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T-Mobile创意广告植入Zynga游戏《Treasure Isle》

发布时间:2011-02-23 08:57:02 Tags:,,,,

日前,社交游戏巨头Zynga与T-Mobile携手合作,在《Treasure Isle》中开展了广告营销活动。虽然手机与游戏的寻宝主题并无重要关系,但这并不妨碍T-Mobile巧借《Treasure Isle》宣传它的4G网络速度。

T-mobile loader

T-mobile loader

为了达到这个目的,Zynga的广告团队与appssavvy进行联手,为该游戏的玩家们创建了一个要求以速度取胜的定制任务。完成任务的玩家将获得25个火铲的奖励(游戏邦注:该道具可以帮助玩家更快速地完成任务)以及金币(游戏中的货币)。除此之外,该任务中的某些环节还需要“召唤”五个朋友共同参与(“集结你的4G网络”)。

Zynga的全球品牌推广主管Manny Anekal表示,T-Mobile是他们的第一个电信广告客户,这是一个很好的合作案例,他们成功地以创意方式将原本与游戏主题并无关联的品牌植入游戏中。

据游戏邦了解,与T-Mobile合作的广告活动将持续十天,活动期间游戏中将始终出现一个T-Mobile的图标。通过这次广告活动,T-Mobile的曝光率无疑将大量提升。据Zynga工作人员表示,《Treasure Isle》的每日玩家数量为250万人,每月用户人数为1200万人。

总体而言,Zynga旗下包括《FarmVille》和《CityVille》等在内的游戏每个月的用户总量令人震惊,高达2.75亿人。尽管拥有庞大的用户群体,但Zynga在广告投放问题上仍然十分慎重。

原因之一是广告收益在Zynga去年4亿美元的利润中并未占据主导地位,其主要营收来源是虚拟商品交易。据《华尔街日报》报道,Zynga目前正准备一轮大规模的融资,该公司目前估值已达70至90亿美元。

迄今为止,Zynga已经为几部电影进行了宣传推广活动,其中就包括去年的动画电影《超级大坏蛋》(Megamind)和近期上映的《青蜂侠》(The Green Hornet)。除此之外,General Mills公司也在《FarmVille》中展示了该品牌的蓝莓,Farmers Insurance Group公司也用虚拟飞艇宣传自己的保险产品。

但Anekal表示,Zynga反对用干扰性的广告影响玩家游戏体验,“一切都是为了更好地服务用户,我们的广告是可以真正提高游戏体验的内容。”

T-Mobile的媒体市场营销经理金德尔·华盛顿(Kindel Washington)称,通过这种增加游戏体验的广告形式,Zynga游戏为T-Mobile提供了展示4G网络速度与规模的绝佳平台。(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

Zynga Links Up With T-Mobile for Treasure Isle Ad Play

Zynga is starting to broaden its advertising base while finding creative ways to integrate brands into games that don’t necessarily seem to be natural fits for ads.

On Wednesday (Feb.16), the San Francisco-based social gaming juggernaut will roll out its first ad campaign in Treasure Isle. Though mobile phones are not a big part of the game’s hunting for buried treasure motif, T-Mobile is using Treasure Isle to tout its 4G speed.

To do so Zynga’s ad team—in conjunction with appssavvy—has built a custom mission for Treasure Isle players themed around speed. The prize for completing the mission is 25 fire shovels—virtual goods that promise to help players complete upcoming tasks much faster—as well as gold coins, the game’s currency. Plus, part of the mission involves virtually “calling” five friends to entice them to participate (“assemble your 4G Network”).

“We’ve cracked another genre,” said Manny Anekal, Zynga’s global director of brand advertising. “This is our first ever telco advertiser. And this is a great example of us executing a campaign for a brand that is not necessarily an endemic.”

The T-Mobile campaign is scheduled to run for 10 days, during which time a T-Mobile icon will persistently appear in the game. Over that time, T-Mobile should receive hefty exposure. According to Zynga officials, Treasure Isle is played by 2.5 million people a day and 12 million each month.

Overall, Zynga’s games, which include the massively popular FarmVille and CityVille, are played by a staggering 275 million monthly users. Yet despite its massive audience, Zynga has moved cautiously into advertising.

One reason is that ad revenue didn’t drive Zynga’s estimated $400 million in profits last year. Virtual goods sales did. According to the Wall Street Journal, Zynga is looking to raise capital that could place its value somewhere between  $7 billion and $9 billion.

To date, Zynga has run campaigns for several movies, including last year’s animated Megamind and the current hit The Green Hornet. In addition, General Mills has featured branded blueberries in FarmVille, where Farmers Insurance Group also flew a virtual airship touting its brand.

But according to Anekal, philosophically Zynga is opposed to bombarding its gamers with interruptive ads. “It’s all about users,” he said. “Our ads are really content that enhance the game play.”

Said Kindel Washington, T-Mobile’s media marketing manager: “We felt the storytelling capabilities that Zynga’s platform offers would give T-Mobile the opportunity to show gamers the speed and scale of our 4G network by adding value to their game play.” (source:brandweek)


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