Snickers campaign exhibits importance of nonintrusive mobile
ads
NEW YORK – An executive from video game developer
Entertainment Arts at the Mobile Marketing Association's SM2 Innovation Summit
2015 claimed the path to being successful with mobile advertising is to reward
consumers for engaging with marketing content and viewing ads.
During the session “How Brands Add Value In Mobile,” the
executive detailed the company's successful partnership with Mars International
to market its candy bar brand Snickers on the mobile application version of its
popular football video game Madden. The executives attribute the success of the
campaign to the brand's aversion to intrusive advertising, instead focusing on
its rewards program in which users engage with the content for power-ups.
"When we think about engaging content in general we
think about video first," said Amanda Zaky, head of digital media at Mars
Chocolate. "It is the best form for us to be able to tell our brand
stories, and it is great form for us to be able to insert our brand into
consumer stories.
"So that is across platforms, across all platforms and
that includes gaming," she said.
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