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.
If you enjoy shooting videogames (I loved playing Call of Duty and Medal of Honor with my colleagues), you will surely enjoy the “mini” version of Bet On Soldier created by Inbox Digital. The graphics is excellent and the online game really gives you the idea of how the PC game will be. This isn’t an advergame at 100 percent, but it’s a smart use of the Internet to generate interest in an upcoming release. Oli Christie, Creative Director of Inbox Digital commented:This exciting game furthers our capabilities in the viral gaming area. The game takes production values to a new level and this gaming experience should really drive the viral opportunity to create interest this the game amongst the core target audience – PC gamers; it will be a perfect springboard for the launch campaign”.
Peugeot has recently launched the new 1007 model with an unusual style of doors. To promote it, it has created an advertainment micro-site with a series of funny videos and an advergame. A nice soundtrack completes the effort.
Panasonic has launched a pan-European campaign to promote its new VS3 phone. A micro-site with an advergame represent the core of an online activity which absolutely needs some usability and strategy lessons. The site at www.vs3mobile.com is nothing more than an homepage with a few animations and a link (not easy to notice) to the advergame. The game has a nice graphic with a retro style but isn’t exactly entertaining. The navigation on the site is difficult and lacks of possibilities, also because content is absolutely not the king: no deep information is provided on the phone, just just a couple of text lines in the top left part of the page. If you want to find out more about the phone you are redirected to the Panasonic homepage (!!!) where you have to find by yourself the way to the detailed info.
To present its new 107 in France Peugeot has launched a microsite with a nice graphics and a few goodies. Given the target this car tries to reach, I liked the advertainment approach Euro RSCG 4D has decided to choose. The site is divided in four sections presenting the 107′s characteristics connected to the shopping experience, the environment and the city (coming soon). If you click on “107 & l’environment” you find “Park your 107″ a funny advergame to test your parking ability. There is another game in the “city” section, but it’s an .exe you need to download and I’ve been able to test it with my iBook. In Germany, the Peugeot 107 site is very similar but not as nice. At first sight it looks like a bad replica with no games.
Dannon has launched Frusion Breakfast Brawl, an advergame to promote Frusion, its drinkable yogurt. The microsite created to present the new product also features the TV spots and allows visitors to download and print a coupon to get a Frusion free sample: a good example of traditional and interactive marketing techniques mixed. For an extensive (and good) review of the advergame, have a look at what Brian wrote on his Fuel Games Blog.
In Germany beer brand Frankenheim and the German Handball Federation are the sponsors of the first handball advergame, ever created by Branding Solutions. Players who decide to leave their personal data become eligible to win prizes are connected to the sport: two VIP entry tickets for the Super Cup final next October.
Crossvalue has created an advergame for Totalgaz with the aim of explaining the advantages of its ecological GPL Premier. The game challenges players at saving the city from pollution by discovering the GPL Premier logos around the streets. The initiative also gives away prizes: one year of Total fuel for free, a vacation for two and a bunch of 20€ fuel vouchers. [News via
Paris 2012 has launched a lovely advergame to entertain and engage the supporters of its candidacy to host the Olympic Games. Pick your Japanese-style character (this is kind of strange for a French production…) and compete in four different events (I loved the baguette Javelin!)
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