@ D A I N A M I D D L E TO N

T H E P O W E R O F PA R T I C I PAT I O N.

The PARTICIPATION FORMULA

“NURTURIST” BRANDS WIN

MARKETING THROUGH PERSUASION IS OVER!

MARKETING THROUGH PARTICIPATION IS HERE TO STAY

1982 STAR WARS

$486MG R O S S

1982 SPACE INVADERS

$2BILLIONG R O S S 3 X T H E R E V E N U E O F S TA R W A R S

SPACE INVADERS PARTICIPATION FORMULA

Players Discover How to Play the Game

Players Empowered with Multiple Lives, Choose Weapons

Connected to Other Players through Score-Saving

MINECRAFT: PARTICIPATION IN ACTION

$240MILLION

2.4x

D + E + C = P2THE PARTICIPATION WAYConsistent organic activity delivers more engagement

DISCOVERis about relevancy, the human desire for knowledge. Create an environment that promotes competence.

ENGAGEparticipants through choice, motivate them to provide meaningful contributions to the product/brand

CONNECTHumans love to connect with others (not just the brand) in meaningful ways. Facilitate interactions, “community”

Results in increased engagement, action and Participation leading to increased engagement and actions -- Performance!

MEET THE “NURTURIST”ORGANIZATION

EMBRACE, TEST & LEARN1

INNOVATE, DON’T PERFECT2

ACT QUICKLY, MOTIVATE OTHERS3

Departments/Teams

MIX & BLEND, BEYOND CREATE4

• Strengthening brand/image/traffic• Accessing new markets/customers • Increasing of customer loyalty• Reducing of marketing costs• Measuring the potential value of an

intangible asset

Power of Partnerships

EMBRACE FAILURES IN THE PURSUIT OF RESULTS5

PARTICIPATION IS HERE TO STAY

“NURTURIST” BRANDS WIN

@ D A I N A M I D D L E TO N

T H A N K Y O U !