Advergames provide big-time brand boosts for DaimlerChrysler

Last week, Jeff Bell, VP of marketing for Chrysler/Jeep, demonstrated the positive effect of custom advergaming initiatives on Chrysler brand awareness during his keynote address at the Jupiter Media Advertising Forum in New York City. In fact, Bell revealed that in some instances, demonstrated interest led to actual sales.

One of the games--called "Race The Pros"--generated a 27.6 percent lift in Dodge brand awareness, as well as a 19.6 percent purchase intent and a 24.7 percent rise in overall brand awareness for DaimlerChrysler brands among users who played and downloaded the game. It was promoted online at MSN and FoxSports.com, as well as during certain Fox broadcasts on TV. WildTangent, which created the game, has built several other games for blue chip companies, and is currently working on Nike's Speed campaign.

"Our fastest-growing area by far is in the Internet," said Chrysler's Bell. "The great thing about the Web is you can take a risk, learn from it quickly, and move on." He added that the positive results from the gaming initiatives will result in more online spending from the automaker.

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