Friday Forum – We bring the hottest questions from the Chinese Social & Digital space to our brightest minds.
周五论坛——让中国社交与数字领域最热门的话题碰撞出思维火花

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?
动物森友会最近完成了一项非常成功的品牌推广活动。有哪些游戏也适合做一个品牌推广活动?你会用什么方法将游戏和品牌完美地结合起来
?

Olle Falkenang
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.

West Xu
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

我知道这从本身不是一个品牌,但我可以看到一个趋势美国陆军(或任何军队)正在利用游戏进行招募和推广。军队的不同部门已经开始从电子竞技领域中招募候选人,因为通常这些电竞选手反应灵敏,迅速。他们拥有成为优秀的无人机飞行员或测绘分析师的天赋。
同时,这些军队也开始在《使命召唤》、《堡垒之夜》和《绝地求生》等游戏中投放广告,这对他们来说是一个增强招聘效果的好办法。虽然我想避免泛化FPS游戏玩家,但他们绝对是一些品牌可以专注和投入的目标市场。

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.

Sunny Zhou
Senior Account Executive / We Are Social

LOL(英雄联盟)作为最受欢迎的在线PC游戏之一,拥有庞大的粉丝基础。之前它与一些品牌联名合作时推出了一些带有品牌特征的角色皮肤,例如英雄联盟冠军Qiyana和Senna与路易威登最近成功的品牌联名合作。 
联名合作的皮肤受到大家的青睐,但合作缺乏将品牌投放到游戏当中的机会。将游戏与产品结合的方式至关重要,尤其是“健康药水”。 受欢迎的饮料品牌可以提供带有自己品牌特征的“健康药水”,将其投放到游戏中成为游戏的一部分,以提高品牌知名度和游戏的娱乐性。用户可以在建立自己的基地(称为Nexus)时,可以在游戏内的分发器和商店中购买带有品牌标签的健康药水,以获得更有趣的游戏体验。

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.

Max Fang
Account Executive / We Are Social

以流行电影为背景的大型大片游戏拥有庞大的追随者,并且拥有优秀的平台去进行一些独具创意的品牌合作。从2018年开始,漫威的《蜘蛛侠》在PS4上取得了巨大成功,其续集将成为PS5的发行主题之一。
由于它是在纽约发行的开放世界独立游戏,请想一想Subway是否在游戏中占有突出的、重要的地位,也就是说玩家可以在游戏中只需访问Subway商店即可提高其HP等级。甚至购买Subway的产品也可以成为一种游戏机制。Subway三明治甚至可以作为在仓库中可以找到的健康催化剂(能量)。开放世界游戏中也可以利用广告牌的形式在游戏中展示真实世界里的广告。

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.