Just how effective is that Burger King ad in the game NFL Street? Considering that more than a third (36%) of gamers actually bought, talked about or sought information about a product after seeing an ad in a videogame, per Nielsen Games, a case can be made that they are very effective.
(And who can forget that the King has his own game!)
Of 534 active videogamers surveyed, 11% said they purchased a brand that was advertised in a game. Some 19% said they talked about it after seeing an ad, and 10% said they recommended the product.
Coke was most recalled by the Nielsen panel, then Nike, Burger King, Axe, Pepsi and Pontiac.
Burger King isn't using games to sell Whoppers, but to pursue what it calls "extended brand interaction." The fast feeder has advertised in top sellers like NFL Street, provided players hidden codes to access the "Burger King Challenge" in Need for Speed and inserted the King into Fight Night. The creepy King served as a corner man that players can pick for their fighters.
Activision's Guitar Hero series was the most popular game among gamers who remembered specific advertisers, followed by Need for Speed, the Madden football series, Grand Theft Auto titles, the NCAA Football series and Tony Hawk games.
Guess I better go back to these and see what ads I missed!
More at BrandWeek.
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