On iMediaConnection Doug Schumacher takes us behind the scenes of the online campaign Basement has created for Sugarshots. The case study is very interesting because it debates whether an ad should feature a visual of the product, or some other image the agency feels more compelling. The article is part of a series dedicated to Sugarshots, quite useful to find out the questions an agency needs to answer when developing an interactive campaign.

Great find.

It will be interesting to see the results for Sugarshots. We face this issue all the time when developing Advergames. With games it makes much more sense to leave out the product, and focus on the branding and imaging (as I've noted here: http://www.fuelgames.com/blog/?p=39 ) Fortunately we rarely have to fight with a client for that as everyone realizes the need to have a fun game first.

Posted by: Brian Robbins at June 27, 2005 06:33 PM