In the competitive world of digital marketing, brands are constantly looking for new ways to interact with their audience and create a lasting impact on the consumer’s mind. One strategy that has proven successful for many companies is the implementation of advergame campaigns. Advergames are online games or mobile applications that incorporate the brand and its message in a fun and entertaining way. Below, we’ll explore some of the most successful advergame campaigns and why you should consider implementing one for your brand.
1. Dove “Real Beauty Sketches”
The famous personal care brand, Dove, launched a campaign called “Real Beauty Sketches” in 2013. While the “Real Beauty Sketches” campaign is not an advergame in the traditional sense, Dove also launched an interactive web application that allowed users to create spoken portraits of themselves and then watch as other participants described their facial features. The advergame aligned perfectly with Dove’s message about self-esteem and real beauty, resulting in a significant increase in interaction with the brand and greater awareness of its message.
2. Chipotle “Scarecrow”
Chipotle Company’s “Scarecrow” campaign is an advertising campaign that launched in 2013 as an animated short film and video game app. The campaign aimed to raise awareness about the importance of healthy eating and sustainability in the food industry.
The “Scarecrow” campaign was well received and won several industry awards, highlighting Chipotle’s focus on fresh and sustainable ingredients. This became an example of how a brand can use powerful storytelling to promote awareness of critical food issues.
3. Coca-Cola “Happiness Factory”
The Coca-Cola Company’s “Happiness Factory” campaign is one of the brand’s most iconic and memorable advertising campaigns. This campaign was first launched in 2006 and has been continuously updated and expanded in subsequent years. Its main objective is to convey a message of positivity and happiness associated with drinking Coca-Cola.
The campaign transports viewers to an imaginary world where characters and creatures interact in a happiness factory. This world is colorful and full of creative details that represent diversity and joy. Users had to overcome different levels and challenges to earn “happiness” and accumulate points. This campaign has been a great success for Coca-Cola and has helped keep the brand in the consumer’s mind as a symbol of joy and positivity. The longevity and creativity of this campaign has made it a benchmark in the advertising world.
4. Burger King “Subservient Chicken”
Burger King’s “Subservient Chicken” campaign is one of the most iconic viral marketing campaigns of the 2000s. It was launched in 2004 as a creative way to promote the “TenderCrisp Chicken” sandwich from fast food restaurant chain Burger King. The campaign was notable for its interactive and unique approach.
Burger King created a website called “Subservient Chicken” where visitors could type commands into a search box. The man disguised as a chicken in the video responded to these commands in real time. The responses were varied and often humorous. Users could ask the chicken to do things like dance, jump, do push-ups and even “do yoga.”
Burger King’s “Subservient Chicken” campaign is an example of how creativity and interactivity can be powerful marketing tools. It generated a huge buzz at the time and left a lasting impression on the advertising world.
Why should you implement an advergame campaign for your brand?
- Interaction and Engagement: Advergames are an excellent way to capture the audience’s attention and encourage interaction with the brand. By offering an entertaining and engaging gaming experience, users are more willing to engage and participate with the brand.
- Differentiation from the Competition: Advergame campaigns are a unique and creative way to stand out from the competition. The originality and fun associated with games can make your brand memorable and distinctive in the minds of consumers.
- Emotional Connection: Advergames can create an emotional connection with the audience by aligning the game with the brand’s values and message. This can result in increased loyalty and brand preference from users.
- Measuring Results: Unlike other marketing strategies, advergames allow you to more directly measure campaign results and performance. You can track engagement, retention, and other metrics to evaluate the success of the campaign.
In conclusion, advergame campaigns have proven to be a successful strategy for increasing brand interaction, generating awareness, and creating an emotional connection with the audience. By incorporating the fun and excitement of online games with your brand message, you can drive success and differentiate yourself in the competitive world of digital marketing. Consider implementing an advergame campaign for your brand and watch your audience engagement and participation increase.
Digital Technology Consultant | Digital Project Manager | Consulting and Training | Gamification and Advergaming project design.
He has 16 years of experience in marketing, administration, and project management for the design and development of websites, custom web systems, mobile apps, advergaming, and gamification. Course facilitator and university professor, in subjects, focused on web design and development.