Play The Game

A leading fast moving consumer goods (FMCG) company wanted to engage consumers in its new product offering. To create awareness about the product and to drive sales, the brand created a social media campaign and launched a game. And if you are wondering why a brand needs a game, then look at Microsoft Ribbon Hero 2. It’s a training game to learn how to use all Microsoft Office products.

A brand’s effectiveness is judged by the number of loyalists it has. To ensure loyal consumers, a brand conceives strategies that will strike a connection with the consumers. Today, brands are focusing much on retention of customers rather than acquisition, and there are fewer tools available for retention, the usual ones being email, contests and campaigns. At the same time, there are nearly 50 million casual personal computer and mobile gamers in India. Therefore, brands can leverage the popularity of their products on these highly active, tech savvy, new age consumers. Brands that incorporate concepts such as advergaming in their strategy can reach their end users in a non-intrusive way where the end-user gets the brand’s message in a fun and interesting way.

One brand that has leveraged its popularity on the concept of advergaming is PepsiCo. They created a complete digital package which included a mobile game and live screening

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