Five to ten percent of social gamers want to buy or earn virtual currency. BrandConnect is giving this currency to them, for the small price of a short brand engagement. BrandConnect from SupersonicAds is one of the first CPE (Cost-Per-Engagement) advertising platforms for the social gaming arena, and they have just integrated with Facebook Credits, allowing users to earn credits for engaging with brands across a number of Facebook games.
BrandConnect lets marketers run incentivized in-game branded advertising campaigns that reward player engagement with virtual currency. When users interact with campaigns by watching videos, liking, sharing, playing games and other engagements, they are rewarded with virtual cash for their favorite social games.
How does BrandConnect work? Let’s say you’re playing your favorite Facebook game when a small notification pops up on the screen letting you know you’ve got the opportunity to earn bonus credits. You click it and it tells you, “Watch the Beverly Hills Chihuahua 2 trailer. Earn 1 Gold.” You can either close the window or watch a 1-minute trailer to get your gold.
Check out the the image below for an example in which viewers can earn 1 Gold bonus for watching the Alice in Wonderland trailer.
Arik Czerniak, Co-Founder and COO of SupersonicAds told me, “It’s a very rewarding kind of experience because it’s not just a pop up that annoys you. It rewards you with currency that you can use later in the game.” And it’s true—incentivizing advertising makes viewers much more likely to engage with brands, and to be happy about it! According to a press release, from 50% to 80% of people who were exposed to a video campaign through BrandConnect viewed the entire video, over 20 percent of people that viewed a video liked the brand on Facebook, and more than 40 percent of viewers visited the brand’s website.
And it isn’t only videos. Arik told me that brands can do pretty much anything they want with their incentivized advertising time. “The brand has the user’s attention for a minute, and they can decide what they want to do to engage with users during that time.” It could be anything from a video to a short game, a widget, or asking the user to take an action such as liking or sharing the brand. Arik explains the concept simply as, “Take a short break from your game. Here is a brand. Meet them, engage with them and you will be rewarded.”
BrandConnect is already being used by brands like Kellogg’s, Hasbro, Intel, Lionsgate, Disney and more, and is continuing to grow.
Earlier this month, SupersonicAds closed their first institutional funding round of $4.2 million from Greylock Israel, to expand the international presence of BrandConnect. SupersonicAds CEO Gil Shoham says, “Online advertising becomes a win-win proposition when all players in the online advertising ecosystem—game players, publishers and brand advertisers—benefit. This investment from Greylock will enable us to grow our global team faster and continue to deliver outstanding results for leading brands and publishers.”
What do you think about BrandConnect and the concept of incentivized advertising in social games? Would you watch a video or engage with a brand for virtual currency? Share your thoughts with us in the comments below.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.