The School of Mobile Vol. 2 - The Detail
Mobile games are a rapidly developing segment within mobile marke�ng. The impact of
improved handset capabili�es and important developments such as the iPhone, mark a
turning point. Mobile has become an expression of one’s personality, lifestyle and most
importantly a tool for providing entertainment. Adver�sers and agencies have no�ced these
developments and mobile advergames offer the possibility for effec�ve, measurable and
non-intrusive solu�ons to interact with an audience when they are immersing themselves in
entertainment delivered via their mobile device.
What benefits can advergaming bring to travel industry?
• Advergaming can offer an original system to promote travel portals, airlines, tourism
authori�es, etc and encourage consumers to engage in a branded experience.
• An ideal tool to capture customer a�en�on while they are “on the go” and create an
entertaining environment during a journey. Perhaps there are possibili�es to build gaming
elements into more func�onal offerings.
• Travellers have “�me to kill”: when they are si�ng at the departure gate, in the �me
between connec�ng flights, wai�ng out a delay… Increase your brand awareness and product
experience by offering free mobile experiences.
• Measurable real-�me interac�on with users; games allow ‘click to’ mul�ple ac�ons:
phone call, send SMS, go to WAP site, landing page, collect data on users (poten�ally very
powerful!)
• Possibility to create a community around the brand and boost the strength of the brand.
(Source: UnkaSo� Interac�ve)
Screensavers and Wallpapers
This is fairly self-explanatory and involves the development of ‘flash-lite’ mobile screensavers that
can either be sold or freely distributed to your customers to allow you to have constant brand
presence. Companies such as Cell�ck even specialise in crea�ng mobile adver�sing solu�ons
for the ‘idle-screen.’ Tes�ng for these types of solu�ons is crucial to ensure your brand is well-
presented on any handset.
Mobile Video
This is the ability to create short mobile video adver�sements which are delivered to the mobile
phone. Quite possibly, there is good poten�al for the travel industry here. Imagine a 30 second
quirky video showcasing your brand or a specific product/service that you offer. There is huge
flexibility in terms of the crea�on and packaging of the video content and how it is presented and
on what handsets.
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