The online Facebook marketing campaign Trophy Raiders game is part of the Adidas integrated marketing campaign strategy and targeted to the football fans around Southeast Asia for the UEFA Champions League.
To join the Trophy Raiders Facebook game, you need to login. Once started, you need to gain as many points as possible through collecting and keying in fan codes. Every 100 points earned entitles the participant to a chance of winning one of five stadium trips to see your favourite team play in Europe.
The use of gaming is starting to become a key micro-trend with WGSN reporting ‘why advertisers should head in-game.’
Below features a summary from this report:
“Jack Wallington, IAB’s head of industry programmes, said the inherent experience of gaming makes it an effective advertising medium. He clarified that gaming often involves socialising and creates memories, which enables advertisers to engage with consumers on a deeper level. ‘Brands are always looking to build an emotional connection with consumers and games allow them to do this,’ he explained. He also highlighted a study by Microsoft which found 72% of gamers recall ads they see during play, while 79% respond favourably to in-game advertising as it is makes the experience more realistic.” (WGSN 2010)
Perhaps New Balance could consider targeting the tier 2 consumers through gaming rather than TV advertising as it is the next big thing and would really reach their target audience?
