Spending on games and contests may be flat, but consumers don't seem to notice. They're too busy posting photos, developing videos and singing jingles.
The slowed growth is a result of the diminished economy coupled with the saturation of games, contests and sweepstakes. Still, brand marketers are playing in the space as a way to stand out in an ad-cluttered market.
There's little question now is the time for interactive promotion. And marketers are getting smarter. No longer are online games, for example, used strictly for entertainment and branding, but rather to educate consumers about products and services.
Take a lesson from Dairy Queen. The firm just launched an online game at DQ.com to promote the chain's new “Sweet Deals” permanent value menu. DQ's attempt to set itself apart from competitors marks the first time the discount menu is being offered year-round.
The menu lets customers mix and match nine menu items, choosing two for $3, three for $4 or four for $5. In all, there are more than 20,000 combinations to choose.
The game plays off that variety of food combinations by letting players use a virtual board game to choose combos to unlock a deal. The game, “What's Your Deal,” tallies combinations and ranks scores accordingly. Nice move.
