In-game Branding

In-game branding as a marketing channel

In-game Branding


Jay Caplan , Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how L'Oreal, the skincare brand, launched the White Perfect Clinical Product, a skin whitening range, to reach Chinese women.


Gaurav Kumar Varshney , Warc Prize for Asian Strategy, Entrant, 2014

This humourous campaign promoted Center chewing gum in India by switching its budget away from TV and spending on digital platforms instead.


Ronnie Thomas and John Gamvros , Warc Prize for Asian Strategy, Entrant, 2014

This case study demonstrates how Closeup, the Unilever-owned toothpaste brand, used gamification and occasion marketing to reach young people in India and Indonesia.


Sailesh Wadhwa, Warc Prize for Asian Strategy, Entrant, 2014

This case study describes how FrogAsia, a education technology provider, used an online game to engage teachers and schoolchildren and improve the standard of English used in Malaysia.


Philip Trippenbach, Admap, November 2014

This article draws out principles from highly engaging video games and applies them to the design of interactive brand experiences.


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.


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.

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