Iraq—one of three virtual-reality programs it has funded for P.T.S.D. treatment, and the only one aimed at “ground pounders” in six locations, including the Naval Medical Center San Diego, Walter Reed Army Medical Center, in Washington, D.C., and Weill Cornell Medical College, in New York. According to a recent study by the RAND Corporation, nearly twenty per cent of Iraq and Afghanistan war veterans are suffering from P.T.S.D. or major depression. Almost half won’t seek treatment. If virtual-reality exposure therapy proves to be clinically validated—only preliminary results are available so far—it may be more than another tool in the therapists’ kit; it may encourage those in need to seek help.  Video  Read full article

GTA Marmite Modding

According to Stuff.co.nz a New Zealand kid, Stacy O'Callaghan is in some trouble for adapting Grand Theft Auto to suit his domestic conditions - complete with detailed images of modern New Zealand police cars and uniforms.  The police are not amused and are threatening legal action. Police national headquarters spokesman Jon Neilson said its legal team was investigating whether the modified version - which lets armed vehicle thieves bash and kill police officers - breached regulations concerning the use of police insignia.