Video games and experiential marketing

By February 16, 2017 General No Comments

If you understand the power of experiential marketing, then you may want to consider the power of using a video game in your next campaign.

There are 3 key reasons why.

1. They’re popular.

First and foremost, people love games.

And that’s great, since you’re preaching to the converted. If you’re providing something that’s desired, that’ll help you become memorable.

2. They help you tell a story.

As we know, storytelling is huge in business. And videos are amazing for helping tell a story.

Video games have heroes, villains, monsters, objectives, challenges and conflict.

3. They increase engagement.

People like to resolve issues, so video games have longevity.

Furthermore, they can be played anyway. At home, at work or on the road, you can essentially put your business identity in someone’s hands and follow them about.

Doritos: Dash of Destruction

Back in 2007, Doritos came up with an ingenious way of designing a great game to help brand awareness.

They sponsored a contest to let players design and produce their own nacho-inspired Xbox Live Arcade Game.

The winner was the Dash of Destruction game. Players took control of a Doritos delivery truck that had to escape a hungry dinosaur that was looking to snaffle any spare crisps.

The game was simple, free and really popular.

The brilliant thing about this plan was that someone, a gamer, came up with the idea. So they kind of knew that there was a strong chance of the end result being a winner.

It wasn’t like Doritos pushed an idea onto the public and got lucky. This was a well thought out campaign that resulted in a good game that people loved.

More importantly, it got people talking about Doritos. Every time a gamer referenced the game, they mentioned the brand name. And that’s the point.

Strategies like this result in companies becoming ingrained into our subconscious minds.

The only caveat to using video games in an experiential marketing campaign is that you have to make sure that the idea is a good fit for your target audience.

If you’re confident that this could work, then go for it. A branded video game is perhaps one of the most influential marketing strategies at your disposal.