Question

1. Discuss the characteristics of social media games and how marketers can use those games to meet branding objectives.

Answer 1

Characteristics of social media games:

1. Social media helps in building relationships as gamers can interact while playing.

2. It is comparatively easy to learn and the person does not need to be a expert to get involved.

3. It is very engaging.

4. It is a light attention mode of engagement. Players don't need to specify a time period to play. They can play whenever they get time. Be it work breaks, watching Tv. Etc

5. It does not require players of same community. Players are from different part of the world.

6. It represents new economics of game production. It also profitable as revenue is generated from advertising, promotional marketing and in-game purchases.

7. The cost of developing a social media game is low but the outcome is huge.

How marketers can use those games to meet branding objectives?

Robert Tomkinson, Playfish's senior director of global marketing, said, "What they want is massive reach, they want targeting, they want performance. And you can have all of these by forming branding opportunities in the right way."

1. In "virtual world" games, brands can do more than hang out on billboards. They can become part of the game.

One way brands have done this is to add an element to the gameplay itself. When Farmers Insurance branded a blimp in the FarmVille game, for instance, players who chose to put it on their farms had their crops protected during the 10 days of the promotion. The branded blimp continued to float over their farms even after the promotion was over.

2. Another way brands become part of the experience is by adding an interactive component to the landscape. On Black Friday, Old Navy launched a virtual store in CrowdStar's social game, It Girl. Players could purchase Old Navy virtual clothing or gift it to their friends. The virtual store displayed real-world offers, and players could also complete quests that would earn them virtual currency.