Creating a Multi-Channel Advertising Campaign
Drimlike worked on a premium digital advertising campaign for Hasbro DohVinci, developing a strategy to ensure innovation, efficiency and the best possible outcome for both advertiser and audience. We implemented:
- a dedicated page on a games site with a targeted audience
- an HTML5 advergame and competition
- a sitewide graphic skin
- animated banners and pre-roll video advertising
A ready-made solution: Drimlike takes care of everything; from the creation of the HTML5 game and the graphics to the technical integration.
As a digital marketing agency, creating, designing and implementing digital marketing campaigns is what we do.
We collaborate with advertising networks, media agencies and clients synchronising various platforms to create a multi-channel user journey.
Starting with the introduction of the product, the multi-channel UX blends reality and the digital world, creating an immersive experience for the user.
1. A dedicated webpage for a dedicated audience
We started by selecting an appropriate platform to host the game. Using an online games website for kids meant that the niche target audience was reached, and resulted in high participation rates for the contest.
Furthermore, it was essential that all users from all points of access reached the dedicated DohVinci page. Streamlining traffic rather than fragmenting it resulted in higher participation rates, a boost in CTR, accurate and informative analytics reports and a stronger overall campaign.
2. Targeting their competitive side with the HTML5 game
The (now closed) competitive element introduced to the HTML5 game invited kids to share their in-game creations; this presents the product to kids in a positive and playful way, while DohVinci owners discover a whole new lease of life in their toy.
The advergame is at the heart of brand entertainment advertising. Cross-platform games break boundaries by reaching desktop, mobile and tablet users.
Select a nozzle for the gun, choose a colour and customise your item!
3. Creating a graphic skin
This striking visual of a skin offers huge visual impact for the user and immerses them in the world of DohVinci, grabbing visitors to the site’s attention and resulting in high CTR and increased participation in the contest.
4. Display advertising through pre-roll video and banners
Display advertising for the product included three formats of animated banners and pre-roll video which, once clicked, directed the user to the dedicated DohVinci page. We harnessed the user’s curiosity, sparked by the ads and skins, to increase traffic and promote the product, whilst simultaneously ensuring consistency of branding.
Pre-roll video:
Animated banners:
The Outcome: Happy Customers!
In order to encourage user engagement across a variety of platforms, we:
- created a dedicated page on a games site targeting a niche audience
- ensured a bespoke experience with a competitive HTML5 game
- designed and implemented a striking, sitewide graphic skin
- used animated banners and pre-roll video advertising
- made YouTube tutorials for the game
- interacted with the official Hasbro YouTube channel
The DohVinci competition and campaign may be over, but the HTML5 game is constantly generating product awareness and brand engagement while it’s live on different sites. The advergame, uniquely, has no shelf life.
Marketing works best when it’s entertaining, and the advergame allows for that. The end user benefits from a great fun, great looking game, while the client enjoys the positive associations of the game and user experience, with quality customer engagement.
So what next? Added features for the game? Or a whole new concept? How about online entertainment on an even grander scale?
You’ll just have to wait and see...
UPDATE: The new module "Carousel of Colours" has been added to the latest version of the game. Check out the new addition via the YouTube video, which has been embedded in the game for a better user experience.
Choose the tool "Carousel of Colours", mix your favourite colours and personalise your item! :)
Why not create a successful digital campaign for your products?