At the IAB MIXX in-game advertising session, Don Reilley picked the brain of Dario Raciti, Director of Ignition Factory at OMD. Dario shared that Nissan had seen a large lift in brand recognition – a direct result of in-game advertising.
What was core to this campaign was that Nissan leveraged the lifecycle of the game so before the launch of the game they were on the cover, they were included in the press leading up to the release, and then at launch they hosted a gaming tournament to win a car. With this campaign Nissan also was able to get two years of traction with their brand through ongoing game usage.
Their results video provides a nice snapshot into the success metrics of this campaign:
So what drives a successful campaign with the gamer and casual gamer audience? At the core it’s delivering what the gamers want to see in-game and being true to the audience. If you aren’t you hear about it, says Dario.
Keep up your gamer score and your in-game advertising,