New Media Advertising: The Skwikee Vlog Based Social Game Model

Okay boys and girls, moment of truth.  It's been six long months but we're just about at premier point.  Lots of very cool people in and throughout LA vested in this project, can't wait to see it launch.  Tonight I'm required to present the Skwikee model for Viral Marketing class.  So far, I've gotten thumbs up on my theories, target demo research and the physiology behind this project.  Tonight, we'll see if they get it based on the visuals I'm providing.  Programmers are just about done building it; however  I hesitated to post these since the site has not officially launched yet. My peace came when I realized what it took to get here and if anyone wants to spend the kind of time I've spent doing the background research, God bless them.  The science behind Skiwkee is much more complex than throwing together a social game.  It's all about meeting the expectations and psychological needs for women between the ages of 35-60 who play social games AND feel a need to be connected to Hollywood.    

Players can then see the series available to them if/when they wish to win the official badge for that segment.  In this case it's for the Madame Chocolate Badge and we're featuring the Louboutin inspired chocolate shoes she carries in her store and website.

Once Players have finished the segments in the series, they are awarded the badge for that vendor.  Their collection of badges are displayed for them in their VIP Lounge.  There are various ways that Vendor can then interact with Players once they have the badge, but we'll save that for the premier of the game (didn't think we'd give it all away did u!)

Of course we want to offer an opportunity for a point of sale, so we built in the boutique as well as some other functionality that enables the player to perform some viral activities within their Facebook network of friends.

And that's pretty much the base idea.  As we're progressing we're building in more tools and fun added features to enhance the experience.  I'll be sure to keep ya posted on progress.  In the meantime, follow our FB and Twitter pages for updates - Peace

Can chocolate designer shoes spawn viral social gaming activity?

The objective this week is to see if we can garner viral activity via the social gaming sessions.  The programmers have done an amazing job at offering up the social game segment via Facebook capabilities.  Now the question lies in the content.  Is it worthy enough for women in this demographic to share?

We added a “this many plays” piece at the end of each segments in hopes of enticing the viewer to post the link in the Facebook and Twitter streams asking for help “releasing” the item of choice into the game.  The goal as a marketing vehicle, is that players get VERY familiar with the featured product, share it with their contacts and hopefully wish to buy it as a virtual good in the game or the real thing on the vendor's website.   We shall see if we can infect the masses ;-)

Skwikee Case Study: Measuring the power of the game with chocolate

This is an especially fun week, been hustling to get Skwikee.com premier ready.  I lament to report there's still elements of the game we need to perfect, so we pushed release date out a couple more weeks (after Valentine's Day).  No big.  We can still share glimpses of the game by allowing our FB and Twitter followers to see previews of the video segments.

I was going to wait to release this special segment until the official premier of the site, but thought it would be unfair to not share this perfect Valentine find before the holiday:  The exclusive Madame Chocolate heart box.  Staying true to the experimental objective of the site, my hope is that the entertainment value of the game will entice players to not only interact with this unique find, share it virally and order it too!  That would be the perfect testimony to the power of Skwikee social game experience.  Fingers crossed.

The best part?  I got to feature my favorite Beverly Hills Housewife, Lisa Vanderpump in this one.  Bonus!

Enjoy!  http://on.fb.me/igaD4g

Finding Hero - If there's no story, it's just another advertisement

Sitting at Coral Tree in Brentwood trying to come up with the perfect “hero’s journey” for Skwikee tonight.  If this game is going to prove my theory that marketing and advertising can become interactive entertainment, then I have to stay true to the one fundamental of the entertainment industry:  The Story.

Even though Skwikee segments are only about 90 seconds long, the story needs to come through.  I believe that’s what’s going to entice players to share the concept and return for more.  Elements I need to make sure I incorporate into each Skwikee segment:

1.  Call to the adventure - familiar setting - home base

2.  First threshold - stepping into the unfamiliar

3.  Help - get the support of others

4.  Face the challenge - rubber meets the road

5.  Revelation - Ah ha! moment

6.  Transformation - New perspective

7.  Return (as a winner)

Rant and Whining

My mind is in a total fog.  Sooo many elements, parts and pieces to think about.  How the hell am I going to come up with the Hero’s Journey in this state?  After days of sitting with programmers, detailing the functions of the game, filming segments all over LA, editing video files and not to mention staying on top of the design elements of the site itself my brain is scrambled.  Soooo easy to miss the mark on this one.  A little too cheesy, cutsie or gamie, we’ll look like amateurs.  A bit too technical and my target demo will for sure check out.  Every single step I take is calculated, evaluated and one more reason I’ll need a good amount of therapy when this is done.  I’ve never second guessed myself this much.  Keep telling myself, “I’m innovating, it’s supposed to be uncertain territory.” 

Programmers asked me for an extension last night, push release date out to make sure it’s all functioning well, not buggy, etc.  I’m dying to get it released, but thinking I need to be careful not to get ahead of myself.  But hey, I saved money on my auto insurance!  Bonus.

A Social Network Christmas

Wish I would have had seen this before the holidays...would have sent it to everyone I know.   Better late than never.