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28 January 2006
Computer games as a powerful branding tool
There is an up and coming local singer in the mandarin pop scene who recently just launched her album.
Her marketing company has branded her as a cutesy girl who sings songs with very cute MTVs. Her target audience is obviously the young at heart. To market her new album, they needed to bundle a really cute promotional gift that further strengthens her personal brand.
Their final choice? A CD, containing a computer game where you can play the childhood game of “Scissors, Paper, Stone” with this singer, immortalized in a cartoonised form. Think of the power of that gift.
She continues to be associated with cartoons and cuteness. And what if you buy her CD, start playing the game, and get addicted to the game? You will be a fan for a long time.
If you go online and search, you will find a lot of java games that are
simple, not to difficult to program, and yet highly addictive. I for one
enjoy playing this game tremendously,
Restaurant.swf. In it, I play a restaurant chef catering to the varying customer orders. Imagine now if you are a new western restaurant branding itself in the content of the game? I will be their chef, cooking their ingredients and serving their customers.
I will love them.
A digital game as a corporate gift or a promotional gift can be tremendously powerful. Add this one to your marketing arsenal.
Ian Choo, 28 January 2006
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January 2006
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