Adding some entertainment in advertising campaigns
I like to show Brazilian examples of advergaming. First of all, because I�m Brazilian. Second, because Brazil has a rich field of excellent examples to illustrate this contemporary kind of advertising, which uses games in its core.
Today, I bring one very interesting example to discuss here: one app created for Vivo (one of the big mobile companies in our country) that mixes gaming language, educational concepts and rewarding. The app�s name is UNLOCK LESSONS, and the idea is to put some serious content in children�s mobile devices for everyday life. Every time the child will unlock their phone, they must answer a quiz question about some scholar content.
Check the video below to understand:
This kind of advertising piece proves a possibility to transform serious content in a funny content with relevant results. About this subject, Miller (2004, p.69) says �The special qualities of games and stories are equally valuable when it comes to projects that are designed to be more functional�works that marry entertainment to some other task. Such projects are used for education (edutainment), information (infotainment), and advertising (advergaming). They also serve a role in training, promotion, and marketing. Game and story elements can make such interactive works far more palatable to the target users, and more successful at accomplishing their intended mission�. I�m gathering some good examples of Brazilian advergames for a more complete post. Wait for news.
References:
MILLER, Carolyn Handler. Digital storytelling: a creator�s guide to interactive entertainment. Oxford: Focal Press, 2004.
Today, I bring one very interesting example to discuss here: one app created for Vivo (one of the big mobile companies in our country) that mixes gaming language, educational concepts and rewarding. The app�s name is UNLOCK LESSONS, and the idea is to put some serious content in children�s mobile devices for everyday life. Every time the child will unlock their phone, they must answer a quiz question about some scholar content.
Check the video below to understand:
This kind of advertising piece proves a possibility to transform serious content in a funny content with relevant results. About this subject, Miller (2004, p.69) says �The special qualities of games and stories are equally valuable when it comes to projects that are designed to be more functional�works that marry entertainment to some other task. Such projects are used for education (edutainment), information (infotainment), and advertising (advergaming). They also serve a role in training, promotion, and marketing. Game and story elements can make such interactive works far more palatable to the target users, and more successful at accomplishing their intended mission�. I�m gathering some good examples of Brazilian advergames for a more complete post. Wait for news.
References:
MILLER, Carolyn Handler. Digital storytelling: a creator�s guide to interactive entertainment. Oxford: Focal Press, 2004.
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