WO2006102376A2 - Methode de marketing de reseau - Google Patents

Methode de marketing de reseau Download PDF

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Publication number
WO2006102376A2
WO2006102376A2 PCT/US2006/010333 US2006010333W WO2006102376A2 WO 2006102376 A2 WO2006102376 A2 WO 2006102376A2 US 2006010333 W US2006010333 W US 2006010333W WO 2006102376 A2 WO2006102376 A2 WO 2006102376A2
Authority
WO
WIPO (PCT)
Prior art keywords
accordance
questions
clues
users
user
Prior art date
Application number
PCT/US2006/010333
Other languages
English (en)
Other versions
WO2006102376A3 (fr
Inventor
Rhonda Gilligan
Original Assignee
Rhonda Gilligan
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Rhonda Gilligan filed Critical Rhonda Gilligan
Publication of WO2006102376A2 publication Critical patent/WO2006102376A2/fr
Publication of WO2006102376A3 publication Critical patent/WO2006102376A3/fr

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/32—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for games, toys, sports, or amusements
    • G07F17/3286—Type of games
    • G07F17/3295—Games involving skill, e.g. dexterity, memory, thinking

Definitions

  • This invention relates to a network marketing method and game, and which provides advertising and marketing information to players of the game and which is designed to attract visitors to an Internet website , to retain their attention while a variety of advertisements are displayed and products are promoted, and to send the players to the websites of the companies/organizations who are marketing/promoting their goods and services within the course of the game.
  • the Internet provides a vast environment to expose the population to various products, goods and services.
  • the global information network known as the Internet provides a world-wide medium for advertising.
  • Online job hunting sites outstripped their newspaper classified counterparts by 3 to 1 in the third quarter of 2004.
  • Overall growth for the three biggest job searching sites averaged 47.4 percent higher in the third quarter than in the same time period in 2003. That growth compares to the 15.9 percent year-over-year growth measured by newspaper classifieds in the Newspaper Association of America, hi the U.S.
  • the present invention contemplates a game that is played on the Internet or other networked system.
  • the game combines features of the famous trivia game show "Who Wants to be a Millionaire” and the long-lived shopping television game show "The Price Is Right”. Contestants are individuals (generally of majority age) who are connected to the Internet and who "surf to websites when connected to the Internet. For
  • the game delivers the opportunity to participate in a big money game show without having to jump through hoops, eat live cockroaches, or survive on a deserted island to qualify and win. It requires no special knowledge - only the ability to surf the web.
  • the invention comprises an online game offering a cash pay out or other type of award.
  • the game's methodology offers a unique opportunity for both gamers surfing the Internet and retailers/marketers advertising on the Internet. Contestants are tasked with surfing the web, looking for answers to questions about the marketer's products and services. Together the questions and their answers unite to deliver impactful marketing messages that drive home product value and benefits.
  • FIG. 1 is a block diagram showing an Internet-based hardware implementation of the network marketing method of the present invention
  • FIGS. 2A and 2B illustrate flowchart describing the steps in accordance with the present invention.
  • FIG. 3 is an illustration of one view of an exemplary Internet website visited in accordance with the methodology of the present invention.
  • FIG. 4 is an illustration of a second view of an exemplary Internet website visited in accordance with the methodology of the present invention.
  • the present invention is directed to an interactive online system and methodology that enables numerous users to be subjected to directed marketing and advertising while engaged in a game.
  • user(s) the terms “user(s)”, “contestants)”, and “participant(s)” are used interchangeably and are intended to refer to the players of the game.
  • the game is stored on a computer server accessible via multiple users from remote computers connected to the Internet or other private or public network.
  • An example of an Internet-based hardware implementation 10 of the present invention is shown in FIG. 1.
  • Participants operating client computers 12 communicate with the web server/host computer 14 of the game administrator, preferably by visiting and interacting with the web site or designated network location located on the server.
  • This process is typically initiated by the participant typing, into his or her Internet web browser or other graphical user interface (GUI), the Uniform Resource Locator (URL) of the server Web site,
  • GUI graphical user interface
  • URL Uniform Resource Locator
  • software operating in the server/host computer 14 controls the server to send the browser the game's home page form, which may be a Hypertext Mark-up Language (HTML) document or a Flash ® application (Macromedia, Inc., San Francisco, CA), having a menu of options to be discussed below.
  • HTML Hypertext Mark-up Language
  • Flash ® application Macromedia, Inc., San Francisco, CA
  • the server/host computer 14 is programmed to format data, accessed from local or remote databases or other sources of data, for presentation to the participant, preferably in the format discussed in detail below.
  • the server/host computer programming can utilize any conventional Web data interface technique or techniques, such as Common Gateway Interface (CGI) protocol and associated applications (or “scripts”), or Java "servlets", i.e., Java applications running on the Web server of Flash ® application.
  • CGI Common Gateway Interface
  • Java “servlets” i.e., Java applications running on the Web server of Flash ® application.
  • the interactive forms to be discussed below which present forms for entry of information by the participants, and which save the entered information to a database, may be implemented in any of several conventional ways, using known server applications.
  • the server in response to entry of the participant's name and password, the server can redirect the information to a CGI application that is called when the participant clicks, for example, a "submit" icon.
  • Access to databases, both local and remote, containing for example game information or information as to current game results, also may be implemented, for example, by other CGI or similar applications.
  • Internet 16 can be facilitated by any one of a number of different connection types including, but not limited to, wireless, dial-up modem, DSL, ADSL, cable, Tl, T3, etc.
  • connection speeds vary greatly between, say, dial-up modems connected at a typical speed of 56 kbps, and a Tl connection with a speed of 1 Mbps.
  • ISP local Internet service provider
  • server/host computer 14 can be connected to the Internet 16 by a high speed network connection 20 to provide good server performance, the variability in connection speed and reliability of the connections 18 between the remote game client computers 12 and the Internet 18 can make a game of chance and speed such as bingo fundamentally unfair when played on the Internet.
  • participant computers 12 generally input data and responses via a keyboard (not shown) or other computer input device.
  • FIGS. 2 A and 2B graphically illustrate the steps in an exemplary process in accordance with an embodiment of the present invention.
  • the game in accordance with an embodiment of the present invention is played in two rounds: a first or qualifying round and the second or prize round.
  • a first or qualifying round and the second or prize round.
  • a second or prize round are contemplated by the invention.
  • anyone 18 years or older can register to compete in the qualifying round simply by visiting the game network location or website and signing up.
  • the age ranges for qualification can vary across the entire spectrum possible depending on various factors such as parental guidance, content of the contemplated websites to be visited, desired marketing segmentation and others.
  • a participant will first visit the game website (step 100). At the website, the participant decides whether to commence play (step 102). If the participant decides not to play, they generally exit the website (step 104). Preferably, if a participant decides to play (step 104) they are sent to a registration page which requires contestants to provide statistically valuable demographic and/or personal information that will be used to further the value of the game to the sponsors (step 108). This information can include, but is not limited to, personal identifiers such as age and gender, geographic identifiers such as zip code and other types of identifying information (step 110).
  • the system may provide the participant with an ED and/or password (step 112) to be used at one or more locations during the game and/or to gain access certain areas of the game website.
  • a privacy policy may be provided at the website that will detail what uses the information may be put to, e.g., delivery of segment-specific content, statistical aggregations of data for market research, and/or possible sale, and contestants must indicate their acceptance of this policy in order to proceed with registration..
  • a first or qualifying round is played over a pre-determined period of time during which time each contestant may play only once.
  • contestants play the round in one single, uninterrupted web browser session.
  • the fastest contestants to complete the qualifying round will then compete in the final round for the prize, which may be cash, products or other awards. Cash and other prizes will also be available during the qualifying round.
  • all contestants race the clock and each other to be the first to correctly answer all the questions and be proclaimed the winner.
  • the qualifying round is broadly depicted as steps 114-120 in FIG. 2A.
  • the qualifying round is preferably made of 30 sets of clues and questions, although the number may vary greatly depending on desired complexity, time limitations, targeted contestants and other reasons.
  • contestants are given a clue to the identity of one of the participating brand sponsors. Answers are selected from a multiple choice list. Contestants can try as many times as needed to identify the correct sponsor, but each incorrect answer will add time to their total game time.
  • the contestant clicks on the link or URL ("uniform resource locator) (step 116).
  • a new browser window then opens to a network location such as the homepage of the Cheerios website as illustrated in FIG. 3.
  • the contestant When the contestant finds the right answer, the contestant enters it into the question form field on the game site (step 118) as follows:
  • the computer system will then determine if the answer is correct by matching it with the correct answers in its database (step 120). If the answer is wrong, the contestant will be notified immediately and will need to go back (step 122) and find the right answer.
  • step 124 the times of all contestants are tallied. Ih one embodiment, the fastest times in a 24 hour period advance to the second or prize round (step 126). The invention is not limited in this respect however, and other time periods can be utilized. Participants who do not meet the fastest time criteria do not advance to the second or prize round (step 128). A consolation prize may be provided to participants who do not. advance to the second round.
  • the second or prize round is broadly depicted as steps 128-134 in FIG. 2B.
  • the prize round typically contains less questions than the first round and by way of example herein contain eight questions, four from each of two websites.
  • the losers in the second round exit the game at step 142, and may be awarded a consolation prize.
  • the final round will not have clues.
  • the final round will generally comprise questions only, and the questions will be directed to charitable and non-profit organizations instead of sponsoring brands. This will give the game added credibility and social relevance while allowing the game to help worthy causes spread their message to the contestant base.
  • the game in accordance with the invention will bring unique users to each sponsor's web site.
  • the sponsors pay the game coordinators for their presence in the game.
  • Contestants will indulge in brand reinforcement exercises through the clue part of the game and will delve deeply into each sponsors' unique selling proposition on their search for answers to the questions.
  • contestants search sponsor websites for answers they also will encounter many additional promotions, topics, offerings, or messaging throughout the sponsor sites.
  • brands can use the question portion of the game in any way they deem most valuable. Questions could be used, amongst other things, to enhance public relations campaigns intended to heighten perception of the brand' s community involvement; promote the launch of anew product line; help distinguish the value proposition of an existing line; develop familiarity with web-based business processes used to initiate a transaction; and heighten contestant's awareness of current special offers, rebates, sales, etc.
  • the final prize starts out at a predetermined set amount. This is the minimum the winner will be awarded. However, as more and more contestants play the game and complete the full set of clues and questions the prize will grow.
  • the actual prize amount will be a designated percentage of the total per-click revenue or the initial set amount, whichever is greater.
  • awarding can be used such as productgiyeaw,ays, coupons or gift certificates and others.
  • awarding schemes are contemplated by the invention including a single grand prize, or other prize finishes, or pay-to-play schemes to build the prize, or others.
  • the game website may also provide for online messaging. Messaging on the game website will encourage registered contestants to bring their friends in to help drive up the prize. A counter will show what the potential prize is if all contestants finish the whole game. The actual final prize amount will be announced at the completion of the first round game period when the final round qualifiers are notified so all contestants in tiie final round will know how much they are playing for. The number will also be posted on the website and included in press releases and promotions to encourage future game participation. At the completion of each game, reports can be provided to sponsors relative to how quickly various demographic groups of participants identified them in the clue round and found the answers to the questions. This valuable market research can provide keen insight into brand penetration and site usability.
  • each participating brand will have a minimum number of different questions in play during the qualifying round; these different questions will be delivered proportionately but randomly to contestants. In this manner, two participants sitting side-by-side and playing at the same time will receive different questions and will be directed to sponsors sites in different orders.
  • the game servers can be programmed to assign the n* number person to hit a certain website as an "Instant Winner" of a prize. Every time someone hits an "Instant Win", it can be announced on the Game website to maintain excitement. It is also contemplated that there will be opportunities for participants to answer "bonus questions”; answering a bonus question correctly will earn the contestant some measure of time off his final time. This is intended as a preferred means of making the game more fun and helping contestants ieel they have a chance of making it to the final round, which will keep them in the game visiting more sponsor websites.
  • the game servers can email to all contestants a list of coupons available from the sponsors.
  • each sponsor will be able to offer several coupons and contestants can choose the one they prefer.
  • sponsors generate immediate revenue potentials and garner more valuable, free market research into which demographic groups preferred which coupon.
  • sponsors can be offered the ability to deliver segment-specific questions based on demographics mined at registration. For example, Nike ® might desire to have women find out something about their women's sport shoes, and have men find out something about men's sport shoes. Not all questions must be of the fill-in-the-blank type. To add variety, interest and value to marketers some could be task based.
  • a question might require a contestant to use a sponsors virtual calculator for a mortgage calculation.
  • the preliminary round of questions can be broken into smaller groups of questions. In the breaks between Rounds 1 & 2, and between Rounds 2 & 3,
  • Intermercials Internet commercials
  • an increase in prize money (such as $5,000) could be offered to returning contestants for each previous game round they have completed.
  • contestants can have opportunities to earn "chances" for a sweepstakes drawing that can occur periodically.
  • Each sponsor site that a contestant visits may earn him/her one chance at the sweepstakes drawing.
  • Other exemplary ways to earn additional changes at the sweepstakes drawing might include recruiting new participants to the game, guessing the winner, and replying to coupon offers.

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  • Physics & Mathematics (AREA)
  • Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Development Economics (AREA)
  • Finance (AREA)
  • Strategic Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Health & Medical Sciences (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Social Psychology (AREA)
  • Game Theory and Decision Science (AREA)
  • General Health & Medical Sciences (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • General Business, Economics & Management (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
  • Information Transfer Between Computers (AREA)

Abstract

L'invention concerne un système et un procédé pour un jeu en ligne, soumettant des utilisateurs jouant à ce jeu à des actions de marketing direct et de publicité. Ce jeu est conçu pour attirer des visiteurs vers un site Internet et pour retenir leur attention, tandis qu'une variété de publicités sont affichées ; des produits font l'objet de promotions et des prix sont décernés.
PCT/US2006/010333 2005-03-21 2006-03-21 Methode de marketing de reseau WO2006102376A2 (fr)

Applications Claiming Priority (2)

Application Number Priority Date Filing Date Title
US11/084,890 2005-03-21
US11/084,890 US20060121964A1 (en) 2004-12-07 2005-03-21 Network marketing method

Publications (2)

Publication Number Publication Date
WO2006102376A2 true WO2006102376A2 (fr) 2006-09-28
WO2006102376A3 WO2006102376A3 (fr) 2007-11-22

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Application Number Title Priority Date Filing Date
PCT/US2006/010333 WO2006102376A2 (fr) 2005-03-21 2006-03-21 Methode de marketing de reseau

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US (1) US20060121964A1 (fr)
WO (1) WO2006102376A2 (fr)

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US20070142106A1 (en) * 2005-12-16 2007-06-21 Mattel, Inc. Progressive puzzle
US20080207316A1 (en) * 2006-11-01 2008-08-28 James Mark Burnett Method and system for using online entertainment to promote goods, services, activities and events
CN101364928A (zh) * 2007-08-06 2009-02-11 曹炜斌 一种提高网络信息资源分布的方法及系统
US8202159B1 (en) * 2009-05-18 2012-06-19 Zynga Inc. Embedding of games into third party websites
US20110071907A1 (en) * 2009-09-18 2011-03-24 Lewis Scott Lewis Charitable organization implemented through an interactive social media networking community website
US20130035981A1 (en) * 2011-08-05 2013-02-07 Disney Enterprises, Inc. Social networks games configured to elicit research data as part of game play
US20130035989A1 (en) * 2011-08-05 2013-02-07 Disney Enterprises, Inc. Conducting market research using social games
US20130185127A1 (en) * 2012-01-17 2013-07-18 Martin Rödén Systems and Methods for Advertising
US20140282676A1 (en) * 2013-03-15 2014-09-18 Donald W. Joergens Interactive incentive driven participatory system and method for engaging multimedia audience

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US8172577B2 (en) * 2006-07-27 2012-05-08 Northeastern University System and method for knowledge transfer with a game

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Also Published As

Publication number Publication date
US20060121964A1 (en) 2006-06-08
WO2006102376A3 (fr) 2007-11-22

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