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BizReport : Advertising archives : February 09, 2011

New Yahoo! ad programs take on gaming feel

Gaming is everywhere - even in ads, it seems. Two new campaigns from Yahoo and brands such as People and Diet Dr. Pepper are taking on some of the gaming feel. The ads are designed to creatively engage consumers by giving them an action - to find or win something.

by Kristina Knight

yahooddpad.jpgThe first campaign was launched by Yahoo! en Espanol and People en Espanol. Targeting the young, Hispanic demographic, the campaign offers 'instant celebrity status' as one of the annual 'Most Beautiful People' issues put out by the magazine. It is further sponsored by Maybelline and Wrigley, integrating custom slideshows into the contest website. Consumers submit their photos to the website, photos are then voted for by other people.

The second campaign, from Yahoo! and Diet Dr. Pepper, puts a more gamey spin on the ad landscape. Throughout the virtual treasure hunt, interested consumers are encouraged to find six Diet Dr. Pepper characters throughout Yahoo! properties such as Shine, Movies, Music and Games. Called "The Hunt for the Unbelievable", it's an extension of Diet Dr. Pepper's "We Exist" campaign. They have to find a Leprechaun, Tooth Fairy, Sasquatch, Easter Bunny, Santa Claus and Alien.

"We have a very successful television campaign featuring these 'unbelievable' characters," said Dave Fleming, Director of Marketing for Dr. Pepper at the Dr. Pepper Snapple Group in Plano, TX (via "Our challenge is how do we ... give our consumers something a little different that extends the campaign."

Fleming went on to say that the online space was a good fit because the brand could target specific consumer groups, including their target demographic of women aged 25 - 39.

Will the tactic work? Chances are good. Experts have been touting the need for more engaging creative. Taking a more traditional ad and tweaking it to be social or game-like is one way to increase engagement.

Tags: ad options, content, content ads, Diet Dr. Pepper, game ads, online advertising, People, Yahoo

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