quarta-feira, 29 de maio de 2013

Advergaming with Doritos

Doritos launched a few years ago one fictitious Hollywood studio named Snack Strong Productions. The main idea of the studio is to promote the brand with some ludic interfaces like Internet games, interactive stories on YouTube, video games and viral campaigns.

A successful case of the fictitious studio is the game named Doritos Crash Course (Wanako Games, 2010). The game is a 2.5D side scrolling plat-forming advergame developed for the Xbox 360's Live Arcade service. It is free for download and has an awesome and intuitive interface.

Crash Course has two good features to highlight: first of all, the game is an experience sponsored by Doritos and the brand appears in the beginning of each stage. The second important feature is the in-game advertising possibility inside some floating outdoors in the game interface. As you can see in the image below, the outdoor is displaying an ad for Crash Course 2 (the second game of the franchise) and it supports many kinds of advertising.

The social strategy is very important here and players with an Xbox Live membership may compare records with friends or play head-to-head against online opponents.

Doritos is investing heavily in business strategies with entertainment. Definitely, the brand seems to have understood how to adapt itself to the ludic context that permeates our contemporary world.

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