Orbitz Tries Advergaming

Posted on September 21, 2005

More marketers are trying advergames to promote their brands. The latest company to try is Orbitz with a website called Orbitz Games that contains games like Sink the Putt, Swing for the Fences and Island Hop.

The New York Times has an article about the Orbitz advergames and goal of advergaming in general. The games can get a person to interact with the brand. However, the article warns there is a risk people will start to know the brand better for its games than whatever it actually does or sells. That risk is probably pretty small for a major brand but big for lesser known company.

Advergaming is a good branding concept today but only if the games are fun. It seems like a bad idea to ruin the idea by using pop-up ads that online gamers, who tend to be among the most web savvy, probably block or ignore. Or worse --they are turned off by the pop-ups. Other recent advergames include Mojo Master, which promotes Axe body spray and Life Savers' Candy Stand.

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