How Can Pharma Tap this Cool Gaming Trend?
By Zoe Dunn
We’ve written about how pharma can apply gamification to engage consumers and engender brand loyalty. Now a new hot trend has emerged that takes gaming across platforms.
If you haven’t yet played Cheetos’ Cheetahpult game, check it out: http://www.youtube.com/cheetos on your desktop/laptop, then follow the directions to calibrate your smartphone as the remote controller.
With the goal to build brand awareness, the recent Cheetos campaign that launched in May is all about families playing with their Cheetos. The brand brilliantly turned a TV commercial into a game on YouTube, creating a dual-screen experience in which the viewer can fling the new Cheetos Mix-Ups snacks from their phone into a video playing on their desktop. Using their smartphone as controller, users engage in a completely new way with an ad and get to know the product's new shapes and colors.
Cheetos’ marketers know that YouTube is where people go to watch videos, so instead of just posting its commercial there they created a more immersive experience. “We’d seen dual-screen executions before, but this pushed the technology to new heights with a combination of YouTube, WebSockets, and live-action video,” they report. So far, the campaign is at 8.5 million views and counting. People who played the game stayed for an average of seven minutes and 17 seconds, and flung an average of 56 Cheetos per game.
There’s an opportunity in here for creative healthcare marketers.
As more and more healthcare companies are using gamification to engage with certain audiences, they could apply this concept to build on the conditions of the pediatric and young adult community. We see this working well, for example, to improve adherence, provide disease state information, and build community among younger consumers with Type 1 diabetes and other conditions.
As they say, the ball’s in your court; or in this case, the remote control is in your hand. Who’s going to play?