日前，社交游戏广告网站RadiumOne Social通过举办一场品牌植入大赛，成功让美国服饰品牌老海军（Old Navy）获得了可观的投资回报率。
共有25家开发商自费参与了初级赛，来自老海军、RadiumOne、AKQA以及老海军数字业务代理机构的评委从中筛选出了三个入围者：Sugar、BreakoutBand和Tetris Online/Ace Studios。这三者通过在各自网站上连续两周运行入围项目，争取获得最出色的用户反馈成绩。
在3月1日那天，评委们终于宣布BreakoutBand为大赛冠军，该网站举办的是让用户推出原创音乐，或提交混合录制音乐的活动。这项活动以老海军新广告营销活动为主题，“老海军录音：原创作品，原创风格”，BreakoutBand鼓励用户下载老海军原版主题歌《Super C-U-T-E》和《Ankle Show》，然后将自己的声音添加到歌曲中，或者自己重新创作一首与老海军相关的歌曲。
Social Game Publishers Compete for Old Navy’s Business
Share Tweet Well-known brands are often shy of social gaming given the category’s well-publicized struggles to root out shady offers. This week, social-gaming ad network RadiumOne Social managed to lure one big fish, Old Navy, with a contest that practically guaranteed blockbuster ROI for the clothing retailer.
RadiumOne Social held a contest to see which of its publishers could most successfully integrate the Old Navy brand into one of its games or virtual worlds. The prize was $15,000 from Old Navy plus a percentage of the $20,000 media budget that Old Navy promised to spend in the form of virtual currency offers on RadiumOne’s network.
“Hundreds of developers are looking for this type of ad revenue, and Old Navy has been known for taking risks in the social space,” said Rebecca Weeks-Watson, VP of business development at RadiumOne.
The contest attracted entries from 25 publishers, all of whom participated at their own expense. Judges from Old Navy, RadiumOne and AKQA, Old Navy’s digital agency, chose three finalists: Sugar Inc., BreakoutBand and Tetris Online/Ace Studios. Those finalists then ran their entries live on their sites for two weeks, competing to see which would garner the most impressive metrics.
On Tuesday, March 1, the judges selected BreakoutBand, a site that lets users create their own music from scratch or remix existing tracks. The integration centered on Old Navy’s new ad campaign, “Old Navy Records: Original hits. Original styles,” which features original Old Navy songs with names like “Super C-U-T-E” and “Ankle Show.” BreakoutBand let users download and add their own vocals to those songs or create an Old Navy-themed song of their own.
The results were impressive. Users who recorded their own audio with an Old Navy track spent an average of 80 minutes on the site. In comparison, users who record their own songs spend an average of 16 minutes on the site. Stats for how the other games performed were not available, but Old Navy seems pleased with the exposure it received for its $35,000 investment.
“When the opportunity to hold the Old Navy Developers Challenge presented itself, we jumped at the chance to participate,” said Amy Curtis-McIntyre, SVP, marketing for Old Navy, in an e-mail message. “Social gaming offers us a new, fun, and culturally relevant way to engage our target customers.（source:clickz）