Advergaming as a concept isn't that new, but the applications and formats I've seen lately are. I'm not talking about 2D Flash games or casual gaming modules. These are 3D multi-players with full environments like a video game, but also have a tie-in to retail to drive to the store.
Real quick, here’s the project that just wrapped for the launch of Kung Fu Panda movie from DreamWorks. I recommend playing the demo. You have to download the app (takes about 30 seconds) then you're off!
Online gaming is blowing up; and 2D flash or branded advergames with the basic up-down-left-right Pac Man-ish (insert Cheerios instead of dots to gobble up) game is boring and has low engagement levels.
One of the unique things about the Kung Fu Panda campaign is that it's totally integrated at all levels and drives users back to retail with a promotion, secret code, you name it. Kids earn points thru the game that can be redeemed at retail. Or they can buy a toy at retail that has a secret code and go back online to unlock levels, get new weapons and other cool stuff.
It’s Webkinz on steroids, with options to do multi-player games, tailored to your brand and target.
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