Advergaming - Victor Obretin Advergaming - 2010 02 22

AdvergamingBy Victor Obretin

What is advergaming?

• Is the practice of using custom branded or sponsored video games to advertise a product, service, organization or viewpoint.

• The term "advergames" was coined in January 2000 by Anthony Giallourakis, and later mentioned by Wired's "Jargon Watch" column in 2001. It has been applied to various free online games commissioned by major companies.

Short history…

• With the growth of the internet, advergames have proliferated, often becoming the most visited aspect of brand websites and becoming an integrated part of brand media planning in an increasingly fractured media environment.

Short history…

• Advergames theoretically promote repeated traffic to websites and reinforce brands. Users choosing to register to be eligible for prizes can help marketers collect customer data.

• Gamers may also invite their friends to participate, which could assist promotion by word of mouth, or viral marketing.

Why use advergaming?

• In recent brand-impact studies, associating a brand with the fun of gaming is known to lift brand metrics such as brand awareness, message association and purchase intent.

• After playing a game, consumers are more likely to remember not just the brand or product itself, but to associate specific brand attributes with it.

Why use advergaming?

• Branded online games can be one of the most effective viral marketing agents

Viral advergames

• Get the Glass – for “Got Milk” campaign had over 4 million visitors spending an average of around 9 minutes/visit.

Viral advergames

• Get the Glass – for “Got Milk” campaign had over 4 million visitors spending an average of around 9 minutes/visit.

Viral advergames

• TEAMGEIST – for Adidas campaign had over 500 000 visits in first three weeks.

Viral advergames

• TEAMGEIST – for Adidas campaign had over 500 000 visits in first three weeks.

Viral advergames

• JE TUE UN AMI – hire assassins to kill your Facebook friends.

Social advergames

• 221B – join your Facebook friends and help Sherlock Holmes in solving his case.

Social advergames

• Experimenting with cutting edge technology• Employee satisfaction and motivation• The advergame industry has generated around

$300 million in 2009, up from $83 million in 2004, according to Boston research firm Yankee Group.

What are the advantages for hello?

Links to cool examples of Advergames

• Get the glass:http://www.gettheglass.com/

• TEAMGEIST: http://www.adidas.com/campaigns/adidasdfb/content/?strcountry_adidascom=dk

• 221B: http://www.221b.sh/

Links to Advergames