Brands Create Their Own Games to Expand Marketing Reach

Brands are eager to promote their products in front of the estimated 3.7 billion people worldwide who play video games. Now, rather than simply purchasing visibility, more adventuresome advertisers including PepsiCo and L’Oreal are creating games of their own. PepsiCo had a quest developed in collaboration with Y2K Games for Mountain Dew inserted into the latest edition of the publisher’s blockbuster “NBA 2K” series. L’Oréal embedded a mini game in Activision Blizzard’s “Candy Crush Saga” and saw 40,000 samples of the Prada Candy fragrance that was the reward for completing the game claimed on day one of the five-week promotion. Continue reading Brands Create Their Own Games to Expand Marketing Reach

WeChat Adds Luxury Brands, Competes With Alibaba, Baidu

China’s most popular messaging app WeChat is drawing in luxury fashion brands. France’s Longchamp and U.K.’s Burberry are selling clothes and purses there, and LVMH brands Givenchy and Dior are conducting flash sales on the app. By hosting upscale retail, WeChat owner Tencent Holdings has put itself in competition with Alibaba Group Holding, China’s dominant e-commerce company, as well as search engine Baidu. All three titans are testing the waters outside their traditional businesses. Continue reading WeChat Adds Luxury Brands, Competes With Alibaba, Baidu