Firms are going online and creating advergames – games that push a product – to get their message across to the online world, some reaching millions of people.

Virgin Money’s lose your lunch hour campaign has had over three million hits as surfers are encouraged to wreck a bank as the advertising method, although not novel, is gaining popularity.

Others, such as that for VW, has the player control David Beckham as he kicks a ball into the back of the automaker’s latest car.

Ed Ling, strategy director at digital communications agency i-level, told the Daily Telegraph: “There have been people producing advergames for eight or nine years. But in terms of the advertisers we work with, the major brands are just coming round to this as an opportunity.”

He adds that advergames are cost efficient, citing his work for the RAF, which has received a million visits even though the game only cost £30,000 to develop. He said that a traditional online campaign at this price would only have received around 4,000 clicks.

However, making a game still requires data intelligence and analysis of what a customer will want. Chip York, an international marketing director at Coca-Cola, told the paper: “Anybody can create a game, but it needs to be fun and simple, and something that is not already out there.”ADNFCR-8000151-ID-18117485-ADNFCR

Related Topics: General Marketing