AXE contracted bars in the main discos in the Uruguayan night life, where beautiful bar-girls served a passion-red drink in a unique AXE GLASS, specially designed for the brand. As the boys drank and the level of liquid descended, they undressed a gorgeous girl.
As a result, at the end of the night, the AXE GLASS was the only one that didn’t end up on the floor, but in the boy’s homes.
Trying to help consumers through the recession, James Ready beer and Leo Burnett in Toronto made deals with local retailers to offer "billboard coupons." The idea was: You could snap photos of the coupons, redeem them at the local businesses and have lots of money left over—which you should then not spend wisely like a responsible impoverished person but piss away on cheap beer. Presumably, if your financial situation gets even bleaker, you could always move on to the hard liquor.
Why Would Your Brand Consider Partnering With A Social Game?
Targeted Audience
As Irfan Kamal pointed out in a previous post, what’s intriguing about social gaming is that players are not your stereotypical, male teens in their parents’ basement. For example, 60% of FarmVille players are women (that’s 48 million female players), and many of them are in the 30-40+ age range. Whatever your audience, there’s a good chance you can find a game that fits.
High Engagement
Through games, consumers can interact with brands in ways that are informative, rewarding, and fun. Direct brand engagement can last 20 to 30 minutes - throughout the entire play period - multiple times a week. It’s difficult, if not impossible, for a display ad or social network fan page to offer this level of connection with the consumer.
Unforced Advertising
This depends on the game and campaign, but in-game brand interactions do not have to be invasive. Games provide the opportunity for brands to explain themselves in a way that’s casual or even helpful to players.
Viral Component
Whether it’s when they first sign up or at various check points, games often ask players to share information with their social network. Brands can latch on to these viral interactions to increase awareness and drive action.
Micro-payment Success
Social games are usually free to play, but leveling up or progression can take time. In order for a player to catch up to their friends, players can essentially purchase progress in a variety of forms, spending $1 or $50 dollars at a time. As consumers open their wallets more often for these micro-payments, they become more comfortable opening up their wallets for games in general - which can only benefit the partnering brands.
Three Ways Your Brand Can Get Started
Lead Generation Through Rewards
A very popular tactic, this type of marketing asks users to engage the brand, such as filling out a survey or registering for membership, in order to receive in-game currency. Though this seems simple, its results are questioned as consumers may not actually be interested in the product. Many times advertisers ask consumers to sign up for a free trial, only to see the trial canceled as soon as the game currency is delivered. I should also point out, if you’ve followed the industry recently, you may have heard about TechCrunch’s articlein which it renamed FarmVille, “Scamville” as brands began tricking players into signing up for paid services without their knowledge, leading to harsh criticism of both the game and brands involved. If you decide that this quid pro quo lead generation is the route you want to go, I cannot stress enough the importance of transparency.
One way to avoid this sticky situation, is to follow the Microsoft search giant’s lead. Bing recently placed a rather creative looking display ad which offered players, without ever leaving the game, a chance to earn FarmVille cash for becoming a fan of Bing on Facebook. The low barrier to entry and minimal commitment paved they way for incredible results. In one day, Bing’s Facebook fan page increased by 425,000 fans. Though one might immediately question how committed these fans are to the brand, Microsoft continued engagement through the fan page with posts such as, “Any FarmVille fans out there? Try using Bing to get the most out of your crops and animals,” and linked to helpful search results. Microsoft reported the first update drew 585 comments in four hours and 20,000 click-throughs.
Sites like GamePoints help consolidate these lead generation offers. Users log-in to shop at retail partners, redeem coupons, complete online surveys, and engage with brands in a multitude of other ways for virtual currency in more than 1,500 games. The site has attracted many well-known brands, including Macy’s, Netflix, Disney, Fandango, and iTunes.
Branded In-Game Items/Missions
If you want to kick things up a notch in terms of creativity, you can insert your brand into an existing game. Though a common place in console games for decades, sponsored virtual products are now appearing more often in social games, especially with non-profits brands. Water.org partnered with Zynga and designed a special fish which was purchased by 70,000 FishVille players for their virtual aquariums, raising $13,000 in five days. In addition, site traffic to Water.org increased 10 times during the campaign.
A great for-profit example can be seen in the partnership between the gangster movie Public Enemies and Mafia Wars. “Public Enemies Week” allowed players to complete special movie-themed missions and unlock “Loot” which included virtual items from the movie. During the campaign, movie-branded items received 55 million interactions and 7.6 million Facebook Newsfeed posts. The campaign itself received 25,000 ‘Likes’ and more than 26,000 comments on the Mafia Wars Facebook Fanpage. There’s a very detailed analysis of this successful campaign from AppsSavvy here.
Build Your Own Game
Now if you have an established fan base and time on your side, building your own game might be something to consider. When executed correctly, brand engagement is practically limitless as you control all aspects of player interaction. However, a big drawback can be brand fatigue, as users don’t want to feel like they’re interacting with a commercial. One of the earliest success stories was Parking Wars, a game built for A&E’s television show of the same name. A relatively simple concept, players earned virtual money by parking on each others’ streets. When parking meters ran out of time, players would issue tickets to their friends and this back-and-forth, kept players coming back over and over again. In two months, the game had more than 400,000 players, yielded 250 million page views, and assisted in a successful first season of the show.
The game creation process has been simplified by the emergence of template-based games. For example,Hive Media’s “Collaborative Content Delivery Platform” allows brands to simply upload videos, images, and text to create a role-playing, location-based, or avatar-based game. Through this platform, brands are also able to add their own virtual goods and in-game advertising. Creating your own game offers a vast amount of engagement opportunities and big brands you wouldn’t expect, like the United States Government, are eventesting the waters.
JEH United Bangkok wanted to tell people there is another soda brand that is also fizzy - Chang Soda. Every Friday and Saturday night they chose a big way to show it.
Client: Thai Beverage Public Company Limited Agency: JEH United, Bangkok
Creatives:
Jureeporn Thaidumrong (Executive Creative Director)
Komsan Wattanawanitchakorn (Creative Director)
Nittha Pruksacholvit (Art Director)
Thanachai Shavitranuruk (Copywriter)
Country: Thailand
IDEA/Challenge: How to communicate the most attractive prices of KLM when people are bored from tactical campaigns and they are ignoring price communication. Instead of an AD let’s give people ART!
Strategy/execution: Hungary’s most talented young artists created several artworks inspired by our destinations, and we turned the whole city into an urban gallery. This is how a tactical campaign turned into a cultural event.
Results:
• More than 500.000 people visited the exhibition during the campaign.
• More than 80.000 Euro free PR was produced
• And we almost doubled the sales requirements.
Advertising Agency: Leo Burnett, Budapest, Hungary
Creative Director: Vilmos Farkas
Art Director: Peter Vagvolgyi
Copywriter: Gergely Horvath
Account dir: Krisztina Szabo
Account executive: Dora Horvath
Account assistant: Kata Filep
PR manager: Emese Juhasz
Print prod manager: Katalin Dengelegi
Web developer: Roland Izso
Published: September 2009
Advertising Agency: Filadelfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Director: Ricardo Matos
Copywriter: Leandro Neves
Published: February 2010
The real estate you're looking for is at lugarcerto.com
Advertising Agency: Filadelfia, Belo Horizonte, Brazil
Creative Director: Dan Zecchinelli
Art Director: Ricardo Matos
Copywriter: Leandro Neves
Published: February 2010
Rukiya & Zabulu, are proud to announce the arrival of their beautiful baby boy, Jelani, born 6.00am Friday, March 5th at their home. Mum and baby are doing well.
Come see our new baby giraffe. Auckland Zoo.
Advertising Agency: Ogilvy, Auckland, New Zealand
Executive Creative Director: Damon O'Leary, Basil Christensen
Art Director: Freddie Coltart
Copywriter: Matt Williams
Account Manager: Hannah Downes
Published: April 2010
Announcing the West Carleton Environmental Centre. It's all about reducing things.
To same ad was reproduced on consecutive newspaper pages, getting smaller each time, to dramatize how the Environmental Centre would reduce waste. Advertising Agency: Agency59, Toronto, Canada
Creative Director: Brian Howlett
Art Director: Chad Burnie
Copywriter: Brian Howlett
Photography: Stock
Additional credits: Jared Smith
Published: April 2010
"The next big thing" is a fast-paced action-thriller starring Justin Timberlake, Dania Ramirez ( Heroes, X-men ) and the much anticipated Audi A1. A story in 6 Epsiodes - every Tuesday from 04.05.2010. View the film atwww.audi.com/a1 for the full interactive movie experience.
Advertising Agency: Heimat & Neue Digitale / Razorfish, Berlin, Germany
Executive Creative Directors: Guido Heffels, Jürgen Vossen, Sven Küster
Creative Director: Myles Lord, Fabian Roser
Art Directors: Stefan Schuster, Christian Mies, Kathrin Laser, Florian Uihlein,
Carsten Schubert, Michael Dunlap, Jue Alt, Bartek Elsner
Motion Design: Jörg Lemme, Florian Stumpe
Copywriters: Nikolai Diepenbrock, Stephen Quell, Carsten Fillinger, Daniel Klipfel, Mascha Andexer, Christoph Beringer,
Production Company: ACNE Film
Director: Henrik Sundgren
Additional credits: Benjamin Mohr, Eric Prautsch
Published:April 2010
Advertising Agency: Mayo DraftFCB, Lima, Peru
Creative Directors: Germán Garrido, Ricardo Ortiz
Art Directors: Mariano Escobal, Camilo Astorga
Copywriter: Camilo Astorga
Illustrator: Zeppelin
Additional credits: David Vega
Published: November 2009
Advertising Agency: TBWA\Media Arts Lab, USA CCO/ECD: Duncan Milner, Eric Grunbaum, Scott Trattner CD/ACD: Jason Sperling, Chuck Monn, Demian Oliveira CW: Eric Grunbaum, Ted Kapusta Agency Producers: Hank Zakroff, Nathan Nowak Production Co: Epoch Films Director: Jessica Sanders DP: Nicole Whitaker Editorial Co: Nomad Editing Company, Inc. Editor: Glenn Martin Post Co: D-Train, Company 3 Artists: Ben Gibbs, Stefan Sonnenfeld
It's sick and sad video chat site...is a NEW social network.Not the old concepts — no name, place, likes or dislikes. Nothing to buy. Nothing but encounters. Funny, but totally useless..NOT for the faint of heart..
If someone doesn’t strike your fancy, F9 him and move on.
In this part of the world we grow- digitally- with similar concepts wiped and outperformed by facebook. Chat channels and forums were the buzz those times for you to hide and be whom ever you want to , express the most extreme ideas and live your wild fancies in a random manner.
A website created by a Russian teenager allowing random strangers to talk face to face via webcam has attracted worldwide attention, It is a new social medium and an opportunity to stumble into strangers peer randomly and accidently but first you will need to ignore most other users until you find someone you find interesting or compelling.
Chatroulette, which was created in November last year by 17 year old Andrey Ternovskiy, has been described by some observers asvoyeuristic,frightening,andsurreal. however it is amazing how quickly it caught on: it’s leaped from 300 users in December toover 20,000per day. The creator literally funds all expenses for the site with four tiny ad links.
9 Ways to Market Your Business Via Chat Roulette
Chat Roulette is a service that allows users with webcams to randomly chat with each other under the protection of anonymity. If a user doesn’t like the person they’re chatting with, he or she can click the “next” button and immediately sync with someone else. Those who use the service know that with each press of this button brings a new surprise. People dressed in costumes, puppets, talking, sexual-act performing deviants and masked-chatters can all be found among the regular chat community, making the experience unpredictable and exciting. Aside from chatting with random people, Chat Roulette can also be used to promote your business, because any service that provides free access to tens of thousands of people can be used to your advantage. And, with a little creativity you can use Chat Roulette to spread your message to anyone willing to listen. Here are some suggested angles:
This may not be the most responsive marketing strategy for your business, but there are several good reasons to give it a shot. If you are hanging out on ChatRoulette, you probably aren’t doing anything extremely productive at the moment, so any amount of exposure you can give your company is valuable. A simple, boring tee-shirt with your corporate logo on it won’t work however, Chat Roulette users are used to seeing some pretty surprising things from other users. Instead, try to make your company’s shirt funny, sexy, outlandish and/or attention-grabbing so that your chat buddies will ask about it. This is a great way to give a quick plug for your company before trading off to the next chat partner.
It isn’t easy to shock seasoned Chat Roulette users. Anyone who has spent more than an hour on the service knows that there are some odd characters using this service. In a way, this is part of the excitement, and many have come to expect shocking content to manifest in the partner cam. If you are trying to spread the word about your new company, try a shock-value approach on Chat Roulette. Note: Use some discretion. Dressing in a costume (such as a giant cow) or doing other non-perverted, offbeat things can entice users to strike up a conversation with you. Just think about the guy that was got all of that attention for his piano-freestylin’ earlier this week. Just think about what a golden opportunity that was to promote a brand.
While shock value is definitely a big part of the Chat Roulette experience, some users aren’t interested in overt nudity or demon-robot masks. Instead, some chatters just feel like connecting with someone interesting. If creating humorous and surprising scenes on your end of the webcam isn’t something you’re very comfortable doing, perhaps try simply chatting with people about normal stuff. Once you have established a good back-and-forth conversation, casually bring up your company and explain what it is you offer. You wouldn’t walk into a networking event wearing your ComiCon get-up, so maybe the ‘regular guy’ approach could work here too. The fact of the matter is that people like doing business with people that they like, so this approach cannot be altogether ignored.
It’s safe to say that most people on Chat Roulette are bored and just looking for a way to pass the time (or to expose express themselves). I’m thinking that most users would welcome the opportunity to do something more exciting. A great way to spread awareness of your company is to offer an incentive for Chat Rouletters to visit your company’s website. As an example, set up a system where every person who goes to your site and fills out a brief survey or offer page gets entered into a raffle to win a nice prize at the end of the week. Arguably, many people on Chat Roulette would rather spend five minutes on your website in hopes of winning a laptop than chatting with another random stranger. And if it works, you’ve just untapped an interesting new source of lead gen.
Thought about display advertising, but just haven’t found the budget for it yet? Well, Chat Roulette does not require that you be in front of your webcam, only that your webcam be enabled. If you have a spare computer at home or in the office, you can use Chat Roulette as a 24/7 advertising platform. While, most people might simply ‘next’ your ad, I’d venture to say that some would be curious to see what the advertised website is all about. Because, if curiosity killed the cat, you can consider Chat Roulette a pet cemetery.
So if you have some downtime, try creating a promotional poster and position it in front of the spare computer’s webcam so that it takes up the entire frame. Then simply connect to Chat Roulette and walk away. All day and night, people will be randomly be forced to look at your cam (if only for a second), and your advertisement will be shown. The more humorous or shocking you can make your ad, the better chance it has of making an impact. Be sure to include a website URL at the bottom. And, if you operate an e-commerce site, for example, don’t be afraid to throw a coupon code on there so you can track conversions.
Using a method similar to that mentioned above, you can use the Chat Roulette system to offer free trials to any interested chatters. Perhaps your company offers a paid Internet service, such as file hosting or music downloads. Simply develop a free trial registration code and print it nice and big on a promotional poster. Next, focus the webcam on the poster and connect. There’s no telling how many people will be connected at random to your camera, but just as with the coupon code idea mentioned above, you will be able to measure how successful this is, based on how many people sign up. Remember, people like free things.
Chat Roulette provides sales people with a whole new way to look at sales. Each webcam is like a new door to knock on, and with tens of thousands of people using the service at any given time, your sales team has a large audience to work with. Allow your salesmen liberal creative license, as Chat Roulette marketing probably will not merit a simple sales script. It’s also a good idea to brief them about the type of people they can expect to encounter on the site. For those who believe in ‘baptism by fire’ you can ignore this step, but don’t be surprised by a high turnover rate.
Ultimately, your sales people should aim to connect with as many webcams as possible and get users interested in what your company has to offer. Due to the nature of Chat Roulette, this method might work best with services such as online dating, Internet gaming software and social networking – but don’t let us stop you from trying other things.
Sometimes vague and mysterious messages attract curious attention. The marketing behind The Matrix illustrates this point beautifully. When the movie was released in 1999, most commercials and billboard ads revealed very little of the actual movie, choosing instead to show green numbers flying over a black background and asking the question, “What is the Matrix?” These ads helped sell out theaters nationwide, as people were dying to learn just what The Matrix was all about. You can use a similar strategy with Chat Roulette. Rather than sitting in front of your camera and talking to people, try filming something very strange and thought provoking, and playing it on repeat in front of your webcam. Include your website URL, but do not reveal too much . This strategy will likely attract people looking to learn more about what they have just witnessed. If nothing else, it might serve as a nice break from their having to quickly hit the ‘next’ button.
Chat Roulette allows the user to turn his or her webcam off and broadcast only audio. Try recording an audio advertisement for your company and broadcasting it on repeat over the service. If you want, you can even try hypnotizing people. It’s really up to you. These ads shouldn’t sound like normal radio-style commercials, however. In order to arouse the interest of users, you will need to couch your ad in something funny or interesting to listen to. Try using music or acting to attract viewers attention. And if all fails, just start yelling and act crazy — then try to pitch them on your products or services.
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CHATROULETTE GUERRILLA STUNT FOR CONDOMERIE
“BINGO. You’re now in touch with a HIV infected person. Don’t play Russian roulette in real life. Condomerie.com” – by Condomerie
Here we have a campaign that I think makes excellent use of Chatroulette as a medium to get a message across. In this video we see how Chatroulette is used to inform people about the risk of HIV.
What does ViralTracker tell us?
The video has been uploaded on YouTube op April 28 with courtesy of the Condomerie in Amsterdam. In comparison to Evian or Will It Blend this video is not skyrocketing at all with 965 views. ======
If you want to kick things up a notch in terms of creativity, you can insert your brand into an existing game. Though a common place in console games for decades, sponsored virtual products are now appearing more often in social games, especially with non-profits brands. Water.org partnered with Zynga and designed a special fish which was purchased by 70,000 FishVille players for their virtual aquariums, raising $13,000 in five days. In addition, site traffic to Water.org increased 10 times during the campaign.
(