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Why Approaching Marketing with Play Benefits Your Business

We want our work to be the highlight of your work. That’s why we use the play methodology. This thinking sees play as a form of experimentation that drives better creative solutions. Whether you’re creating a few ads or building a whole marketing campaign, this philosophy delivers great results and a great experience for you. Here’s how.

Marketing should feel like play.
Too often, play is undervalued. When utilized correctly, this approach unearths the best answers. If you think about it, every marketing or communications project is a problem-solving moment. What is the best way to find solutions? Embrace creativity. Play is just creativity let loose.

The play mindset sets you up for success. Why? Because it’s all about purposeful experimentation. What happens when we do this? How does changing this one thing impact the bigger picture? It’s all give and take. Asking and answering. By leaning into this philosophy you find new answers. You discover a new angle.

These new angles are what will set you apart. They are the secret to accomplishing your desired effect. You solve problems not linearly, but by playing with different ideas and landing on the one that works.

When you embrace creativity, you can feel it. It is fun. It reminds you of playing as a kid. Collaborative, puzzling, energizing. You’re not fretting about problems, you’re too immersed in trial and error. It’s a freeing feeling.

It’s when you enjoy the project, the best ideas happen. We’ve done our research, we’ve explored various options and opportunities. Then things start to click. The subconscious takes a turn. Suddenly, ideas flow and keep on flowing.

The Benefits of Play
This is the power of play and experimentation. You can find the best creative solutions when you see things from a new angle.

Take the COVID Ref campaign we created for St. Louis County. On paper it was simple: promote COVID-19 guidelines to the St. Louis community. But when you approach projects with a playful mindset, you can build amazing things out of simple requests.

First, we examined the playing field. What were other organizations doing? What similar themes emerged? What would stand out?

We spent time tossing around ideas and approaches to the communication problem. People were bombarded with COVID-19 messages all day, every day. What would make them care? What would make them stop and listen?

We noticed that most projects discussing this topic were pretty somber and straightforward. COVID-19 was serious business, but was there a way to make it feel less heavy?

As we discussed the various angles during one brainstorming session, we threw out the idea of a ref who is out of work and looking for something to do. What if he turned to reffing the pandemic with sports sidelined? Ideas started clicking. Grins grew on our faces. Here was something.

We quickly formulated the COVID Ref from our playful approach. Our client was thrilled! It gave them a way to address serious topics with a more lighthearted feel. The character was fun and bright, everything people needed during a very trying time. It was nothing like anything else out there. When it appeared on TV and across social media, people took notice.

COVID Ref Results

The COVID Ref exceeded our goals and expectations.

Organic Social Success

Facebook Stats: 50+ shares

Instagram Stats: 1,500+ views

TikTok Stats: 68K+ views, 7K+ likes, and 131 shares

Twitter: Retweet by Minnesota Health Department, news stations across Minnesota and North Dakota, and local leaders.

Website Stats (first few weeks)

693 users

3,700 sessions









Embrace Play
Don’t underestimate the power of play. It can be a game changer. It paves the way for better ideas and makes your job more enjoyable. Play is serious business — and brings in serious business. Want to keep up this discussion? Let’s talk.