I love the fact that in France they use online marketing for everything. For example, if you remember, some time ago, we talked about an online campaign for a producer of heating systems. Today the guys from Virtuadz forwarded me the link to an advergame they’ve just created for a company that offers a wide range of home services, including house-keeping. The game challenges visitors to perform a series of house keeping actions such as, ironing and cleaning the windows. Players, if they decide to register, enter the chance of winning a year of free home services. Too bad the competition is only for France. As you can see I haven’t got the time to blog in this period. You can just imagine how my home looks like these days…
Volkswagen is online with a good branded entertainment project to introduce and promote its new Golf GT sport model. It’s a video adventure game, engaging and interactive enough to make people discover the car’s characteristics while having some fun. The agency it’s Tribal DDB Hamburg.
If you loved playing the Winter Olympics ages ago on your Amiga, you will probably enjoy also the advergame Michelin has launched in Sweden. Everything it’s in Swedish, and I miss the connection with the product, but I guess the idea it’s to promote Michelin’s snow tires.
In the Netherlands Nivea has recently launched an online competition featuring an advergame where the action takes place in the metro. Since the campaign it’s targeted at Dutch metrosexuals looks like the brand has decided to play on words… and the result it’s a straightforward, very simple, but apparently quite successful concept.
From Spain a very nice integrated campaign launched by Audi to support the new version of its A3 car. Below you can watch the TV spot created by DDB Barcelona, but if you visit the site you can also play the game that uses the same mechanism of the video (here the agency it’s Tribal DDB Barcelona). The concept reminds me of the great Nike Play Tag spot, but I like it anyway. It’s your turn, you can drive until you find an obstacle that stops you, therefore in the game you have to click in advance to remove all the pedestrians crossing, the truck stuck in the middle of the street etc.
From Austalia, a curious online action to raise money for charity. The tag line it’s “You play, we pay” and it’s basically just another smart way to promote the Xbox 360 game Halo 3, this time with an ethical marketing approach. By saying this I don’t want to sound negative, it’s a charity action, so I appreciate it by default. The advergame consists of a golf challenge, the closer to the hole you shoot the ball, the higher the donation Microsoft will do to the charity organization you decided to play for. Looking at the numbers of plays registered on the site, the initiative seems to be pretty successful. Congrats to Amnesia for the idea.
Being original, when presenting and promoting technology products online, is getting harder and harder. We’ve already seen flashy websites, exciting animations and amusing video explanations, therefore coming up with concepts and presentations that impress us at first sight has become a sort of “mission impossible”. But there’s another way to “exploit” the online environment to promote, for example, mobile phones. It’s called consistency, and to me it means creating Web experiences where the features of the site, and not only the copy, deliver the message about the characteristics of product.
A good example in this direction, it’s the site for the new Palm Centro recently launched by Sprint. The agencies, Perfect Fools together with Goodby Silverstein & Partners, haven’t done anything special, simply, they have applied the idea of “multitasking”, which is the device main characteristic, to the interface as well as to the advergame featured on the site and even (but this was simple) to the URL (moreyous.com).
In France, Volkswagen is launching the new Tiguan 4×4 with a driving advergame in the jungle. I played the 30″ demo, and it looks very nicely done and quite fun to play, especially because when driving you also have to avoid the animals crossing the street…
The only annoying thing is that you have to download and install a dedicated plugin to enjoy the 3D experience, and I fear this will keep out from the game quite a lot of people. via Le Buzzer.
I’d like to share with you an online project we are currently running here in Italy. This year we are going to have two Italian Nike players in the NBA, so we’ve decided to celebrate them and allow two of their fans to fly to the US and attend the match Toronto vs Golden State (the teams where “our” players play).
The Axe Busters have arrived to Japan. Even if you won’t understand a word, it’s definitely an experience worth trying to have some fun, but also to discover a very good work with Flash.
Fortunately the navigation is in English, so you will be able to browse through the content, and discover first of all the “extra animation”, a manga cartoon to introduce the advergame characters and the story behind it. It’s very nicely done, and it even features a dedicated pop song in japanenglish (I guess…)
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