Automakers play to strengths of video games

By GRANT W. REPSHER

04/21/06 - AutoWeek

Automakers are using the latest online technology to create video games aimed at boosting awareness and capturing sales leads. Young men are the primary targets.

"It's not enough anymore to just proclaim your brand and product," says Laurent R.O. Stanevich, senior vice president of digital marketing at Wunderman Detroit. The marketing communications company creates branded video games for Mercury."

You have to offer entertainment value to the people you want to reach," Stanevich told Automotive News. "Games are a very effective way to clearly communicate detailed information, like product features or a more complex, nuanced message."

Wunderman Detroit created "Milan Traps," a game featuring the Mercury Milan that the automaker placed on its Web site, http://www.mercuryvehicles.com/milanworld/. The game encourages players to "protect" their Milan sedans by setting traps for those who come near them. Mercury ties the game to TV, print and online media promotions.

Stanevich says his company and Mercury designed the game to appeal to young men. According to a study conducted last year by 1Up Network, an online game-marketing company, the average age of video-game players is 23. Three out of five every gamers are male, the study says.