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How brands can benefit from advergaming

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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.

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How brands can benefit from advergaming

  1. 1. Brands and Advergaming How marketers can benefit from mobile games Image
  2. 2. A bespoke game created specially for a brand.
  3. 3. Advergame | ˈadvərˌgām ˈædvərɡeɪm| : used interchangeably to describe both a bespoke game for a brand or in-game advertising by a brand
  4. 4. Nissan branding in SIM City is an example of in-game advertising.
  5. 5. OUR FOCUS: Advergames for brands
  6. 6. Why Advergaming for brands?
  7. 7. Today, marketing is not about talking to consumers.
  8. 8. Marketing is about brands doing. And consumers talking about it. Image
  9. 9. Red Bull’s space diving project involving Austrian skydiver Felix Baumgartner brought alive brand promise of ‘extreme energy’.
  10. 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. 11. Creating an advergame is all about a brand • Taking Action • Creating a brand experience • Involving its consumers
  12. 12. “If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” ~ Jeff Bezos Image
  13. 13. Some examples & learnings
  14. 14. A mobile game for a chewing gum brand Source
  15. 15. Image
  16. 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. 17. A mobile game which amplified a unique element from a TV ad Source: Waterslide Extreme
  18. 18. Source: Waterslide Extreme
  19. 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. 20. A mobile game which brought alive the ethos of a brand Source
  21. 21. “The Scarecrow” Mirrors Chipotle’s Own Journey to Cultivate a Better World Source
  22. 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. 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. 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. 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
  26. 26. ABOUT US Robosoft Technologies © Robosoft Technologies
  27. 27. Robosoft What we do Delivering mobile solutions across segments and platforms, we have worked with major brands across the globe. With 1400+ apps, 200 million+ downloads, we have a diverse portfolio. Key Services APP STRATEGY DESIGN ENGINEERING Key Segments © Robosoft Technologies CONSUMER MOBILITY GAMES & ENTERTAINMENT ENTERPRISE MOBILITY
  28. 28. ColorsTV Pepsi Now NDTV ESPNcricinfo Dhoom 3: © Robosoft Technologies The Game Paytm Key Projects
  29. 29. Key Clients © Robosoft Technologies
  30. 30. 2014 2013 “Nick World” - Social Media & Digital Marketing Award, CMO Asia “Dhoom 3: The Game” - IDMA Awards, FICCI, The Smarties “Paytm” - IAMAI “Dhoom 3: The Game” - Windows Million Downloads Club “Game Your Video” - Demo India “NDTV” - IAMAI “WWF Together” - App Store BEST of 2013 “Game Your Video” - Macworld Best of Show, App of the week “Times of India” and “VideoPind” - IAMAI “NDTV” - Asian Digital Media Awards “Boom” - Macworld Best of Show “Jim and Frank Mysteries” - Apps fire Award, NASSCOM Super Pitch “Jim and Frank Mysteries” - Runner up Apps Star Award “NDTV” - Asian Digital Media Awards 2012 2011 2010 Pre 2010 “The Movies” - BAFTA © Robosoft Technologies
  31. 31. CONTACT Mumbai: ninad.chhaya@robosoftin.com UK: roger.davies@robosoftin.com © Robosoft Technologies