Advergaming and Awareness

With more than half of total online revenue coming from mobile devices, utilizing mobile advertising has become a must. However, mobile should also be utilized for sharing complex information otherwise difficult to communicate.

Chipotle is an example of a company utilizing mobile marketing as a means for reinforcing and building awareness about their Food with Integrity commitment. Chipotle was able to communicate their message of sustainable farming with its “The Scarecrow” campaign featuring a short film in combination with a mobile game. The concept for both video and advergaming components of the campaign center on large processed food companies whose focus is revenue instead of sustainability and fresh food. Within four days of its release, the game reached over 250,000 downloads.

A spokeswoman for Chipotle, Danielle Winslow, explained that Chipotle wants “people to understand as much as possible about how food is raised, and we believe that a mobile game makes these issues more accessible.”

Advergaming was effective in addressing Chipotle’s Food with Integrity commitment due to its complicated subject matter. The mobile game allowed for a way to engage and entertain consumers, while also making them curious about where their food comes from and why it’s important. The game’s high production value, emotional and engaging plot, and large amount of varied content has been credited for the highly successful campaign. By December 2013 more than 530,000 consumers had downloaded the game through iTunes.

Based on Chipotle’s success, is advergaming underutilized? Should advergaming be utilized as a catalyst for awareness?

Is Social Media Making Us Honest?


Two weeks ago Brian Williams was the  23rd most trusted person in the country and NBC Nightly News was drawing in 9.3 million viewers a night. That has all drastically changed since it was unveiled that Williams lied about his role in a 2003 helicopter incident in Iraq.

A clip from the broadcast that included Williams’ story was posted to the NBC Nightly News Facebook page a few days after the show aired and things quickly went south. Lance Reynolds, who was on board the helicopter that was actually shot down, commented on the video and disputed Williams’ account of the event. Williams quickly became a trending topic as users started the hashtag #BrianWilliamsRemembers to mock the anchor for ‘misremembering.’

Williams’ has since been suspended for six months without pay. Would this have gone unnoticed if the video hadn’t been posed to Facebook? After the scandal broke it quickly came to light that this was not the first time Williams’ had exaggerated and/or altered his account of the event. However, this time it was posted to social media and was provided a platform for the truth to come out. This begs the question, is social media making us more accountable?

Stuff for the Sake of Stuff?

content_marketing_matters_581849Emerging media made way for advancements in how marketers were able to reach consumers, resulting in a much more challenging landscape. Consumers were presented with more and more messages as reaching these consumers became cheaper. It wasn’t just the large corporations reaching consumers; now every mom and pop shop in America has the resources to market to their target market. This resulted in marketers coming up with better ways connect with consumers, and content marketing was born.

93% of B2B marketers currently use content marketing, a $44 billion industry that generates three times as many leads per dollar spent as traditional marketing tactics.

LinkedIn is getting on board with their recently launch sponsored content advertising, allowing advertisers to reach their audience with their content marketing pieces.

This content is presented as useful thought leadership in the form of whitepapers, market reports and client updates however it is much more than that. Content marketing is not stuff for the sake of stuff. It is a carefully executed marketing strategy.

So next time you pick up one of these content marketing pieces, will you think twice? Are they less useful now that you know they are part of a bigger marketing strategy? Or are they still valuable though leadership?

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