Clickable Culture   Official Research Blog of Phantom Compass
  In-Game Marketers High on Their Own Supply?  
Posted 2006-02-01 by Tony Walsh
Promo Magazine covers in-game advertising with a lengthy article entitled "In The Game," wherein author Amy Johannes discusses some new and dated aspects of marketing to gamers. Right off the top we discover that the ultra-violent 50 Cent: Bulletproof game is sponsored by Glacéau, maker of Formula 50, a fortified beverage affiliated with rapper 50 Cent. Players of the game can reportedly refuel 50 Cent's energy level by drinking the beverage--product-interaction is part of the game-play.

Does Formula 50 replenish our real-life energy levels like in 50 Cent: Bulletproof? Not bloodly likely. Therefore, the representation of the brand in the game is unrealistic--arguably, even misleading. Can you imagine a scenario where a real-life gunshot victim reaches for a bottle of refreshing Formula 50 instead of dialing 9-1-1 on her mobile phone? Or a scenario where the only thing standing between an exhausted fugitive and unconsciousness is a bottle of Formula 50? Apparently Glacéau can. "Using the product in the way it is [consumed in real life] is a way it made sense for us...It's not a forced fit. It just seems real," Glacéau Director of Brand Marketing Eric Berniker reportedly said. I can only imagine that Berniker's comments followed a night of binge-drinking his own product.

As a side-note, Johannes' article discusses how an in-game ad campaign involving Subway ads inserted into Counter Strike was a raging success, without once mentioning how the campaign got the agency responsible into hot water with the maker of the game, and was ridiculed by gamers for its bad execution. This happened two weeks prior to Johannes' story being published, so obviously someone is dropping the ball in reportage here--either Promo Magazine ran an old story, Johannes wasn't doing her homework, or she's not interested in reporting on gamer backlash against the very industry trying to influence them.
  ... share via email digg bloglines fark reddit newsvine simpy blogmarks magnolia  
Comment posted by csven
February 1, 2006 @ 5:59 pm
But wait! There's more!
Want to use this article? Click here for options! Wednesday, 01-Feb-2006 16:56:19 EST, Prism Business Media Inc.
Comment posted by Tony Walsh
February 1, 2006 @ 6:09 pm
There are at least a couple ways to interpret your comment. One intpretation is that Prism Business Media is in the business of fluffing the ad industry, hence the one-sided reporting. I prefer this one.

Another interpretation might be related to my use of Prism Business Media's copyrighted material, however, I'm within my editorial rights on that one, AFAIK.
[ Detailed Search ]
Clickable Conversation
on 4159 entries

Dinozoiks wrote:
Wow! Thanks for that Tony. Just posted a bunch of other tips here... Hope it helps someone... Dino...
in Dino Burbidge's '10 Things To Remember When Designing For Kids Online'

yes, many of the free little games are crappy. but as an artist who has recently published free content on the itunes app store,…
in Free iPhone Games Are Awful: Strategy?

I vote for popup radial menus. Highlight a bit of text, the push and hold, Sims-style radial menu pops up with Copy, Paste, etc....
in More iPhone Gestures, Please

Hey Tony! A client of mine is looking to hire an internal Flash game dev team to build at a really cool Flash CCG…
in Dipping Into Toronto's Flash Pool

Yeah, there's a lot of weird common sense things I've noticed they've just omitted from the design. No idea why though....
in More iPhone Gestures, Please

It also bears noting there's no mechanism right now for a developer to offer a free trial for the iPhone; the App Store isn't…
in Free iPhone Games Are Awful: Strategy?

@GeorgeR: It's on my shopping list :) I've heard good things about it as well. And Cro Mag Rally. @andrhia: meh, I don't know…
in Free iPhone Games Are Awful: Strategy? get what you pay for, you know? I actually bought Trism based on early buzz, and it's truly a novel mechanic. I've been…
in Free iPhone Games Are Awful: Strategy?

The only one I've heard good things about is Super Monkey Ball. Have you given that a whirl yet?...
in Free iPhone Games Are Awful: Strategy?

Advance warning: this frivolent comment is NOT RELATED or even worth your time ... But whenever i hear "Collada", i think of that SCTV…
in Electric Sheep Builds Its Own Flock

Clickable Culture Feeds:

RSS 2.0 ATOM 1.0 ALL



Clickable Culture
Copyright (c)1999-2007 in whole or in part Tony Walsh.

Trademarks and copyrights on this page are owned by their respective owners. Comments owned by the Poster. Shop as usual, and avoid panic buying.