Interactive gaming is quickly being adopted as the entertainment medium of choice. Last year, the desirable consumer market—men, ages 18-34—invested 20 percent more time playing interactive games, while their TV viewership declined by 12 percent.1 This trend raises a significant question for media buyers: Is in-game integration an effective way to reach a target audience and increase brand awareness?
In an initiative to study this question, MSN engaged Millward Brown, a leader in interactive research, to evaluate the impact of the Jeep integrated marketing solution on the Zoo Tycoon 2 Endangered Species game. Two complementary studies were performed: quantitative and qualitative.
The quantitative research comprehensively captured responses from samples that were exposed and unexposed to the advertising and game play. A two-pronged campaign delivered Jeep messaging to the Zoo Tycoon 2 Web site and integrated Jeep Commander into the action of the game.
- Analyze the impact of the Jeep online advertising campaign on the Zoo Tycoon 2 Web site with regard to brand awareness and perceptions prior to the launch of the game.
- Measure Jeep brand awareness and purchase consideration as a result of playing the game.
Jeep’s presence in the Zoo Tycoon 2 game drove a noted shift in unaided and aided brand awareness. This research shows that in-game integration connects to gamers in a positive way and drives brand recall, making it an effective method of delivery in this study.
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Unaided Brand Awareness
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Aided Brand Awareness
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Played the Game vs. Didn’t Play the Game= +12%*
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Played the Game vs. Didn’t Play the Game = +15%*
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Q: Thinking about SUVs, what makes/models can you think of?
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Q: Please select all the makes/models
that you’ve heard of.
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Game play had a pronounced effect on the respondents, delivering a substantial positive shift in the high consideration category of automobiles. The study shows that the respondents who played the game versus those who didn’t play the game are significantly more likely to consider a Jeep Commander the next time they are in the market for an SUV. After playing the game, more than a third of the respondents favored Jeep in brand consideration.
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Purchase Consideration
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Played the Game vs. Didn’t Play the Game = +8%2
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Q: Next time you are in the market to purchase an SUV, which of the SUVs would
you consider?
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The study found that exposure to Jeep advertising on the Zoo Tycoon 2 sites effectively lifted key awareness metrics.
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Key Awareness Metrics
Web site impact without game exposure
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Not exposed
to Web site
advertising
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Exposed
to Web site advertising
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% Change3
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Unaided Awareness (Jeep)
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25%
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31%
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6%
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Aided Awareness
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52%
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60%
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8%
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Game Advertising Awareness
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5%
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12%
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7%
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66% of respondents indicated that they like the inclusion of real-world products into games when done appropriately. This adverting method can enhance the gaming experience providing a positive connection between the brand and the consumer.
- Jeep is an appropriate brand for the game - 78%
- Jeep adds realism to the game - 74%
- Jeep adds to the gaming experience - 61%
The qualitative research encompassed seven child and parent combinations, who were engaged while they played Zoo Tycoon 2. The interviews focused on the respondents’ reactions to the Jeep brand in-game integration.
- Measure the impact of the Jeep in-game integration after respondents played the game.
- Analyze the respondent's recognition and perception of the in-game product placement.
The research shows that integrating Jeep into the game play shifts key awareness measures. After playing Zoo Tycoon 2 with the Jeep integrated marketing solution, consumers were more likely to remember the brand and showed a positive increase in the purchase consideration metric in this study. In-game integration coupled with around game web advertising was successful in shifting key brand goals, making it an effective marketing approach to reach an elusive targeted audience in a manner that is not only acceptable but also appreciated by gamers.
