In the UK Gillette has launched an integrated marketing campaign for the new Gillette Fusion Power Stealth range. Online, they have created a “spy game” called The Undetectables where users are challenged to recover the Stealth razor that has been recently stolen. The advergame is quite nice to play, but actually calling it “spy game” it’s a little bit too much since, as far as I’ve seen, there’s only one level/mission to play. In any case, no matter if you do or do not recover the razor, you can enter a prize draw to win training days at a spy school or, if you aren’t lucky enough, a Gillette razor. The agency behind the game is Haygarth.
To celebrate the 20th Anniversary of the Shark Week Discovery Channel has launched a sophisticated and fascinating advergame called Sharkrunners. Developed by area/code, the game reproduces online an oceanic exploration where players take on the role of marine biologists who seek to learn as much as possible about sharks through advanced observation techniques. Through the online interface players control their ships, but the sharks are controlled by real-world white sharks with GPS units attached to their fins. Real-world telemetry data provides the position and movement of actual great white sharks in the game, so every shark that players encounter corresponds to a real shark in the real world. Since the all action is in real time, players can/should also sign up to receive email and/or sms alerts when their ship is about to “meet” a shark.
Hamleys is one of my favourite stores in London, so when I read they were relaunching their site, the news got my attention, even if I’m no longer a kid since a “couple of years”… Their online marketing plan focuses on a mini-site that grabs kids and mums’ attention with an advergame and a virtual tour of the e-commerce store. The advergame, called The Magic Toy Factory, is a sort of brick/tetris replica… it’s very simple to play (it’s for kids! but also quite addictive… On the other side, the virtual tour unfortunately is not very rich nor interactive. You can easily tell it has been built only with the idea of generating sales, without actually thinking that presenting the product with a click & buy isn’t enough if the whole experience doesn’t manage to create a little bit of engagement in the users… In the end, I will keep going to the real store…
On BuzzingBees I’ve discovered a very cool project launched by Rexona, which integrates online and offline without forgetting to be consistent with the brand positioning (unfortunately this is not so common). The project is called Extreme Pamplona and it moves in the direction of brave and tough “real” men already seen with Stunt City and Action Hero. The idea, in this case, is to recruit crazy people to represent their country in an adrenalin-pumping chase next week in Pamplona. Unfortunately the recruiting stage is now over, but there’s still an addictive “Prince of Persia” style advergame to play. The loader (see below) it’s brilliant and made me smile, but the whole game is niceand can get you hooked for quite some time, at least until you don’t meet all the characters that populate the different levels.
Universal Pictures and Google have launched today The Ultimate Search For Bourne, an advergame to promote the third “Bourne” film, starring Matt Damon. In order to play the game, you need to have a Google account (and quite some patience) as it uses several Google tools which come into action within a time window of 15 days. I must say that at first sight everything looks complicate, and I get quite lazy if I don’t immediately understand what I have to do in order to play… Maybe I should register for the prizes, but I’m not interested in them neither… So why am I writing about this? Because I’m interested in the potentials of integrated actions using Google… They have great tools but, most of all, as I personally experienced in a series of meetings last week, they have the right attitude to think 360 when a client comes up with a need or a project.
It’s a “click” game, so you don’t have to speak Portuguese to play it, but just to use your intuition and enjoy the experience.
The game is fun to play, but in my opinion the user gets more fascinated by the aesthetic side of the project: animations are impressive, as you can see from the “making of” video the agency has released.
Found on Webcore.
The Perfect Race is not the only online driving challenge BMW is currently running. There is also the BMW eDrive Challenge 2007 recently launched in The Netherlands to show in practice which are the characteristics of the EfficientDynamics new features. Developed by Little Chicken Game Company, the game is all in 3D and requires the installation of a dedicated plug-in. Unfortunately, on my Mac it keeps crashing the browser, so cannot really tell you whether it’s good or not… If someone can get through, would be nice to have an opinion
Eventually an addictive advergame. Perhaps it doesn’t have much to do with the product it’s advertising (a car), but it’s different, sticky and definitely worth generating some word of mouth. What shall we ask more to an advergame?
Ok, now one step back and some more info on the whole thing… It’s a mini-site launched in France by Dodge to promote its new Dodge Nitro. The concept plays with the idea of nitroglycerine/adrenaline, and therefore features a site full of testosterone to immediately get the attention of the right target audience. Even if the site is in French, finding the way to the advergame isn’t very complicated (just look for “jouer” and/or “survoltez vous”) but there’s an annoying mandatory registration form to fill in in order to play. When you’re in, use the spacebar to reach the right level of adrenaline, and then jump across the holes to get as far as possible… if you can, try to avoid the walls… via E-conomy.
From France, a mini-site to promote Moneo, a card that allows you to pay fast small amounts of money. The site is called Evitez le prunes which literally means “avoid the plums” but probably in French has a wider meaning (any French speaking reader can help?). As Moneo can be used to pay parking fees, the advergame challenges you to run as fast as possible to avoid being fined for not having paid the parking ticket. Not very original, but nicely done and worth having a look at.
If you have a couple of years to wait until the site loads, check out Get The Glass, the latest Got Milk? online campaign. The site is a Flash 3D advergame, an entertaining experience based on one of the most classic board games, starring the Adachi family. After a few seconds on the site, you understand the campaign claim “Get the Glass” which should actually continue with “Chill out, relax, enjoy your glass of Milk and wait for the site to load”. Due to the long loading time the navigation results quite painful, I must say, but the animations are just brilliant and, in the end, you realize that it’s worth waiting. If you care more about aesthetics than on the marketing effectiveness of the site, you will surely like it. Kudos for now, and awards to follow to North Kingdom (a Swedish agency) for the amazing job. via Laurent‘s blog.
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