I've just finished (well, not really) an interesting experience on the new Toyota Scion's website. Little Deviant is a kind creepy fairy tale, mixing cartoons characters and 3D in a urban environment and recreating a sort of adventure game in seven chapters.
Every chapter has an advergame in which visitors have to succeed in order to move on to the next part of the story. To tell the truth, I haven't gone further than the second chapter... in a certain sense I'm not sure how many users will actually spend half an hour on the site (or maybe more) to interact with the goblins, but I also understand I'm probably not in the target audience Toyota wants to reach with this action.
This said, the experience is cool and worth giving it a try... also, taking a more "marketing" approach to the site and having read an article yesterday on eMarketer (Kids and Teens Influencing Purchases), I better understand the campaign idea...The target are not the parents, but the kids!
Every chapter has an advergame in which visitors have to succeed in order to move on to the next part of the story. To tell the truth, I haven't gone further than the second chapter... in a certain sense I'm not sure how many users will actually spend half an hour on the site (or maybe more) to interact with the goblins, but I also understand I'm probably not in the target audience Toyota wants to reach with this action.
This said, the experience is cool and worth giving it a try... also, taking a more "marketing" approach to the site and having read an article yesterday on eMarketer (Kids and Teens Influencing Purchases), I better understand the campaign idea...The target are not the parents, but the kids!
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