最近，WildTangent与高乐氏公司（Clorox）合作首次运用这一最新广告嵌入方式进行广告宣传活动。在本次广告宣传活动中，高乐氏将为热门Facebook游戏Happy Pets玩家提供免费的“Scoop Away”小箱子。据游戏邦了解，与往常的社交广告活动不同，参与本次活动的玩家无需花费虚拟货币获取“Scoop Away”小箱子。通过WildTangent的BrandBoost平台，高乐氏公司免费发放“Scoop Away”小箱子以吸引玩家参与广告活动，玩家只需观看一则Scoop Away录像。
据高乐氏公司行销部经理Scott Iason透露，由于本次Scoop Away活动主要是为了测试DWildTangent最新服务的可行性因此仅需支付较低的广告宣传费用。Iason表示，“社交游戏玩家中集聚了大量的高乐氏潜在客户。然而FarmVille等知名社交游戏虽然拥有大量的用户基础，但其广告宣传活动价格也相对较高。WildTangent的新款服务便于将广告嵌入游戏之中，同时节省了一定的广告资金，更重要的是其广告效果远比传统的图片广告更令玩家印象深刻。”（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）
Brands are increasingly interested in getting their products into social games—given their soaring popularity on social media hubs like Facebook. The trouble is game integration can be time consuming and costly.
The online game publisher/distribution company WildTangent believes it has a more scalable brand-integration solution. The company has recently rolled out a new offering in which advertisers have the opportunity to insert virtual images or replications of their products within social games—rather than having to be baked into a game during its development stages.
That means advertisers can run campaigns within social games (that feature product placement) whenever and however long they’d prefer—much like any other online ad campaign. WildTangent has kicked off its first dynamic custom execution with Clorox, which is providing users with a free Scoop Away litter box within the popular Facebook game Happy Pets (published by the fast-growing CrowdStar).
Unlike with some social ad campaigns, players don’t need to spend virtual currency to attain a litter box, as Clorox is giving them away for free as part of WildTangent’s BrandBoost platform—which enables advertisers to underwrite virtual goods in exchange for a user engaging with an ad. In this case, users watch a Scoop Away video.
According to Clorox associate marketing manager Scott Iason, Scoop Away was attracted to testing Dynamic Custom Items given its relatively low out-of-pocket cost (brands pay on a cost-per-engagement basis) and ease of execution. “I want to be where our customers are and they are playing social games in big numbers,” he said. “Games like [Zynga’s] FarmVille are huge games, but they are extremely expensive and they take a considerable amount of resources, creative and financial.” Iason added: “This allows us to be integrated in games in an organic fashion, and it’s not obtrusive to the consumer experience. Rather, it gets people engaged on a deeper level than display ads.” （Source：adweek）