Weekly blog post: Engagement!

Obviously, „Engagement“ is the new word in advertising. Meaning, it’s not enough to just attract, inform, educate or interest a target audience.

Today, it’s more about getting potential clientele to actually get involved with a product – whether they (meaning we) are aware of this or not.

Of course, nobody can be forced to engage with anything. So therefore, the engagement itself must be attractive and/or fun to make it beyond the first obstacle.

A very nice example – at least in my point of view – is a game created for the California Milk Processer board. Realizing that the consumption of milk decreases, their advertising agency (Goodby, Silverstein & Partners) was challenged with an interesting fact: Everybody already knows that milk is healthy and good for us. So how to remind people to drink more milk again?

The result is the online game Get the Glass. Not only is it done very well in a graphic point of view with its sweet, loveable characters. It provides the player with useful and probably not yet common facts about milk with every field the figure advances on the virtual game board.

A challenging, not too easy to play game that catches interest and draws attention to milk itself… Honestly – what more do you want? In my opinion, this is pure engagement.

At the end, the game offers a special glass and/or a certain amount of money if one participates in the marketing research questions. I like this part very much, too. But this time with the view of a student majoring in advertising.

Go try it out – and let me know how far you got! : )