Branded entertainment: interactive advertising game kiosks.

The world’s got touchscreens now! People standing around waiting to catch a bus need something to do with their index fingers. Why shouldn’t that finger find your brand’s well-placed game, turning potentially boring locations into customer-catching brand interactions?

Here’s a touchscreen ad for Kraft Peanut Butter in Eaton Centre, Toronto.

Here’s a Telus touchscreen ad, same location.

These games garner attention through social proof: you see someone playing, you want to check it out.

There’s no reward for playing/winning, but a brand could easily incorporate QR codes for high scorers that might:

• Give participants a discount on an online or instore purchase
• Give participants a coupon for a free ____
• Enter participants in a contest
• Let participants post their location & score to Facebook
• Allow participants to like your Facebook page or follow you on Twitter
  
• Bestow an “instant WIN” on random participants

There’s a lot of potential here. You can turn someone’s otherwise boring wait into a brand interaction that leads to a real-life visit, muffin coupon in hand. That interaction, splashed with good customer service and a possible additional loss-leading incentive to return, could solidify repeat business.

• November 12th 2010
• Blog
• 3 Comments