Home  › Media › Media Buying

Casual Game Helps Nissan Reach Busy Parents

  |  August 4, 2011   |  Comments

Game promoted across Meebo's network scores an impressive engagement rate.

The problem with marketing a product that aims to make life easier for busy parents is they’re often too busy helping with homework, making dinner and telling bedtime stories to notice any promotional efforts.

That was the dilemma Nissan faced as it sought to build awareness of its new Quest Minivan. To break through, the company engaged Meebo, provider of a popular web-based IM platform with an integrated ad unit. Meebo created a casual gaming experience that captured the interest of Nissan’s target audience. In fact, consumers engaged with the ad unit 150,000 times over the course of its seven-week run earlier this year, giving it a 1.14 percent engagement rate.

According to Meebo, the goal of the game, Load N’ Go, was to provide an entertaining experience that would keep parents interested for an extensive period of time while also driving home the idea that this vehicle makes the difficult job of parenting a little easier. 

In addition to capturing parents’ attention, Meebo says Nissan also wanted to “drive traffic to the Quest site to generate solid leads and create brand evangelists.” 

In the game, users are asked to load a Quest van with various items for camping, beach and shopping trips by dragging and dropping them into a cloud that hovers over the vehicle. In turn, the game highlights the van’s permanent rear storage well, quick-release flat-fold third row, and flexible seat configuration. Players can also watch a video and view photos of the van’s interior.

The execution incorporated Meebo’s Animated Media Alert, a rollover ad that expands to 900x400 upon engagement.  This was integrated into the Meebo Bar, a footer that is distributed across Meebo’s network of 8,000 partner sites, including Entertainment Weekly, CafeMom, Pep Boys and Kraft.

Meebo went with a casual gaming concept because data from consumer technology research firm Parks Associates finds online gaming leads all other online entertainment – including social networks – and is driven largely by casual gaming activities and because a large percentage of casual gamers are moms. 

According to Meebo, the average engagement rate for the game across Meebo.com and its network of publishers was 1.14 percent -- much higher than the industry average of .08 percent for online ads viewed within the auto category. What’s more, the average time users spent within the ad across both channels was 55 seconds. Meebo says this leads the average time a consumer spends engaging with an auto ad online by 17.5 seconds.

The average completion rate for the video was 59 percent, while the number of games completed averaged 49 percent.

Additionally, audience reach was further extended with thousands of shares on social media sites, Meebo says.

“Creating a casual game – that users opted into – with various challenges, was an effective way to keep audiences immersed in the brand experience for a longer period of time,” said Meebo’s chief revenue officer, Carter Brokaw.

This was Nissan’s first campaign with Meebo.

According to Josh Clifton, manager of Nissan communications and social media for Nissan North America, “Our objective was to increase awareness through casual gaming and it appeared that our goal was achieved. All our benchmarks were exceeded with higher than average engagement, completion rates and time spent engaging our ad.”

meebo-nissan-quest-ama

 
meebo-nissan-quest-campaign

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...