Online game offers unique interaction with brand

HONOLULU: Recent Nielsen figures reported that video game usage is up despite the recession, and at least one studio is looking to leverage that popularity.

HONOLULU: Recent Nielsen figures reported that video game usage is up despite the recession, and at least one studio is looking to leverage that popularity. Twentieth Century Fox partnered with Tetris Online to create the custom game Tetris Acorn Drop as part of the marketing plan for Ice Age: Dawn of the Dinosaurs.

"While you are playing the game, you are getting little bits and piece of brand interaction," explained Casey Pelkey, VP of marketing for Tetris Online. "It's one thing seeing a promotion on the back of a cereal box or in stores, but to be able to sit down and experience a brand for what can be up to a half an hour at a time is, I think, really impactful."

Introduced a month before the film's July 1 launch, the game is hosted on TetrisFriends.com, the official Ice Age Web site, and AddictingGames.com, and will be up throughout July.

Online casual games can be a unique part of an integrated marketing campaign, Pelkey said, and Tetris Online, which works with AOR MWW Group, has seen interest from other companies and PR agencies looking for opportunities in the space.

"A game like Tetris, or casual games in general, I really see that this is something that is going to continue to happen," Pelkey said. "From not only a marketing standpoint, but to reinforce all the PR and everything that they are doing."

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.