games for health advergaming loughran 06 09 09
TRANSCRIPT
1
Julia Loughranwww.iConecto.com
703.629-6969 m
The Health Advergames Round-Up: The Good, The Bad
and The Ugly
Outline• What are Advergames?
– Their History– Their Effectiveness– The Advergaming Market
• Health Advergames– Exergames– Healthy Behavior– Healthy (Unhealthy?) Eating– Pharmaceutical Companies– Other Gray Area Examples
• Advergaming Lessons Learned• What the Future Holds
10
Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
What are Advergames?
3http://www.youtube.com/watch?v=rr0HCAHoKSA
Types of Advergames
• Around-game environment ads• In-game environment ads• In-game immersive ads (video game designed
solely for a specific brand or advertising)
4
History of Advergames• 1964: Mustang cars appear in Chicago Coin Pinball Machines• 1973: DEC’s Moonlander Easter Egg (McDonald’s)• Early 1980s: McDonalds and Parker Bros; Coca-Cola and Atari;
Ralston Purina; Johnson & Johnson’s “Tooth Protector”; M Network and General Mills’ “Kool-Aid Man”
• 1987: graphics improve; in-game billboards are big-biz; Ford Simulator
• Mid-1990s: In-game advertising ubiquitous; 1992: Colgate-Palmolive’s “Harold Hardteeth and the Fight of the Clean Teeth”; Frito Lay’s “Too Cool to Fool” and others
• 1998: Coca-Cola’s 3D interactive Mr. Pibb game • Dot-com bust – rebuilding; opportunities for many industries –
especially Health!
5
Why Advergame?• Increase consumer interest in a target product• Create brand equity through synergy and
entertainment• Maximize product purchasing• Integration in a larger synergistic campaign• Increase brand recognition and loyalty• Reach specific age group/demographic• Use as a social marketing tool (promote general
messages re: improving the health and welfare of people)
• Educational medium
10
Confidential. Copyright, All Rights Reserved, iConecto, Douglas Goldstein
Does it work?• The Henry J. Kaiser Family Foundation Research (Jan. 2007)
– 73% of 77 major food websites aimed at kids offered at least one advergame– 38% of these sites offered prizes or rewards available only by purchasing a
specific brand of food and entering the code online, as mentioned above
• University of Missouri Study – The study revealed that consumers expressed strong positive relationships
toward brands when they played advergames with strong thematic connections to the brands.
• Brand Retention– 60% of players on a popular ad/game network can recall an ad after three
months and 30-40% can recall the ad after six months (far ahead of TV or Internet)
7
8
The Market
9
Health eGames
Copyright 2009, All Rights Reserved, Douglas Goldstein
Health Advergames: Reaching the Consumer
and Building Brand Equity
Exergames
• Pedometers (Sponge Bob)• Disney’s
– High School Musical Dance Mat – Hannah Montana Dance Mat
• Dancing with the Stars• Kraft Gamepad
11
Healthy Behavior
12Swiss Aids Federation “Catch the Sperm”
M. D. Anderson Cancer Center in Houston a $3.7 million grant to create an anti-smoking video game
Colgate’s Kids World
Healthy (Unhealthy?) Eating
13
Example: Pharmaceutical Companies
• Baxter Healthcare (Medicine for bacteria)• Viagra• Mirapex (restless leg syndrome)• Nasonex
14
Other (Gray?) Examples
• Professional Training (Nobel Biocare?)
• Medical Device Companies (GlucoBoy?)
15
Health Advergames: Lessons Learned
• Advergames must be fun and or informative first!• People born > 1980 prefer to learn in groups, with multi-media and be
entertained and excited.* • Women are the Health CEOs of a family and the largest demo of casual gamers• Advergames offer capability to capture user demographics that other advertising
platforms do not• Games have the power to lead to behavior change• Advertisers should not duplicate static campaigns on interactive platforms• Online games can spawn communities and become viral• Matching game to brand• Since it costs more than traditional advertising – have benchmarks for success
16* Deloitte research study.
What the Future Holds for Health Advergames
• iPhone and mobile apps• Advergames in Virtual Worlds• Video games as part of health-related websites
(gaming arcades to hospitals, providers, etc.)• Google In-Game Advertising
17
What I’m Playing …
19