In-game Branding

In-game branding as a marketing channel

In-game Branding


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Lexus generated global awareness and consideration of its new IS model among an aspirational, younger audience, while continuing to reinforce key brand attributes like performance and style.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Sports Revolution, a sports media company, developed CelticLIVE, the world's first fully integrated high-density sports stadia wi-fi complete with a bespoke match day sports app.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how US-based insurance company State Farm used a native mobile advertising program to remind its auto insurance consumers of the company promise to get them back on the road when in need of repairs.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Kia Motors Australia built deeper engagement with target consumers and improved perceptions around Kia's quality and innovation credentials through maximising the impact of its Australian Open Tennis sponsorship.


Ruihong Tang and Danny Wang, ESOMAR, Congress, Nice, September 2014

The paper demonstrates a practical way of measuring videogame player emotions continuously throughout gameplay, building on the separate approaches of mechanics and narrative theories with neuroscience techniques.


Stephen Whiteside, Event Reports, Direct Marketing Association Webinar, August 2014

This event report discusses how LEGO, the toy brand, is embracing the growing number of digital platforms on offer while keeping plastic bricks at the heart of its business.


Nicki Newman and Caroline J. Oates, International Journal of Advertising, Vol. 33, No. 3, 2014
Children spend the majority of their leisure time watching screens of various kinds (television, computer, mobile phone, tablet) through which they can potentially be exposed to many commercial messages. Marketers also reach children through more traditional channels, such as on-pack, sales promotions, sponsorship and so on.

Soontae An and Hannah Kang, International Journal of Advertising, Vol. 33, No. 3, 2014
This study analysed advergames on top online gaming websites for children. The content of 131 websites was analysed to see whether each site contained advergames, particularly advergames for food products, and the way the advergames were presented to children.

Nora J. Rifon, Elizabeth Taylor Quilliam, Hye-Jin Paek, Lorraine J. Weatherspoon, Soo-Kyong Kim and Karen C. Smreker, International Journal of Advertising, Vol. 33, No. 3, 2014
Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous.

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