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In the first of its kind in the UK, Hasbro, OMD UK and Microsoft Advertising have launched and in-game scavenger hunt on Xbox 360 games.

The idea is gamers follow a series of virtual billboards to gather up letters which then reveal a number to text for a chance to win a NERF blaster.

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It’s yet another example of how brands are using games advertising to create rich and engaging experiences for consumers.

As Mark Kroese repeated at Advertising Week, “Rich TV” advertising is about inviting and not interrupting. The medium should create a value exchange which, in this case, is the possibility of getting your hands on a fabulous boy-toy!

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Iain Bignold, Communications Planning Manager across Hasbro boys’ brands at OMD UK told us, “this was an interesting challenge to face and it was great to have a client who is keen to push the boundaries. We had to think about not just the efficiency of channels but also how we could deliver a plan which drove both intrigue and trial. Gaming is such a passion point for this audience and we’re excited to be working in this channel.”

I love the fact Iain uses the word “intrigue”.

As we start to get rid of the advertising silos and think of new ways to connect with audiences, campaigns which elicit different emotions in consumers, making them want to discover more and engage will surely be more effective in driving awareness and intent than those one way business models of old.

Time will tell, but while you wait, why not learn more about games advertising with Microsoft in EMEA?

Cheers

Mel

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