Summary
This article describes how Cadbury, the confectionery brand, maximised its sponsorship of the 2012 London Olympic Games to engage all its stakeholders in the UK. As a Tier 2 sponsor, the company just had rights to the domestic (UK) use of Olympic trademarks, but had ambitions to make the biggest impact it could. It activated its sponsorship by connecting and involving British consumers with the Games, in response to research which suggested many people felt excluded. The central platform was "Cadbury Spots v. Stripes", a series of local game-based activities and competitions around the UK that anyone could play. By the end of the campaign, Cadbury had generated widespread reach, activated and amplified by paid, owned and earned media. In terms of unprompted recognition, Cadbury was fourth in the list of all sponsors and was top in its Tier 2 group of sponsors.

Summary
This article provides a brief overview of gesture control, which enables computers to sense a user's movements through infra-red technology and reflect them on the screen (as demonstrated by Nintendo's Wii gaming console). Recent advances in gesture control technology - such as Leap Motion (a cheap plug-and-play device) and MYO (which works out movements through the electrical activity of users' muscles via an armband) - offer new opportunities to create a tactile experience between user and computer. For brands, uses could initially focus on making exploration of spaces, materials, objects and complex ideas tactile and immersive.

Summary
This report describes the growth strategy of Rovio, the mobile gaming company, spearheaded by its phenomenally successful Angry Birds series. The report is based on an address by Michele Tobin, the company's vice president for brand ad partnerships and advertising in the Americas, to the Mobile Marketing Association Forum in New York, in which she describes Rovio's evolution from a "games company to a global media company". Angry Birds has now been extended into numerous new categories, including TV animation, books, consumer products and theme parks (with a feature film scheduled for release in 2016). Revenue also comes from advertising within its games: each new release now contains customised, integrated ad units that involve its characters. The company favours brand partners that add value to its games - for example by offering rewards or additional content, such as a tie-up with McDonald's in China. She also describes collaboration with NASA, started from a Twitter conversation, which saw a variant of Angry Birds launched from the International Space Station.

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This paper presents a review of extant literature about virtual worlds market research. We discuss the need for greater recognition of differences to traditional online and e-commerce web services, including social media. Our review considers what makes virtual worlds different and of particular interest to market researchers, including an overview of Second Life. We examine the issues faced and analyse how these link to research processes. We conclude that there is a need for a deep understanding of how user-participants behave ‘in-world’. This article contributes by raising awareness and informing the market research community of pertinent issues.

Summary
This study investigates if a gamified survey provides greater insight into the relationship between consumers and brands compared to a more traditional survey approach. The research found that moving from a traditional survey to a Flash-enhanced survey reduces respondent fatigue and increases quality of response. Equally, when you move from the Flash survey to a gamified one, responses increase even further. The gamified element allowed the researchers to learn more about how respondents felt about particular brands. The research concludes that when the differences between brands are nuanced a gamified environment can highlight feelings and indicate brand differentiation.

Summary
Prestige car brands are eager to attract younger drivers as cheaper 'entry-level' models have proved to be a success in recent years. The BMW 1 Series now contributes to around one quarter of BMW's annual passenger car sales and Audi's A1 demonstrated the public's appetite for Audi engineering in 'concentrated' form. Mercedes-Benz will launch its A-Class in 2013 but the brand has an age perception problem, with research showing that the perceived age of a Mercedes driver was at least a decade older than that of an Audi or BMW. It is a brand at odds with the dynamism and energy of youth. This article shows how recent campaigns for Mercedes-Benz have started to tackle the issue, using active interaction and cross-platform populist storytelling.

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This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Durham (USA) and Victoria Roads (Australia).

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Learn how media and entertainment sector experts use in-game branding effectively in this document with cases from Bing (USA), The Sun (UK), Nike (UK) and Dell (India).

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Discover top in-game branding strategies for the soft drinks sector in this document with cases from Coca-Cola (Hong Kong), Fanta (global), Capri Sun (USA) and Fanta (Spain).

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Discover top in-game branding strategies for the alcoholic drinks sector in this document with cases from Takahashi Shuzoh (Japan), Keystone Light (USA), Heineken (Europe) and Heineken (Malaysia).