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Wikipedia definisce l’advergame come “videogiochi realizzati appositamente per comunicare messaggi pubblicitari, sviluppare la brand awareness e generare traffico verso i siti commerciali”. E’ una freccia vincente del web marketing, scopriamola. .

 

Internet e la fruizione della comunicazione in mobilità hanno stravolto il concetto di consumatore. Questi è divenuto un vero e proprio protagonista nel marketing digitale. Non più, quindi ,una figura passiva ma attiva, capace di scegliere e influenzare le strategie digitali e non.

L'advergame nasce proprio su queste basi e si distingue per il suo approccio che è volto a:

  • capire il consumatore,
  • soddisfare e aiutare i propri clienti, attuali e potenziali,
  • proporre contenuti interessanti che leghino il consumatore al prodotto.

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Advergame, ossia “advertising” (pubblicità) e “game” (gioco). Un mix fatto di divertimento e coinvolgimento capace di interessare il target di riferimento, portando l’utente a divertirsi e a legare questo sentimento positivo al brand che gli sta consentendo di vivere questa esperienza.
Uno strumento che agevola la lead generation e consente così di intercettare clienti orientati, interessati e in target da inserire in database da utilizzare nelle operazioni commerciali da mettere in atto.

L’advergame è di 3 tipologie:

  • Associativi - il brand viene associato alla vita di tutti i giorni.
  • Illustrativi - il brand/prodotto diviene protagonista del gioco.
  • Dimostrativi -  il gioco propone il test del prodotto.

 

Pregi e difetti dell’advergame

Di certo una campagna basata sulla creazione di advergame è positiva poiché riesce a proporre una promozione del brand senza costi elevati e si pone anche come collante ideale tra la comunicazione offline e quella online.
Di contro è fondamentale che l’advergame sia realizzato secondo determinati crismi. 

Qualora non riscuota successo nell’utenza, non genera quel word of mouth (passaparola), fondamentale per dare prospettiva al gioco e alla campagna. Altro limite è la durata del gioco. Di solito la loro semplicità non porta l'utente a utilizzarlo oltre un periodo di 4 settimane.

 

Il futuro dell’advergame

L’advergame affonda le sue radici nella fine degli anni 90 con l’Italia che vide il suo primo gioco aziendale nel 2001 (Magic Kinder della Ferrero). Grazie a questa ascesa, ad oggi, i videogame hanno guadagnato fette di mercato tali da considerarsi tra i migliori esperimenti per dar vita a campagne di marketing mix.
Un fenomeno che ha avuto una maggiore diffusione negli Usa ma che oggi anche in Italia ha riscontrato un suo notevole successo. 
Al di là dei numeri, resta fondamentale la pianificazione di una campagna. Nulla può essere lasciato all’improvvisazione a cominciare dallo spirito molto ludico - a volte anche ameno - che il gioco deve saper mantenere, al di là degli obiettivi di conversione della promozione.

Se anche tu sei interessato a sviluppare un campagna di marketing mix, contattaci. Il planetario è a tua completa disposizione per il giusto supporto.

 

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