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.
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…
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