[arg_discuss] Fwd: is ARG just a marketing technique to thepress?

[Andrea Phillips]

You know, Ian, there's a really valid point to be made there. I'm
thinking of the print publishing world, where there's paid and unpaid
circulation... but the unpaid circulation numbers are considered close
to worthless by advertisers, because people are more likely to consume
and internalize material they're paying for. You don't tend to place a
lot of value on freebies, generally speaking.

The problem is more in the way of finding ways to generate revenue
from the experience that don't make it FEEL like a game. There are
lots of angles on that, of course... but the problem with really
branching out and experimenting with different business models is we
all need to pay the rent in the meanwhile. :)

On Jan 28, 2008 10:16 AM, Ian Millington <ian at nearworlds.com> wrote:

> Sorry to keep flogging this now utterly dead horse, but doesn't this

> just convince you that unless we allow players to control what they

> play by paying for it directly, not indirectly through the whims,

> fears and misconceptions of non-players, we'll be shouting at the wind

> for years to come?

>

> Ian.

>

>

> On 28/01/2008, Michael Monello <mmonello at campfirenyc.com> wrote:

> >

> > On Jan 28, 2008, at 10:00 AM, Brian Clark wrote:

> >

> > > The spread of marketing is evidenced in their declining response

> > > rates from each

> > > of their tools, necessitating more intrusive use of the channel and

> > > the

> > > discovery of fresh, virgin, unexploited communication.

> >

> > This also explains the intense hype cycles that ripple through the

> > industry:

> >

> > "ARGs are the wave of the future!"

> > "ARGs are a waste of time!"

> >

> > "Second Life will save marketing!"

> > "Second Life is a disaster for brands!"

> >

> > Of course, this is an industry that considers pre-roll ads on YouTube

> > to be part of a "digital strategy" so take it all with a grain of salt.

> >

> > Best,

> >

> > Michael Monello

> > Partner, Campfire

> > 62 White Street, 3W

> > New York, NY 10013

> > 212-612-9600

> > http://www.campfirenyc.com

> >

> >

> >

> > On Jan 28, 2008, at 10:00 AM, Brian Clark wrote:

> >

> > >> To me ARGs are just another available tool in a marketer's

> > >> tool box that can be used to communicate with a group of

> > >> people.

> > >

> > > That's why we can't have anything nice on the Internet anymore, too,

> > > because

> > > marketers believe every communication tool -- from kids at a school

> > > bus stop

> > > to thumb drives in a bathroom -- are part of the "marketer's tool

> > > box." The

> > > spread of marketing is evidenced in their declining response rates

> > > from each

> > > of their tools, necessitating more intrusive use of the channel and

> > > the

> > > discovery of fresh, virgin, unexploited communication.

> > >

> > > I can tend to tune someone out, though, as soon as they go

> > > reductionist and

> > > make it "just another" anything.

> > >

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> >

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> >

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-- 
Andrea Phillips
andrhia at gmail.com
http://www.deusexmachinatio.com
Words * Marketing * Interaction