Century 21联合手机游戏公司ngmoco为《We City》玩家推出了贴牌虚拟商品，《We City》是一款城建游戏。贴有Century 21商标的商品包括摩天大楼、住宅及其他建筑，玩家通过添加新建筑晋升新等级，这款游戏兼容iPad、iPhone和iPod touch设备。
这一社交游戏营销活动已于4月26日结束，活动取得显著成效。Century 21首席营销主管Bev Thorne表示，92%的《We City》玩家在其虚拟城市中添加了贴有Century 21商标的虚拟建筑。她补充表示，“这就相当于用户的粘性比例。我们之所以认为活动取得成功也是综合了品牌调查结果、视频浏览率和应用下载量。”
GTG以慈善角度定制贴牌Facebook游戏。例如，GTG为万事达公司策划了《You Play, We Give》营销方案，玩家只要体验游戏，万事达公司就会为Junior Achievement Hudson Valley机构捐款10美分，这款游戏获得了3万条好评，回访玩家占总访问量的80%。玩家平均每次访问的游戏页面停留时间为45分钟。
他表示，“美国网络网站的收视率（游戏邦注：针对18-34岁族群）也增长了40%。公司网络在Best Social-Media Loyalty活动中荣获AdAge Media Vanguard奖项。”
4. New York Public Library
今年4月初，纽约公共图书馆宣布将举办Find the Future: The Game活动，活动将于5月21日同大众见面。
玩家将通过使用手机应用在42街的Stephen A. Schwarzman Building完成相应任务。任务鼓励玩家深入探索图书馆和长达40英尺的书籍，”例如，玩家可能需要浏览Declaration of Independence的QR编码，然后回应创造性的短文提示。
Oxford Communications沟通战略家Christopher Stemborowski（他非代表Expedia，而是专注帮助品牌公司深入剖析社交游戏领域）表示，“就像Expedia要求6个喜欢评价而非1个才能进入游戏之中一样，品牌公司需要寻找方式授权现有社区吸收新会员。”
Expedia Worldwide总裁Expedia Worldwide表示，“Expedia目前正着手创建强大在线社区，让用户能够相互分享自己的旅游经历。我相信价值100万美元的免费旅行对于我们的Facebook好友来说将是重要的人生经历。”
他表示，“功能手机用户不可能为了体验《Find the Future》而购买只能手机，而非Facebook用户也不可能为了参与《FriendTrip》而注册帐户。尽可能准确判断自己希望获得的用户身处哪个社交空间，然后设计能够吸引他们的游戏，从而使他们能够按照自己习惯的方式活动。”
Why 5 Big Brand Marketing Campaigns Are Betting Big on Social Gaming
Skeptics of social gaming for business purposes exist, but that’s not stopping some big brands from disproving those critics’ misconceptions.
Big brands are finding ways to leverage the enormous social gaming population (which is expected to reach 68.7 million players by the end of 2012). They’re jumping into the game — so to speak — with branded virtual goods, integrated ads and offers as well as games that combine digital and real-world incentives.
For example, marketers like Century 21 have started using branded virtual goods — inexpensive, non-tangible items people buy to use in digital games — in order to gain brand recognition and tap into the profitable social gaming trend. In 2011, U.S. gamers will spark $653 million in revenue solely from purchasing virtual items, predicts research aggregator eMarketer. That figure is expected to reach $792 million in 2012.
Here are five brands that are successfully using social gaming in their marketing campaigns. If you know of any other stellar campaigns, please share them in the comments section.
1. Century 21
To try to make its 40-year-old brand appeal to the age group that buys the most homes — people who are 25 to 34 — residential real estate organization Century 21 launched its first social gaming campaign in early April.
Century 21 partnered with mobile gaming company ngmoco to create branded virtual goods that players could use in ngmoco’s We City [iTunes link], a game in which players build cities. The Century 21-branded virtual goods comprised of skyscrapers, homes and other buildings that players added to progress through the game, which was compatible with the iPad, iPhone and iPod touch.
The social gaming campaign ended April 26, and it has paid off. Century 21 Chief Marketing Officer Bev Thorne says 92% of We City players have incorporated Century 21-branded structures into their virtual cities. “That’s quite the engagement rate,” she adds. “We’ll also be basing our success on brand survey results, video views and app downloads.”
Appssavvy, a company that focuses on connecting brands to people through digital social activities, developed the strategy and design for Century 21′s first attempt at leveraging social gaming for marketing. Appssavvy is no stranger to the online social realm, as it already has planned similar campaigns for big brands such as Coca-Cola, McDonald’s, Microsoft, Nestle and Frito-Lay.
GamesThatGive is one company helping brands take advantage of the social gaming boom via Facebook.
“Games on Facebook are a special and powerful marketing tool that can easily bring a brand virality, deep brand engagement and sales growth,” says Adam Archer, CEO of GamesThatGive (GTG).
GTG makes custom-branded Facebook games with charitable twist. For example, its You Play, We Give campaign for MasterCard donates as much as 10 cents to Junior Achievement Hudson Valley for every minute a person plays the game, which has more than 30,000 Likes and gets more than 80% of visits from returning visitors. On average, gamers spend 45 minutes on the game page each visit.
The concept and execution are the same for GTG’s other big-name clients — Pepsi, Propel, Starbucks and Quaker. A user can play those companies’ custom-branded games on Facebook for a short amount a time until a pop-up box appears requesting that the user “like” the company in order to “double your donation.”
“Not only are thousands of dollars going to charity as a result of people playing games, but large companies are successfully using branded social games to turn Facebook fans into customers,” Archer says.
USA Network’s TV show Psych has a game-heavy website for its fans called Club Psych, where users earn rewards for consuming and sharing content, as well as interacting with fellow fans and content. The rewards range from virtual items (badges, wallpapers, digital music) to physical ones (posters, DVD sets).
“After the launch, users’ time on the Psych website increased from an average of 14 minutes to 22 minutes; pageviews were up to 16 million from 9 million in the previous season; and average site visits increased from 2 times per month to around 4.5 times month,” says Rajat Paharia, founder and chief product officer for BunchBall, which “gamified” the Psych experience.
“USA Networks also saw viewership of the show — in the 18 to 34 demographic — rise 40%, and it was awarded an AdAge Media Vanguard award for Best Social-Media Loyalty program,” he says.
4. New York Public Library
In early April, the New York Public Library revealed a digital campaign called Find the Future: The Game, which goes live to the public on May 21.
Using a mobile app, players will complete tasks at the Stephen A. Schwarzman Building on 42nd Street. The tasks encourage players to explore the library and “40 miles of books.” For example, a player might be tasked to scan a QR code located at the Declaration of Independence and then respond to a creative essay prompt.
“There is something to be said for being in the presence of rare, historic objects,” Caro Llewellyn, producer of the Library’s Centennial celebration, told Mashable in April. “Wikipedia and Google are fantastic, but to see objects like these in the flesh has enormous power and can truly inspire creativity.”
Five hundred pre-selected people will participate in the game’s launch on May 20, one day before the game goes live to the public.
The FriendTrips game from travel website Expedia at first glance appears to be a simple travel sweepstakes. For the user, it is — as all he or she has to do is “like” the Page, choose one of 13 destinations and invite five friends to do the same.
But for Expedia, it’s much more because a user’s five friends must also become fans of the page in order for the initial user to be entered into the drawing for a free trip. The friends are entered in the drawing upon “liking” the Expedia Page, which has more than 870,000 fans.
“Like Expedia, which is forcing six ‘likes’ to enter its game instead of one, brands must find ways to empower … their existing community to recruit new members,” says Oxford Communications communication strategist Christopher Stemborowski, who doesn’t represent Expedia but keeps his pulse on social gaming for brands.
Participants can enter the game more than once with the chance to double (by inviting 25 friends) or triple (by inviting 50 friends) their chances. Every day of the competition, which ends mid-May, Expedia also awards $250 to four players who submit pictures and share stories of why they want to visit a particular featured destination.
“Expedia is building a powerful online community where people can share their travel experiences with one another and with all of our travelers,” Expedia Worldwide, president of Expedia Worldwide, said in a statement when the game launched in March. “I believe a million dollars’ worth of free travel will be a magnificent experience for our friends on Facebook.”
Marketers have to meet consumers where they are already active, Stemborowski advises.
“People who currently use feature phones are not likely to purchase a smartphone just to take part in Find the Future, and someone not on Facebook is not likely to join just to take part in FriendTrip,” he says. “Decide, as specifically as possible, in which social spaces the audience you want to reach is spending their time. Then design a game that reaches them there and allows them to behave the way they do naturally.
“Great social games begin with an obsessive understanding of how people are socializing. The marketers’ task is to translate everyday socializing behaviors into meaningful actions for their brands.”（Source：mashable）