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Susan Bonds: Big Media & Real Life

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The Gamification Summit

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Partner:: Gamification Summit
Location:: The Museum of Jewish Heritage
New York, NY
Event Date:: 09.15.11
Speaker:: Susan Bonds
Tags:: transmedia; arg; 42 entertainment; gamification; gamify; game; video game

Summary: Big Media & Real Life: Gamifying the World for Fun & Engagement

Susan Bonds, 42 Entertainment

Building interactive, viral and engaging gamified experiences isn’t just for the online world. If you do it right, you can get millions of people to spend days, months and even years playing with you in the real world. Hear the secrets of how to engage consumers offline from the visionary and undisputed master designer of real world games, Susan Bonds. Susan is the force behind Flynn Lives (Tron Legacy), I Love Bees (Halo), and dozens of other blockbuster ARGs. Her group has helped major media companies reinvent their marketing campaigns and motivated millions of consumers to play around the world. Susan will share her insights on how to design engagement for the real world, a must-attend session for anyone looking to motivate in-store or location-based consumer behavior.

The Gamification Summit brings together top thought leaders in game mechanics and engagement science. Hear what works and what doesn't in this dynamic and fast-moving field through case studies, keynotes and panels delivered by experts such as Gabe Zichermann (Game-Based Marketing), James Gardner (Spigit), Jon Radoff (Disruptor Beam), Michael Wu (Lithium) and Alexandra Wilkis Wilson (founder of Gilt Groupe). Learn how game mechanics and the new science of engagement are rewriting the rules of brand marketing, product design and customer acquisition and get your business in the game.

Bio

Susan Bonds

Susan Bonds is a pioneer of transmedia storytelling and driving force behind 42 Entertainment’s critically acclaimed interactive experiences: genre-defining participatory and cross-platform entertainment often described as “alternative reality games” (ARGs). These rich worlds extend beyond film screens, game consoles, television shows, book pages, and music albums, allowing audiences to “live” the story in unforgettable ways that intersect when, where, and how they live. More than any other form of interactive media, these ARGs create strong, passionate global communities and galvanize them into a powerful hive mind of collective intelligence.

In 2008, Bonds produced the groundbreaking ARG, Why So Serious?, for Warner Bros.’ In 2007, 42 Entertainment took the music world by storm, working with Nine Inch Nails to produce Year Zero, a first-of-its-kind concept album that combined music with multi-platform, transmedia storytelling. Bonds’ past transmedia campaigns include: ilovebees, the 2004 ARG used to launch Microsoft’s wildly popular X-Box game Halo 2. She recently produced Flynn Lives for Disney’s 2010 film Tron Legacy. Prior to founding 42 Entertainment, Bonds was Chief Design and Production Officer for Cyan Worlds and Creative Director/Producer for Walt Disney Imagineering. She has an Engineering degree from Georgia Institute of Technology, an MBA from Georgia State University, and is a member of the Producer’s Guild of America.

Chapters

: Watch Full Program

33 min 58 sec

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01.: Introduction

01 min 41 sec

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02.: Connected Immersion

05 min 38 sec

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03.: Alternate Reality Games Video

02 min 05 sec

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04.: The Dark Knight Case Study: Why So Serious?

04 min 43 sec

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05.: Scavenger Hunt

03 min 53 sec

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06.: Location-Based Puzzle

02 min 33 sec

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07.: NIN: Build the World Out of Fragments

07 min 28 sec

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08.: TRON: Building a Legacy

03 min 14 sec

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09.: 5: Consumer Packaging

02 min 42 sec

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: Watch Full Program

33 min 58 sec

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The Dark Knight: A Case Study in Alternate Reality Gaming

04 min 50 sec

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42 Entertainment's Susan Bonds demonstrates how a promotional game for The Dark Knight became a real life multimedia gaming sensation.
Watch Full Program

33 min 58 sec

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