5 lessons any marketer can take from the playbooks of successful mobile gaming companies.
There's much speculation that Facebook is in the process of starting an ad network. This is consistent with the reports that Facebook is about to launch a real time bidding service for ads called Exchange.
If 2011 was the breakout year for mobile marketing, then 2012 looks to be the year brands successfully bring video into the mobile marketing mix.
The Hard Rock Hotel & Casino in Las Vegas launched a revamped rewards program designed to provide consumers with points and prizes for activities including gaming, dining and clubbing, said company CMO Brian Bork. The program was designed by L.A.-based agency Meat and Potatoes, Hard Rock Hotel & Casino's AOR.
Ford Motor Co. has launched a gamification campaign to promote its new prime-time reality TV show "Escape Routes," airing March 31 on NBC, confirmed Aaron Miller, Ford product communications coordinator. The campaign includes a microsite and social media elements.
Walmart, T-Mobile and Angry Birds developer Rovio have collaborated on a Facebook promotion that enables consumers to unlock exclusive game content, the companies said March 22. Consumers can access the content by finding clues on Angry Birds branded products at Walmart stores and by "liking" Walmart on Facebook.
Gamification company Badgeville will now be integrating scores drawn from Klout, the social media influence platform, for marketers looking to reward users in brands' online communities.
The interactive BizWords iOS app was created by direct agency Organic for Hilton Garden Inn to "help business travelers decode and navigate the business speak that has become so common in the workplace," the hotel chain said on its site.
Online quests have proven to be tremendously popular. The trick is: how do you harness that level of engagement for something that's not a game?
"It's not your grandmother's Audubon" anymore. The nonprofit organization enlisted Goodby, Silverstein & Partners to create an engaging social birding contest.
These apps do the trick when it comes to interactive gamification.
Marketing experts agree that gamification drives powerful and prolonged consumer engagements. But is the technology too new to invest in?
Deborah Holland has seen the Publishers Clearing House Prize Patrol surprise sweepstakes winners countless times. But after more than 30 years with the company, Holland, the EVP of creative strategy, communications and consumer affairs, finds the emotional exchange no less compelling today than when she first walked through the doors of PCH's Port Washington, N.Y. headquarters in 1979.
Some marketers may balk at the expense of Volkswagen's videogame for Microsoft Corp.'s Xbox to support the launch of the 2012 Beetle. However, Volkswagen of America EVP and chief product and marketing officer Tim Mahoney says the game — which mirrors the campaign's TV spots, showing consumers driving around in a Beetle and giving passersby high-fives — "seemed ideally suited to reinforce the TV spot."
Four years after its introduction, many companies and marketers still view gamification as simply slapping badges on a website in an effort to increase user engagement.
Social gaming company Zynga has named Jeff Karp its chief marketing and revenue officer. He "oversees all aspects of marketing at the company, is working to optimize and drive revenue with our game studios, and oversees international sales," said Adam Isserlis, director of corporate communications at the company, via email.
Bill Young, managing director of EA Ready, says mobile and social gaming platforms offer more opportunities for advertisers than consoles.
Gaming company Electronic Arts (EA) and automotive brand Chevrolet tied a Facebook sweepstakes to the August 9 demo release of EA's "Madden NFL 12" video game. EA worked with integrated agency Goodby, Silverstein & Partners on the initiative.
US e-commerce sales reached $38 billion in the first quarter, up 12% compared with Q1 2010, according to comScore. It was the sixth consecutive quarter of e-commerce growth and the second straight double-digit growth quarter in the US.
Last week Facebook began paying its members with Facebook Credits to watch advertising videos displayed in Facebook games such as Funzio's Crime City, said a member of Facebook's PR team.
Real estate company Century 21 launched a mobile gaming campaign on April 12 to promote its mobile app. The company worked with digital agency Appssavvy on the initiative, which is a part of game developer Ngmoco's We City mobile game.
Multichannel retailer The Golf Warehouse launched a program December 15 offering 25 Facebook credits for purchases of gift cards.
Scott Silverman, former executive director of National Retail Federation digital division Shop.org, launched IFeelGoods, a virtual product and social gaming firm, on September 20.
Discovery Communications is one company planning a social game for later this year to promote the Discovery Channel's Deadliest Catch show.
American Family Insurance has created its first social game, I-Am-Fam, in an effort to reach its main demographic, who are active users in the gaming space.
ESPN take the Masters on the road; Fox Soccer promotes World Cup with gaming; Captain Morgan turns 375-ish
Marketers are incorporating Zynga's Facebook games, including FarmVille, YoVille and Mafia Wars, into campaigns that link product purchases to in-game redemptions.
Scion is planning to unleash a full-scale marketing plan this fall for the rollout of its 2011 Scion tC sports coupe. However, the Toyota-owned brand will turn to an online interactive game to garner early buzz.
The National Geographic Channel (NGC) is using online gaming to help promote the launch of the channel's series Hooked, which premiered Monday.
Company of the week
R2C creates, produces, distributes and measures messages that inspire and compel consumers to do something with a brand to drive commercial advantage. The full-service advertising agency specializes in creative, production, media, analytics and performance.
What's in our mailbox this month: fitness postcards from Retro Fitness, American Woman Fitness Centers, Union's United Taekwondo Academy, and Bally Total Fitness. (We're totally pumped.)
Social data can improve a brand's bottom line and customer relationships. Just ask brands Infiniti and Diamond Nexus.
Here are three must-have data sets that every marketer should include in his or her email strategy.