A few weeks ago at the 2012 MIMA Summit I had the exciting opportunity to hear the world-renowned video game designer Jane McGonigal (@avantgame), author of “Reality is Broken, Why Games Makes Us Better and How They Can Change the World,” share her perspective on how we can harness the power of games to solve real-world problems. Jane’s keynote focused on building four types of resiliences to live better:

  • Physical
  • Mental
  • Emotional
  • Social

Jane believes that, through games, we can build these resiliences and realize what makes us happy. If we can assume happiness is a product of satisfying a need (Physical, Mental, Emotional or Social), then building these resiliences, indeed, can lead to happiness. So what does this all mean to PR and Marketing? How can we apply Jane’s gaming methodology to helping our clients win and succeed? Consider the parallels: marketing_game_blog_graphic As we approach a client’s business, Beehive’s focus is always on the end result. We understand the Rules (business objectives) and architect a winning strategy to overcome the Enemies (competitors and other barriers such as legal issues or seasonal timing). We leverage our Allies and Friends (news media and other stakeholders), and we use Power-ups (coverage, engagement, sharing) to reach our audience. Our strategy delivers key messages that motivate our client’s audiences to build Physical, Mental, Emotional and Social resiliences, helping satisfy their needs and become happier. Our results determine if we “won the game,” and lately we’ve “won” our share. So ask yourself, are you “winning” and meeting your goals? If you’re not, here’s a quick checklist to ask yourself or your marketing team:

  • You have defined clear objectives that drive business goals.
  • You have identified the competition and how they’re positioned in the marketplace.
  • You have identified other barriers such as legal or seasonal implications that may impact success.
  • You are leveraging your allies, friends and Power-ups to support your success.

Good luck, and happy gaming!

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