How games explain brand promises

Shannon Forbes - Digifianz Marketing Analyst

Written by Shannon Forbes - Digifianz Marketing Analyst

 On 8/12/19 3:54 PM

 Cartoon man playing a Plinq game on a computer showing how games explain brand promises

Do you struggle to explain your brand’s promises in a way that engages and educates your customers?  Advergames, or advertising games, are the answer you didn’t know you were looking for.

Advergames are an engaging means of communicating with your customers, not just talking at them like traditional advertisements.  Games are a two-way street - players aren’t just passive viewers of content, they interact with your brand, your message, and your promise.  Interaction increases memorability, and the fun of gameplay creates a positive association with your brand.

Advergames are a compelling way to educate customers about your brand promises.  If you struggle to convey your brand promise in a way that people listen to or care about, games are the perfect setting for interactive learning and true engagement.

This blog post is part of our 100 Days of Games for Growth project.  Tip #6 is "The Promise, Not Features Headline."  To explain one of our own brand promises - reach more customers using games - we made Advolution.  It's still a prototype, but you can take it for a whirl!

Brand promises - important to have, even more important to keep  

Your customers care about the promises your brand makes.  “People don’t just buy products anymore, they buy the companies that make products, the values they represent and what they stand for” affirmed Edelman’s Managing Director of Corporate and Public Affairs Ron Guirguis.

Whether you promise safety, integrity, or delicious treats (lookin’ at you, DQ!), your brand values and promises speak for who you are as a brand.  Brand promises are nothing short of the unique statement of what the company offers, what separates it from its rivals and what makes it worthy of customers' consideration.

Pink ice cream with sprinkles in a cone on a blue background representing how games explain brand promises

Given the importance of brand promises, it’s surprising that “only half of customers believe that the companies they do business with always deliver on what they promise.”

Unfortunately, there is often a disconnect between the promises a brand makes, and what they actually deliver. 

Broken promises

Did your parents ever promise to take you to the park or to get ice cream, only to run out of time?  That feeling of disappointment and deception is exactly what you don’t want your customers to feel.  

Keeping your brand promise is absolutely essential because, guess what?  Your customers aren’t kids, and if you don’t give them the ice cream you promised, they’ll go elsewhere.  (Even if your products are for kids, they still have lots of other places to find what you’re offering!)

Pink and yellow ice cream cone in the sand showing how games explain brand promises

It’s hard to overestimate the importance of brand promises for customer loyaltyThe one thing strong retailers do well is deliver on their brand promises consistently. You make a commitment to your customers, and if you don’t deliver, you’ll lose them.

It’s not enough to say that you’ll deliver on your promises, you need to actually follow through on them.   A brand promise is nothing if it’s not followed through with action.

It’s all about trust.  Just as with cheating ex’s - trust can’t be bought, it has to be earned.  And once you lose that trust it’s extremely difficult to win it back.

Games are a unique means of explaining brand promises

Advergames provide an unparalleled opportunity to explain your brand promises to current and potential customers.  Your competitors are likely explaining their brand promises through written or video content, meaning you could be the first in your industry to bedazzle your customers with an advergame.

You can use this engaging tool to draw customers to you like bees to honey, and then take advantage of their undivided attention to show them your brand promises and how you intend to keep them.

You brand might promise speed, quality, or an above-average experience.  An advergame weaves those promises into the fabric of your game itself, seamlessly explaining your promises - and naturally correlating your brand with them.

Take Chipotle’s advergame, The Scarecrow, that masterfully combines fun gameplay with a powerful message: environmentally-conscious food sourcing.  As you help the Scarecrow save animals from big-industry, you see the brand’s commitment to their promise and even become involved in furthering their journey. 

Two guy friends in glasses playing video games showing how games explain brand promises

And remember that ice cream we were talking about earlier?  DQ promises to get you your Blizzard quickly! Their advergame, DQ Tycoon, demonstrated their commitment to speedy service through timed gameplay.  You had to be fast while running your own store, or your soft-serve privileges were taken away from you. 

Advergames are the ideal way to explain your brand promises to your customers in an interesting and engaging way.  Supercharge your marketing strategy with a game that represents your brand. From burritos to frozen dairy treats, advergames help all industries engage customers.

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