Relevant? No. Awesome? Yes.
So today’s post has the potential of generating some really interesting discussion. It also has the potential of bombing. So now that your expectations are through the roof, let’s get started!
Today’s topic is branded social gaming. This can be a game you download as an app on your phone (or iPad), a game you play on Facebook (hello Farmville), or a game you play somewhere else that has social sharing aspects to it.
What got me thinking about this was an article that’s actually pretty old by now about Bravo has released a few games based on some of their television shows that have social components to them. Not that I’m a fan of Bravo or anything, but this is a good example of what we’re talking about. For instance, you can share certain accomplishments you achieve in the game on Facebook, which will show up in your feed, which your friends will see, which will make them want to either A) Download the game (and start the process over again) or B) Watch the television show for the rest of their life. That’s obviously how it would work every time, right?
Bravo also has a pretty interesting partnership with Foursquare based on its television shows which involves tips from their stars (assuming the Housewives of NY are actually “stars”) and exclusive badges based on the shows.
I swear, I don’t even watch Bravo!
So my questions are: How effective do you think these social games are? Is it even worth a brand’s time to battle for a spot in Facebook users’ news feeds? I guess the iPhone app type games and Foursquare partnership are two different cases, so feel free to comment on either or both.
3, 2, 1, comment!
Image by B Tal
{ 6 comments… read them below or add one }
I honestly don't know! For me, personally, these games are just silly! I don't play Farmville or any other social games, and so I think I'm probably the wrong person to be asking, but I will try!
I think that these social games have the potential to increase the brand equity of a company or TV channel (obsessed with Bravo much?
), but I'm not sure I see this tying directly to sales. Unless perhaps if you get a certain badge on Foursquare you can get 10% off a purchase of last season of Top Chef (that's Bravo, right?).
I guess it all goes back to what are these companies trying to achieve? If their goal is just to get people to use their games, then I think it works. But if their goals are loftier, I would be surprised if they see much return on their investment!
I can see these games increasing brand equity like Rebecca pointed out, but I think the greatest opportunity in branded social gaming could lie in user engagement.
One of the many reasons that us communication folks enjoy social media so much, is because that greater engagement with a product or brand generally increases customer retention, brand loyalty, and sometimes, even sales. If your customers are engaged with your brand through a game, it is yet another channel to offer entertaining and engaging branded content. I may not know when my a Bravo show is on, but if I'm addicted to a Bravo branded game, and a reminder pops up, or is worked into the game in a clever way, I'll probably be more likely to remember.
What do you think?
I'm with you in that I have never, ever even touched Farmville or any Facebook game really. I'll play around some of the iPod app games, but that's about it. But, I usually tend to think about these type things from MY point of view, but try not to assume it's everyone else's POV. I'd agree that there is definitely a likelihood it will increase the brand equity a LITTLE bit, and, if nothing else it'll make you think about the brand longer than you would otherwise.
With tv shows, I can see how they may help increase viewership SOME by just reminding people of when the next episode is, or maybe announcing the release of the season DVD. It may also just be something that you can show to your sponsors and say hey, we've had 20k people download this iPhone game, look at how devoted they are. So, in this way, it could potentially help you upsell your sponsors. It could also build some buzz around a newer show or product if the app/game is something really innovative, getting attention for your brand just based on the “coolness” of it.
So yeah, a bunch of unconnected thoughts in there, but definitely an interesting topic to think about, right? Thanks for commenting, Rebecca!
Definitely a great point. It may not increase your viewership by a heck of a lot, but it's not going to hurt it, right? For some shows, the game could work in memorable scenes from the show which may make them more likely to tell their friends about it. Sure, the impact of this could be debated, but it's definitely a possibility. Anything that makes consumers more likely to think about you (it's just a matter of whether the cost of developing the game is worth it).
Thanks, as always for stopping by and commenting, Danny!
I frequently have to remind myself that even though *I* think Farmville is the bane of my existence, other people really love it. Like REALLY love it. Like water their crops while we are out to dinner or brush your horse or whatever the hell else you do in Farmville. And I'm always surprised by WHO uses it, friends I would have never guessed would “buy in” to the hype.
But you can see how effective the game is. I have it blocked on my Facebook, yet I still know how to get points and different things you can “do” on your farm. Though I don't use it (and effectively loathe it when it somehow finds it's way onto my feed by way of errant group or status update) I know it exists and that it is a popular thing.
So could these branded social games catch on to build brand? Definitely. Will they effectively raise viewership/sell product/etc? That remains to be seen. Knowing something is out there does not necessarily translate to offline action. Though I'm sure that is what they are hoping!
I frequently have to remind myself that even though *I* think Farmville is the bane of my existence, other people really love it. Like REALLY love it. Like water their crops while we are out to dinner or brush your horse or whatever the hell else you do in Farmville. And I'm always surprised by WHO uses it, friends I would have never guessed would “buy in” to the hype.
But you can see how effective the game is. I have it blocked on my Facebook, yet I still know how to get points and different things you can “do” on your farm. Though I don't use it (and effectively loathe it when it somehow finds it's way onto my feed by way of errant group or status update) I know it exists and that it is a popular thing.
So could these branded social games catch on to build brand? Definitely. Will they effectively raise viewership/sell product/etc? That remains to be seen. Knowing something is out there does not necessarily translate to offline action. Though I'm sure that is what they are hoping!
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