A study commissioned by JOGO Media for the BMW M3 Challenge online racing game has proven just how well new, digital forms of advertising are accepted by consumers. With approximately 75% positive ratings and an improved brand image perception, the game is an outstanding example of what in-game advertising can offer in terms of image building.
In-game advertising is a strong alternative to traditional forms of advertising. This has been demonstrated by JOGO Media, the in-game advertising agency for the BMW M3 Challenge online racing game, through a study they initiated and conducted in February 2008. The auto racing simulation demands a high level of attention and emotional involvement of the player – ideal conditions for effectively reaching a target audience with advertising messages.
Market research firm, BuzzCapture, evaluated over 5000 entries on relevant online forums. Within the sample, 68% of the comments were positive, in particular concerning the graphics, game options and overall high quality of the Challenge. Moreover, a good 75% of participants made positive statements about BMW as the main sponsor. This included praise for BMW for being the first advertiser to bring a creative, free game of this kind to the market.
BMW is pleased with the overwhelmingly positive response to the game and stated that it has exceeded their expectations. The game is now considered a success model within the industry of innovative advertising formats. Bilstein, a chassis manufacturer whose product is one of the options within the game’s setup, is very satisfied. We especially liked the way Bilstein’s chassis was actively integrated into the game, says Christof Prinz, Head of Marketing Services of Thyssen Krupp Bilstein Tuning. This allowed our key message ‘Better handling with Bilstein’ to reach players’ minds without it being directly perceived as advertising.