ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Admap Prize winners announced
Mobile adspend lags in Canada
4G to catalyse Indian ecommerce
Publishers turn to welcome ads
No future for digital agencies
Shell develops branded content
7 Day Round-Up
The Warc Blog
Volvo, H&M among brands turning to virtual goods
NEW YORK: Major companies including Volvo, H&M and MTV are now using virtual goods in a bid to connect with internet users.
To promote its new sedan model, the S60, carmaker Volvo launched a campaign this month on MyTown, an iPhone application created by Booyah which boasts more than 2m players at present.
Emily Garvey, brand manager at Media Contacts, which handles Volvo's digital brief, suggested MyTown was particularly effective for fostering genuine engagement.
"It is a location-based game, where people check into a location such as a garage or auto dealership and opt to receive a virtual sedan, a Volvo steering wheel, tire or Volvo iron mark - its logo," she
told the New York Times
"[Volvo wants to] attract auto enthusiasts - who are about 60% men - to get people excited and to change brand perception so people think of it as a sporty, fun and good-looking car."
H&M, the apparel chain, is currently planning to roll out a second marketing initiative on MyTown, having employed the same platform in "The Blues", championing denim and other blue items of clothing.
This encouraged netizens to visit bricks and mortar stores and try products, offering credits that could be reclaimed against virtual goods when "checking in" at locations.
Speaking at a recent conference, Rachel Veiga, associate media director at MediaCom, the agency leading this effort, said it generated 10.6m online impressions.
"For us, it was interesting that the promotion was using virtual goods and virtual points to incentivize real-time activity," she said. "For brands like H&M, that's key.
"It's about driving foot traffic to stores, not just getting them to play. We're working on the next evolution of this - how do we get people to purchase?"
Appssavvy, a consultancy, leveraged MyTown over a ten day period on behalf of Powermat cordless chargers, fitting cellphones, ebook readers and satellite navigation devices.
Having surveyed 2,900 people signed up to MyTown, Appssavvy found 25% were aware of Powermat before the campaign, reaching 70% after it had finished.
Similarly, purchase intent rose by almost a third in this timeframe, indicating the broader benefits that come with effectively utilising emerging channels.
"MyTown provided a compelling experience, an online network and a fun and engaging experience," Beth Harrison Meyer, Powermat's vice president for global marketing, said.
Elsewhere, MTV, the entertainment network, has partnered with Mall World, a Facebook game aimed primarily at women, and which enables them to open their own fashion boutique.
More specifically, MTV is offering digital versions of items worn by well-known celebrities, such as singer Beyoncé Knowles' diamond ring.
Approximately 400,000 consumers log on to Mall World every month, and this young, tech-savvy audience is an attractive one for many brands.
Data sourced from New York Times; additional content by Warc staff, 8 September 2010
Twitter outpaces rivals
Twitter strikes major ad deal
Promoted tweets boost brand metrics
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc