Implementing advergames for commercials and media education
Posted June 29, 2009on:
The word advergame derives from the fusion of the words advertising and game.
Advertgames are interactive games created to broadcast commercial messages, develop the brand awareness and bring traffic to consumer oriented websites.
The advergame marketing strategy begun in USA in 1998 when the firsts advertising expert start to test an different ways to promote their partners’ products.
The goal was to find a way to reach the audience and avoid the risk of annoying them with boring messages.
And the advert game was the perfect tool for this job because of its addicting and viral nature.
Was soon clear thar Advertgames can capture the target attention and create a more involved and complex relationship. In this way people remember the games and the products and advertisers push their brands.
Brand awareness, retention, brand loyalty and all the others marketing concepts shaped advergames through these Years.
Nowadays there are different advergames categories for different types of products and markets.
the most interestings are:
- Health advergames, created to reach the cosumer and built the brand equity of a pharmaceuticals industry;
- Exergames , developed to teach the children like Disney’s Hig School Musical Dance Math;
- Healthy behaviour games, like the one sponsored by Anderson Cancer Centre in Huston, who ordered a 32 million dollars anti-smoking videogame.
This last category shows how advergames can be used by media educators to inform, entertain and teach.
Brand engagement leads, are you ready to get in the advert-game?