Today’s children have a tremendous ability to find, edit and manage their media experiences, and for many of them, the Internet has become a virtual playground. Advergaming, the use of Web-based games to promote popular brands and products, is reaching children faster than ever, and marketers are excited that players receive continued exposure through branded in-game quests, loading screens, brand-inspired environments, spokes-characters and downloadable content.
Spokes-characters, like Froot Loops Black Beak and the Trix Rabbit, and animation, such as visual action and sound effects, have proven to increase attention in children with limited reading abilities, and produce relatively high levels of character and product/brand recognition. However, some critics, as well as parents argue that his type of advertising persuades young consumers by bypassing rational capacities, and influencing naive minds in ways that are difficult to resist. Many attribute advergaming to unethically manipulating children’s desires and encouraging confusion of the product with spokes-characters.
Filed under: brand, Web 2.0 | 1 Comment
Tags: advergaming, advertising, brand, Froot Loops, games, marketing, Nabisco, Pillsbury, Trix