Capital One Runs Ads on Three Zynga Games

It's the first brand to appear on CityVille, FarmVille, and Pioneer Trail simultaneously.

capital-one-buildingCapital One will begin appearing tomorrow in Zynga games CityVille, FarmVille, and The Pioneer Trail. According to a prepared statement from the companies, it’s the first time a brand has advertised in all three Facebook-based games at once.

CityVille players can add a Capital One bank location (image, left) to their cities, while Farmville and Pioneer Trail players can interact with a depiction of the goat from the brand’s TV spots. In each case, the in-game promotions reward players with points while directing them to Capital One’s Facebook page, where it has nearly 1.6 million likes. The initiative runs for one week.

It’s not the first time Capital One has tested Zynga ads. For a week in June, FarmVille players could get a complimentary branded Visigoth statue that delivered extra points for crops and trees planted.

Meanwhile Zynga, which filed for a $1 billion IPO in July, claims to have 60 million daily active users and 232 million monthly uniques in 166 countries. In terms of its platform for marketers, Zynga ad types include:

Engagement Ads, in which players can answer questions about brand preferences and purchase behavior in exchange for in-game currency. For instance, a user might field questions about her American Express card.

Branded Virtual Goods, in which a brand ties advertising deeply into game play. Capital One’s bank location in CityVille would fit this category, while perhaps the best-known examples have been Farmville integrations involving brands like Farmer’s Insurance, Bing, Coca-Cola, and McDonald’s. Paramount recently launched a campaign in CityVille offering an in-game item to drive awareness of Kung Fu Panda 2.

Mobile Ads, which are served into free versions of Zynga mobile games like “Words with Friends” and “Hanging with Friends.” Advertisers have included Amazon, eBay, and HBO; Zynga also has used the space to cross-promote other mobile games.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource