Marketallica

Archive for the ‘Advertising Mediums’ Category

With the recent hype Second Life, I wonder what’s going on at ingame advertising world. After doing a little research, there are some interesting results;

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The new “NBA Live 07″ has some interesting features ; if you buy the game for Xbox 360 or PS3 ( when its become avalaible, anyway ) you will be able to unlock new items and features in the game from Adidas Basketball. Moreover, you can use the codes that can be found at retail & online NBA places , to unlock more items, events that will increase the game experience. Adidas is working with EA for expanding its new marketing slogan “It takes 5IVE”

Gamers can have extra players who are “Adidas 5IVE ” powered, that can take other 5 game character into an arena and play matches ( which is even supporting more the Adidas concept ) This way, they created an unique gaming experience for player and also for the brand. (But the game is getting really bad comments and got 6.5 rating from Gamespot, so , Bad luck for Adidas! )
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Another very good example is Burger King. With their innovative, successfull advergame projects like “Subservient Chicken”, Burger King started to move into more gaming area in order to create unique experiences. One of this movement’s result is “Fight Night Round 3 “. The game featured extensive Burger King in-game ads, including The King as a trainer/sparring partner. ( which get really bad comments, saying that “its too much ads” ) And now, they are releasing three Xbox games based upon those commercial properties. Pocketbike Racer, Big Bumpin’ and Sneak King cover a variety of casual game categories and will all retail for less than $5. Again, I must say, I didnt like the idea much , because its too obvious, its kind of pushing the limit for advertising’s sake. ( bad!)

I really like the approach of Adidas, which incorporated itself into game, not pushing itself. This way, it feels right for me. Marketers trying to find new ideas, new approaches and mediums to explore and gaming will the next hype for marketers. Marketers spent $56 million last year on in-game advertising and product placement, according to research firm Yankee Group. Yankee expects that number, which includes ads placed in both online and console games, to reach $730 million by 2010.
Furthermore, Acclaim is working on a multiplayer online game which will be free with the help of in game advertising.
This is a “win-win” scenario for both customer and brands. Players will get free items “courtesy of brands” ( like, you want this sword ? Ok, its free from Coca-cola for you! ) and will have positive experiences about brands through games. The only problem that can occur is the “Burger King problem” ( pushing it too hard!) But I am sure that Acclaim wont fall into this trap.

According to recent Game Metrix research, (http://www.comscore.com/press/release.asp?press=1012) heavy gamers are more receptive to ingame advertising than medium gamers. They are stating that, ” it give more realistic feeling to game”. Looking from marketing side, its a very good development that customers perception changed to this way, which helps the game industry develop even more…

Second Life is another case, and I will write about it in ” Part Two” … Stay tuned, and thanks for your comments

Artvertising in sandberg institute

Upon the success of milliondolarhomepage, we’ve seen millions of copies online. Now, what we have got here is something different. Sandberg institute is selling their building facade with the same pixel based concept! They said this is a new concept that sets itself on the borders between commercial art and critical art, private business and public space. A different approach for sure!

This is a very good example which I told at my workshops; Internet 1.0 was empowered by media and advertising community, now with internet 2.0 – where users are king and the user generated content is the new black ! – Internet is paying his debt back, empowering every aspects of media. Digital concepts are becoming more and more part of our daily lives.

If you have more of those kind of examples, please share with us!

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Jellyfish is a new kind of shopping search engine. Consumers use Jellyfish like they would any comparison shopping engine to easily search, compare, and select the right product from a trusted online store. But Jellyfish’s difference from other shopping search engines is that consumers earn automatic cash-back savings on their purchases because Jellyfish shares back at least half of the advertising revenue generated from each sale.

And the Jellyfish marketplace maximizes those savings, because retailers compete to get to the top of the search rankings by increasing the amount of cash back provided to end consumers. This creates a competitive buying environment where consumers search and merchants bid with their ad dollars to lower end prices.

Great things are happening there, some screenshots are below. I’d recommend you to sign up to Jellyfish to experience  consumer empowerment, transparancy of markets, and shopping 2.0 at first hand.
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Last year, we have met many outdoor with live shows. Some examples are Mexican Tourism trucks and Calvin Clain’s live billboards

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In a saturated world these live shows got people attention and create some buzz. Nowadays, an entrepreneur in New York found a new advertising company named Adverlive which offers live commercials in a truck. Their transparent truck that combines the features of 3-D advertising with mobility is roaming around the streets of Manhattan to get people’s attention to its clients.

Vodafone 3G services offer new level of mobile working experience.  To promote their 3G services Vodafone have used these interesting desk cars. This car traveled around London traffic to show Londoners 3G experience in a very surprising way. (spotted by Flickr user Mardagg)

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Jwt Chico created excellent clips of best examples of marketing and advertising. They are full of inspiration. A must seen clips for every marketers. Please tell our friends about these awesome works.

I’ve inspired Flickpreneur concept from one of RussellDavies’s flickr photo. In this picture, he shows his books. Everything seems usual, but not finished, he added some notes to pictures. On notes, he tells a bit about book and add link to amazon with his referral (check out here). It means, if you enjoyed Russell’s photos, you just look at; you can instantly buy it on Amazon. Maybe it is first product placement ever on flickr.

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This little idea may big impact for users, brands and flickr itself. Let me explain, users of flickr or uploaders may use their affiliate programs on flickr. For example, if you take a picture of Threadless tshirt, just add note links of how to buy it. These notes are contextuals, not irritating for viewers. Viewers have a chance to buy Tshirt he just seen on his friend wearing or he has a chance, he just witness performance of brand on picture. This concept gives users make a money, that's why i named it flickrpreneur. I tried some initiative with my threadless affiliate program. Here and here.

For entrepreneur minds, maybe it is inspiring to develop application that makes it easy to add affiliate programs' link on photos. Then, Flickr, you should encourage and constitute flickrpreneur concept and make big money.

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Finally, this concept is very important for brands. Branded content and participation is very critical on todays' marketing. Lets look at how Amazon (pionner of marketing) esteem customer images.

"Sometimes product descriptions and manufacturer supplied images are not enough. Here's your chance to help millions of fellow customers learn more about how a product looks, behaves and performs. Think of customer uploaded image as reviews in pictures."

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In conclusion, product placement on photos has great potential both providers and advertisers. Maybe we see new kinds of ad networks. If you like theconcept, please help me to spread the idea.


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