2010 will be a big year in innovation in games and sweepstakes.
Pulling players deeper into a brand experience for longer periods of time is high on the list. One new technology, Augmented Reality, has the capabilities to do that and is being tested by a number of marketers. The online application allows players to interact using a Web cam in real-time with computer-generated imagery, says Matt Kates, vice president of strategic services at ePrize, LLC.
Papa John’s used the application last summer to let players download and print an icon of founders 1972 Camaro. When the icon was recognized by a webcam, users virtually drove the Camaro.
Built into game play will be more ways for players to contribute, such as designing a character or syncing up a player’s voice to a character. The goal here is to increase time spent and viral sharing.
“Every time you create something yourself, you’re more likely to pass it on,” Kates says.
As an example, HBO and ePrize got players to spend an average seven minutes creating “fashionistas” by choosing different clothing, shoes and accessories in a promo to build excitement for the premiere of the HBO movie “Sex and the City.” Players unlocked additional fashion items by entering codes received from viewing video content on affiliates’ sites.
The use of digital channels—microsites, social networks, video sharing sites and mobile—will increase as marketers continue to interact with consumers when and where they like to spend time.
Viral components will be built into most promotions. Many will include a prize for the most viral player.
Measurement criteria is migrating from the basics—like how many people registered and played—to time spent, a more meaningful measure of engagement with and interest in the brand. Kates says.
Costs will continue to be more efficient and affordable as technology became more established, efficient and scalable.
Six-figure games will be more popular because they offer the richer experience, complexity and multiple channels that marketers are looking for, Kates says.
Network
