Entertainment marketing outfit AzACreations has come out with a ‘How To’ guide on advergaming – not a new area but one in which campaigns still see widely varying degrees of success.
The report provides some useful tips on how to make the games themselves grab users’ attention. These include: setting targets for players, clear rules, allowing feedback, and enabling in-game characters to grow and develop.
It also offers ten reasons why viral campaigns fail, which we'll list after the jump...
1. Neglecting promotion and seeding
Utilise mailing lists, press releases, forums and invest in banner impressions or PPC.
2. Failing to create an incentive for users to pass it along
Make the content itself good/funny – according to AzACreations, 88% of web users say they have forwarded on jokes or cartoons.
3. Failing to capitalise on a campaign that proves successful
If your campaign starts to take off, ask yourself whether you can get any further publicity, further monetise incoming traffic or use it to generate leads.
4. Trying to copy a popular viral campaign when it doesn’t fit your aims
If a campaign isn’t suited for you, you will end up with something that’s out of synch with your brand.
5. Failing to integrate viral campaigns with other marketing efforts
Implement the concept of viral marketing to other campaign processes, and test out different types of viral campaigns.
6. Using a sledgehammer rather than a fine scalpel
Simple ideas, such as email signatures, often produce better results.
7. Failing to understand the SEO value of viral marketing
Try designing viral pieces around your important keywords, and provide users with easy means to link to your application or site.
8. Forgetting to ask the user to take action
Encourage them to submit an email or sign up for a newsletter, as well as adding the application to their website or blog.
9. Not making it easy enough for users to forward content
Use send to friend forms, single button clicks etc.
10. Confusing your marketing message with ‘the hook’ that will attract users
Don’t be too self promoting.