In-game Branding

In-game branding as a marketing channel

In-game Branding


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.

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.

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.

Lena Roland, Event Reports, MRS Connected World, July 2014

This event report looks at some of the ways in which brands and organisations are tapping into the world of connected consumers and explores the psychology of social media.


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.


Effie Worldwide, Bronze, North America Effies 2014

This case study explains an emotional campaign by OREO, the cookie brand, which built on a child's openness and curiosity to connect with a range of target groups in the US and Canada.

WARC RECOMMENDS


ARTICLE FOCUS

In-Game Advertising

An overview from the Advertising Research Foundation


RECOMMENDED CASES

In-game Branding

Warc's pick of the most effective case studies


ADMAP

In-game Branding

Gaming focus in the October 2010 issue


TRENDS

Cloud Gaming

What the end of the console means for the industry