Don't hate the player, or the game
Online brand engagement. If there’s one thing that excites us most about this, it’s the idea of creating a game.Â
Why? Well, it’s a rare chance to incorporate 3 major incentives – prizes, information and fun. As a result, there’s a lot more you can give to the audience through a game. They get more from it and you can get more from them. Everyone wins, so to speak.
It’s also incredibly mouldable to a specific brand. You can really craft which features to emphasise and which messages to relate so the game is doing exactly what you need it to. Such a bespoke asset means it’s extremely ownable. No matter what, it’s yours, it hasn’t been done before and it can’t be imitated. There’s no such thing as a stock game.
But there are certainly a few games out there that justify our lust for online brand games. For one there’s Adidas’ ‘#FASTORFAIL’. It’s fun, it expresses the brand’s message and there’s a chance to win a poignant prize. Plus it demonstrates the other thing we love about games. They can work to link multiple online channels. With an epic video to explain the game, the hashtag to spark social media conversations and endless material for eye-grabbing ads, this hits a flock of birds with one football.
Not to mention, a game is not just a single one-time interaction. They’re addictive and encourage you to have multiple goes to improve. So if you’ll excuse us, we have some more training to do with Messi…








