What is the draw of Draw Something and what can we marketers learn from it?
My brief career as an artist happened fortuitously.
It began with Facebook updates containing posts of abstract scribbles accompanied by exclamations of "wth is this???"
Then, I walked into the pantry where colleagues were bent double over the table, chewing mechanically on their takeaway lunches and scribbling furiously on their iPhones.
Following that, What's App messages came from my usually-cool best friend, who beseechingly asked me to download the game so she could earn more coins.
I downloaded Draw Something, and joined 35 million other people in challenging each other, my smartphone as my canvas and finger tip as my brush.
Draw Something is simply Pictionary for iPhones. Two players take turns to visualize words thrown up randomly by the app and guess what the other player has drawn. Letters are provided as clues. Each correct guess gives both players coins, which are exchanged for more colors to draw with.
Charles Forman, founder of Omgpop which created the game, sold his company last week for USD$180 million (SGD$226 million) to social gaming giant, Zynga, which created FarmVille and all the With Friends games. That's an amazing lot of money for a game that launched barely two months ago.
So, what is the draw about Draw Something and what can we marketers learn from it?
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Peilin is the senior manager of strategic solutions in Starcom Singapore, where she is charged with driving the agency's communications and planning product. as well as managing new business development. As one of the youngest senior managers in the marketing and communications industry, Peilin previously worked in a variety of media and creative agencies in Australia, Taiwan, Malaysia and Singapore including Saatchi & Saatchi, Up Brand Buzz and Mindshare. Her experience and client portfolio includes major advertisers such as Proctor & Gamble ASEAN, Tiger Beer, DBS Bank, Nissan, and Zuji.com. Some of her wins include the Global Facebook Innovation Award 2011, Silver at the Young Spikes Media Award 2010 and Gold at Effie Awards Singapore 2009. On weekends, Peilin can be found telling stories at her neighborhood children's library or photographing fashionistas for her shoe style blog.
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