Earlyface

How to do it right:
1. Tie your brand message tightly into the
app:At the end of the day, your branded
mobile app is built to market your brand.
Instead of forcing your message to users,
have them interact with the message
through gameplay.
Dumb Ways to Die was a game created by
Melbourne’s Metro Trains to promote rail
safety. The game was promoted via a funny
video on YouTube which went viral and
garnered 2.5 million views in the first 48
hours alone. The entire campaign was very
well executed managing to widely engage
audiences without sounding like a safety
message. View the adorable video created
to promote the game below:
2. Plan your promotion: Mobile games can
augment and help push your brand’s online,
broadcast and print campaigns, creating
multiple cross-promotional opportunities. In
case of HTML5 games which can be
accessed directly from a mobile browser,
you can include the URL as a part of your
current campaigns and direct consumers to
your game.
3. Define success metrics: Before you
create any mobile app, it’s crucial to define
success metrics to analyze and properly
evaluate your game. Ask yourself the
question – ‘What matters most to your
brand?’ Is it the total number of game
downloads or social shares? Is it the
number of people who engaged with your
brand through the game? Decide what
matters most and gauge the success of your
game using these parameters.
Who used it well:
One of the best examples of creating a
branded mobile game comes from Chipotle.
The fast-food chain had previously taken a
stance against mass-produced fast food
promoting their garden-fresh veggies and
free-range chickens and livestock. This
message is heard loud and clear in the
mobile game titled ‘Scarecrow’.
The game is simple; the scarecrow – a
disgruntled employee of a mass-production
food company – completes small tasks like
avoiding obstacles while releasing caged
chickens to create his own farm-fresh meals.
This seamlessly integrates Chipotle’s
message into the gameplay.