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04 Oct This post is from from my other blog here Interstitial Advergames! Okay, admittedly, I had to look up the word interstitial when I read this article on the use of advergaming. The author of the article talks about using advergames that actually work. You know advergames. They’re the things you see on the sides of some webpages that ask you to click a button as fast as you can to beat up George Bush or Paris Hilton. As soon as you win, you get a pop up ad. The majority of advergames are done this way and as a result are pretty ineffective. This is where the interstitial part comes in. Instead of creating a banner advergame, insert your advergame within an online game or video. Don’t make a typical advergame - click, click, click, pop up! Make one that actually forces people to interact with your brand. The one example that keeps floating through my mind is K-Swiss and their customizable shoe. Imagine this, you’re playing an awesome online game. The game pauses and you’re expecting the usual ad instead you get a K-Swiss advergame. There’s the white K-Swiss shoe. Below are 5-10 color options. Your mission is to customize your own K-Swiss shoe. The ad won’t go away and you can’t play your game until you do. So, you customize your own shoe. At the bottom of the “game” there could be a link to the K-Swiss website. The text would say something like “more colors/options at the site.” Now, how likely would you be to visit the site after that? If you’re into shoes, very likely. You’ve already customized your own shoe. The next step is buying! That’s what advergaming should be. bookmark to:           
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