Games and Brand Extension – Do They Click?

For this article I wanted to look into the way that traditional games and gaming elements have been used to enter the mainstream space from a business standpoint to either incentivise consumers or engage them on a different level.

Games are primarily an entertainment medium, but that hasn’t stopped companies from having games developed to reach a different demographic than perhaps represents their core market. An ad campaign may run for 2 weeks, 4 weeks or 2 months but branding within a game can have a much longer shelf life. The most common example of brand extension within the gaming arena focuses on movie tie-ins. Many Disney/Pixar films release a game based on the film around the same date. It helps consumers engage with the film on a deeper level and get to know the characters and brand better making it ultimately more likely that additional purchases of merchandise or DVDs are made. The main issue with game tie-ins however is often they are rushed to coincide with the film release and most end up being fairly average titles. The sheer fact that the majority are aimed at a very young audience means though that children tend not to worry too much about this and just enjoy controlling the characters.

Looking at something completely different from an engagement aspect. Papa John’s pizza in the UK released a mobile gaming app which had you deal with pizza orders and create pizzas as perfectly and speedily as possible. App was priced at 69p with the hook being if you reached a certain score then you could earn a free pizza. It was a well made game and was quite a fun stand alone game as well as being challenging in the later levels. The only disappointing part was upon reaching your free pizza it was for collection only which limited me somewhat but was still a good prize.

Weight Watchers UK campaign last year focused on treating weight loss like a game thanks to the point system that was in use. It was an interesting take on things but it wasn’t continued for the 2013 marketing campaign. Arguably, despite the fresh take on losing weight, it didn’t engage the largely female audience of its membership base as even now, females are still in the minority when it comes to enjoying games. It perhaps didn’t resonate as strongly as it should have.

When there is a natural gaming tie-in that fits organically such as in Wreck-It-Ralph you get the best of both worlds – a good film and a very relevant game. You even have in-game advertising which can be seen in many of the Need For Speed series of games. Rockstar also create such believable worlds with their Grand Theft Auto series that there are teams dedicated to creating fictional brands within this universe – they actually extend their own brands within the games and also into the real world. Rusty Brown Ring Donuts is one that always springs to mind.

I’d be interested to hear any other examples you may have experienced perhaps in countries other than the UK.

Some of the Largest Brands Are Using Game Based Apps For Advertising and Promotions

Over 550 businesses and schools have used a scavenger game application available on iPhone and Android mobile devices to drive and enhance their advertising and promotions. The SCVNGR app development platform includes notable users such as the Boston Celtics, Boston Globe, New England Patriots, Journeys, The New York Times, Universal Music Canada, Warner Bros, as well as colleges and universities including Princeton. Using mobile games as a platform for ads and promotions is one of the latest trends in consumer engagement, especially the millennial generation that grew up on video gaming.
 
The essence of the SCVNGR platform is three interconnecting elements: Challenges, which are things to do at places; Treks, which connect places and challenges; and Rewards, that offer benefits for playing. Players earn points in a Challenge – checking-in is worth a point, telling your friends where you are is worth 2 points, and and providing content about a location such as a picture is also worth 2 points. The platform’s database is understood to include already over 20 millions locations.
 
Marketing opportunities abound, from directing a Trek to a specific location with advertising and promotion opportunities along the journey and at the destinations, through utilizing consumer experiences and user generated content that involves the brand at Challenges and Treks. Of course, the Rewards can easily be tied to photo opportunities and further promotions. Fun and games are thereby able to leverage off brand related content, locations & competition.
 
For instance, a Philadelphia Diamond retailer, Robbins Diamonds, fashioned an interactive city-wide treasure hunt to find a hidden diamond ring. Clues were delivered to competitors cellphone’s by SMS text messages, mobileweb or in-app notifications. Pre-event publicity and media coverage included media from traditional print through to digital blogs. As a result, there were almost 2,000 applications for the 250 available spots and 2.5 million impressions for the retailer in TV, print, radio & internet immediately before their busiest season. See the full case study at scvngr.com

Advertising and promotions are no longer one way streets – mobile apps like SCVNGR & others are paving the way for experiential marketing utilizing the mobility benefits of those media and mediums that are with us 24/7 – the mobile phone. As Robbins Diamonds was able to accomplish, you can use a mobile app to rise above the noise produced by your competitors and saturated ad markets. As well, by involving your customers in an experience they will remember and associate with your product, you are creating a positive top of mind recall event that will be hard to match through conventional ads or promotional opportunities.

Finding Free Online Games For Kids

When it comes to online games there are so many categories available in a website that it may be really hard to choose which one to be interested in. After all, at the end it’s your choice when you want to play the game. There are several games thats available to suit kids, except shooting games, war games, and adult games. Kids are more likely to play arcade games, puzzle, dress up or even racing games.

For the past few years, most kids would go to the mall, straight to the arcade and pay so much money just to play the games. They would get so addicted, forget the time and come home late which makes the parents worried. But now there are several online games website that’s free for kids of all ages.

Some websites are not free and you have to download the games but most websites we know are free and children can play as much as they want anytime. There is no limit and parents don’t have to pay plus and they wouldn’t be worried anymore. A lot of games website need a java or another software for you to be able to play the game but no need to worry because every website offers the link to the java or another software for you to download and it’s totally free. It only takes about a minute or so to download.

Kids Games Corner have the best free online games for kids to play. They even have educational games so the kids can have fun while they learn. It’s hard for parents to find reliable and free information on what games they should let their kids and children play and which game they shouldn’t. If your a parent and looking for a suitable and trusted game website, you should check out their website. Kids Games Corner features over 3500+ free arcade games for kids that children can play and share. Their mission is to provide the best children flash games, so your kids can have fun online.