Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.
9. Red Bull’s space diving project
involving Austrian skydiver Felix
Baumgartner brought alive brand
promise of ‘extreme energy’.
10. P&G went beyond a television ad in the
‘Thank You, Mom’ campaign.
Provided a ‘home away from home’ for
moms of US athletes at the Olympics.
*Source
11. Creating an advergame is all
about a brand
• Taking Action
• Creating a brand experience
• Involving its consumers
12. “If you do build a great experience,
customers tell each other about
that. Word of mouth is very
powerful.”
~ Jeff Bezos
Image
16. Gumulon for Stride
• Game controls through chewing action - an immediate
‘head turner’; gets a ‘wow!’ reaction
• In line with the category
• Tight brand integration and link to product
• Used mobile phone hardware features well (front-facing
camera)
Source
17. A mobile game which amplified a unique
element from a TV ad
Source: Waterslide Extreme
19. Waterslide Extreme for Barclays
• Barclays UK released an ad in 2008 dramatising
contactless payment technology
• The ad, ‘Waterslide’ went viral and hugely popular
• Barclays created the Waterslide Extreme game app
on the iPhone, re-creating the water slide
movements on a mobile device
Source: Waterslide Extreme
20. A mobile game which brought alive the ethos of a
brand
Source
22. The Scarecrow app for
Chipotlé
• Chipotlé wanted to convey that it ‘cares’
to promote natural food and is fighting
against the ‘evil’ of processed food
• Unique Hollywood-like production values
became a talking point
Source
23. Learnings
Bring alive the brand story to suit the mobile app platform
Create a unique talking point around the game - through game
features or the tech
Ensure great production values as the advergame has to compete
for attention with the best of mobile apps
24. How do brands benefit?
A win-win situation for both consumer & brand: Brand’s
values, message or key communication elements presented
in a manner that is native, natural and immersive
Active, involved consumer; not a passive consumption of
marketing message
25. Advergame: 4 things to
consider
• Build the advergame concept on a property unique to the
brand: ad theme or baseline, brand promise
• Think of it as long term investment: takes time & effort to
build a great game
• Done well, it is a moat between you and your competition
• Choose a partner with experience in gaming, app
development & mobile technology