To help demonstrate the power and speed of its new Dodge Charger, automaker DaimlerChrysler found a way to put the car in consumers’ hands via an online game, Hemi Highway.
The online, racing game, which launched last fall, let consumers take the new line of Charger cars for a virtual test drive while immersing them in the brand. The game, created by Fuel Industries and distributed by Shockwave.com, is available at Dodge.com/Charger.
Experts yesterday highlighted the Hemi Highway case study as one example of a successful advergame (a video game built around a specific brand or product), at the Advertising in Games Forum in New York.
“Dodge stands for power and performance and toughness,” said Vanessa Kelley, cross brand gaming, DaimlerChrysler, Auburn Hills, MI. “What we wanted to do with the Charger is to… try to reach new, younger 18-34 males. What better way to do that than with online gaming?”
Through the game, players can test 15 courses while “driving” their customized Dodge Charger. As part of the experience, players select the color and model of their car—similar to consumers’ car shopping experiences.
Shockwave.com promoted the advergame via 15-second streaming video, e-mail blasts and editorial placements on its site.
As a result, Hemi Highway received more than 4 million game plays between Sept. 20 and Dec. 5, said Kate Connally, VP for AddictingGames, a division of Atom Entertainment, San Francisco. Hemi Highway was in the top five games for the first 3 months after its launch. Consumers spent an average of five minutes playing the game, she added.
“It was a campaign well worth its investment,” Connally said.
Hemi Highway is a prime example of how brands can add to their marketing mix beyond traditional advertising methods, Kelley said. The tactic reflects a growing trend by brands to use alternative media to reach consumers.
While the advergame might not have persuaded consumers to buy a new car, the tactic enhanced consumer awareness about the brand, she said.
“I don’t necessarily believe print media, TV, the Web all need to have the same look and feel,” Kelley added. “The person who watches TV doesn’t necessarily game. We’re looking for different opportunities.”
Some of the keys involved in creating a successful advergame are to find innovative advertisers, sign on creative game developers and to have a strong distribution channel for the game, panelists said. Kelley recommends marketers who entertain advergaming around a product launch plan ahead, as far as several months out, to build additional buzz.
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