It's looking like Chipotle has scored big with a new mobile campaign centered on YouTube video and mobile game.
As Venture Beat reports, Chipotle and Moonbot Studios produced an animated film and mobile game as part of its overall "Food with Integrity" campaign.
Here's the thing: As a branding initiative, it's generating boffo results. In its first two weeks, the YouTube video saw 6.5 million views. And within four days of the mobile game's release on the App Store, it was downloaded 250,000 times, making it the top 15 free iOS apps in the U.S.
According to VentureBeat, with success like this, other brands will take notice and start creating their own branded games.
But as I write in my book THE ON-DEMAND BRAND, this has been going on for some time, as I take an in-depth look at how Coca-Cola, Burger King, Axe, Dove a growing number of major B2C (and B2B) brands have been doing some very serious business with branded games.
And while VentureBeat credits the fact that there's no overt selling in the Chipotle game, which is being praised for its production values, I think the game is more powerful than just that. In my view, the reason it was worth... Read more
Barclaycard's back and more bodacious than ever - with an "extreme" follow up to its hit waterslide iPhone app, the most successful free branded app to date.
This time out, it's a rollercoaster motif. Waterslide Extreme has been downloaded 12 million times, and agencies Dare Digital and Fish Labs hope to beat that stat with this new game, which takes you on a roller coaster ride through through New York City.
If you're wondering what makes this branded as opposed to just a sponsored game, it's tied to television campaign (spot shown here) that demonstrates Barclaycard's ability to let you make it fast and simple to make transactions in the daily rollercoaster of life.
In my new book, THE ON-DEMAND BRAND (available everywhere books are sold), I look at how such branded games can have wide appeal. In fact, according to stats from ShiftControl Media, consumers will average 12 minutes with a branded game, which is by far longer than they'll spend with most any other form of media.
We'll see if this new Barclay game finds the same kind of success as the original.
But it definitely seems like it's on the right side of the tracks.