Special Report: Play Again

PROMO Special Report:
Play Again

Executive summary:
Online games used in promotions can range from the very simple to the most elaborate. But marketers should keep in mind that the most effective games, no matter how basic or complex, encourage long plays and frequent returns: to investigate different outcomes, to try for better scores, to share with friends or to meet other players. And, of course, to get more low-level exposure to a brand message.

It's a tough challenge, finding the right balance between a good game and a good campaign. And the advergame channel is new enough that few firm rules have been uncovered. So reading about other brands' successful online game promotions may be the best thing you can do to get your own game on. In that case, read on.