If you’re looking for tips to skyrocket your career, you should check out the new Buddy Lee Guidance Counselor website. You can watch funny videos, find out how much you will make if you start a new career as sheep farmer, beer vendor or crab fisherman, or play a couple of advergames to test your ability in various jobs (what about matador??). Lee Jeans is behind it, but the brand is not clearly presented (a part from the name of the buddy), and this makes the whole thing even cooler. [via RandomCulture]
If you’re looking for “real” satisfaction, and the farting pig is not enough, then check www.snickerssatisfies.com. Every day an irreverent game created by Atmosphere BBDO and sponsored by Snickers will provide you with an unforgettable experience. The game changes every day, don’t miss the one online today, fly over the park and… well, check it out by yourself Tag: advergames
Last week, I blogged about Kellog’s banner with an advergame inside and I thought wow, this is really cool and innovative, I’ve never seen this before! Well it is not that I’ve changed my mind about it, but I’ve found out that also here in Europe some agencies have come up with similar ideas… For example Agency Republic has created a banner campaign for the mobile operator O2 with a banner containing three mini online games. As New Media Age explains, when visitors roll over the banner, three hot air balloons appear, promoting the O2 Pay & Go option, and challenging people to play and win free minutes and sms. In France (thanks Damien) IBM and Roland Garros have created a wonderful interactive banner: when it expands, you are invited to join an online tennis game. You create your own player, choose the playground and then invite another online gamer to play with you. Unfortunately I haven’t been able to see the banner in action but the idea, as described, sounds really cool.
Disney will celebrate this year Disneyland
Kyocera has inaugurated a new advertising network on blogs launched by Burst! Media. Kyocera Wireless ads, created by Media Revolution, will start running this week on Screenhead, Gizmodo, and Defamer. As explained in the press release, the leaderboards promote the advergame “Red Carpet Blitz” which features Kyocera Wireless Corp’s new wireless camera phone, the Koi/KX2. The game will demonstrate the many possible uses for the Koi/KX2 camera phone, as well as allow consumers to learn more about the phone.
Dodge brands received a boost in awareness thanks to an advergame, “Race the Pros” created by Wild Tangent. As ClickZ reports, awareness of Dodge brands was up 27.6 percent among Internet users who had played a new online branded game. On its web site, Wild Tangent features an interesting “advergames corner” presenting research and trends in the industry. A bunch of useful info for marketers…
“At the end of the day, it’s very challenging to get a Pampers box into a video game” said Tim Hanlon, senior vice president and director of TV 2.0, talking about the increasing usage of advergames as a promotional tool. The opinion is reported on Ad Age which dedicates an article to advertisements with gaming functionality. Advergaming works, but it isn’t always easy to fit a product into a game. And this is the biggest challenge for marketers and agencies.
MediaPost reports about the Entertainment Expo that took place last week in Los Angeles. During the event marketing managers had the chance to discuss advergames’ potentials in prototing a brand. More and more advertisers are looking at video games and advergames as an important vehicle to reach 18-to-34 years old males. A part from a recent research by Gartner G2, we haven’t many numbers to confirm the trend is going to bring positive results. We have the “feeling” things are going well but, sometimes, I think there is a “me too” effect. I do like advergames and I would encourage marketers to adopt them but, at the same time, I always fear the “low quality menace” that could annoy consumers and consequently harm the entire industry. On Mediapost there’s actually another article, by Ross Fadner, who considers the question from gamers’ perspective. The discussion isn’t about advergames, rather about in-game advertising. Product placement in videogames has raised several polemics, claiming that a lot of sponsorships usually bring no value to games. P.J. MacGregor, vice president and partner, Play–the Starcom MediaVest Group said:“Advertisements need to ‘add value or some layer of realism’ to be accepted by gamers”.
More than forty percent Internet users are reached by advergames. The upcoming Gartner G2 research states it, and it’s quoted on iMediaconnection. Advergaming is a phenomenon and we can see it’s evolving in the wireless world as well. But we need to remember advergames can prove very profitable only if integrated in a global push, and if marketers take advantage of the opportunity of collecting consumers data. Nothing in the world is free (a part from love, of course . If users want to play, they have to pay, with their personal data…
Tom Hespos wrote yesterday about advergame, maybe not exactly about advergames but, more in general, about the potentials of videogames for advertisers. He comes up with a new perspective on the matter, which I believe is rather interesting. He takes the issue a step further, not considering only advergames and product placement (remember Intel and the Sims?), but suggests brands to think about full game sponsorships. In his excellent analysis, Tom says:“While some marketers are paying game developers for product placement, I haven’t seen anyone completely underwrite the cost of a game and distribute it at no- or low-cost to end users.”
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