Rethink your online presence. Banner ads and other regular online marketing and branding styles are not as effective as expected. Internet users simply ignore their presence, as recent surveys show. Branded games, however, are gaining a wider audience and more users due to their non-intrusive nature, and they have since become integral to brand media planning.
WPP Marketing and Indigo Entertainment is jumping on the bandwagon and have recently partnered to create Zzing!, a specialist advergaming unit. Said Cez Golez in a statement, “The success of advergaming lies in becoming what is interesting to the consumer and not what interrupts them from what they are interested in.”
< width="144" height="187" border="0" align="left" src=" ces-s. " alt="" />Zzing! is powered by Indigo Entertainment, the country’s leading Flash and Shockwave game developer, and games provider for Freeonlinegames.com and Crazymonkeygames.com. “With our partnership with Indigo, we aim to take advergaming to the next level in Asia. Each game will be customized to deliver a clearly defined brand experience,” added Golez.
Advergaming creates online venues for consumer-brand involvement, usually of the fun variety, beyond the standard 30-second ad. In fact, 50% of advergamers average about 25 minutes of engagement. Zzing! is riding on the wave of advergaming in the Philippines, estimated to reach 6.3M by 2010. Local and global brands Ford, Rogin-E and Sunsilk already feature advergaming applications created Zzing!
Gearing up toward the Creative Guild’s Kidlat Award in March, Zzing! collaborated with JWT to develop an online game to promote the Kidlat Card, a privilege card that entitles the holder to perks and freebies at partnering establishments in Metro Manila.
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