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Article: Getting in the Game; Adding Web-based interactive puzzles and entertainment to the marketing mix adds to brand awareness. The real contest for banks is turning gamers into customers.(Marketing)
- Article from:
- US Banker
- Article date:
- July 1, 2009
CopyrightCOPYRIGHT 2009 SourceMedia, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: Anthony Malakian
To help promote its new contactless payment card, Barclays plc produced a video game aimed at young consumers-the demographic the bank sees as most likely to use the card.
The player has 20 seconds to aid a swimmer through a maze of waterslide tubes. Rotating the squares, the user helps the swimmer navigate his way through the board. Once the puzzle is solved, the user is given options to learn more about the contactless card, which is used for micropayments of $10 or less.
The game went live at the beginning of February and was promoted on a "homepage takeover" ad on MSN UK for one day, says Hannah Deans, advertising ...