Advergames, defined by Gartner as games that incorporate marketing content, is an emerging advertising option. On MediaPost Larry Dobrow quotes Denise Garcia, Gartner�s principal analyst, media and advertising:“With these games, advertisers can communicate with the online audience, but not in a hard or direct way. When people go online, they�re looking for content and they�re looking to be engaged. The games satisfy both of these needs.”
There’s a Gartner report coming out soon, and I really look forward to read it. It would be interestin to see if there’s any data proving advergames effectiveness in brand awareness and loyalty building.
Thanks to Steve, I’ve found out an excellent article on iMediaConnection about targeted advertising. It’s an interview with Andy Jedynak, senior vice president and general manager at WeatherBug, who explains how the website is helping advertisers with a precise and effective targeting. Through users’ registration and wit WeatherBug has developed a rich database which has been the base for building a frank relationship with consumers. What we understand from this interview is that in the online world the “ask-listen-talk-listen” is a crucial circle to build a site’s success, generating traffic and providing advertisers with satisfying results.
A new campaign aiming to demonstrate the benefits of Yell.com has been launched in the UK. As Brand Republic the creative has been developed by AKQA and features skyscrapers, standard banners and buttons which will appear on MSN, Ticketmaster and other high-traffic sites.
Poste Italiane, the National Italian Postal Service is launching a wireless advergame (with a video clip) to promote its new pre-paid credit card, which is the “son” of an online game featured on Poste.it. The game can be downloaded from an advergames portal as well. The idea of a wireless advergame sounds great also because it’s getting a lot of attention from the media with a positive echo for the branding effect.
eMarketer reports the results of a Reveries study conducted among over 400 marketers. 22.7% of marketers think mobile marketing is currently just fairly viable, only 13% rate it as fair five years from now. On the topic, there’s also an article on iMediaConnection, while the full research’s results are available here.
Let’s talk about brands, branding and slogans. Al Ries on Adage writes an article about “Wasting money on bad advertising slogans“, explaining how a brand could invest $40 million dollars in advertising without leaving an idea in the prospect’s mind. He quotes the case of food producer Tyson, but also provides a bunch of positive examples leading the route of successful advertising with powerful slogans. If you’re interested in branding and brand mistakes, have a look at a new blog, “Brand Autopsy“, it’s excellent.
Denise Garcia analyst at Gartner G2 plays the oracle on iMediaConnection, making predictions on the ad spending winners and losers in 2004. The article is based on her latest research, 2004 Advertising Trends Report and provides a bunch of insights about online advertising and financial services, pharmaceutical, manufacturing, retail and travel industries.
IC Group has created an advergame to help Hormel Foods increase consumer demand Stagg Chili. The Chili Chuckwagon Challenge will be online until April 30, and allows players to win $100,000 cash or a variety of secondary prizes including Plasma TV’s, entertainment centers, Dual brand electronics, and mountain bikes. Entrants are also automatically entered in a Sweepstakes for the chance to win a 2004 Mazda RX8. Consumers access the game by obtaining a UPC code from any STAGG� Chili product. Larry Raskin, Senior Product Manager for Hormel Foods Corporation said:“Our mandate is to simply get more people to try STAGG� Chili. We felt the fun of an online game and an exciting prize list would be a great way to help stimulate sales and trial of STAGG� Chili.”
Personally I don’t like this kind of online competitions. I don’t believe giving away money it’s a good incentive to increase product awareness, even if you have to buy to product in order to enter the game. I see it as a “buy play once and forget” process in consumers’ mind.
A new research by Dynamic Logic MarketNorms confirms that interactive ads increase brand awareness to a greater extent than non-interactive ones. As explained on Revolution Magazine, consumers exposed to interactive ads felt more favourably towards the brand than when exposed to a non-interactive ad, and intent to purchase was 2.9% higher.
Enpocket and cdp-travissully have produced a text-to-win campaign for the Netherlands Board of Tourism through 135 Caffe Nero outlets capitalise on the interest around the ‘Girl with a Pearl Earring’ which stars Colin Firth and Scarlett Johansson. More than 300,000 postcards have been distributed through the caf�s and broadsheets, offering an instant ‘text to win’ for tickets to the film and entry in a draw for a 3-night break to The Hague to see the real ‘Girl with a Pearl Earring”. Jeremy Wright, co-founder of Enpocket, said:“This campaign demonstrates the simple fact that the use of text as a response mechanism is as relevant when targeting older, higher-end audiences as it is with younger mass-market audiences. As the most recent Mobile Media Monitor (October 2003) from Enpocket Insight showed, more than 9 out of 10 mobile owners 25-44 are now active text users.”
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