I've been boring everyone in the office recently with tales of Guinness's latest dominoes ad campaign a) because I'm a bit obsessed with Guinness branding and b) because I'm a bit obsessed with internet advertising. So Guinness doing an internet ad campaign is my idea of heaven.
Their campaign for their latest 'Tipping Point' dominoes ad actually started as an online ARG (Alternative Reality Game). I won't go into the all the details; but want to draw out a couple of points here:
1) Normally Guinness ads are announced with a fanfare on primetime TV. This campaign started off embedded deep in the recesses of the world wide web.
2) By the time the ad was finally aired on TV, thousands of people across the globe had already interacted with the brand, online.
I'm pleased to see that arts and cultural organisations are also starting to engage potential audiences in this way. In this last couple of days I've received 2 emails - from the RSC and the Hippodrome - with links to games advertising their latest shows; Don John and Robin Hood, respectively.
People like to play games. They are a great way of getting people to interact with your brand. They will remember this interaction as a good thing - a fun experience.
What's more important is that it gets people talking about your product. After we received the RSC email advertising Don John there was a flurry of emails and conversation around the office from people who had just played the game - discussing the different 'love rats' we'd ended up with at the end of the game; and the production itself.
Let's just say - it works. People like something that's a bit of fun, and people like to interact with something, rather than just having a marketing message shoved at them. Well done RSC and Hippodrome!
Oh, and if you want a go yourselves:
Don John:
http://www.rsc.org.uk/downloads/donjohn/index.html
Robin Hood:
http://www.robinhoodpanto.co.uk/BH_RHood01.htm
Their campaign for their latest 'Tipping Point' dominoes ad actually started as an online ARG (Alternative Reality Game). I won't go into the all the details; but want to draw out a couple of points here:
1) Normally Guinness ads are announced with a fanfare on primetime TV. This campaign started off embedded deep in the recesses of the world wide web.
2) By the time the ad was finally aired on TV, thousands of people across the globe had already interacted with the brand, online.
I'm pleased to see that arts and cultural organisations are also starting to engage potential audiences in this way. In this last couple of days I've received 2 emails - from the RSC and the Hippodrome - with links to games advertising their latest shows; Don John and Robin Hood, respectively.
People like to play games. They are a great way of getting people to interact with your brand. They will remember this interaction as a good thing - a fun experience.
What's more important is that it gets people talking about your product. After we received the RSC email advertising Don John there was a flurry of emails and conversation around the office from people who had just played the game - discussing the different 'love rats' we'd ended up with at the end of the game; and the production itself.
Let's just say - it works. People like something that's a bit of fun, and people like to interact with something, rather than just having a marketing message shoved at them. Well done RSC and Hippodrome!
Oh, and if you want a go yourselves:
Don John:
http://www.rsc.org.uk/downloads/donjohn/index.html
Robin Hood:
http://www.robinhoodpanto.co.uk/BH_RHood01.htm
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