Along the way, Chrysler collected the players’ e-mail addresses and some demographic information while intermittently displaying information about the company’s cars during play.Īs Chrysler’s story suggests, gaming may have some advantages over traditional marketing. And 22% of players sent e-mails inviting friends to play 66% of the e-mail recipients opened the messages-far exceeding the industry average of less than 40% open rates for other types of e-mail direct marketing. What’s more, 15% of the players ended up requesting vehicle brochures, compared with less than 1% of overall Web site visitors. On average, players spent 7.6 minutes with the game-and 32% kept playing for ten to 20 minutes-compared with the 30 seconds people generally spend looking at a television ad. They were then encouraged to invite friends to play in order to assess travel compatibilities. Chrysler and Wyndham Resorts e-mailed the game to their mailing lists, and each company put links to Get Up and Go on its Web site.Īfter they answered the 21 questions, players were matched to a travel personality (beach bum, city slicker, and so forth) and a corresponding Chrysler vehicle. Called Get Up and Go, it followed the popular “Cosmo Quiz” format. Last year, when Chrysler wanted to increase its brand awareness among women ages 34 to 49, it launched a travel-themed personality test. Fourteen percent of the initial orders came from people who had registered for the game. When Jeep launched its Wrangler Rubicon, for instance, it put on its Web site a special demo version of a retail game featuring the new car. While it’s too early to get an accurate ROI, the data thus far are encouraging.Ĭar companies have found that simple on-line games can be a powerful way to promote vehicles. Army, to name a few-have begun to add games to their marketing, training, and recruiting tool kits. In fact, some companies-Chrysler, Coca-Cola, and the U.S. But a growing number of executives are looking for ways to marry the public’s love of gaming with their companies’ strategic objectives. Companies like Sony and Electronic Arts are making pots of money selling gaming software and the hardware to play it. We all know that computer gaming is big business.
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