Content marketing is marketing as entertainment, created so that consumers seek it out, perhaps embrace it, and hopefully pass it on. It's both byproduct and necessity in the face of how people now interact with media, consuming it anywhere and everywhere. Wherever they are, there is bound to be a mobile screen near and dear to them.
Taking place the day prior to the start of Mobile Gaming USA, [a]list summit New York dedicates a half-day of keynote speakers and panels to how entertainment marketers are increasingly looking to branded mobile content to engage consumers and establish relationships with their brand.
FIRESIDE CHAT WITH ROVIO
Ville Heijari, senior VP of brand marketing at Rovio, sits with Ayzenberg's Steve Fowler to discuss the power of content marketing. Rovio's Angry Birds is more than a runaway game success, it is a cultural phenomenon that now extends to toys, apparel, even theme parks, and now with a film in the works. Rovio says it draws 40 percent of its Angry Birds revenues from licensing. Heijari will share insight on how the company has primarily relied on content creation and earned media to turn a mobile game IP into one of the world's most recognizable entertainment brands.
KEYNOTE SESSION WITH NEWZOO
Peter Warman, CEO of Newzoo, delivers a presentation looking at how the success of mobile games now relies on more than analytics-driven player acquisition, rather demanding brand building strategy and techniques used by entertainment marketers. Newzoo covers more than 40 of the world's top markets for mobile apps. Warman will present previously unreleased app store and mobile consumer data as part of his presentation, which Newzoo will provide as takeaway data briefs available exclusively to summit attendees.
PANEL - CREATE FANS, NOT USERS
User acquisition just isn't viable for most mobile games. Cost per acquisition and cost per install rates are astronomically high, yet tend to acquire fickle customers who quickly move on. At the same time, it's getting more difficult to get products discovered in app stores.
Here's a reminder - soap has users, games have fans. We gather a panel to look at how entertainment creators and marketers should first and foremost generate fandom. Original content, IP nurturing and transmedia, social and community outreach, press evangelism, this panel looks at how these are more powerful tools than ever for building an audience and turning users into fans.
Chris Ulm, CEO, Appy Entertainment
Tobias Sjögren, VP mobile games business development, Stardoll
Moderated by Oscar Clark, evangelist and mobile visionary