Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
Animal Crossing was used recently for a very successful brand campaign. What other game would be perfect for a brand campaign? How would you use that game?
Manager - Executive Projects / We Are Social
即使GTA5大约是七年前发布的，但是它仍拥有着数百万玩家，是最受欢迎的开放世界游戏之一。 是什么让GTA脱颖而出？ 当然是在游戏中摧毁世界的能力和酷炫的汽车特技。 我希望能看到以赞助极限运动赛事而闻名的红牛创造独特的特技挑战，这些挑战可以在游戏中解锁。每完成一次特技挑战，玩家将会得到一些特别的优惠券，这些优惠券可以在IRL中使用。特技还将由GTA的著名改装者/创作者开发。 当像Monster这样的能量饮料品牌投入大量的关注在游戏玩家本身时，Red Bull有绝佳的机会将其对于极限运动的关注结合到游戏中，同时吸引到热爱挑战的核心游戏玩家。
Even if GTA V was released almost seven years ago, it is still one of the most popular open-world games out there, with millions of players. What makes GTA stand out? The ability to wreak havoc on the world and the crazy car stunts, of course. I would love to see Red Bull, who is famous to sponsor extreme sports events, to create unique stunt-challenges you can unlock in the game. For each stunt-challenge completed, the player will receive special coupons to be used IRL.
The stunts would also be developed by famous modders/creators from the GTA community. When energy drinks like Monster are heavily focusing on gamers, Red Bull has a perfect opportunity to combine its extreme sports-focus, while reaching out to hard-core gamers that love a challenge.
Senior Account Manager / We Are Social
《魔兽世界》虽然是“上古时代”的游戏，但是它造就了一代人的回忆。如今怀旧服也非常火爆。《魔兽世界》可以和KEEP合作，因为游戏中的在NPC都可以做出各种动作。暴雪可以在暴风城和奥格瑞玛设计一个KEEP ROOM，里面有固定的NPC一直在做KEEP的运动，玩游戏时间长的玩家可以进KEEP ROOM，跟着NPC一起做运动，最后得到相应的奖励。
Although the online role-playing game, World of Warcraft, belongs to one of the classics, its recent update "WoW Classic" has become hugely popular. I think it would be brilliant to see cooperation with the fitness app, KEEP. How to inspire exercise IRL through a game? Let me tell you.
A dedicated KEEP ROOM can be launched in Stormwind City and Orgimmar, where NPCs (Non-Player Characters) are doing all sorts of KEEP sports. The hard-core gamers can take a break from slaying dragons and enter the KEEP ROOM to learn from the NPCs how to do different exercises and sports. The players will receive in-game rewards.
Robert Van Kasteel
Associate Account Manager / We Are Social
I know it's not a brand per se, but I could see the US Army (or any army for that matter) using games for recruitment and promotion. Different divisions of the army already recruit candidates from esports as the players usually have heightened reflexes and quick reaction times. They naturally make excellent drone-pilots or mapping analysts. Putting ads in games like Call of Duty, Fortnight and PUBG would be a great way for them to up their recruitment. I want to avoid generalizing FPS gamers, but they are definitely a very specified target market for "brands" like the army.
Senior Account Executive / We Are Social
As one of the most popular online PC games, LOL (League of Legends) has a massive fanbase, with previous brand collaborations providing branded character skins, such as Louis Vuitton's recent successful campaign with the champions Qiyana and Senna.
Branded skins work, but it lacks the opportunity to put brands in the middle of the action. In-game items are crucial, especially "Health Potions". Popular beverage brands could offer their own branded in-game Health Potions for greater brand building and more enjoyable gaming. The branded Health Potions can be bought when building your home base (called Nexus) where in-game dispensers and stores can be found for even more interesting gaming experiences.
Account Executive / We Are Social
Big blockbuster games based on popular movies already have a huge following, and perfect platforms to make some creative brand-collaborations. Marvel's Spider-Man from 2018 became a great success on PS4, and its sequel will be one of the launch-titles of PS5.
Since it's an open-world game taking place in New York, imagine if the brand Subway had a prominent place in the game, where the player could increase its HP level simply by visiting a Subway store. Even the purchase itself can become a game-mechanism. Subway sandwiches can even serve (pardon the pun) as health boosters found in the inventory. The realistic open-world of New York can also utilize billboards to show real-life advertising.