Online games as a viral technique: Spending time in front of a brand

04/17/07 :: by brocksteady

An ad agency recently came to us with an idea for an online “yogurt builder”: The rough concept was that a user could add their own toppings to a cup of yogurt and save it. That’s it. During the proposal process, we noted that this concept obviously has no buzz factor—and therefore won’t generate the hits and brand awareness that the client is after. But it was a little too late in the game to pitch an entirely new idea (and budget), so we kept our mouths shut and quoted the project per the original specs. The project ended up falling flat, and didn’t go through—the ad agency decided to do it “in-house”.

Why didn’t we get the project?

We acted as a development firm rather than a creative agency. By not sparking their interest immediately with ways to take the concept to entirely new levels (within the budget contraints), they didn’t find value in our opinions and expertise. In other words, we quoted as usual, rather than convincing them they NEEDED us in order to set off their idea.

The next time a similarly hollow concept is presented, let’s direct the client to ways to use Flash games as a viral technique. We should all be aware of ways to push brand experiences on the web and ready to sell clients on the ideas.

Here are two examples from opposite ends of the budget spectrum:



5 Responses to “Online games as a viral technique: Spending time in front of a brand”

  1. hlipner Says:

    Just to clarify this, we did give them creative ideas, but it was already too late and they created this bad concept with a corresponding rushed deadline.

  2. brocksteady Says:

    I meant this post as a jumpoff to talk about other creative ways in which brands have been personified online—not as a literal breakdown of this particular project.

    I summarized the proposal process to make a particular point about online brand strategy (and ways to keep a user in from of a brand for extended periods of time). It’s a reminder that there are always creative solutions within a given scope and we should be prepared to offer them.

    Other examples are welcome…

  3. hlipner Says:

    Here is a VERY VERY BASIC GAME. It kinda sucks to tell you the truth. I wish there was wind or something that was making me lose, but in fact, it is just the code deciding i should lose. Check it now before the promotion ends. I do like the graphics tho.

  4. moquito Says:

    I think the milk game is amazing… it blows away anything else I’ve seen and combines a 3D world with video in a great way. I asked Ming what he’d estimate this site to cost. My guess is $300-400k. I’d love to do something like this!

  5. brocksteady Says:

    Yes! That milk site is stunning. It might be the best use of 3d and character animation on the web I’ve ever seen.

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