or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
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.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc 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.
YOU SEARCHED FOR:
"branded game" OR "in-game"
Removing term brings back all content in period
REFINE YOUR RESULTS BY:
Enter a search term:
Leisure and entertainment
Government and non-profit
Effies (North America)
Cannes Creative Lions
Gale classic cases (US)
"branded game" OR "in-game"
Date: newest first
Date: oldest first
DreamWorks Animation: Turbo Racing League / $1,000,000 Shell-Out
MMA Smarties, Gold, MMA Smarties, 2013
This case study describes how DreamWorks, an animation company, created a mobile game in order to promote the release of 'Turbo', an animated film.
This case study describes how DreamWorks, an animation company, created a mobile game in order to promote the release of 'Turbo', an animated film. The game targeted a range of age and gender demographics, focussing on behavioural commonalities in order to reflect the movie-going audience. The game gained eight million downloads in one month, and more than 17 million downloads in two months. It also attracted social media followers to the brand.
Carling Black Label: Be the coach
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for Carling Black Label (CBL), the lager brand, reversed a three-year sales decline in South Africa through an innovative approach to its sponsorship of the soccer Charity Cup.
This campaign for Carling Black Label (CBL), the lager brand, reversed a three-year sales decline in South Africa through an innovative approach to its sponsorship of the soccer Charity Cup. The campaign was built on the existing brand strategy to 'make ordinary men feel like Champions', which featured the global CBL brand ambassador, Ruud Gullit, a Dutch soccer legend. Soccer is the most popular sport in South Africa, with passionate fans who were critical of their football teams' managers. So, CBL invited fans to "Be the coach" - select the players who would be fielded during the Charity Cup by casting mobile text votes found in CBL bottle caps. Then during the match, fans could also vote on in-game substitutions. In 2011, when the campaign first ran, 10.5 million votes were received for team selection and 20.9 million in the second year. This halted sales declines and delivered good short-term results.
Chupa Chups: Chuck Studios - a new publishing model for branded games
David Webster, Warc Prize for Innovation, Entrant, 2013
This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name.
This case study describes a revenue-sharing partnership between BBH Asia Pacific, the agency, and Perfetti Van Melle - owner of the lollipop brand, Chupa Chups - to develop high quality branded games at low cost, under the Chuck Studios name. BBH had previously worked with the Chupa Chups brand when it gave birth to the Chuck character as part of its 'Life Less Serious' brand campaign. The character had gained a global footprint of millions of engaged fans on social media. This paper outlines the development of a new model whereby in exchange for a share of revenue, Chuck Studios provided social game developers with seed-funding and use of the Chupa Chups' brand's IP along with access to its global online fan community and marketing support. It makes the case that this arrangement is both sustainable and scalable and creates mutual incentives for both developers and Chuck Studios to produce best-in-class games, and to operate and monetise them over time.
RockSmith: The Authentic Music Game Experience
Effie Worldwide, Bronze, North America Effies 2013
This US campaign promoted Rocksmith, a music game that allows users to plug in a guitar and learn to play, by differentiating it from rivals that used plastic instruments.
This US campaign promoted Rocksmith, a music game that allows users to plug in a guitar and learn to play, by differentiating it from rivals that used plastic instruments. To achieve this, the game's maker partnered with guitar specialists Epiphone and Gibson, and also employed a retail placement with Guitar Center, positioning Rocksmith as an authentic musician's music game. The game, the messaging suggested, was educational as well as fun. Media used included in-store, specialist magazines, social media and mobile. With sales of 700,000 units and growing, sales of Rocksmith ultimately held steady in comparison to similar music games.
MTS (Manitoba Telecom Services): Morty 2.0
Institute of Communication Agencies, Silver, Canadian Advertising Success Stories, 2013
Manitoba Telecom Services (MTS), the local home-grown telecom provider in Manitoba, Canada, had been experiencing falling market share and revenue in its main lines of business: TV, internet and home phone provision.
Manitoba Telecom Services (MTS), the local home-grown telecom provider in Manitoba, Canada, had been experiencing falling market share and revenue in its main lines of business: TV, internet and home phone provision. To halt this decline and improve brand engagement, MTS decided to refresh and reintroduce an old advertising icon: Morty, the talking bison. Since his departure, newer advertising strategies featuring real people were not connecting with consumers, and lacked a competitive edge. Research found Morty still resonated with Manitobans on an emotional level and so an animated Morty platform was launched, re-connecting Manitobans to MTS and its products. TV was used to launch Morty 2.0, supported by a fully integrated multimedia campaign, including print, radio, outdoor, mobile, in-game ads and a microsite. All revenue forecasts for each line of business were surpassed. Over 18 months, the Morty brand platform successfully recaptured the Manitoba market's attention and restored the connection with MTS.
The Sun: Football Legends
Shana Pearlman, Warc Prize for Innovation, Entrant, 2012
This case study describes how The Sun, a British tabloid newspaper, sought to establish a new digital revenue stream through the creation of an online social game.
This case study describes how The Sun, a British tabloid newspaper, sought to establish a new digital revenue stream through the creation of an online social game. Tapping into its association with other games such as Bingo, the newspaper's Football Legends game enabled users to manage the on- and off-field activities of fictitious young soccer players. Despite limited promotion, the game was installed 122,000 times during its Beta phase and over 127,000 in-game items were purchased.
Comcast Sports Network: World Championship Baby
Effie Worldwide, Gold, North America Effies 2012
After the 2010 baseball season culminated with the San Francisco Giants winning the city's first-ever World Series, Comcast Sports Network needed a way to keep residents interested in Giants coverage.
After the 2010 baseball season culminated with the San Francisco Giants winning the city's first-ever World Series, Comcast Sports Network needed a way to keep residents interested in Giants coverage. So an eye-catching search was started to find the Giants World Championship Baby born exactly nine months after the Giants won it. Though the team didn't make the playoffs in 2011, CSN ratings during the promotional period improved by 29% over the same period in 2010.
truth: Unsweetened truth
Effie Worldwide, Bronze, North America Effies 2012
In 2011, smoking was at an all-time low in the US but Big Tobacco was selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill.
In 2011, smoking was at an all-time low in the US but Big Tobacco was selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill. The Unsweetened truth campaign exposed teens to Big Tobacco's newest tactics to get customers hooked on tobacco by posing the question, "Why do they make tobacco taste sweet?" It was first launched as a 30 second cinema spot featuring six people suffering from horrific tobacco-related diseases "singing" on a parade float. The campaign successfully increased engagement with provocative social media and videos. Legacy's research also showed an increase in negative attitudes toward Big Tobacco, which has been a key indicator of teens' intentions not to smoke.
RIFT: Creating credibility for a new video game against a dominant market leader
Effie Worldwide, Bronze, North America Effies 2012
In the seven years since video game, World of Warcraft (WoW), launched in the USA, no challenger had successfully stopped the category leader's continued increase in players.
In the seven years since video game, World of Warcraft (WoW), launched in the USA, no challenger had successfully stopped the category leader's continued increase in players. This campaign for RIFT, a WoW rival, used a confrontational approach to position the game as a credible alternative that demanded their attention. With the campaign line "We're not in Azeroth anymore" (Azeroth being WoW's fictional world), RIFT's launch platform stimulated immediate debate among players and spurred RIFT to reach one million sales faster than any other video game in the category's history, including WoW itself.
Subaru WRX: MY 2011
Institute of Communication Agencies, Bronze, Canadian Advertising Success Stories, 2012
Canadian sales of Subaru's WRX STI had stagnated, though the brand is loved by performance car enthusiasts for its rally-based credentials.
Canadian sales of Subaru's WRX STI had stagnated, though the brand is loved by performance car enthusiasts for its rally-based credentials. Although the new 2011 model was more performance-focused than ever before, it faced several challenges: a +10% price rise, a +25% sales target, a small media budget and stringent restrictions on the portrayal of performance in advertisements. An online engagement strategy was hindered by the fact that the car's target market - higher income 35-45 year old male "Performance Car Enthusiasts" - tended to be passive consumers of online content. But research uncovered another target: the younger, influential, "Performance Car Obsessed" segment, who would spend countless hours discovering and sharing content. Regulatory restrictions were avoided via a commercial based around a real-life flip-book animation which ran along the side of a racetrack that was filmed by a camera mounted on a WRX STI. The commercial was broadcast on TV, with print and online banners featuring key visuals from the film. Social media also drove word of mouth. Total sales increased 130% during the results period, against a target of 25%.
In-game branding focus in the October 2010 issue
gaming consoles, computer games
leisure and entertainment
computer and online gaming
"branded game" OR "in-game"
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc