Getty Images: what’s your fantasy today?

Getty Images mixes psychology and photography in Gestalt, an advergame that offers creative people both “mental benefits” and rewards. Royalty free photographs from the Getty Images archives are transformed into inkblots, and players, sitting in the virtual therapist office, are challenged to recognize them.

While the daily prize is appealing but not “exciting” (players are entered into a daily drawing to win $1,000) the final prize is definitely worth a play, since they will give away six “fantasy experiences”, such as a safari in Africa, a major sport event in London working alongside one of Getty Images’ top photographers.

I must say I very much like this advergame for several reasons, first of all because it’s smartly built around the product Getty Images is selling: photographs. Even if it sounds strange (and maybe even silly) advergames are often just about entertaining people, missing the connection with the product or the brand they are created for.
I also like this game for the attention to the details (see the interactive help) and the nice copywriting. A great job. I’m just sorry at the moment I don’t know the agency behind it, but I’ve asked for info, I’ll let you know!