Branded Virtual Goods Deliver Results

Virtual goods are being unearthed from the basement and receiving the attention they deserve, thanks especially to the mass media coverage of social games like Farmville and the penetration of smartphones. Asides from serving as hedonistic tokens of differentiation, virtual goods are being eyed by brands as a popular vehicle for advertising. New research by Appssavvy found that virtual goods marketing increased aided brand awareness by 44.5%, ad awareness by 60.1% and purchase intent by 31.5%.

The way Powermat is integrating with MyTown is simple. But before we delve into the details, let’s understand what MyTown offers to its users. The location based game is similar to Monopoly in the sense that users can buy and own real-life locations like favorite local shops, restaurants, and hangouts through check-ins and purchases. When others happen to check-in to these locations to collect rewards, the virtual owners can collect rent.
In the case of Powermat, players who check-in to retain locations where Powermats can be purchased, such as Best Buy, Bed Bath and Beyond, or Target, will receive Powermat branded virtual items. The details aren’t clear as to what the total benefits will be, but players will have a chance to learn more about Powermat’s wireless charging products and be able to enter into the sweepstakes through physical interactions in-store. The link between interaction and being entered into sweepstakes is also not yet clear but the campaign is running through June 13, 2010. Deals of these kind aren’t foreign to MyTown who in March announced a deal with clothing retailer H&M that involved giving players discounts on H&M merchandise for checking-in.
The campaign had fabulous results, resulting in increased aided awareness, mobile ad awareness, and purchase intent for those exposed by 70, 74 and 63 percent respectively. Virtual goods outperformed mobile internet, video, SMS and other online video forms of marketing. The study demographic skewed towards males, who made up 59% of the respondents, and the majority of respondents aged between 19 and 44 (2/3 to be exact).

“Partnering with MyTown offers us a unique opportunity to engage millions of technology savvy consumers with a unique cutting-edge forum,” said Beth Harrison Meyer, Vice President of Global Marketing for Powermat. “Powermat is all about using technology to enhance consumer convenience. With MyTown, we are reaching the most tech savvy consumers right where they live. What could be more convenient than that?”

Powermat’s wireless charging product has been doing well, exceeding 750,000 in sales in 2 months after its launch. Powermat’s product enables users to charge their devices by placing them on top of the wireless mat after its plugged in, eliminating the hassle of plugging in a device separately overtime. MyTown now has 2 million registered users and growing at 100,000 users a week. Powermat’s campaign is a collaboration between Maxus Global, M80 and Appssavvy that provides brand integration services for social media applications.