Thursday, June 30, 2011

Serious Games Changing The Way People Apply For A Job

Serious Games Help Generate Interest In Hospitality Careers

Via: Marriott News Center - My Marriott Hotel™ Opens its Doors on Facebook

Earlier this month, Marriott International launched My Marriott Hotel Serious Game to help generate interest in hospitality careers.

With as many as 50,000 jobs to fill worldwide by the end of the year, Marriott International, Inc. is tapping into the exploding popularity of social media gaming at My Marriott Hotel™ on Facebook, where gamers will first manage a “virtual” hotel restaurant kitchen before moving on to other areas of hotel operations. The game can be played in English, Spanish, French, Arabic and Mandarin.

Developed by employer branding and employee engagement specialist Evviva Brands, the Serious Game uses social media platforms to provide insight into the skills needed to manage hotel operations in one of Marriott’s hotels.

My Marriott Hotel is similar in concept to the highly popular FarmVille and CityVille games, which have grown to a combined 135 million monthly active users.   Gamers can create their own restaurant, where they’ll buy equipment and ingredients on a budget, hire and train employees, and serve guests.  They’ll earn points for happy customers…and lose points for poor service.  Ultimately, they’ll be rewarded when their operation turns a profit. 

“As Marriott expands in growth markets outside the U.S., and as we seek to attract more Millennials – those between the ages 18 and 27 – to our workforce, we must find new ways to interest them in hospitality careers,” says David Rodriguez, Executive Vice President of Global Human Resources, Marriott International.  “This game allows us to showcase the world of opportunities and the growth potential attainable in hospitality careers, especially in cultures where the service industry might be less established or prestigious.”

Worldwide, online games have surpassed personal e-mail to become the second most popular activity on the web, accounting for 10 percent of time spent online.  Social networking sites such as Facebook, which has more than 500 million active users, now account for more than 25 percent of time spent online.

Marriott Hotel's Facebook Game - DEMO

Facebook is the social media of choice and Marriott is tapping into its power to teach potential employees about the hotel business.

Wednesday, June 29, 2011

Unschooling Rules – Serious Games As Microcosms For Learning

Serious Games challenging us to play a better education

Clark Aldrich’s book Unschooling Rules -55 Ways to Unlearn What We Know About Schools and Rediscover Education is as fun to read as playing Serious Games and his list of “55 rules that change our vision for schools” as pragmatic as the author.

Rule # 4, addressing 25 critical skills that are seldom taught, tested or graded in high-school such as adapting, analyzing and managing risks, being a leader, building and nurturing relationships, reengineering new actions, gathering evidence, managing conflicts, prioritizing tasks and goals are often developed, and eventually mastered, in the context of video games.

President Obama has echoed many of the 55 rules, in his policy shifts on education, including the ideas that standardized testing is NOT an effective way to either drive or measure a child's success, students should focus their time on studying subjects they need or love, learning to do is as critical as learning to know, and knowledge should be expanded through real world experiences, not just books or pictures.

Not coincidentally, there are quite a few references to games, Serious or not, across the 55 rules:

Rule #19 encourages the inclusion of Serious Games for a well-stocked library.

Rule # 21 assigns equal value to reading books and playing computer games, stating that from a “cultural and development perspective the best of each medium are of comparable worth to a today student”.

Rule # 26 “Biologically the necessary order for learning:  explore, then play, then add rigor”, is the essence of video gamers’ Epic Wins and multiplayer computer games are also addressed under rule # 36.

Clark emphasizes computer games advantage of being active content, requiring the resolution of frustration and providing a microcosm for learning.

Editorial Review

In many schools around the world, children en masse get dropped off and enter buildings where they become the recipient of linear “teaching” and tests. They go home, do homework, and start over again the next day-all for the goal of preparing them for the next level of school and meeting dubiously constructed standards. Can education be different?

While most schools continue to resist change, homeschooling families have abandoned the K-12 system and identified new, powerful, commonsense methods and goals for childhood education.

Education expert Clark Aldrich has explored the practices of homeschoolers and unschoolers (those who eschew the structure or curricula of schools) and distilled a list of 55 ''rules” that are changing both the way children are taught and our vision for schools.

About the Author

Clark Aldrich is a global education thought leader, labeled a guru by Fortune Magazine. He works with corporate, military, government, and academic organizations at both the board level and as a hands-on implementer. His projects have been patent winning and earned millions globally.

Clark Aldrich is also one of the top educational game designers in the world. His Educational Serious Games are market leaders in their categories, use custom Artificial Intelligence and Artificial Personality systems, have been rigorously proven to drive long term desired changes in behavior, and have been translated and deployed in dozens of countries and languages. He is also a pioneer in Educational Games for deaf and blind students.

His work has been featured in hundreds of sources, including CBS, ABC, The New York Times, Wall Street Journal, CNN, NPR, CNET, Business 2.0, BusinessWeek, and U.S. News and World Reports.

Game Education Summit Co-locating With Serious Play Conference

Serious Games challenging us to play a better future

Following my prior posts First-Ever Serious Play Conference Covers Most Of Serious Games Taxonomy and Call For Speakers: Serious Play Conference, Everything About Serious Games, Serious Play Conference organizers have just announced that the Serious Play Conference and Game Education Summit will be co-locating, giving attendees access to sessions at both conferences.  The events will offer enhanced opportunities for attendees, speakers, exhibitors and sponsors.

Here is the full press release.

Game Education Summit Re-Scheduled to August 24-25 at DigiPen,  Co-located with the Serious Play Conference

SEATTLE, Wash. – June 29, 2011 – Game Education Summit (GES), an annual gathering of faculty from university, college and vocational schools that offer game development courses, has been rescheduled to Wednesday - Thursday, August 24 - 25 at DigiPen Institute of Technology in Redmond, Wash, just outside Seattle. 

GES will be co-located with Serious Play Conference, allowing faculty that currently offer or are planning to introduce a Serious Game development curriculum to take advantage of the sessions of both conferences for the same price -- $349.

GES sessions will cover core curriculum courses, teaching methodologies that enhance student performance, opportunities for research collaboration, guidance on helping students manage the transition from college/university to working in a studio, starting a university game development program and how to increase class diversity, and will include panels by industry professionals discussing their human resource requirements. 

Serious Play, a practical three-day conference on Serious Game development starting a day earlier --Tuesday - Thursday, August 23 - 25 -- will feature sessions by Serious Game developers, analysts covering Serious Games, authors of the latest books on game design and project directors already leveraging games for corporate and military training, healthcare and education/at home learning. 

Speakers will offer guidelines on setting up a Serious Game program; creating and measuring the effectiveness of games; and design and production tools; as well as the market for various types of serious games. 

For more information, go to

Game Education Summit attendees will have access to all sessions at the Serious Play Conference and the co-located events will offer enhanced networking opportunities for attendees, speakers, exhibitors and sponsors.
GES is open to educators and industry professionals, including professors heading game studies programs, instructors, industry executives and game professionals interested in a teaching career. Registration for the two-day event is available online.

Game Education Summit is produced by Game Path LLC, an independent conference management company that provides high-value professional events for the video game industry. Game Path events deliver critical information that helps companies grow and gives professionals opportunities for development of technical and management skills, career advancement and networking opportunities.

For more information, visit

Monday, June 27, 2011

Game2Growth To Use Kinect for Windows In Serious Games Apps

Serious Games challenging us to play a better future

Via: Immersive Technology Strategies June Newsletter

David Wortley reports, in his monthly Immersive Technology Strategies Newsletter, that Microsoft launched their Kinect Software Development Kit (SDK) for Windows this month at a special event for developers, academics and hobbyists at their UK HQ in Reading on June 21st.

The Microsoft Kinect interface device is already, according to the Guinness Book of Records, the most successful consumer product in history. With its integrated 3D camera and microphone array, it is capable of facial and speech recognition and motion tracking, making it arguably the most powerful natural interface device available today.

This SDK is available FREE OF CHARGE for NON-COMMERCIAL use and can be downloaded, along with a significant amount of support material from 

“I see tremendous potential for a whole range of Serious Games applications in healthcare and learning and development – I am already working with Game2Growth on potential projects and am looking for other potential partners with an interest in this area – please contact me at david at davidwortley dot com if you wish to discuss any ideas”, he says.

“One of the challenges in the area of Serious Games development has been the cost and time involved in creating really engaging applications. A number of companies involved in games development have been successful in building their own “games engines” to improve the productivity and effectiveness of the development process.”

“Companies who have adopted this approach include Truism (Serious Games Division of Blitz Games), PIXELearning (with their Flash-based Learning Beans platform) and PlayGen (one of the UK's leading developers of Games for Social Good). Some companies have business models which make their technology platforms available to clients to develop (and share) their own Serious Games and virtual assets.

Sunday, June 26, 2011

Potter Champions Transmedia - Serious Games Champion Media in Learning

Transmedia creates different points of entry for different audience segments

Via: Confessions Of An Aka-Fan

Yesterday, Henry Jenkins posted a must-read article: Three Reasons Why Pottermore Matters…

Although his declaration that “all I know is what I read in the newspaper and what I can speculate about within a range of trends impacting social media, transmedia entertainment, Web 2.0, and fan culture”, his post is a masterpiece for transmedia storytelling and niche media enthusiasts.

In my view, Transmedia, as Serious Games, creates different points of entry for different audience segments.

(Please find also my prior posts Serious Games Transforming Learning Ecosystem - Transforming the Learning Ecosystem through Media, and Reimagining Learning Competition: Submission Countdown - Serious Games shaping digital learning environments).

Here are the excerpts for Three Reasons Why Pottermore Matters:

• Pottermore as Transmedia Storytelling: this may be the most highly visible transmedia project to date.

• Harry Potter is a massive mass market success at a time when all of our conversations are focusing on the fragmentation of the media marketplace and the nichification of media production.

• The success of Harry Potter demonstrates the power of niche media. Start from the fact that this is a children's book, after all, and a fantasy, two genres which historically have attracted only niche readerships. By traditional industry talk, much of Harry Potter's success came from so-called "surplus consumers" -- that is, consumers who fall outside of its target demographic.

• No one thinks that Harry Potter fandom will go away completely -- we've seen many fandoms long outlast the production of new material -- but there is apt to be less intensity and visibility once the final film hits the theater. For these fans, Pottermore is a game changer.

• There is the promise of multimodality represented by what's been described as interactive "moments" introduced around the books, which allow fans new ways of interacting with the story.

• Those of us who are enthusiastic about transmedia see these materials as expanding our knowledge and deepening our experience of the story (at least in so far as they are done well and everything about Potter has been done well) by allowing each medium to do what it can do best.

• There's been lots of talk about whether there has been a killer demonstration of the potential of transmedia -- this may well become that killer demo, for better or for worse, and I for one am going to be watching closely to see what happens next.

Read the full article

Saturday, June 25, 2011

G4C 2011 -The Case For Serious Games With Social Impact

Serious Games challenging us to play a better future

Via: Huffingtonpost Impact

Charles Tsai, journalist, writer, speaker and consultant for social entrepreneurs, states in his recent post covering G4C 2011 that “Businesses of all sizes see potential in making their products more engaging to their customers and have invested accordingly in integrating game mechanics. The social sector, as usual, is lagging behind.”

He adds: “The field of Serious Games is still new, not mature enough to provide rock solid proof that games can have profound and sustained social impact.”

Jesse Schell’s closing keynote address at this year’s G4C event provides intriguing hard evidence of exactly the opposite, the most compelling one in my view being the following charts that speak for themselves:

The below chart shows the escalation of videogames revenues x the decline of violent crimes over the last 15 years

The Case for Social Impact Games was also reinforced by a series of case studies shared throughout the event, which included among others:

 iCivics - please find also Learning By Doing Civics Through Serious Games

Macon Money - please find also GDC 2011 Serious Games Summit: Gamification Day

About Charles Tsai

Charles Tsai is a journalist, writer, speaker and consultant for social entrepreneurs. A former reporter and producer for CNN, Charles ventured into the social sector to help youth design and implement their own solutions for change. He helped Ashoka launch its first global campaigns to support youth-led social ventures. He now runs Social Creatives, a new venture that offers tools and programs to teach social entrepreneurship and spread best practices of the sector.

Friday, June 24, 2011

G4C 2011 - Serious Games For Social Good Getting Ubiquitous

Serious Games challenging us to play a better world

Via: Games for Change 8th Annual Festival, New York City, 20-22 June, 2011

As reported by Gamasutra in its yesterday’s post Analysis: The State Of Games For Social Good In 2011,”This year's Games For Change Festival seemed more broadly attended than in past years. With three days of microtalks, workshops and some impressive keynotes, it would seem the event's intended audience -- those interested in the field of applying game design to support real-world activism -- had plenty to chew on”.

But Gamasutra also points out the apparent disconnect between “well-intentioned interactive experiences that present or speak to issues, but with limited ability to achieve measurable impact or motivate players to action”.

I will try a half-full, as opposed to a half-empty glass, approach, focusing on messages delivered by the event's opening and closing keynote speakers – Al Gore and Jesse Schell.

Al Gore Opening Keynote Address

Games are the new norm for hundreds of millions of users”

Photo from Kotaku Blog

When the former U.S. Vice President Al Gore took the stage to deliver the opening keynote address, he was convening a short, sweet and to the point message to game developers: "You have my attention”! His exact words: "Now we've arrived at a point where it's safe to say that games are the new norm for hundreds of millions of users every month.”
Here are a few other inspiring quotes on how games can trigger real-life change:

"I'm very, very happy to be here and to see this gathering," he said.  Certainly this is a sector of the economy that justifies that optimism.”

"Games have clearly arrived as a mass medium," says Gore. "This is a very large, extremely significant industry with a wildly diverse and rapidly-growing audience of players on all kinds of platforms. We already know the immense power of popular media to illuminate issues that can seem intractable and overly-complex, but [through games] can be illuminated and presented to general audiences in a way that invites people to become involved in trying to solve the problems that our society has to solve."

“Creators working at the intersection of social media and entertainment are in the best place to leverage collaborations that can create games for change."
"Games are becoming increasingly artful; it's now a craft taught in universities and trade schools, and we all know that learning by doing is one of the best ways to learn."

"What we're seeing in games is art at a world-class stage design that is almost unmatched anywhere else.”

"These social communities say something positive about us and what gamification can do. This industry is sometimes defined by some of the lowest common denominator games... but the cooperation over competition and the social rules aspect are gaining momentum."

“In closing, I want to say that I'd love to work with any teams that are interested in making games that are focused on solutions to the climate crisis. I look forward to getting to know this community better."

"I have faith in people and in human nature. During the time they are spending in the game, if there are constructive, valuable lessons, I think that's a good thing."

"You give me cause for tremendous hope," he concluded.

Jesse Schell closing Keynote Address

“Make Games, Not War”

You can have a taste of it watching the livestream video that features the last panel of the day, before Jesse Schell’s closing keynote. Jesse starts on 58’12” mark.

Thursday, June 23, 2011

Serious Games Plug Into The Smart Grid - Gamification Ignites DR

Serious Games to showcase your green credentials

Via: The Gamification BlogBattle of the Bulbs

In a post published today, Gabe Zichermann reports two great examples of how Serious Games and Gamification provide powerful social incentives to take part in conservation, making a strong statement that “there is an untapped space in the consumer market to roll out these games and make every household into a team fortress of energy savings” (please find also my prior post Serious Games Empowering Energy Efficient Citizens).

The first one is The Battle of the Bulbs - dorms across the University of Chicago competing on who could get the largest decline in energy usage. From a baseline and year-by-year measurements, the school challenged itself to see who could save the most energy”.

The second is a post published this week by smart grid expert, Christine Hertzog, Will Gamification be the Biggest Smart Grid Game Changer? that sets out a few hypothetical examples where gamification can provide the perfect tools to overcome difficult challenges of education and enrollment.
“It’s a great tool for utilities and Smart Grid vendors to use with residential consumers to communicate complex concepts around energy efficiency, demand response (DR), integration of distributed generation and new pricing programs”, she says.
Here’s one example of how games could expedite enrollment in a DR program:
A utility is building a communications outreach plan to the residential consumer base to build enrollment in a new DR program. As the project team reviews the multiple channels available for outreach they acknowledge that the program is difficult to explain and therefore negatively impact their ultimate enrollment success. Some team members read that games have often been used to educate and motivate desired actions. They note that the utility website would be a natural location to add game mechanics to teach consumers about the individual, community, and societal benefits of DR participation. Rewarding “players” through a series of simple games for achievement can motivate them to actively seek information and recruit more players when rewarded for that. Players earn points for participation based on the game objectives.”
End result – consumers become promoters of the DR program, and peer-based recommendations for participation in the DR program causes enrollment to surge.
Christine Hertzog also makes a distinction between Social Games and Gamification, setting the stage for why utilities should infuse gamification into their existing websites to build knowledge and support for Smart Grid initiatives such as smart meter deployments, introduction of Time of Use (TOU) pricing, or enrollment in demand response (DR) programs.
Hertzog wars-up by stating that Gamification presents very intriguing possibilities for utilities and Smart Grid vendors, and should be incorporated into ongoing Smart Grid projects that are visible and disruptive to consumers. 

Another example could be Telewatts.

Telewatts is a channel to promote your renewable energy. It is a web based energy display that showcases how much renewable energy (solar or wind power) you are producing.

Telewatts provides an engaging way to showcase your green credentials and promote your building or brand.

Telewatts is designed to be displayed full screen on monitors or televisions and can render at resolutions over 1080p HD. Telewatts can also be easily embedded on your website.

About Christine Hertzog
Christine Hertzog is a consultant, author, and a professional explainer focused on Smart Grid technologies and solutions. As a consultant, she helps clients understand and navigate the intersections of emerging technologies and markets. She is the author of the Smart Grid Dictionary, the first dictionary that explains the jargon, acronyms, and terminology used by utilities, regulators, standards organizations, and manufacturers. She has two decades of experience working with hardware, software, and services companies that range from small start-ups to multi-national corporations, and has recently been involved in the National Institute of Standards (NIST) initiative on Smart Grid Cyber Security and Interoperability standards requirements with a focus on privacy. Based in Silicon Valley, she is a regular presenter at industry conferences and blogs about the challenges and opportunities that Smart Grid solutions deliver to the evolving electricity supply chain.

Sunday, June 19, 2011

Gamification@Work: Serious Games Making Brand Messaging Playful

Serious Games For Employee Engagement and Customer Retention

Via: Saatchi & Saatchi SEngagement Unleashed: Gamification for Business, Brands and Loyalty

The above study conducted online by Ipsos OTX Media CT, on behalf of Saatchi & Saatchi S, from May 11 - 17, 2011, has been reproduced at large and reinforces several mega-trends that are converging to profoundly disrupt the industry: Mobile Games, Social Games, Serious Games, & the Gamification of Life. Combined they present an enormous opportunity for businesses, brands and people who have welcome “the notion of weaving fun and play into the fabric of society” (related posts: GDC 11 Serious Games Summit Preview: Bunchball's Gamification Playbook and GDC 11 Serious Games Summit Preview: Nike’s Gamification of Life)

The study seeks to identify perspectives, attitudes and key drivers to use games as a vehicle for engagement within the employee context and more broadly across the consumer landscape.

According to study data, by some key measures Americans are ready to accept games into some of the most important areas of their lives:

·         Among respondents who are employed, 55% of Americans said they were interested in working for a company that uses gamification to increase productivity
·         Among respondents who are employed , about half of online Americans are already playing social games during a typical day
·         58% said it is important for brands to be fun and playful
·         When asked how they would like to hear about a new product, 37% would choose some kind of online game experience
·         27% of those interested in social challenges said they would be very likely to opt in to a social challenge sponsored by a large corporate brand

A summary of key findings from the study and graphs are available here 


Engagement Unleashed: Gamification for Business, Brands and Loyalty

16 JUN 2011

San Francisco - By some key measures, Americans are ready to accept games into some of the most important areas of their lives.  In a new study by Saatchi & Saatchi S entitled Engagement Unleashed: Gamification for Business, Brands and Loyalty, 55% of Americans said they were interested in working for a company that uses gamification to increase productivity.  The study, conducted on behalf of Saatchi S by Ipsos OTX MediaCT, seeks to identify perspectives, attitudes and key drivers to use games as a vehicle for engagement within the employee context and more broadly across the consumer landscape.

"Leaders are beginning to understand the enormous opportunities that games hold for businesses, brands and people.  Games, challenges and the notion of weaving fun and play into the fabric of society is tantamount to a renaissance," said Judah Schiller, CEO and co-founder of Saatchi S.  "Well-designed games have the potential to create dynamic, rich and deeply enjoyable experiences that can foster innovation, reinforce positive behavior and increase engagement."

According to study data, about half of online Americans are already playing social games during a typical day.  Of those employed, 28% of respondents are playing games more than 30 minutes a day while at work.  When asked how they would like to hear about a new product, 44% of respondents preferred email communications and 37% would choose some kind of online game experience.  Only 3% wanted to be told about new products by TV or radio advertising.  Seventy-five percent of smartphone owners are interested in playing a clues-based challenge, and 85% would be interested in playing for at least 30 minutes for the chance of winning a $100 cash prize.

Other key findings include:

- When it comes to specific kinds of social challenges, respondents were most interested in participating in multiplayer gaming and trivia challenges. While not as many people are familiar with scavenger hunts and guessing/probability scenarios, they did express interest in participating in these kinds of challenges.

- 27% of those interested in social challenges said they would be very likely to opt in to a social challenge sponsored by a large corporate brand; 64% very likely if it were initiated by friends or family.

- ‘Discounts' are the most compelling incentives for winning a social challenge, followed by ‘Social Action' and ‘Points Towards Loyalty Program'. Only 1-in-4 of those interested in social challenges said that ‘Status in the Community' was a very compelling incentive.

- Among those interested in social challenges, males and tablet owners are most likely to view these challenges as ways to connect with the local community and make new friends.

- Heavy social gamers are more likely to be interested in clues-based challenges and are more aware of recent in-game ad campaigns from specific brands.

- Green Giant scored high in positive sentiment following a Farmville campaign where players could earn cash to buy Green Giant products.

- 58% said it is important for brands to be fun and playful.

- Younger Americans (18-24 year olds) were the group most willing to take a salary reduction to work for a socially responsible company. 

1) Methodology: This study was conducted online within the United States by Ipsos OTX Media CT on behalf of Saatchi & Saatchi S from May 11 - 17, 2011 among 2,004 adults, ages 18 to 44 of whom 50% were male and 50% were female. This online study is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For full survey results and complete methodology, please contact individuals listed below.

2) Definitions - For purposes of this report:
- Social Games are defined as online games that you can play on social networks or apps.
- Social challenges are defined as game-based challenges that you can play on your smart device while in a public space.
- Heavy social gamers are defined as those that spend 10+ hours playing social games in a typical week.

About Saatchi & Saatchi S

Founded in 2008, Saatchi & Saatchi S are leaders in architecting social and brand movements for "good." Led by CEO and Co-Founder, Judah Schiller, the agency collaborates with some of the world's largest corporations and most revered brands to develop and execute on powerful, big ideas that in­spire and engage people while solving a wide variety of corporate, brand, and reputational challenges. Saatchi S clients are among the most influential in the world and include AT&T, Frito-Lay, Johnson & Johnson, McDonalds, NBCUniversal, and Wal-Mart. Fast Company ranked Saatchi S among the ten "Most Innovative Companies in Advertising and Marketing," and won an Effie Award for its groundbreaking, culture change initiative with the world's largest company. Saatchi S is part of the Saatchi & Saatchi network and owned by Publicis Groupe S.A., the world's 3rd largest communications group.

Wednesday, June 1, 2011

Serious Games Wanted! Ideation Challenge RFP

Serious Games connecting financial and physical health

Via: NineSigma, Inc. – Connecting Innovation Seekers and Solution Providers

NineSigma, representing a Fortune 500 financial services company (the “Company”), invites ideas for innovative ways to illustrate and reinforce the interrelatedness of physical and financial health, and they are offering up to $10,000 for compelling solutions.

The Company’s goal is to educate consumers, leveraging on interactive approaches that promote physical health by showing how it affects financial gain/loss through healthcare costs, spending, savings, etc. (please find also my prior post Serious Games For Healthcare Design Beyond the Hospital and New York Times article - Disruptive Innovation, Applied to Healthcare).

Many businesses promote wellness and maintenance of health as a way of reducing health costs. But the explicit connection between long term health and wealth is not always made.

The Company seeks to identify and develop ideas that vividly impress upon the average person the strong interrelationship between financial and physical health.

One of the approaches that the Company believes would be useful is Serious Games.

Responses from companies (small to large), academic researchers, other research organizations, game developers, inventors, consultants, venture capitalists, or entrepreneurs are most welcome. Respondents must submit only non-confidential information.

Ideas supported by early indicators of success (published results, preliminary data) will be more favorably viewed by the Company.

Responses due date is June 17, 2011. Winning ideas will be identified by July 15, 2011.