Video games are proving to be effective advertising platforms

July 31, 2004

We all know that the television is taking some stiff competition from the computer and other forms of entertainment such as DVD movies. We now spend a lot of time on the Internet or even playing games, working with music and video or photos. This is no secret to retailers and they are changing their advertising strategy, targeting new arenas. Recently, the manufacturers of Jeep decided to promote a special edition model, the Wrangler, so they came up with a videogame called "Jeep 4x4: Trail Of Life" and the company gave it away online. You could basically drive the thing around and do some 4 wheelin' just like in any sim. It was cheap to produce too when compared with television ads, but what was surprising was how effective it was.

Around 250,000 consumers downloaded it by giving their names and e-mail addresses to Jeep. Apparently, when some cross referencing was done, they discovered that they sold hundreds of the limited-edition, $ 29,000 vehicles to people who played the game. The advertising execs were shocked at the percentage figures, it did a lot better than they thought it would.

For years, videogames have been stealing away consumers who might otherwise have been watching television or reading a magazine. Now they're beginning to attract business from some of the U.S.'s most coveted advertisers, part of a broader assault by new media and technology on the traditional ad industry.

Levi Strauss & Co. and Procter & Gamble Co. have paid to appear in the upcoming "Nascar 2005: Chase for the Cup" game, which is generating over $ 1 million in ad revenue for its maker, Electronic Arts Inc. A successful player earns the right to drive a car emblazoned with the Levi Strauss Signature logo and race on a Levi Strauss branded track. A pit crew composed of characters animated to look like P&G's Mr. Clean changes tires between laps.

The U.S. Army is spending several million dollars a year on videogames, including producing the "America's Army" PC game, available free online and from recruiters on a CD-ROM. Players go through a virtual boot camp complete with a barking drill instructor before undertaking simulated missions. "We want to put this where kids are spending their time," says Col. Casey Wardynski, project director for the game. A survey the Army commissioned found that young adults were more likely to have heard of the videogame than of its other communications efforts.

In addition, the television has become so riddled with ads that it's hard to tolerate it for long periods of time. Recently, I counted the commercials played from the time sports ends on the late evening news, which is generally the last segment, until the news ends and the next show begins. There were 8 commercials, interrupted by 26 seconds of anecdotal news, then another 8 commercials all strung together in a seamless, rapid fire presentation, before the late night talk show began!

I suppose it's fine to produce a giveaway product that is really a long commercial, as it's "free", such as these online games or even television broadcasts. But, should we fear though, that as advertisers realise the power of these cheaper, yet very effective alternate mediums, that the products we buy may soon have countless freeloading ads tagging along as well? It's happening already with DVD movies and worse yet, the movie theaters themselves. But, the ticket prices are higher than ever! When is enough enough? Must we be surrounded by marketing hype no matter where we turn? Shouldn't we get a discount for all this torment? What are your thoughts on using games as an advertising medium?

Source: ContraCostaTimes