Using games for advertising isn’t a brand new idea – companies started releasing 3.25″ disks with games advertising a product years ago.
America’s Army isn’t a new ‘game’, it was first released on July 4, 2002 as a PR campaign to help military recruitment. If I recall correctly, it was based on the Unreal 3d game engine. The US military openly stated that it’s impossible to know the effect of this game on recruitment.
PETA (People for the Ethical Treatment of Animals) has used anti-advergames to alter people’s perceptions of companies such as KFC.
Have any of you ever played a game like this? Do you think it changed your perception of the brand it represents?
Not sure how I feel about this topic, Rick. Obviously (because I’m me), I’m a little turned off because of the fine line between ethnical and unethical.
I think as long as “advergamers” are upfront about what they’re doing, I’m fine with it. But, this is probably not often the case.
Children + Advertising = something I learned about in university quite a bit, and it’s a very sensitive subject.
I’m intrigued by the military recruitment game, though. It’s too bad the people behind it haven’t found a way to measure the success of their objectives.
P.S. Of course you find yet another way to bring up your disdain for KFC. Way to keep it subtle this time, Richard : )
Advergames aren’t just directed at children, and in fact I don’t think they often are.
You’ll find Flash-based snowboarding games that feature models of snow boards by a certain manufacturer, etc.
Play the KFC game and tell me how it makes you feel. Does it do more to change your perception of KFC or PETA? Positively or negatively?
i played mc donalds advergame.They said that they targeted all the people who touched mcdonalds once. As the player you are directing, managing and strategy implementing in every part of management like production, pr, advertising, sales and so on. As a player i need to say that i saw the dirty side of mcdonalds. But i also have to say that i respected the brands honesty.