最近，社交游戏公司Cie Games携手丰田汽车将在旗下游戏Car town中融入丰田-普锐斯系列汽车。与此同时，在现实生活中，丰田普锐斯也将在本届底特律汽车展上首次登台亮相。
据游戏邦了解，目前社交游戏Car Town拥有月720万月活跃用户。此次Cie Games与丰田公司为期三个月的合作主要是为了向Car Town中的汽车爱好者介绍新款丰田普锐斯汽车系列。在与Car Town的活动中，丰田汽车公司可以通过虚拟展会，品牌虚拟道具和游戏元素等当时提高游戏玩家的品牌参与性。
对此，Cie Games公司首席执行官兼总裁Justin Choi表示，Car Town并不仅仅是一款社交游戏，它同样将起到媒介平台的作用。Cie Games公司并不是简单地向玩家展示汽车广告，而是通过开发各种游戏元素，将品牌的核心思想融入游戏之中，以提供其他游戏所无法实现的高参与性和互动性。
同时在底特律汽车展上丰田公司还将发动客户参加“Prius Goes Plural”活动：顾客或上任可以投票选择Prius Goes Plural的广告词。在游戏Car Town中参与投票的玩家将获得一件虚拟T恤衫。这件游戏T恤衫与底特律汽车展上的T恤衫如出一致，玩家只有在游戏中投票后才能解锁这一游戏道具。
在此，美国丰田汽车销售部资深媒体策划Kim Kyaw表示很高兴可以在社交游戏中启动这样一项与现实的底特律汽车展同时进行的宣传活动。通过在Car Town中开展生动有趣的宣传活动，丰田公司相信其可以加强人们与普锐斯汽车的联系，同时也提高人们对丰田汽车的了解。
此外，在本次的丰田汽车活动中，Car Town游戏主界面上还出现了一颗普锐斯金钱树——游戏中普锐斯汽车的销量越高，金钱树就会茁壮成长。同时，购买普锐斯汽车的玩家同时将解锁“金钱植物Money Crop”，种植之后将长出金币，玩家可以将其作为虚拟货币在游戏中使用。
如上文提到的，目前Cie Games公司开发的社交游戏Car town拥有约720万游戏玩家。这是Facebook社交网站上的唯一一款经许可的汽车品牌游戏。玩家可以在其中够级各种虚拟汽车，在好友的帮助下创建梦想的车库。（本文为游戏邦/gamerboom.com编译，转载请注明来源：游戏邦）
Cie Games has partnered with Toyota to eliminate the double-yellow line that normally separates the real world from the virtual space by simultaneously revealing the Toyota Prius family of vehicles in the online game Car Town (www.cartown.com) while the real cars make their debut at the Detroit Auto Show.
“Car Town is more than a game – it’s a media platform”
Car Town creator Cie Games (www.ciegames.com) and Toyota (www.toyota.com) have created a completely interactive, Prius-branded experience in Car Town, the hugely popular social game with 7.2 million active players and growing. The three-month campaign is designed to introduce the new Toyota Prius family of vehicles to Car Town’s highly engaged group of consumers. It drives brand engagement through a virtual showroom, branded virtual items and game play elements created expressly for players who purchase the Prius cars within the game.
“Car Town is more than a game – it’s a media platform,” said Justin Choi, president and CEO of Cie Games. “We don’t just throw ads in front of consumers to drive impressions. We create game elements and game extensions that incorporate the key messages of the brands we work with – ensuring a level of attention and engagement to the brand that other media properties and games don’t achieve.”
The Toyota integration will drive consumer participation in the “Prius Goes Plural” marketing campaign, launching at the Detroit Auto Show. Toyota is asking its customers and fans to help them decide on a term to describe the plural of Prius vehicles via a public voting system. Upon voting within Car Town, players will receive a virtual T-shirt indicating their preferred plural. In-game Prius T-shirts are based on actual T-shirt designs worn at the Detroit Auto Show and will only “unlock” (become available) after a player votes.
“We’re excited to launch a live, virtual event which parallels Toyota’s real-world Prius activities at the Detroit Auto Show,” said Kim Kyaw, senior media strategist for Toyota Motor Sales, U.S.A., Inc. “The integration in Car Town offers dynamic and engaging content with the ultimate goal that consumers will more likely connect with the Prius family and have a positive experience with the Toyota brand.”
Additionally, the integration includes a planted Prius money tree on the main game page. With each purchase of an in-game Prius, the tree will grow, eventually evolving from a tiny sapling to a full-grown tree. Also, with the purchase of the featured Prius vehicle, players unlock the tree’s “money crop” functionality – the tree will generate gold coins, which players use as currency within the game.
The Prius money tree acts as a gateway to the Prius Showroom within Car Town, a virtual replica of the physical display at the Detroit Auto Show. Once there, players are transported to a Toyota and Prius branded destination with the latest Prius models on display, a video wall, an avatar acting as greeter, Prius T-shirt rack, signage and voting kiosk stations.
To underscore the real-world advantages of owning a Toyota Prius vehicle, players who own the virtual model will experience special benefits within Car Town. In Car Town’s racing mini-game, Prius cars will require minimal fuel to race. Completing certain in-game tasks – like pizza delivery or a road trip – will cost 50 percent less for Prius owners than it does for owners of other Car Town vehicles.
Car Town has 7.2 million active users and is one of the largest games available via Facebook. Created by Cie Games, Car Town is the only game on Facebook built around licensed automotive brands. It lets players collect and customize virtual cars, build their dream garages and help their friends do the same. Committed to high-quality brand integrations, Car Town delivers more than impressions – it delivers focused engagement. Brands are exposed to an audience of millions who are eager for the new content that advertisers bring to the game. （Source：businesswire）