Computer games can provide a platform for virtual world interaction with brands. Advertisement through computer games can either be Advergaming or In Game advertisement (Sever 2). The Polo Cup in Turkey was used by some brand sponsors as a medium for advertizing (Sever 1).
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Volkswagen brand used this platform for advergaming. Race paths and cars were branded (Sever 1). In specific, Volkswagen used the indicative game advertisement to achieve the advergaming marketing.
This form of brand integration allows production to occur within the game area. An internet 3D game Polo Cup virtual game was also provided on the www.ntvmsnbc.com website and participants competed for awards (Sever 4).
Consequently, participants in the game area were able to interact with the brand. Needs were addressed particularly when the brand advertisement information was made visible to players in the form of the brand logo and messages. The experience with the brand increased exposure in due course.
The marketer gained advantage over other traditional approaches since brands drew attention of the participants in a playful way in real time and over-the-time (unlimited exposure).
Volkswagen brand was behind organizing for the game under the tag of the Polo Cup and the gamers contested on branded cars in order to win a prize. Permission for brand inclusion by marketers entailed paying the game publishers to integrate the brand during production (Sever 2).
Consumer experience in the virtual advergaming provided them with an opportunity to participate in Polo Cup as much it’s not in the real car and track. This is regardless of prior real driving experience or competing.
Participants appreciate the Volkswagen contribution towards the competition and may convince them to opt for the brand over others during their shopping. Alternatively, consumers (as competitors or spectators) are enticed to attend the real track-event Polo Cup competition.
A credit retailer that is Mr Price used mobile advertizing to deliver financial information (Mobile Marketing Association 10). The marketing strategy was developed and executed by Lenco Mobile.
The need and impact were personalized communication of the delivered financial information to target customers. Permission-based mobile advertizing increased efficacy by reducing waste in spending by focusing on the specific target market who are more interested in the marketer’s services and products (Mobile Marketing Association 10).
Marketers addressed issues on permission by reducing irritation for consumers not targeted. The wireless technology allows the marketer to identify consumers at the individual level. Often, targeted consumers have no issue with the advertisement since they can ignore it and avoid being interrupted by the advertisement.
The consumer experience was a personalized access to latest financial information about Mr Price, which was readily availed to them. In this regard, the consumer had control of whether to act immediately or later.
Though, cautionary negative experiences such as the intrusion of privacy may occur, especially for consumers who are not popular with this form of advertizing. Such consumers may over-the-time learn to ignore messages immediately or do away with them.
However, permission-based mobile advertizing minimizes the spam and unwanted messages, thus the consumer is unlikely to doubt the information delivered regarding the specific company.
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Arguably, formulation and implementation of policy pieces that entrench best practices prohibit bad timing for messaging and unlimited number of messages sent to consumers (Mobile Marketing Association 23).
A diagrammatic illustration of conceptualizing (permission-based) mobile advertizing
Source from Tsang et al. (69)
Mobile Marketing Association 2011, An introduction to Permission Based Mobile Marketing. Web.
Sever, N. Serdar. n.d. Advergaming: A Case Study On Polo Cup. Web.
Tsang, Melody M., Shu-Chun Ho, and Ting-Peng Liang. “Consumer Attitudes Toward Mobile Advertising: An Empirical Study.” International Journal of Electronic Commerce. 8.3 (2004): 65–78. M.E. Sharpe. Web.