Contests2win.com (C2W) has achieved a first by hosting a fully branded dumb charades ‘Advergame’ on the Internet. The property has been sponsored by Perfetti Van Melle’s Mentos brand.
The property, christened “Mentos DCode” requires consumers to identify names of popular songs with the help of visual as well as alphabetic clues. The property has multiple levels and becomes tougher with every level. There is a new Challenge daily, leading up to 15 levels per fortnight and the points to be earned also increases with every level. Lucky winners get cash prizes every fortnight and there’s a bumper prize of an iPod Nano at the end of every month.
Elaborating on the game, Alok Kejriwal, CEO, Contests2Win, said, “This is one of the most exciting ideas we have worked on. Given the huge popularity of the Internet amongst Indian youths, it’s only logical that the most popular youth interests get extended to the Net – hence, online dumb charades. We expect the proposition to become hugely popular in the coming months and set a new precedence in immersive online branding and advertising that is interactive and not interruptive.”
This new genre of ‘Advergame’ has the potential to change the way advertisers can connect with their audiences. This form of advertisers, which at present is worth about 5 per cent of the total advertising industry, definitely looks set to grow. “Content has finally met reach, reach built by huge portals. We have been evangelising it for many years now and it has finally happened, thus it is a huge moment for the industry,” Kejriwal added.