Leo Burnett - Cultural Fuel

A lot of hype has been building over in-game branding and advertising. Also it has spawned a lot of discussion on effectiveness and questions about how you measure engagment of the user with the game vs the engagement with the advertising in the game. Here is an example that is very good as it makes the advertising a real experience, and a part of the actual game flow and story.

Ikea created virtual furniture for the well-known SIMS game. Not only the furniture unmistakably IKEA, but it is key element of the game to furnish your home. So engagment should be easily measurable, and top of it it: since the furniture is virtual, you don’t even have to put it together.

For more cases of in-game advertising check out Dario Raciti’s article.

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