Marketers are utilizing video games to create advertising opportunities that extend beyond standard product placement. As ways to place products in video games has become more sophisticated so have the methods to exploit a video game’s popularity outside the game. Product placement now includes working the advertisers food or drink directly into the game as a means of ’powering up’ the player’s character. Advertisers have realized that opportunities outside the games themselves exist as well, as gamers routinely use the internet to research and discuss their games. Old Spice deodorant created a campaign in which gamers earned prizes by increasing their high scores, then logging on to a website sponsored by Old Spice to claim their prizes.
The Discovery Channel worked in conjunction with the game “Gears of War” to offer two additional levels of the game, downloadable exclusively at their site. This site served to jointly promote the premiere of the Discovery Channel’s new show “Future Weapons.” As spending on gaming continues to grow advertisers will also work to exploit all advertising opportunities in and around the games.
Link: http://www.clickz.com/3628372
No comments:
Post a Comment