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Led cross-functional creative team from ideation to pitch
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Led brand revitalization and business strategy
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Strategized business problem and recommendations
Brand Revitalization, Target Development, Multi-Channel Marketing Campaign
Team
Megan Winterhalter, CW
Cory Bowles, AD
Jen Clinehens, CBM
Kayte Hamilton, CS
Once a game of intellectuals and business tycoons, bridge is now referred to as a "Grandma's game" by the current generation - demographically, they aren't far off. The average age of the current bridge player is 62 years old, and the number of people playing bridge is rapidly declining (currently, only 3 million people play bridge once a week - at its peak in the 1960's, 44% of American households had at least one bridge player). Bridge needs a new, younger audience if it wants to survive, one that will appreciate the strategic and intellectual demands of the game.
SITUATION: A DECLINING BRAND
Those who currently play bridge, including people such as Warren Buffet and Bill Gates, love it for its complexity and strategic skill-building. The thrill of defeating an opponent in a game that statistically will never repeat itself is one that cannot be underestimated. Bridge is difficult and time-consuming to learn, but this barrier to entry can be seen as a value add to the right target audience.
CURRENT AUDIENCE: "WE LOVE THE CHALLENGE"
NEW TARGET AUDIENCE: TABLETOP GAMERS
"If you're not practicing every day, somewhere someone is... and when they meet you, they will beat you.”
-GatheringMagic.com
Games for a sense of Power, Pride, and Glory
Spends average of $85/month on gaming
Spends an average of 10 hours a week practicing
Wants to polish strategy skills but doesn't know how
Tabletop gamers already heavily invested in complex and time-consuming games - they want to win and are always on the hunt for ways to improve their game. TTGers need a new exercise that is intellectually vigorous and will build their strategic muscles.
They are searching for bridge and they don't even know it. So let's bring bridge to them, but let's make sure we are speaking their language.