It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game.
As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign.
Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
According to VentureBeat, with success like this, other brands will take notice and start creating their own branded games.
But as I write in my book THE ON-DEMAND BRAND, this has been going on for some time, as I take an in-depth look at how Coca-Cola, Burger King, Axe, Dove a growing number of major B2C (and B2B) brands have been doing some very serious business with branded games.
And while VentureBeat credits the fact that there's no overt selling in the Chipotle game, which is being praised for its production values, I think the game is more powerful than just that. In my view, the reason it was worth developing in the first place is because it delivers on one of the main precepts I put forth for creating successful branded games.
Yes, there's the constant presence of the Chipotle icon on the phone (as VP points out). But far more importantly, the game play, which entails finding, protecting and delivering wholesome food to people, ties directly the the Chipotle value proposition, reinforcing its brand positioning every time someone plays it.
Play the game yourself, here.
And go far more in-depth on how to do branded games right, here.
And then ask yourself, how might you put games to good use in the service of your brand?
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