There is a good reason that dark marketing is slowly moving into advertising vocabulary.
Rock bands like nine-inch nails and burger giant McDonald's have unleashed their brand's ability to participate and strengthen, and marketing executives can cheer as a result.
But for many in the industry, the term is more likely to be reminiscent of the image of Darth Vader opening a bag of Cool Ranch Doritos than the effect of the concept: A large number of brand enthusiasts are actively involved in a well-designed and well-executed brand marketing campaign across countries and continents.
Something very powerful.
Dark marketing is not sinister, but it is hidden.
Its core is the alternative reality game (ARG)
This is a complex, creative, purposeful scene that brings the brand into life.
ARGs is an interactive narrative that contains fiction and non-fiction, mystery and detection, as well as scripts and unscripted activities invited to participate.
The game is (
And make it possible)
Various forms of traditional media and online media.
ARGs can use telephone, electronic
Mail, outdoor signage, t-
Shirts, TV, social networks, music, blogs, etc, introducing engaging storylines, motivating behavior, revealing clues to the game, and advancing the narrative in a way that interests players.
Take the example of Microsoft's "I Love Bees" campaign, which aims to drive the launch of the popular video game Halo 2.
This is a good example of how ARGs can attract consumers to join the brand under the radar of traditional marketing. (
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Microsoft launched the game through FedEx
The honey pot of several Halo players.
A few days later, the promo trailer for Halo 2 cited a site called ilovebees. com/xbox. com.
The site provides a list of paid phone numbers, GPS coordinates of the phone, and the time each listed number is dialed, prompting curiosity to find the phone and answer the phone.
The calls provide additional clues that drive Argentina, promote Halo 2 and reinforce the brand.
From the beginning to the end of the game (
Players get a preview experience in Halo 2 games)
Players and observers visited the I Love Bees website to keep up to date with the game and new clues.
Independent websites and forums have emerged, generating game theory, intrigue, storyline, and, of course, a marketing boom.
Not all brands are best suited for brands in the target market that like interactive social games with online components.
James Hilton, creative director of the agency that developed Argentina, AKQA, commented on why "I Love Bees" was so successful with Microsoft, "it works fine on Xbox, because its audience tends to investigate further, invade the site and solve the problem.
"There must be a good fit between the brand, what the brand wants to convey, the target market, and the story and plot that anchors Argentina.
Roll up your sleeves after making sure it's right.
ARGs need a lot of work
From initial conception to planning and execution.
In addition, because the storyline can be changed according to the player's response, ARGs requires the agility, rapid writing and responsiveness of the game architect (
Known as master puppet)
Through the conclusion of the game.
In addition, if the player responds to the use of ARGs in unexpected directions, marketers who are responsible for strictly controlling the meaning of the brand may find themselves taking unnecessary risks.
Finally, Argentina's influence may be small compared to some marketing options.
For example, Audi's success is measured by 500,000 people.
For example, display ads on MySpace's home page may have reached millions.
Of course, attention and engagement components are completely different for both examples, and it is important to consider all the benefits and disadvantages associated with ARGs and other marketing campaigns.
Let brand enthusiasts participate, promote publicity, create a sensation.
They allow brands to tell their stories creatively, interactively and viral.
If you are ready to try it out, follow the following guidelines: there is a story to tell.
ARGs is, first of all, an interactive story that should be fascinating, dynamic and engaging.
Make sure there is a clear match between the brand, target audience, and interactive game concepts.
Plan, plan and plan more.
First assess how Argentina promotes the achievement of brand marketing goals.
Then find out the story behind (
Pre-game narrative)
, The main narrative, and the story forward. Perplex City (
Provide a detailed overview of its architect planning process.
Use vague clues and information to reveal story narratives over a period of time that require player interaction to interpret the scene.
Including non-linear plot lines that can be revealed occasionally.
The development of narrative cannot be predictable, nor can it be understood by linear unfolding of events.
Design a story to enhance the realism of the story.
Players should not be reminded of the game, but should be invited to make the game a part of their reality.
Use a variety of media, carefully design the elements of the game, make full use of the features of the delivery Media.
In the past, ARGs used code on T-
Shirts and posters, websites identified in video trailers, blog posts, email
Mail, text messages and mass media advertising.
Prepare to change the direction of the narrative based on player input and response to past clues and events.
Commitment to Argentina and its management.
As the story unfolds, it will take time for ARGs and continue to participate and manage.
Consider an institution with experience in Argentina, including 42 entertainment companies, Mind Candy and McKinney silver.
The effectiveness of Argentina is measured based on the goal of the promotion, not just on game participation.
As TIVO, ipod and the Internet continue to squeeze the traditional way of advertising, dark marketing strategies will become an important part of it.
For the right marketer, this dark side heralds a lot of sunshine. (
Note: The original article published on October 2008)
Recommended books for dark marketing and alternative reality games: Advertising 2.
0: Social Media Marketing in the network 2.
This is not a game: a guide to alternative reality games-
Based on marketing: Inspire customer loyalty through rewards, challenges, and competition, Think Like a Rock Star: How to create social media and marketing strategies that turn customers into fans, Kathy shiraway 2
0: Strategic Guide: business thinking and strategy behind successful Web 2.