Getting the Most Bang for Your Buck in Social Games Advertising
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Millions of people worldwide play games on social networks, and advertisers are expected to spend $293 million in social games in 2011 -- a 60% increase over what they spent just two years before. Interesting case studies will explore the advertising opportunities that work best in social games, and how can you make your brand stand out from the pack -- in a good way!
![Hi, my name is Chris ,[object Object],[object Object],[object Object],[object Object],Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20 Director of Product Management, Lycos [email_address] @chriscummings01](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Getting the Most Bang for Your Buck in Social Games Advertising
- 1. Chris Cummings, Lycos Getting the Most Bang for Your Buck in Social Games Advertising
- 5. And that’s just Facebook… Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20
- 7. Beyond display ads and lead generation, how are advertisers using social games to achieve marketing objectives? Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20
- 12. Let’s look at three recent case studies Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20
- 16. 3 rules for a successful ad integration Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20
- 20. And don’t forget… Follow Social Media & Community 2.0 Strategies on Twitter @community20 - Join the conversation with #socialc20
Notas do Editor
- Mall World is a game where you can run your own fashion boutique and shop to your heart’s content. Do you want these new Heartbreak Earrings for your shop? Click the “continue” button to watch this video ad about Levi’s curved jeans, then take a brief survey about the kind of jeans that best suit you.
- Wee World is another social network based around avatars and chat. They have branded chat rooms - sometimes available only for a limted time, like the one they did for the Red Riding Hood movie that recently came and went from theaters. Here is an example of branded gear for your avatar. I’ve got some awesome fangs here courtesy of CW’s Vampire Diaries.
- THQ and Embassy Interactive launched UFC Undisputed Fight Nation, a facebook game attempting to leverage UFS’s brand and the mechanics of a facebook social application. You basically fight your friends for daily rewards. (Collectible card game style) Right now, in its beta period, the game has 230k active monthly users and the reviews are pretty good. Depending on which side of the fence you are, branded games have their own particular challenges -- a recognizable brand and quality art assets are definite bonuses; the con, at least for developers is less freedom to iterate on a design because you need to get approval from the brand owner. No branded games have cracked top 40….
- Green Giant partnered with FarmVille offering shoppers FarmVille cash and product discounts with their purchases. 7-Eleven, MacDonalds, and others have all done similar promotions.To redeem your code after purchasing your product, you also need to provide your email address -- which is a nice way to build your marketing database, if you’re a brand like Green Giant.
- Another interesting point Carter made: Y o u can have 200,000 people drive past a billboard on an LA freeway every day, but you donʼt have the same level of engagement as when people select ʻCar Town,ʼ said Steve Center, Hondaʼs vice president for advertising.M a rketers and game developers will discover they are building powerful channels and that thereʼs enormous property for sale.
- Green Giant & Farmville, Honda & Car Town. In Car Town, the billboards were strategically placed in areas that players visit frequently. Sense of urgency - if you want that virtual car, if you want to get in on that virtual currency, do it before the offer expires!
- Imagine if those fangs in Wee World actually gave me vampire abilities -- actually don’t imagine that, it could get messy -- but you know what I mean. It’s great to look cool, but what if it was like the CR-Z in Car Town?
- Video ads: 45MM players x 30 second spot = 375k hours of brand awareness available on FB alone. Caputres the audience while display ads coexist with content. Areas for innovation? Taking advantage of specific demographics; minigames & social interactions in ads