Zynga, the fast-growing maker of Facebook games like FarmVille and Mafia Wars, has been called by the New York Times “the hottest start-up to emerge from Silicon Valley since Twitter and, before that, Facebook.” This week, its CEO, Mark Pincus, is profiled in the story, the second in two weeks, highlighting the company’s recent success (though not without its fair share of controversy).  Among other things, the article profiles Pincus as a fearless entrepreneur and visionary aiming to build an online entertainment empire as important to the internet “as Google is to search.”

While Zynga will cite profits and player numbers as success criteria, it is another recent trend Zynga is pioneering that has caught my attention; advertising through social gaming. Zynga came under fire recently for allowing advertisements into its games. Some ads, for example, signed up players for subscriptions to costly text-messaging services. This caused a PR headache for the company with TechCrunch, the technology blog, calling the practice “ScamVille,” after some users filed a class-action lawsuit.

But with 211 million players every month, according to AppData.com, Zynga is perhaps well on its way to making social gaming as important to the internet as anything else thanks to a new partnership with an American food manufacturer, (also covered in the New York Times recently).  Cascadian Farm, an organic farm in the U.S. and subsidiary of General Mills, is using one of Zynga’s more popular games, Farmville, to reach a growing customer segment through advertising. Instead of your bog standard click-through ads a la GoogleAd Words however, the Cascadian Farms content will be integrated into the gaming experience.  

In Farmville, you participate, create, build and manage your own farm. You gain experience points by visiting your friends’ farms and lending a virtual hand. From next week, players in the U.S. will be able to purchase (using farm bucks) and plant, an organic blueberry crop from Cascadian Farm.  In doing so, FarmVille users will learn about organic farming and green living through standard game play, and at the same time, earn additional points to grow fruits and vegetables or raise animals on their virtual farms. Cascadian Farm executives said in a New York Times article that they hope that the company can expand its food niche and make itself better known by increasing awareness among FarmVille’s audience – that’s 221 million players a month. Users will also be able to access a $1 off coupon.

It will be curious to see just how successful Cascadian Farm is on Farmville. Will the strategy work to attract and educate potential customers through participation and content or will it back fire just like the imbedded ads? While integration in game play gives the user unique exposure to content in an experiential manner, will users see through the stunt and reject it as advertising or is this campaign just clever enough to work?   
 

@jacqui_cooper

Last week a friend of mine suggested that I get involved with a social media experiment  being run by a gallery in Brighton.  @Fabrica had tweeted that they were looking for people to take part in a social media ‘game’ of sorts.  Jumping at the chance to ‘play’ whilst passing it off as ‘work’ – I got in touch…

You can read the official write up, but I figured I’d replay the tweets and let you know what I thought as well.

The games was called “Broken Whispers”.  Basically I was told that I would receive a message from a stranger, via tweet.  I then had to change two words and then send the altered message onto another stranger.  The ‘game’ happened three times.  Basically like Chinese Whispers2.0 the game was looking to explore themes of how stories evolve, to tie into an exhibition at the gallery.  As far as I can tell the game players enjoyed it a lot – gaining a cheap thrill out of knowing what these odd messages in their tweet stream were about, tapping into new communities and crucially having fun.

The old lit student within me found it interesting from a narrative point of view.  With my tweets I was trying to somehow continue a sense of story – only for an irregular word to be added further down the chain to really trip things up. I quickly realised though as with all crowd sourced content – the merit isn’t in how the message and story finishes, but in watching and participating in how it evolves.  Like Bowie’s best lyrics the chain was fragmented nonsense, but  by taking part in the process – listening to the whole band play, to continue the analogy – was where the fun could be had.

This obviously had some sort of artistic purpose, but when thinking about it within our brand focussed work it had a couple of learning’s for our own campaigns.  The first was a way of looking beyond the obvious “engage a community tactics”.  This game uses an existing community (the Fabrica Gallery’s followers – but equally of any brand) to build and create touch-points in other pools of influence in micro-communities – associated groups of people who are ultimately not related (my micro community of followers, and the followers of those I was messaging).

Recently we have been talking about the future of the press release and how companies can’t expect to fully own messages, only steer audiences in the right direction.  The game acted as an example of this – albeit with a heavily involved catalyst and moderator to steer the way.  It showed that if you give the community the right tools  they can play with the sentiment without totally destroying the message.  In today’s world, where brands are concerned, it should be about getting people involved, getting people to think, getting people to play.  It doesn’t have to be about repurposing the party line.

So who’s up for a game of “Broken Key Messages”?

@LukeMackay

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