Companies looking for a new and innovative way to reach their customers are increasingly turning to viral gaming.
This relatively new form of advertising incorporates the advertisement into an online game. These games are often tailored to be used and shared over social media sites to reach the largest number of users.
This approach has been used again this year to promote the Travel Technology Europe trade show which takes place at the Earr's Court exhibition centre in London on February 8-9.
TTE has joined forces with Koko, a viral advergame specialist to create Travel Frenzy, an online travel agent game.
Koko Digital director Chris Steele said: "We were chosen as viral partners for the TTE exhibition because of our success promoting other events over the past few years."
Koko does its promoting by embedding information and advertisements for an event in the background of its games.
The company has worked with a number of well-known travel brands including Net Flights, Gulf Air, Rough Guides and Seasons Holidays.
This relatively new method of advertising in online games can be very effective. The game promotes itself, and by extension the event it is advertising.
It is the online equivalent of product placement. With new online games coming out all the time, video game promotion could have a big future in the travel industry.
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