Viral Advergaming Articles by SEO Speedwagon

May 19, 2006

Viral Videos – If You Can’t Beat’em, Join’em

I read an article in the Wall Street Journal recently (5/11/06-Marketing the Unmentionable? Talk to the Web by Brian Steinberg) that spotlighted a recent video ad that is appearing solely on the Web. {I would normally insert a link to the ad here but this is a family Wagon and we prefer to stick to the straight and narrow in our musings.} We lovingly refer to these types of ads as Viral Videos. They do not necessarily cover topics that can’t be broached on network TV but usually they do and/or they are a bit longer than the average 30 second TV ad.

When I read the article my first thoughts were of how undervalued this type of advertising probably really is. I think of all of the money spent on TV commercials and the limited reach that they have because of stupid things like budgets and so on.

Now I understand the arguments from those who say that the web only reaches a targeted audience, and that only niche markets are served by the web. But, I also know firsthand the power of the forward button on all email clients, and most importantly the “hey have you SEEN this yet? It’s hilarious…� peer to peer networking if you will.

At this point my thoughts turn to some of the great “hey have you seen this� commercials/viral videos over the years and how they are still paying dividends for those bold enough to create them.

I won’t bore you with an exhaustive list but here are three of my favorites from different era’s:

Pre-Modern era
The Macintosh superbowl video.

The Modern era
Man vs. Bear

Post-Modern Inter-Active Era
Project Gotham Racing for Xbox 360 (if you want to see great digital effects mixed with real-life video you'll have to work your way through the inter-active part by repeatedly clicking on the up arrow and then on the “Film� menu twice and choose the green X video in the bottom right. Sorry to have to be so descriptive here but as we all know, flash looks great but doesn’t allow easy direct linking in most cases. But that’s a whole other topic…….[insert sound of outrageously loud throat clearing])

Of all the emails that I receive by far the most memorable are the one’s that say “have you seen this?� I think big advertisers are finally seeing the opportunity in viral web marketing, and you know why? Probably because as they review their computer logs they find their own employees flocking to these video’s themselves. And as the old adage goes, if you can’t beat’em, join’em.

Viral Videos – If You Can’t Beat’em, Join’em
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May 12, 2006

Viral Advergaming - A New, Yet Old Piece of the SEO Puzzle

I remember the first day I interviewed with Intrapromote co-founders Doug Ausbury and John Lustina for a sales director position like it was yesterday. I was all dressed up with a tie while Doug and John were wearing the standard .com apparel of semi-casual attire while sporting the obligatory goatees.

We started off the meeting by discussing a little about myself and my experience with SEO. Shortly thereafter, John and Doug were talking up Intrapromote on how unique their company was and what a great work environment it was to work and grow personally and professionally.

Having already had several years of SEO experience with an Ad Agency under my belt, it made the interview quite smooth and effective for all parties. That is, until we started talking about a VERY unique marketing medium known as Viral Advergames. Viral what?? I knew nothing about the whole Advergame thing prior to my introduction to Intrapromote, but fortunately I did some homework before the interview so I could speak somewhat intelligently about the subject.

So, what exactly is a Viral Advergame & what makes if different from a traditional video game you ask? An Advergame is custom branded or in some cases “sponsored� video game promoting a particular company brand, product or service where a traditional video game doesn’t promote anything (except bad behavior in some cases.) The “viral� part of the game has to deal with being a video game that allows for peers to play the game online and pass along to family or friends to play as well via email, word-of-mouth, etc.

Due to the incredible demand of SEO, Intrapromote hasn't developed an Advergame in quite some time. However, the games we developed and promoted online in the past, we had a perfect batting average worthy of induction into the National Baseball Hall of Fame. I have a feeling we'll be getting back into the "game" here in the near future as this medium continues to gain traction...once again.

There's a lot more to discuss on Advergames in terms of creation, promotion, SEO benefits, etc., but its Friday and this boy needs to get crackin' at his desk. Check back often for more posts about this old, yet new piece known as Advergames.

Oh yeah, I almost forgot. I'll be starting my fifth year with the company this coming October and looking forward to many more years to come.

Happy Friday, y'all!!!

Viral Advergaming - A New, Yet Old Piece of the SEO Puzzle
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