Social Gaming: 2010 Social Media Marketing Success Story

March 8, 2010 at 9:13 pm Leave a comment

Although I was one of the only people in class who admitted to being a social gamer on Facebook, this  platform is gaining universal popularity and gearing up to be a social media marketing gold mine.

By jumping on the emerging trend of social gaming, Bing recently used the widely popular virtual farming game Farmville, to gain 425,000 fans in a single day, more than tripling the 117,000 fans it had.

Believing that social environments tend have a more meaningful engagement with the Bing Products, Bing offered virtual Farmville cash, used to purchase decorations and farm equipment, to players in exchange for becoming a fan of Bing on Facebook.

Bing admits that the challenge now lies in keeping the 425,000 fans and converting them into Bing users. Microsoft’s social media team has crafted Facebook updates to be relevant to Farmville users and will pursue posting other content relevant to the Farmville target audience which skews older and female. Bing believes that this value exchange will eventually translate players into loyal Bing users.

It will be interesting to see what the other methods brands use  to engage fans via social gaming, including in game advertising and creating branded virtual goods players can utilize in these games.

References:

http://www.brandweek.com/bw/content_display/news-and-features/promotion-incentive/e3ic70c834af0ab2460bc7db79a9a7d64a5

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