Games and branding activities are becoming ever more combined, but sponsoring a gaming championship has been an outpost for geek brands only. However, a promotion between Gillette and EA, one of the biggest games companies in the world, is changing all of this…
When we first think about when using games to promote brands, is to create a new game for a brand. The next thought is about in-game activities like product placement, in-game advertising, etc.. Most people don’t get to option three, which is to sponsor gaming championships, because it has been the bastion of uber-hardcore gamers and marginally less uber-hardcore followers. With such a small audience, it was an activity that drew geeks and geek brands.
However, a deal between Gillette and EA, one of the biggest games companies in the world, is set to change how we view this. Gillette has already been involved in EA’s Tiger Woods games, especially as Tiger is the front man for Gillette in non-gaming advertising too. Gillette’s new promotion though has them sponsoring the “EA Champions of Gaming”. In the contest, players can play any of five EA Sports games online from their homes through qualifying and then into a knockout competition. It all leads to global finals for each of the games, with the winner playing against a real-life sports star. For example, the winner of the Tiger Woods 09 game championship will play a game live against Tiger Woods himself, the winner of FIFA 09 will play against Thierry Henry.
With gaming now the most popular leisure activity for Europeans aged between 16 and 49, Gillette’s move shows that sponsorship of gaming championships has now become a powerful tool for future-embracing brands ready to look outside the traditional communication channels.
Loading ...
Post a comment