In-game Branding

In-game branding as a marketing channel

In-game Branding


Tessa Thorniley , Event Reports, GMIC, May 2014

This article describes the work Facebook is doing to connect Chinese businesses with international audiences, despite restrictions on using the social network within China.


Tessa Thorniley , Event Reports, GMIC, May 2014

This article describes the comparative positioning in China of Weixin, a messaging app by Tencent, and Weibo, a micro-blogging site, and their respective aims for the future.


Tessa Thorniley , Event Reports, GMIC, May 2014

This article summarises the size and state of the global mobile gaming market, with particular focus on the Asian markets of China, Japan and South Korea, as well as North America and Europe.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how UPS, the logistics company, used a sports theme to boost brand love among small and medium-sized businesses and attract them as new customers.


Haming Hang, Journal of Advertising Research, Vol. 54, No. 2, 2014
Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games. Results showed that brands placed in a video game were recalled by only a minority of children and that brand choice was significantly influenced even when the placement was not recalled - suggesting that brand placement may influence children's choice without any explicit cognitive processes.

Effie Worldwide, Bronze, North America Effies 2014

This case study shows how the California Lottery launched Powerball in California, the largest jackpot game in the US, tackling perceptions of poor odds of winning by focusing on hope.


Effie Worldwide, Bronze, North America Effies 2014

This case study demonstrates how PEOPLE, a celebrity-focused US magazine, reversed a decline in sales by encouraging loyal readers to purchase more frequently.


Effie Worldwide, Gold, North America Effies 2014

This case study explains how Pantene, the haircare brand owned by P&G, tackled declining sales in the US by developing targeted digital in-app ads for women, partnering with the Weather Channel and retailer Walgreens.

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