Three weeks ago, residents of Coral Gables, Florida awoke to pink snails invading their city. Through time these snails will visit your home too, as they make their way to all metropolitan cities throughout the nation, in two-month increments.
The hot-pink critters became famous during Art Basel, and began their journey soon after in Miami Beach. While they are seemingly cute temporary additions, what they really represent is a clever part of a larger marketing scheme.
Courtesy of the collective Cracking Art Group and Italy’s renowned Galleria Ca d’Oro, it is hardly a shock that Galleria Ca d’Oro has a new location in Coral Gables, Florida. Also not a shocker, more Cracking Art can be seen in the gallery.
Some of the most effective marketing involves brainstorming creative ways to link artwork, fun and games to draw people in.
In a study by Alex Wang, PhD that was mentioned in eMarketer, participants viewed the same ad two ways, in a static print version and as an interactive version on an iPad. The extra boost of fun and creativity in the interactive ad had a large payoff, with purchase intent 59% higher after viewing the interactive ad.
Social gaming also brings a level of fun into marketing.
“Lured by addictive apps such as Zynga’s FarmVille, 53 million US internet users, or 24% of the online audience, played social games at least once a month in 2010,” wrote Paul Verna, a reporter for eMarketer.
According to eMarketer, “companies in many industries are tapping into social gaming through branded virtual goods, offers, ads and campaigns that combine digital and real-world items. “
A prime example is the iPhone app known as Words With Friends. A mock version of Scrabble, this game gives users the options to link up with friends and play ongoing games simultaneously. The catch? After every move made, a new advertisement pops up with the option to view the ad, or to return to the game.
According to Ben Boychuk, reporter for Macworld, removing the advertisements is as simple as paying two dollars.
“Two bucks is probably a small price to pay to avoid full-screen and banner ads,” Boychuk says.
In the end, someone is always making a profit.
To learn more about how your company can amplify its brand through digital marketing, visit Pennsylvania and Miami-based marketing experts The JLS Agency.