ADVERGAMES IN THE LUXURY INDUSTRYBrune Madinier, Florine Vanhove, Ángela Esteve & Gabriela Marengo

AGENDA

01 IntroductionWhat are “advergames” and why are important for advertising?

BackgroundTheoretical frameworks to analyse and design “advergames”

Research QuestionWould advergames be effective in the luxury industry for a global company?

MethodologyQualitative analysis (Comparison with other advergames) + Quantitative analysis (Online Surveys)

ResultsFindings and discussion of the results

Theoretical and managerial implicationsRecommendations from results

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01.INTRODUCTION

WHAT ARE ADVERGAMES?

Winkler & Buckner (2006) defined the advergames as the “online games designed for the specific purpose of marketing a single brand or product”

According to Okazaki & Taylor (2013) advergames are usually custom-created by firms for the sole purpose of promoting their brands and are accessed via

their corporate or brand web sites.

“

01.INTRODUCTION

ADVERGAMING

Organizations starting to use advergames as a part of their

marketing strategy

- improve branding - boost product awareness - collect detailed data from

existing and potential customers, clients, and supporters

Involves the use of interactive gaming technology to deliver embedded

advertising messages to the consumer

It’s one form of branded entertainment and represent a departure from

PRODUCT PLACEMENT

Increasingly being used as part of marketing campaigns

to promote products and brands

in-game advertisingWinkler & Buckner (2006)

01.INTRODUCTION

ADVERGAMING

ADVERGAMES IN-GAME ADVERTISING

Brand or product is a central feature of the game

products are placer in the background of the game

Are commissioned by the marketing department of the organisation to promote

its own brand or product

Are coordinated through independent gaming organizations, such as Massive Incorporated

The game can frequently be accessed via the organization’s corporate website

External organizations coordinate the selling of in-game advertising and its delivery through dynamic ad-insertion network

02.THEORETICAL FRAMEWORKS TO ANALYSE AND DESIGN ADVERGAMES

LUDOLOGY

AIDA MODEL

Discipline that studies games in general and video games in particular. (Frasca, 2003)

Hierarchy of effects model that describes the cognitive journey

that consumers do when making a purchase decision. 4 stages: attention, interest, desire and action. (Strong

1925)

2.1 LUDOLOGY

Theodorou & Sirmakessis (2009) propose the application of ludology principles to advergames’ content analysis and elaborate a methodological toolkit that can be used to analyze and design a successful brand presence in an advergame.

COMPLEXITY OF CONTROLS

GAME GOALS CHARACTER and BRAND STRUCTURE

BALANCE BETWEEN USER INPUT &

PRE-PROGRAMME RULES

SPATIAL PROPERTIES

SIMULATION ELEMENTS

REPRESENTATION ELEMENTS

AUDIOVISUAL STYLE NARRATIVE

The way brands appear in audiovisual game’s environment

The way brands appear in audiovisual game’s environment

Is an easy enough game to play, control and

interact? How many clicks to trigger the action?

What is the mission? Explorative? Strategic?

Can the players elaborate brand elements, such as

color and type?

The way the brand appears and moves in

virtual game environment: 2D, 3D.

The way the players manipulate the brand

LUDOLOGY

12022

2024 2026Brands tend to appear more in representation elements

than simulations

The more simulation elements exist, the greater the brand

integration.

KEY INSIGHTS

2 3

Important decision: Produce an almost alive experience of the brand or a simple

representation

2.2 AIDA MODEL

Ghirvu (2013) proposes the application of the AIDA

MODEL in advergames to understand which particular elements of a video game

should be used in each stage of the cognitive journey of

the consumer.

Interesting insights about the connections between game

characteristics and the effects produced on consumers. Useful

for the application of advergames in non-traditional

industries such as LUXURY.

Ghirvu (2013). The AIDA Model for Advergames

2.2 AIDA MODEL

ACCESSIBILITY

EASY UNDERSTANDING

COMPETITIVE LEVEL

RELEVANT FOR THE BRAND

CAPACITY TO INDUCE & MAINTAIN STATE OF FLOW

VIRAL MARKETING

2.3 CHARACTERISTICS OF AN EFFECTIVE ADVERGAME

Galin (2013). Advergames: Characteristics, Limitations And Potential

WOULD ADVERGAMES BE EFFECTIVE IN THE LUXURY INDUSTRY FOR A GLOBAL

COMPANY?

03.RESEARCH QUESTION

ANALYSIS OF THE EFFECTIVENESS OF ADVERGAMES CAMPAIGNS IN DIFFERENT COUNTRIES AND INDUSTRIES

A. QUALITATIVE ANALYSIS

COMPARISON OF REAL EXAMPLES

04.METHODOLOGY

B. QUANTITATIVE ANALYSIS

SURVEYS

Toyota Auris Ice Experience - 2007

Race contest with Toyota Auris car that you can personalize

as you wish

CONCEPT OBJECTIVE

Launch of the new Toyota Auris and try to

create a customer relationship

Nº OF PARTICIPANTS

50.000 and 16.000 visitors

Nº OF PARTICIPANTSPOST GAME EFFECTS

15% increase of sales, second version

of the game

POSITIVE NEGATIVE

Accessibility Easy understanding,

Relevant for the brand

Mobile accessibility, No capacity to induce and maintain the state of

flow

A. QUALITATIVE ANALYSIS

Scarecrow - Chipotle - 2013

A scarecrow’s journey through 4 worlds and 20 levels with the

purpose of bringing wholesome food back to the

people

Raise awareness about the importance of

consuming natural food

Nº OF PARTICIPANTS

530,000 in four months, 3.5 times per week

playing

Nº OF PARTICIPANTS

Publications in newspapers, conversations on social media, 57,000 gift cards, 22,000

e-mail opt-ins, 4,200 mobile databases opt-ins

Accessibility, Easy understanding, Relevant for the brand, Capacity to induce and maintain the state

of flow

Computer accessibility, No interaction with

players

CONCEPT OBJECTIVE

Nº OF PARTICIPANTS POST GAME EFFECTS

POSITIVE NEGATIVE

A. QUALITATIVE ANALYSIS

Magnum Pleasure Hunt 1 & 2 - 2011/2012

- Ballet dancer collecting Magnum bonbons while running through several commercial

websites - Same ballet dancer going through

different cities to grab Magnum bonbons

CONCEPT OBJECTIVE

Raise awareness about the importance of

consuming natural food

Nº OF PARTICIPANTS

7 million in 2011, 23 million in 2012

Nº OF PARTICIPANTSPOST GAME EFFECTS

Conversations on social media, most popular hashtag, became a €1 billion

brand in 2012

POSITIVE NEGATIVE

Accessibility Easy understanding, Relevant

for the brand

Mobile accessibility, No interaction with other

players

A. QUALITATIVE ANALYSIS

The Lost Ring - McDonald’s - 2008

Solve a mystery that involved finding the sixth Olympic ring. Story woven around amnesiac athletes from parallel worlds.

Reveal McDonald’s sponsorship for Olympic

games

3 million over 10 countries

Nº OF PARTICIPANTS

More than 2.000 photos of the game published, conversation on Twitter, 100’s of videos upload on Youtube, million of

website impressions

Accessibility, Easy understanding, Competition level, Capacity to induce and maintain the state of flow, Virality

Relevancy for the brand

CONCEPT OBJECTIVE

Nº OF PARTICIPANTS POST GAME EFFECTS

POSITIVE NEGATIVE

A. QUALITATIVE ANALYSIS

100 Surveys about advergames and luxury

B. QUANTITATIVE ANALYSIS

Mainly students 84% and profesionnals 14%

100 people surveyed; 68 women, 32 men

Generation Y prominent : 66 less than 24 years

old, 30 between 25 and 30, 5 more than 35

82% already played games on Internet

Only 18% already played advergames

International respondents: Spain, France, Argentina, india, Italy, Pakistan, colombia, germany,

Jordania, mexico

Players experiences

Brands need to use social networks and own websites

After the game, 68% interacted with the brand

05.RESULTS

Perception of 53% wouldn’t be affected if a luxury brand launched an advergame

05.RESULTS

Focus on adventure and strategic games through social media and apps

05.RESULTS

06.THEORETICAL AND MANAGERIAL IMPLICATIONS

Yes! Some global luxury brands could launch global advergames

But under certain conditions..

Key takeaways: Be relevant to your brand

Offer free entertainment and reward

Why advergame? • Drive traffic • Make people like the brand,

search information

For specific products: #1 Cars #2 spirits, clothes #3 shoes, food

The advergame itself 1. Appealing game (adventure

or strategic) 2. High quality design 3. Narrative

Accessibility #1 Social media #2 Apps #3 Website

WOULD ADVERGAMES BE EFFECTIVE IN THE LUXURY INDUSTRY FOR A GLOBAL COMPANY?

THANK YOU FOR YOUR ATTENTION…ANY QUESTIONS?

6.BIBLIOGRAPHY

• Galin, G. (2013). “Advergames: Characteristics, Limitations And Potential”. Annals of Faculty of Economics, 2010, vol.

1, issue 1, pages 726-730 (http://anale.steconomiceuoradea.ro/volume/2010/n1/114.pdf)

• Ghirvu, A. (2013). “The AIDA Model for Advergames”. The USV Annals of Economics and Public Administration, Vol

13, No 1(17) (http://www.annals.seap.usv.ro/index.php/annals/article/viewFile/497/548)

• Okazaki, S. and Taylor, C.R. (2013) "Social media and international advertising: theoretical challenges and future

directions", International Marketing Review, Vol. 30 Iss: 1, pp.56 - 71

• Theodorou, L. & Sirmakessis, S. (2009). “Advergames’ Content Analysis: Applying a Methodological Toolkit based on

Ludology Principles”. Journal Webscience. (http://journal.webscience.org/246/3/websci09_submission_174.pdf)

• Winkler, T. and Buckner, K. (2006), “Receptiveness of gamers to embedded brand messages in advergames:

attitudes towards product placement”, Journal of Interactive Advertising, Vol. 7 No. 1, pp. 37-46 (http://jiad.org/

article85.html)

• Wise,K., Bolls, P.D., Kim, H., Venkataraman, A. & Meyer, R. (2008) “Enjoyment of Advergames and Brand Attitudes:

The Impact of Thematic Relevance”, Journal of Interactive Advertising, Vol. 9 No. 1 (http://jiad.org/article107.html)

• Top 10 gamifications cases you won’t forget: http://yukaichou.com/gamification-examples/top-10-marketing-

gamification-cases-remember/#.Vty1Hsevqb9

• Unilever Seeks Franchise With Sequel to Magnum Pleasure Hunt Game: http://www.campaignbrief.com/2012/05/

over-one-million-players-world.html

• Magnum Pleasure Hunt: (Adver)games and Narrative: http://gamesandnarrative.net/magnum-pleasure-hunt-

advergames-and-narrative/

• Chipotle’s mobile advergame gains 7 million YouTube views and top rankings in Apple’s Store: http://

blog.mobiversal.com/chipotle-mobile-advergames.html

• Chipotle Scarecrow is the future of advergaming on mobile: http://venturebeat.com/2013/09/30/chipotle-

scarecrow-is-the-future-of-advergaming-on-mobile/

• Game time: Brands’ mobile games build customer sales, loyalty: https://www.qsrmagazine.com/exclusives/game-

time

ADVERGAMES EXAMPLES:

6.BIBLIOGRAPHY