Mobile Advergames: What Works And What Doesn’t?
Advergames embedded in mobile social network sites (SNS) are a successful means to promote brands among a wide age range, according to a study in Computers in Human Behavior. However, there are a few factors to take into consideration before starting a mobile social network campaign. That is, a mobile SNS campaign is not suitable for every product category and there should be a strong fit between the advertised product and the game.
Advergaming campaigns on mobile social media are most successful in creating positive brand associations and awareness when:
- there is a clear connection between the nature of the brand and the game
- the game is targeted at heavy mobile social media users
- users are encouraged to discuss the game within their social network after playing it (for example by offering them an incentive)
How can advergaming campaigns on mobile social media create positive brand associations and awareness?
925 young mobile smartphone users, 70% of the participants were younger than 29 years; 43,7% male, 56,3% female.
Researchers placed an advergame of the patato chip brand Pringles on one of Japan’s most popular mobile social network sites; Mobage-town. After three days, an e-mail with a participation link to an online survey was sent to all users who played the advergame. The survey contained 30 questions (mostly multiple choice) about the advergame.
Facts and findings
- Advergames were most effective in creating positive brand associations and awareness when players of the game:
- although there was a clear connection between the nature of the brand and the game (i.e.,the advergame used for the brand Pringles used the shape of Pringles in the design of the game’s main character.
- intended to discuss the game and the advertised brand within their social network
- Heavy users of the mobile social network site were more inclined to discuss the advergame and the advertised brand.
- The intention to talk about the game increased when users observed a clear connection between the nature of the brand and the game.