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Tag archives: advergames

Advergames: an emerging option

on January 15, 2004 by Martina Comments

Advergames, defined by Gartner as games that incorporate marketing content, is an emerging advertising option. On MediaPost Larry Dobrow quotes Denise Garcia, Gartner�s principal analyst, media and advertising:

“With these games, advertisers can communicate with the online audience, but not in a hard or direct way. When people go online, they�re looking for content and they�re looking to be engaged. The games satisfy both of these needs.”

There’s a Gartner report coming out soon, and I really look forward to read it. It would be interestin to see if there’s any data proving advergames effectiveness in brand awareness and loyalty building.

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Smarties targets teens with a viral game

on December 18, 2003 by Martina Comments

Nestle Smarties has launched a viral game offering UK teens the chance to become a junior music reporter. The competition is part of an integrated marketing strategy in cooperation with the magazine “Smash Hits”. To learn more, check out Brand Republic.

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National Postal Services invest in online advertising

on December 10, 2003 by Martina Comments

In the Netherlands, the National Post Service (TPG Post) launched a viral campaign to promote its online postcard service, while in Spain, the Sociedad Estatal Correos y Tel�grafos opened a tender to select the advertising agency to create a campaign for the online postal service. In Italy, as Pubblicit�Italia reports, Poste Italiane has decided to create a series of advergames to explain consumers the characteristics of its new paying systems. There will be an email marketing campaign to tell people about the advergame (which will also have a wireless version), as well as an online advertising creative.

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Kick and win with British Airways

on October 26, 2003 by Martina Comments

The British Airways advergame, supporting the Rugby World Cup, I�ve talked about a couple of weeks ago is now online, and you can win plane tickets, as well as dvd players and photo cameras. Just go to , choose your favourite rugby character and try to kick the ball between the two jets as many times as possible. It�s not very easy, I�ve tried a couple of times and, as the speaker said, I�ve been embarrassing myself and the public� Anyway I appreciate the viral idea behind the game, send the game to your friends and increase your score in the game� smart!

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Ferrero online marketing to kids

on September 2, 2003 by Martina Comments

Ferrero believes in online and multimedia entertainment as a marketing tool to target kids. They are performing an integrated marketing strategy sincea a couple of years with a series of advergames available to anyone buying the famous Kinder Surprise Eggs. In Italy, they will soon launch a video game “I magicanti e i tre elementi�, supported by a Web site ( that is clearly inspired to Harry Potter, even if this is not stated anywhere.

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Advergames, Jeep and Lara Croft

on August 7, 2003 by Martina Comments

Chrysler Group has launched an integrated marketing campaign that includes an online game, to promote a special limited edition Jeep Wrangler Rubicon Tomb Raider. On and Yahoo! Games users can play and experience driving the same car as Lara Croft does in the movie ?Lara Croft Tomb Raider: The Cradle of Life.? “Everything the Rubicon can do in the game, it can do in reality,” says Jeff Bell, vice president, Jeep, Chrysler Group quoted on iMediaConnection.

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Panasonic new advergame

on August 6, 2003 by Martina Comments

Sorry, I’ve missed an interesting link last week: Game Used to Promote Panasonic Products on iMediaconnection. It’s about the advergames used by Panasonic to promote its new Nitrix mini-system stereos. They will be featured as one of the primary highlights within the community Club Panasonic on Panasonic’s objective is to attract younger and hipper consumers. As Gene Kelsey, vice president, general manager, Brand Strategy Group, Panasonic Consumer Electronics Co. explains on iMediaConnection:

“It was simply logical to create a racing game to play off the product’s cool factor and that is enough fun to generate a viral buzz and repeat traffic to the Panasonic Website.”

The advergames of the Nitrix Series Racing have been created by Renegade Marketing Group.

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on July 24, 2003 by Martina Comments

Tessa Wegert talks about advergaming in her latest column on ClickZ. It’s a nice article that summarizes a lot of the key issues about advergames. A special focus is on interactive scratch cards, and you might remember me talking about KLM online game a couple of months ago.

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Avis tries harder…

on July 17, 2003 by adverblog Comments

Avis has created a “Who Tries Harder?” contest. As explained on MediaPost Avis has launched a competition to give away prizes to its customers and employees. The contest will go on on and it’s aimed to increase customer loyalty as well as customer trials.

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Charlie’s Angels advergames

on July 9, 2003 by adverblog Comments

It seems like Charlie’s Angels is the only movie out now… I really gotta see it… In the meantime, I will play on the Net with the branded advergames created by BlockDot for Sony Pictures. You can have a look at them on Kewlbox. Have fun!

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