MASSIVE CASE STUDY: AUTOMOTIVE
Gamers exposed to the creative in-game advertising showed an increase across key brand metrics among total respondents and likely car buyers.
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KEY METRIC |
GAMERS NOT EXPOSED TO ADS |
GAMERS EXPOSED TO ADS |
% INCREASE |
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Brand Familiarity |
20% |
40% |
+100% |
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Brand Rating |
14% |
25% |
+79% |
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Purchase Consideration |
28% |
47% |
+68% |
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Ad Recall |
38% |
55% |
+45% |
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Positive Ad Rating |
30% |
41% |
+37% |
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BRAND ATTRIBUTE IMPACT
- 46% Increase among gamers saying “Auto brand is Fun to Drive”
- 23% Increase among gamers saying “Auto brand has great performance”
- 31% Increase among gamers saying “Auto brand is affordably priced”
Note: Increase represents percentage change from control groups (gamers not exposed to ads) to test groups (gamers exposed to ads).
Source: Nielsen Entertainment executed study for Massive in January 2007.
Data from surveys with 600+ gamers in North America who played Need For Speed Carbon on Xbox 360 & PC platforms. Game published by Electronic Arts.
Client data from Canadian sample of total respondents.