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老海军音乐录制活动提升社交游戏品牌植入效果

发布时间:2011-03-04 14:30:39 Tags:,,,

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。

old-navy

old-navy

据游戏邦了解,该活动要求参赛发行商将老海军品牌植入游戏或虚拟世界中,效果最佳者将获得1.5万美元奖金,外加该品牌承诺向RadiumOne网站投入的广告预算中一定比例的金额,这些广告预算总共2万美元,将用于赞助该网站的虚拟货币。

RadiumOne的业务开发副总裁瑞贝卡·威克斯·沃森(Rebecca Weeks-Watson)表示,“许多开发商都想获得这种类型的广告收益,同时也有不少人认为老海军在社交领域的这种做法有风险。”

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。

这项活动的效果十分理想,游戏邦获悉,混录歌曲参与活动的用户在该网站的平均逗留时间为80分钟,而提交原创音乐的用户平均逗留时间为16分钟。该大赛并未公布其他两个入围者的表现情况,但老海军认为这项活动提高了品牌曝光率,他们的3.5万美元投入很划算。

老海军的市场营销高级副总裁艾米·柯蒂斯·麦金太尔(Amy Curtis-McIntyre)表示,“如果有机会举办老海军开发者大赛,我们就会踊跃参加。社交游戏为我们提供了一条吸引目标用户的创新、有趣、品牌关联度较高的推广渠道。”(本文为游戏邦/gamerboom.com编译,转载请注明来源:游戏邦)

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)


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