Following the success of Nokia Game, on September 19th Nokia will introduce a new interactive adventure, Nokia 20Lives (the site doesn’t work yet), combining the online and mobile experience in a unique challenge. Nokia 20Lives uses video and animated images on the Internet, as well as SMS, email and voice messages to share information with the players. During the game players have a chance to win a mobile phone or compete for the grand prizes, such as helicopter ride, spa weekend or trip to a Formula 1 weekend in Monaco, related to the lives of the 20 characters. To take part in Nokia 20Lives, participants need to have access to the Internet, an e-mail address, and a mobile phone with the capacity to receive short messages. Nokia 20Lives is open to all mobile phone users over the age of 16 in the 21 participating countries, and there is no participation fee. Registration for Nokia 20Lives opens on August 29, 2005 at www.nokia.com/20Lives/, and players can register during the game until October 11. Nokia 20Lives will kick off on September 19 and it will be played until October 13, covering 21 European countries in 11 languages. [news via Darla Mack]
My friends at LaComunidad are behind the MTV’s Kabuki Battle, an advertainment website (in english) recently launched by the music network in the Netherlands and Belgium. On the website you can meet Foolio (?) and a series of curious characters fighting one against the other. The site is promoted on TV with 5 seconds “speed” commercials and has already generated a lot of buzz among teenagers who are having fun with the multiplayer advergame and downloading mobile content.
Online betting service Cantor Spreadfair has launched a table top cricket game. The idea, of course, is to attract cricket fans and convert them to clients: anyone who opens a Cantor Spreadfair account through the game gets a £50 first trade bonus. Advergames’ specialist Kerb created the game. Check out their website, which is an advergame itself.
Digital agency Holler has created a viral advergame to promote The Mitchell Brothers’ new single “Excuse my brother”. In the game you are a drunk brother trying to walk as far as you can, avoiding bins and collecting more pints. Top scorers win tickets to The Mitchell Brothers’ concerts. Recently I posted about an advergame to promote the Chemical Brothers.
Fuel Games Blog points to Sammy the Salmon, the advergame GCcubed created for Cheapsmells.com. Well, CheapSmells (what a name!) sells perfumes so I’m sorry, but I don’t see how a swimming fish advergame could help their business. They also give away cash prizes, and again, I don’t understand the goal they want to reach. Sorry, but I feel this advergame is just a good example of wasted money in online marketing.
Mobile content provider Zed has asked interactive agency Panlogic to create an advergame to connect with its young audience. Panlogic, whose tagline is “Intelligent Digital Marketing” come up the “brilliant” idea of Pig Blast, a fart flying pig… If you really love this game, you can even get a free fart ringtone Check out the record: I just can’t believe someone passed 30 minutes in his life keeping the pig flying.
Matt passed me the link to the Chemical Brothers advergame. Created by Starvingeyes the game has a simple but unusual gaming mechanism which together with the soundtrack (CB music of course!) delivers well the Chemical Brothers’ promotional message and brand.
Shall we call it a luxury advergame? In the UK, Jaguar has launched an online Urban Golf challenge, an advergame created by Skive Creative and seeded by Cake New Media at Eatmail. Jaguar’s idea is to promote it’s S-Type R model to over 35 affluent males and to build up a database of opt-in contacts. Players who submit their score automatically enter a draw where they have the chance to win a “golfing day” with European Tour player David Howell.
MarketingDirecto reports about a successful advergame campaign run in June by Lastminute Spain. The game, created by eMascaró Consulting was associated to an online competition giving away free travels to London, New York and Maldives. It reported 39,000 registered players and 275,000 visits. Unfortunately the game is no longer online, so we cannot understand if the success was due to the attractive prizes or to the game mechanism. Online advertising on MSN and Wanadoo supported the initiative.
In Italy, L’Orèal Paris is promoting its new Party Proof gel with an advergame on MSN.it. In order to play, users need to register, and automatically access a draw which will give away 1000 music credits on MSN. The game itself is not particularly engaging: in a disco, dancing and listening to the new hit single by DJ David Guetta (who’s the testimonial of the campaign), you have to spoil the people who don’t use Party Proof. The agency behind the advergame is Adacto.
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