I’ve seen the news, one surprised to me, far from our market and our daily view, sadly. Always, when a company decided to produce an advergame, the advertiser not very often knows what the best thing to get successful campaign is. For that reason usually they leave all the responsibility on the company that produces the game, sometimes would like to have the “phone a friend” option like in “Who Wants to Be a Millionaire” to answer the question. Really, what the supplier knows about the advertiser consumers? Who knows? Maybe the best, would be that an advertiser defines exactly that is what they need. In the case of not knowing it, the one that asks he is idiot 5 minutes. The one that does not ask is idiot all its life.

Doritos, instead of the “phone a friend” option, decided to use the “audience” option. “The Unlock Xbox”, extraordinary initiative, which invites to provide ideas for the new game, and get the best idea to fit their brand. www.snackstrongproductions.com

Who knows better than the consumers what they like? I mean that concept is not viable in most of advertisers. The strategy that has decided to use Doritos requires time and conviction in the taken decisions.

As we are not going to often see this kind of ideas, join them and participate in this brainstorming.

Labels: advergaming, strategy

posted by Juan Antonio Muñoz-Gallego : 7:17 am