Top 10 Favorites for 2011: Branded Games

 

A growing number of companies are realizing they can do some very serious business through branded fun and games.

Case in point: The branded game our agency developed for network securty player SonicWALL - and for which we just received the physical Platinum Award from this year's International Summit Awards: Marketing Effectiveness Awards.

The game has has led to an astronomical number of downloads and seriously well-qualified leads for the company. It technically didn't fall in 2011 or it'd top my list here for personal and very selfish reasons. 

Another note worth making: I didn't realize it until I started putting this round-up together that many of my favs in this category are also on my list of favs in mobile marketing and faves in social media for the year.

Definitely something to recognize (and yes, we're aiming to develop a mobile version of the SonicWALL game in 2012).

My top 10 favorites for 2011, not in any particular order:

10. Letting the Audience Drive: Ford's interactive cinema experience

9. McDonald's Billboard Game: Did somebody play McDonald's?

8. Nike Runs Into Augmented Reality: If you've got a cool idea, run with it

7. Honda's 'Experiment': A branded game that makes you 'The Cog'

6. Domino's 'Pizza Hero' Game for iPad: Gamifying the process of ordering a pizza

5. Mercedes Wants You to 'Escape the Map': Using mobile, AR, social and more

4. Can You Outrun This Asics Ad? An ad that encourages you to run away from it.

3. Universal Pictures 'The Thing' Mobile App: Movie may not done so hot, but the app is cool

2. Red Bull's 'Formula Face' Racing Game Your face has never been so fun

1. Catch A MINI & Keep It: The world’s largest outdoor reality game

 

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Red Bull 'Formula Face' Game (Video)

 

Your face has never been so much fun - thanks to this face-tracking branded game from Red Bull, called "Formula Face."

Here, your facial expressions steer your car - tilt your head to turn, activate special powers by smiling, and get a speed boost by blinking. And you can challenge your Facebook friends for bragging rights, if not pink slips.

As I talk about in my new book, THE ON-DEMAND BRAND, Red Bull has a long history of branded games. And you'll definitely want to catch my recent interview with Adam Broitman, CEO of Cir.us, the company behind Red Bull's recent Augmented Racer Game (Part One, Part Two, and Part Three).

Tell us hear your thoughts - Is this the new face of branded games, or just a minor speed bump?

Then try it yourself, here.

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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Cadbury Turns Chocolate Bars Into Augmented Reality Games (Video)

 

Now snack time can be play time, too.

I'm digging this new augmented reality game from Cadbury and Blippar that turns product packaging for candy bars into augmented reality games.

Adidas has done much the same with shoes, of course. But lets face it, candy bars make for a much better form factor.

Now if they could just figure out a way to do this after you've opened the package, you could play and munch at the same time.

What's your take? A Wii-bit of candy? Or too sweet by half?

Read more here.

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Honda's 'Super Civic Quest' Spans Mobile + Social In Search of Buzz (Video)

 

Honda's on a roll when it comes to social media.

Just a few weeks ago, there was that 'Sounds of Civic' contest that could score you a 2012 Honda Civic along with a shiny new music career. Factor in that cool mobile app that lets you swipe characters from TV commercials, and the brand's coolness quotient is revving up.

Now there's this "Super Civic Quest" that looks like a social media tour de force - a massive scavenger hunt to hellp "Cesar" (a world-champion Luchadore character from a broader campaign) find his Civic, an effort that spans Facebook, Amazon, Pandora, Foursquare, Foodily, Twitter, Yelp, YouTube and more, as well as platforms from mobile to the desktop and beyond.

Along the way, players will unlock five different characters from the campaign to win prizes that include Amazon music, Facebook credits and yes, a new Honda Civic LX Sedan.

Kids love these games - and it could build some serious buzz for the brand.

But what's your opinion? Will Cesar's missing car go unnoticed in a media-saturated marketplace? Or will he conquer all?

Read more here.

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OD_cover "... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

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THE ON-DEMAND BRAND Makes The 2011 'Ultimate Summer Reading List'

On-demand brand book reading list Pretty cool: THE ON-DEMAND BRAND joins Seth Godin's POKE THE BOX, Guy Kawasaki's ENCHANTMENT, Jay Conrad Levinson's GUERILLA SOCIAL MEDIA MARKETING and many others on B2C's 2011 Ultimate Summer Reading List.

I'm honored to be included with these and other great names on the list. I consider this my own must-read list this summer, as well.

Read more here.

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OD_cover "... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

 

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McDonald's Billboard Game That You Play Via Mobile Phone (Video)

 

Did somebody play McDonald's?

This new Pick n' Play game from McDonald's integrates digital outdoor with mobile in a compelling way. It reminds me a bit of the Yahoo Cars racing game in Times Square several years back - but very of the moment. And it drives home a central tenet of THE ON-DEMAND BRAND: Mobile is more powerful activating other media than trying to ape it.

Game on.

Read more here.

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>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

OD_cover "... AN ESSENTIAL READ ..."

“This is an essential read for those of us tasked with connecting and engaging with the elusive 'I want it right now' generation. Anyone interested in not sucking at their jobs should pick this book up immediately!"

Jordan Atlas
Vice President, Group Creative Director
Digitas

>>> IN STORES NOW - LEARN MORE (AND ORDER YOUR COPY) - HERE <<<

 

 

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5 Top Trends to Capitalize on Now: Augmented Reality (AMA/Aquent Webcast Concl)

The conclusion of of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent. Today: Trend #1 - augmented reality. Sure, it's not quite ready for prime time - it's mostly eye candy right now - but AR will have a transformative effect on marketing communications in the next few years. Here are three principles for making the most of the AR revolution now. 

(View the entire webcast here)

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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5 Top Trends to Capitalize on Now: Branded Games (AMA/Aquent Webcast Pt. 3)

Part Three of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent.

Today: Trend #3 - The serious business of branded games.

(View the entire webcast here)

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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5 Top Trends to Capitalize On Now: Social Media (AMA/Aquent Webcast Pt 1)

Part One of last week's special webcast "5 Top Trends to Capitalize on Now," sponsored by The American Marketing Association & Aquent.

First up: Trend #5 - A look at major trends in social media, including possible saturation as the number of people participating in social media begins to plateau and even drop.

(View the entire webcast here)

 

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

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Beyond 'The On-Demand Brand': New Bonus Content Available

Courteney_monroe_photo Courteney Monroe, EVP, Consumer Marketing for HBO, on the strategy behind "Voyeur" and "Imagine."

Julie Bornstein, senior vice president of Sephora Direct, on enhancing the in-store experience through mobile.

Prinz Pinakatt, head of digital marketing for Coca-Cola Europe, on the power of branded mobile apps.

Adrian Si, head of interactive marketing for Scion, on running a branded entertainment portal. 

And Derek Robson, managing partner for Goodby, Silverstein & Partners, on reinventing the ad agency.

These are just a few of the source interviews recently added to our special Bonus Content Page, Beyond 'The On-Demand Brand.' Check it all out here.

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 OD_cover "... EXCELLENT ..."

 

“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

>>> IN STORES NOW: ORDER YOUR COPY HERE <<<

 

 

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