BTL-advergaming
This category includes advertising in the following types of games: educational (edutainment); military (militainment); aimed at recruiting into an organization (recruitment tools); directly mailing address example philippines used for the purpose of distributing advertising (in-game advertising).
There are two types of BTL advergaming: static (transmitting identical messages) and dynamic (the ability to adjust PR for gamers and summarize the results of the event). This classification most often does not mean all BTL advergaming, but only in-game advertising.
Using 18+ category images in advertising is becoming quite an attractive option. However, the game creators are unlikely to take the risk, as publishing adult content may result in legal action and unnecessary expenses.
TTL Advergaming
This includes "link chasing" and "alternate reality games" (ARG). In the first case, the game contains a link to the website of a company distributing its products, and the task is to provoke the gamer to click this button.
Alternative reality games are situations in which reality is simulated. Here, communications are often carried out via the Internet, while participants communicate with each other using mobile devices.
Advergaming does not contribute to the formation of a recognizable brand when the entertainment process is not affected by the presence of a trademark, it can be safely ignored and the game can be completed without its support. In the case of an inextricable connection between the game and the trademark, the use of advergaming in promotion gives the latter significant advantages.
TTL Advergaming
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Advergaming should be organized in such a way that logos are not found on every corner in the game, but at the same time the brand is given a key role. It is unacceptable to include an emblem in the finished product if it has nothing to do with the game and even looks unnatural. The user should not find the logo superfluous at one level or another.
AdverGames, through which direct sales take place, give good results. In particular, it is worth noting online mini-games, where the prize is a discount on products.
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Rules for creating an advertising game
Choose the right site .
Give preference to resources that are visited by the majority of your target customers. Choosing the right portal allows you to find a common language with users and attract the attention of an established community. At the same time, it is possible to achieve greater returns from promotion through content, attracting primarily existing consumers.
In particular, such a strategy was successfully implemented by Magnit, which developed a gaming platform based on VK Mini Apps together with Mail.ru Group. The mechanisms of the social network made it possible to tell in a gaming form what Magnit will be like in the future. In just 10 days, over 725 thousand people took part in the game.
At the same time, if you throw all your efforts into one promotion channel, you miss out on users of other sites. If you have sufficient funds, it is recommended to simultaneously distribute content on several platforms that cover a significant part of the target audience.
Enable competitive effect .
It impresses the audience and ensures long-term communication. The online game "EUROquiz Battle", uniting 10 thousand VK users, clearly demonstrates the value of the competitive element.
Each gamer was required to take the side of one of the two brands. By giving accurate answers, it was possible to improve not only the personal rating, but also the overall result of the game. Such promotions are appropriate if they are held in connection with an important event or promise to win expensive prizes. Otherwise, the user may stop on the way to the finish line.
Remember the importance of the social agenda .
Effective gamification in business through a social agenda was implemented by the Snickers brand during the Hungerithm campaign. The idea was to use a special algorithm to study the mood of social media users and reduce the price of the bar based on this.
The large number of angry comments indicates that people are hungry - accordingly, Snickers should be sold cheaper. So the purchase not only leads to savings, but also has a positive effect on the Internet.
Certain topics trigger strong reactions in people, so they should not be touched upon. Otherwise, it may happen that the audience will perceive your proposal with hostility.